“Business growth in Kara focusing

Kara baby wipes and hand sanitizing wipes”

INDUSTRY REPORT
2013
Submitted for the partial fulfillment of the requirement for the award
Of
POST GRADUATE DIPLOMA IN MANAGEMENT

SUBMITTED BY
AMIT JHA

UNDER THE SUPERVISION OF

INTERNAL: CA. ANOOP KUMAR
EXTERNAL: MR. DIVYANKAR GOEL

INSTITUTE OF MANAGEMENT EDUCATION,

SAHIBABAD,GHAZIABAD,(U.P)
1
 DECLARATION

I, AMIT JHA student of POST GRADUATE DIPLOMA IN MANAGEMENT

From INSTITUTE OF MANAGEMENT EDUCATION,
SAHIBABAD, GHAZIABAD, Uttar Pradesh hereby declare that I have
completed summer internship on

“Business growth in Kara focusing

Kara baby wipes and hand sanitizing wipes”

as part of the course requirement. I further declare that the information

presented in this project is true and original to the best of my knowledge.

Date: (Amit Jha)

2
 PREFACE

As a part of course requirement of my PGDM program I was asked to

undergo 2 MONTH summer training in any organization, so as to give me
exposure to practical management and get me familiar with the various activities
taking place on the organization.
I got an opportunity to undergo my summer training in BIRLA
CELLULOSE, where I was allotted the project entitled..
“Business growth in Kara focusing
Kara baby wipes and hand sanitizing wipes”
Hence I have to do my work in the entire region of GHAZIABAD so that the
report doesn‘t become biased. I have divided this project in to four chapters. The
Introduction of Organization and about the project. It also includes objective of
project justification. The next includes the traditional parts i.e. Methodology.
Onwards consist of statistical analysis and figures. Others consist of
Recommendation, Limitation and Conclusion.

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4
 ACKNOWLEDGEMENT

This project has been a great learning experience for me and I would like to
express my sincere gratitude to all the people who guided me throughout the
project and without the valuable guidance and suggestions of these people this
project would not have been completed successfully. I owe enormous
intellectual debt towards my industry guide Mr. Divyankar Goel, Regional
Sales Manager, North Division, Grasim Industries & Birla Cellulose for
their continuous support and cooperation throughout my project without which
the present work would not have been possible. Special thanks to Mr.Dushyant
dhakre, Area Sales Manager, Delhi NCR Region and My mentor Ms.
Prakrati verma, Grasim industries and Birla Cellulose & my faculty Guide
CA. ANOOP KUMAR at “Department of IME Sahibabad, Ghaziabad
,U.P. for their continuous guidance, support and cooperation during the project.
I would like to thank all the respondents whom I interacted during my project
without their support and cooperation this project would not have been
completed successfully. And Last but not the least, I feel indebted to all those
persons and organization who/ which have provided helped directly or indirectly
in successful completion of this project.

Date: Amit Jha

Place: Ghaziabad

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 ABSTRACT

The purpose of my study was to ―Business growth in Kara focusing Kara baby
wipes and hand sanitizing wipes” find maximizing the sales of Kara in major
markets of Ghaziabad. As any study is incomplete without the interaction with
its main stakeholders, I also interacted with many commuters of different
cosmetics, general stores and medical stores covering various major markets of
Ghaziabad such as Raj nagar, Kavi nagar, lajpat nagar, Nehru nagar, Gandhi
nagar, Nai basti, Shalimar Garden, Crossing Republic, etc.

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

I sampled Kara in major markets of Ghaziabad to increase the awareness of

Kara because the concepts of using wet facial wipes is very new in India unlike
other western countries where people spend their major portion salary in
disposable products.

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 TABLE OF CONTENTS
Page no.

CHAPTER 1
INTRODUCTION TO THE TOPIC 9
CHAPTER 2
INTRODUCTION TO THE ORGANIZATION/INDUSTRY 14
CHAPTER 3
IMPORTANCE OF THE STUDY 29
CHAPTER 4
SCOPE OF THE STUDY 31
CHAPTER 5
LITERATURE REVIEW 33
CHAPTER 6
RESEARCH DESIGN 35
CHAPTER 7
DATA ANALYSIS 39
CHAPTER 8
DATA INTERPRETATION 42
CHAPTER 9
CONCLUSION 55
CHAPTER 10
LIMITATION 57
CHAPTER 11
RECOMMENDATIONS & SUGGESTIONS 59
CHAPTER 12
SCOPE FOR FURTHER RESEARCH 61
CHAPTER 13
BIBLIOGRAPHY 63
 ANNEXURE 65
 CHECK LIST FOR THE ITEMS IN THE REPORT 66

7
 EXECUTIVE SUMMARY

A project means a task assigned by the company. My project topic is

―Business growth in Kara focusing kara baby wipes and hand
sanitizing wipes in GRASIM INDUSTRIES & BIRLA CELLULOSE,
Aditya Birla Group.
Marketing is indeed an ancient art. It has been practiced in one form or
other since the days of Adam and Eve. It emerges as a management discipline.
However, is of relatively recent origin. And within relatively this short Period, it
has gained a great deal of importance. In fact, today most Management Thinkers
and practitioners the world over, regard marketing as the most important of all
management function in any business.
In last few years, the growth and development story of India has seen different
stages. From the time of independence to 1991, the time of liberalization in
India and then to the twenty first century, the markets have shown tremendous
changes. Today consumers have got the power and the income to spend on
products. Different firms entered in the market and lost but many succeeded and
make their mark. All the markets starts with nascent stage and later grow to its
maturity, same with the wipes market which is in its nascent stage in India now
but the potential is high if explored.
Kara is a brand name of Wet wipes from the house of Grasim Industries, Aditya
BirlaGroup. A mong its different variants, Refreshing facial wipes are the most
selling wipes in the consumer market and is also a potential product for gifting
done by various Corporates.

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 CHAPTER 1

INTRODUCTION TO THE TOPIC

9
 WET WIPES

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

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

Wet wipes can serve a number of personal and household purposes. Although marketed
primarily for wiping infants' backsides in diaper changing, it is not uncommon for consumers
to also use the product to clean floors, toilet seats, and other surfaces around the home.
Parents also use wet wipes, or as they are called for baby care, baby wipes, for wiping up
baby vomit and use to clean babies' hands and face in feeding or general dirtiness.

Baby wipes
Baby wipes are wet wipes used to cleanse the sensitive skin of infants. These are saturated
with solutions anywhere from gentle cleansing ingredients to alcohol based 'cleaners'. Baby
wipes are typically sold in plastic tubs that keep the cloths moist and allow for easy
dispensing.

Wet wipes have become a standard part of diaper changing kits. They can be bought in
several different pack counts (ranging up to 80 or more sheets per pack), and come with
dispensing mechanisms. The origin of baby wipes most likely came in the mid 1950s as more
people were travelling and needed a way to clean up on the go. One of the first companies to
produce these was a company called Nice-Pak. They made napkin sized paper cloth saturated
with a scented skin cleanser. Rockline Industries went on to be the first to innovate the first
baby wipe refill pack and pop-up packs which have become common in the marketplace.

The first real baby wipe products appeared on the market around in the mid 1970s, and were
larger companies like Kimberly-Clark who produced Huggies and Procter & Gamble's
Pampers. As the technology to produce wipes matured and became more affordable, smaller
brands began to appear. By the 1990s, most super stores like Kmart and Wal-Mart had their
own private label brand of wipes made by other manufacturers. After this period there was a
boom in the industry and many local brands started manufacturinsg because of low entry
barriers. Brands Like Tushies baby wipes, Hunnies Wipes, Mommy-

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Pokko, Pigeon, Johnson's Baby Wipes, CHICOO Brand have made their mark in international
market.

Many green-minded parents, or those looking to save extra money, are using washable baby
wipes. These are typically small squares of material (cotton, bamboo or fleece) that can be
pre-soaked ready to use, or wet as required. Because they don't contain chemicals or artificial
fragrances like most disposable wipes, they are very kind and gentle on the skin. They are
often reported to be more effective at removing solids from the skin because of their textured
nature.

A study conducted by The University of Manchester has found that baby wipes had an
equivalent effect on skin hydration when compared with cotton wool and water.

Cleansing pads
Cleansing pads are fiber sponges which have been previously soaked with water, alcohol and
other active ingredients for a specific intended use. They are ready to use hygiene products
and they are simple and convenient solutions to dispose of dirt or other undesirable elements.

There are different type of cleansing pads offered by the beauty industry: make-up removing
pads, anti-spot treatments and anti-acne pads that usually contain salicylic acid, vitamins,
menthol and other treatments).

Cleansing pads for preventing infection are usually saturated with alcohol and bundled in
sterile package. Hands and instrument may be deinfected with these pads while treating
wounds. Disinfecting cleansing pads are often included in first aid kits for this purpose. Since
the outbreak of H1N1 sales of individual impregnated wet wipes and gels in sachets and
flowpacks have dramatically increased in the UK following the Government‘s advice to keep
hands and surfaces clean to prevent the spread of germs.

Industrial Wipes
Pre-impregnated industrial-strength cleaning wipes with powerful cleaning fluid that cuts
through the dirt as the high performance fabric absorbs the residue Industrial wipes has the
ability to clean a vast range of though substances from hands, tools and surfaces, including:
grime, grease, oil- & water-based paints & coatings, adhesives, silicone & acrylic sealants,
poly foam, epoxy, oil, tar and more.

Pain relief
There are pain relief pads sopping with alcohol and benzocaine. These pads are good for
treating minor scrapes, burns, and insect bites. They disinfect the injury and also ease pain
and itching.

Personal hygiene

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Wet wipes can also be bought in stores for private usage. In Southeast Asia, wet wipes are
often sold out of refrigerators to give the wipes a refreshingly cool effect. Many adults use
wet wipes in place of toilet paper.

They are often dispensed in restaurants, at service stations, along with airline meals, in
doctors' offices, and other similar places. They are often included as part of a standard
sealed cutlerypackage.

Wet wipes have also found a use among visitors to outdoor music festivals, particularly those
who camp, as an alternative to the communal showers. The wet wipes are a preferable option
to the communal facilities for which there are generally extremely long queues.

Pet care
Today one can find even wet wipes for pet care, for example eye, ear, or dental cleansing
pads (with boric acid, potassium chloride, zinc sulfate, sodium borate) for dogs, cats, horses,
and birds.

Healthcare
Medical Wet wipes are available for various applications. These include Alcohol Wet Wipes,
Chlorhexidine Wipes (for disinfection of surfaces and non invasive medical devices) and
Sporicidal Wipes Medical wipes can be used to prevent the spread of pathogens such as
the Norovirus and Clostridium Difficile.

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 Summer Internship Profiles
There were four profiles offered for our summer internship out of which we had tochoose one
depending on our area of interest. All the profiles fall under their marketingand sales
department, thus required us to interact with various people varying frommarketing managers,
retail shop owners to customers at shopping malls. I chose channel Sales management,
because this profile required interacting with people at various managerial levels in market
and enhance my knowledge by observing andrefining my skills with every new interaction.
The profiles are discussed as below:
1) CORPORATE SALES MANAGEMENT
Kara wet wipes have emerged as one of the most useful and preferred gifting in many
Corporate and Institutional Segments for various occasions viz. Gifts to Doctors/Business
Associates/Clients, Brand Promotion, Merchandise for Trade promotion & Consumer
Schemes, Office amenities, Conference & Seminar amenities , Tool for providing better
Customer/Guest experience etc. In profile of Corporate Sales, we had to target the clients for
bulk purchase of our product, offering them discounts and customization of our packaging to
promote their brand.

2) MODERN TRADE MANAGEMENT

Modern trade management deals with malls and shopping complex where thousands of
customers come daily to buy household items. Kara is available at almost every mall in Delhi
however internees under this profile have to check daily inventory levels of product, its
placing as compared to competitor products, visibility, customers reaction on seeing the
product etc.
3) CHANNEL SALES MANAGEMENT
In this profile, all the small retail shops are focused where the internee had to see if Kara is
already available with them, are the retailers happy about the response of the
product,sufficient inventory levels are maintained etc. Also there were many retail shops
which didn‘t have any wet wipes and were apprehensive about keeping our product. The
internees had to market their product to such retailers and clarify any doubts which retailer
has about the product.
4) MARKETING RESEARCH
This profile is a pure marketing research based where the internee has to ask respondentsto
fill up a pre-designed questionnaire thus fulfilling his given objective. The internee was given
a place like a mall or a market where he had to intercept potential respondents and request
them to take part in his research. Though sample size is not pre-determined, it should be such
that some substantial results could be interpreted.

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 CHAPTER 2

INTRODUCTION TO THE
ORGANIZATION/INDUSTRY

14
 COMPANY PROFILE

 A US $40 billion corporation, the Aditya Birla Group is in the League of Fortune 500.
It is anchored by an extraordinary force of over 136,000 employees belonging to 42
different nationalities. The Group has been ranked Number 4 in the global ‗Top
Companies for Leaders‘ survey and ranked Number 1 in Asia Pacific for 2011. ‗Top
Companies for Leaders‘ is the most comprehensive study of organisational leadership
in the world conducted by Aon Hewitt, Fortune Magazine, and RBL (a strategic HR
and Leadership Advisory firm).
 Over 50 per cent of the Aditya Birla Group‘s revenues flow from its overseas
operations. The Group operates in 36 countries – Australia, Austria, Bangladesh,
Brazil, Canada, China, Egypt, France, Germany, Hungary, India, Indonesia, Italy,
Ivory Coast, Japan, Korea, Laos, Luxembourg, Malaysia, Myanmar, Philippines,
Poland, Russia, Singapore, South Africa, Spain, Sri Lanka, Sweden, Switzerland,
Tanzania, Thailand, Turkey, UAE, UK, USA, and Vietnam.
 Aditya Birla Group – The Global Scenario
 Around the world, we're known for:
 A metals powerhouse, among the world‘s most cost-efficient aluminium and copper
producers. Hindalco-Novelis is the largest aluminium rolling company. It is one of the
three biggest producers of primary aluminium in Asia with the largest single location
copper smelter
 No.1 in viscose staple fibre
 No.1 in carbon black
 The fourth-largest producer of insulators
 The fifth-largest producer of acrylic fibre
 Among the top 10 cement producers
 Among the best energy-efficient fertiliser plants
 The largest Indian MNC with manufacturing operations in the USA

 Aditya Birla Group – The Indian Scenario

15
 In India, here‘s what we have accomplished:
 The largest fashion (premium branded apparel) and lifestyle player
 The second-largest manufacturer and largest exporter of viscose filament yarn
 The largest producer in the chlor-alkali sector
 Among the top three mobile telephony companies
 A leading player in life insurance and asset management
 Among the top two supermarket chains in the retail business
 Among the top 6 BPO companies
 The largest manufacturer of linen fabric
 Rock solid in fundamentals, the Aditya Birla Group nurtures a culture where success
does not come in the way of the need to keep learning afresh, to keep experimenting.
 Aditya Birla Group – Beyond Business
 Works in 3,000 villages
 Reaches out to seven million people, annually, through the Aditya Birla Centre for
Community Initiatives and Rural Development spearheaded by Mrs. Rajashree Birla
 Focuses on healthcare, education, sustainable livelihood, infrastructure and espousing
social reform in India, Brazil and Egypt, as well as Philippines, Thailand, Laos,
Indonesia, Korea and other Asian countries
 In India:
 The Aditya Birla Group runs 42 schools across India, providing quality education to
45,000 children, including 18,000 needy students who receive free education. Merit
scholarships are given to an additional 8,500 children from the interiors.
 The 18 hospitals run by the Aditya Birla Group tend to more than a million villagers.
 In line with its commitment to sustainable development, the Aditya Birla Group has
partnered with Columbia University in establishing the Columbia Global Centre‘s
Earth Institute in Mumbai.
 The idea of embedding CSR as a way of life in organisations has led to the setting up
of the FICCI – Aditya Birla CSR Centre for Excellence, in Delhi.
 The Aditya Birla Group transcends the conventional barriers of business because we
believe it is our duty to facilitate inclusive growth.
 VISION AND VALUES
 Our Vision
 To be a premium global conglomerate, with a clear focus on each of the businesses.
 Our Mission
 To deliver superior value to our customers, shareholders, employees and society at
large.
 Our Values
 Integrity : Acting and taking decisions in a manner that is fair and honest. Following
the highest standards of professionalism and being recognised for doing so. Integrity
for us means not only financial and intellectual integrity, but encompasses all other
forms as are generally understood.
 Commitment : On the foundation of Integrity, doing all that is needed to deliver
value to all stakeholders. In the process, being accountable for our own actions and
decisions, those of our team and those in the part of the organisation for which we are
responsible.
 Passion : An energetic, intuitive zeal that arises from emotional engagement with the
organisation that makes work joyful and inspires each one to give his or her best. A

16
 voluntary, spontaneous and relentless pursuit of goals and objectives with the highest
level of energy and enthusiasm.
 Seamlessness : Thinking and working together across functional groups, hierarchies,
businesses and geographies. Leveraging diverse competencies and perspectives to
garner the benefits of synergy while promoting organisational unity through sharing
and collaborative efforts.
 Speed : Responding to internal and external customers with a sense of urgency.
Continuously striving to finish before deadlines and choosing the best rhythm to
optimise organisational efficiencies.

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

17
 GRASIM INDUSTRIES LIMITED

Grasim Industries Limited is a global leader in viscose staple fibre and ranks among India's
largest private sector companies with a consolidated net revenue of Rs.279 billion and
consolidated net profit of Rs.27 billion (FY 2013).
Starting as a textiles manufacturer in 1948, Grasim's businesses today comprise viscose staple
fibre (VSF), cement, chemicals and textiles. Its core businesses are VSF and cement, which
contribute over 90 per cent of its revenues and operating profits at a consolidated level.
The Aditya Birla Group is the world's largest producer of VSF, commanding a 21 per cent
global share. Grasim, with an aggregate capacity of 370 ktpa has a global share of 9 per cent.
It is also the second-largest producer of caustic soda (which is used in the production of VSF)
in India.

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

OVERVIEW OF GRASIM'S BUSINESSES

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

Cement
Grasim made its foray into cement production in the mid 1980s. The company set up its first
cement plant at Jawad in Madhya Pradesh and since then it has grown to become a leading
cement player in India. Grasim's subsidiary UltraTech Cement is the largest selling single
brand cement in India and the largest cement clinker exporter. UltraTech's products include
Ordinary Portland Cement, Portland Pozzolana Cement and Portland Blast Furnace Slag
cement. UltraTech is the most trusted and preferred brand of engineers, builders, contractors
and individual house builders.

Chemicals
Grasim set up a rayon grade caustic soda unit at Nagda in 1972 to achieve reliable and

18
 economical supply of rayon grade caustic soda, which is an important raw material in viscose
staple fibre production. As one of the leading caustic soda manufacturers in India, Grasim
uses cost-effective membrane cell technology and is 100 per cent self-sufficient in power.

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

GRASIM INDUSTRIES: VISCOSE STAPLE FIBRE SECTOR

Grasim is India‘s leading fibre manufacturer and the global leader in viscose staple fibre
(VSF), a man-made, biodegradable fibre with characteristics akin to cotton. Grasim‘s VSF
plants are located at Nagda in Madhya Pradesh, Kharach in Gujarat and Harihar in Karnataka,
with an aggregate capacity of 333,975 TPA.
Grasim‘s unit at Nagda is its largest unit producing a wide range of VSF to suit customer
requirements in terms of length, denier and colour, and also second- and third-generation
fibres like Modal, Excel and Solvent Spun fibres, respectively. The Nagda unit is the largest
producer of spun-dyed speciality fibre in the world.
The Harihar unit houses a facility for the manufacture of both VSF and rayon grade pulp, the
basic raw material for VSF. The company‘s rayon grade pulp plant was the first pulp
manufacturer in India to use totally indigenous wood resources with in-house technology for
producing rayon pulp with an innovative oxygen bleaching process to reduce the use of
chlorine.
The VSF plant at Kharach, set up in 1996, employs the most modern technology, giving it a
competitive edge in the export market.
Grasim is also the largest producer of Sodium Sulphate, a by-product of VSF manufacture.
This chemical is widely used in the paper and pulp, detergent, glass and textile industries.
Grasim has the following overseas joint venture companies:
 :: AV Cell and AV Nackawic in Canada
 :: Domsjö Fabriker AB in Sweden
 :: Birla Lao Pulp and Plantation Limited in Laos
 :: Birla Jingwei Fibres Company Limited in China
The spread and scale of operations make Grasim‘s VSF operations very cost competitive.
Vertical integration into plantation, manufacturing of rayon grade pulp and horizontal
integration into production of caustic soda, a principal raw material required for VSF
production, intermediate inputs like CS2, sulphuric acid along with captive power and steam
generation facilities, further enhance its competitive edge.
With the capability to offer the entire range of cellulosic fibre under the umbrella brand of
‗Birla Cellulose‘, Grasim has positioned itself as a dependable supplier of cellulosic fibres for
―Feel, Comfort and Fashion‖ across global markets. Grasim has ventured into the production
of high-performance viscose fibres to help the company penetrate into niche markets and
grow further. Grasim‘s viscose fibres have been branded Viscose Plus, High Wet Modulus
Fibres (Modal) and the new generation Solvent Spun Fibres and Birla Excel

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Birla Cellulose is the Aditya Birla Group's umbrella brand for its range of cellulosic fibers.
It comprises versatile sub-brands; Birla Viscose, Birla Viscose Plus, Birla Modal, and Birla
Excel. These brands offer a wide range of functional benefits such as soft feel, high moisture
absorbency, bio degradability and comfort to the wearer. These fibers have multiple
applications including apparel, home textiles, dress material, knitwear, non-woven etc.

Fiber is one of the oldest businesses of the Aditya Birla Group that commenced in 1954. Birla
Cellulose is a world leader in viscose staple fiber (VSF). Its production is spread across six
countries, viz. Canada, Thailand, India, Indonesia, China and Laos. The Group independently
fulfills India's entire VSF requirements.

With a strong focus on Research and Development (R&D), the Group's R&D initiatives span
the entire value chain.

 World leader in VSF

 Commenced operation in 1954
 Fully integrated operations in Viscose starting from forest through pulp, fiber, yarn
and garment
 Captive energy resources
 Geographically well-spread manufacturing locations
 Diversified product range
 Global marketing network
 In-house R&D facility for fibers
 In-house Application Development Centre
 Patented heavy metal free environment friendly processes

Vision and values

To be the world leader in man-made cellulosic fiber.

The company believes in value-creation for all its stakeholders, through innovative research
and development initiatives which in-turn develop the market for man-made cellulosic fibers.
Companies and units - An integrated outlook
Birla Cellulose is growing by leaps and bounds through both organic and inorganic route. The
efforts towards integration and self sufficiency are as follows:

 Backward integration into pulp and plantation

 Captive power plant at all locations
 In house manufacturing of all major chemicals and auxiliaries used in VSF
manufacturing.
 In house engineering division that caters to new project implementation

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 Birla Viscose

Parameters Details
Denier 0.8 – 12
Cut length 32mm to 44mm (upto 2 denier)
Cut length 32mm to 44mm (above 2 denier)
Bright bleached, dull, semi dull, grasi nep, grasi rib,
Variants available SpunShades, anti-bacterial, chlorine-free, grasi sorb (hollow -
flat)

 Birla Viscose Plus

Birla Cellulose blends Benefits of blending with Birla Cellulose

Denier 1.2 to 1.5
Cut length 32 mm to 51 mm

 Birla Modal

Birla Cellulose blends Benefits of blending with Birla Cellulose

Denier 0.9 - 1.5
Cut length 32m to 51 mm

Birla Excel

Birla Cellulose blends Benefits of blending with Birla Cellulose

Denier 1.2 - 1.5
Cut length 32 mm to 51 mm

21
Aditya Birla Group, has launched its new product ―Kara Skincare Wipes‖, in 2008. Kara
Skincare wipes is a solution to skin care regime out of home – a convenient way to be at you
best always. Sometimes your hectic schedule leaves you with little time to take care of your
skin. But with Kara Skincare wipes in your bag, you can now take care of your skin even
when you‘re on the go. With a unique formulation of natural ingredients, these wipes are easy
to use – anytime, anywhere. What‘s more, they are made from Birla Cellulose, a fiber that is
100% natural and biodegradable.

Kara Skincare wipes are:

· Convenient
· Hassle free application of lotion without using cotton balls.
· Portable
· Optimized Efficacy
· 100% Natural and Biodegradeble
· Hygenic
· Alcohol free
· Dermatologically Safe
· Assurance of ―The Aditya Birla Group‖

The brand has the tagline ―At your best, Always.‖ This clearly communicates the core brand
positioning. The brand is being promoted as the anytime solution to look good.Most of the
other wet wipes in the market today are made from Polyester-Viscose blended non- woven
fabric or paper. Polyester is not skin friendly and its repeated use onthe skin is not advisable.
Paper tissues tear off when rubbed over skin and leave lint on face in a way that can often
embarrass the user. While Kara is made up of non-wovenfabric which absorbs sweat, extra
oils from the skin without scrubbing it. It doesn‘t wither when rubbed hard and doesn‘t leave
lint on facial skin or stubble.

Raw Material Used for KARA

Kara is made of 100% Viscose. Viscose is Purer & Softer and more absorptive than Cotton.
VSF is 100% Natural and 100% Biodegradable. The material is non-woven fabric which
absorbs sweat, extra oils from the skin without scrubbing it. It doesn‘t wither when rubbed
hard and doesn‘t leave lint on facial skin or stubble. Most other wet wipes in the market today
are made from Polyester-Viscose blended non-woven fabric or paper. Polyester is not skin-
friendly and its repeated use on the skin is not advisable. Paper tissues tear off when rubbed
over skin and leave lint on face in a way that can often embarrass the user.

22
How it works
The science behind this dullness is the formation of unstable molecules called free radicals
when your skin is exposed to elements like pollution, sun, wind, temperature, and stress
during the day. These react with the skin to deplete skin proteins (collagen) and thus weaken
the skin substrate to cause a slow continuous ageing, which one does not realise till the effects
start showing in the form of wrinkles and sagginess. How do we prevent this? The answer lies
in a regular dose of nourishment for your skin that is rich in antioxidants.

With a new innovative product range of Kara ™ Skincare Wipes rich in natural extracts, this
once incurable problem has found an extremely simple answer. What you could not do so far
through the day is now possible as many times as you want. A critical three step action which
cleans your skin, gives it essential hydration and replenishes the vital nutrition of the skin can
be done in one easy swipe, thanks to the advanced skin wipe technology from Kara. Its
unique innovative three step action that is set to change your skincare routine, and ensure that
the skin stays young and vibrant all though the day.

1. Skin cleaning: Skin experts recommend thorough cleaning of the face before applying
anything in order to avoid blocking of pores with lotions which can result in boils, acne and
pimples. To take care of this, every skincare wipe has fibrils on its surface which ensure
thorough cleaning of the skin pores when they come in contact with the skin.
2. Hydration: The benefits of water in preventing skin ageing and dullness are well
established. Each skincare wipe has 80% aqua loading which is transferred to the skin,
ensuring a rich, ageless and healthy skin.
3. Nourishment: Antioxidants are substances that combat free radicals, and thus help reverse
the process of ageing. A steady dose of antioxidants through the day helps in preventing skin
ageing. Each Kara wipe has natural ingredients like avocado, aloe Vera and almonds etc.
which serve as antioxidants, and thus nourish the skin constantly to gradually reveal flawless
glowing skin.
This three step action was always a very critical need for the skin, and with the revolutionary
wipe format of skincare, it has enabled women to rectify dull sagging skin all through the
day. Additionally, a mesh like structure of the easy-to-carry around wipe helps to hold just the
right amount of lotion for one time usage, and a superior applicator technology that regulates
the uniformity of lotion absorption into the skin. Therefore, the right amount of skincare at

23
the right time is the Kara way of doing skincare. Make Kara skincare wipes a habit, and see
your skin rejuvenate and glow with health and beauty, forever!

Manufacturing Facility of KARA

Kara wipes are manufactured at the company‘s plant at Kharach, Gujarat. The plant layout is
approved by FDA and manufacturing activity takes place under stringent conditions that
ensure user safety and hygiene.
Aditya Birla Group launched this product i.e. KARA skincare wipes in 2008. It is basically a
solution to skin care regime out of home– a convenient way to be at your best always.
Sometimes your hectic schedule leaves you with little time to take care of your skin. But with
Kara skincare wipes in your bag, you can now take care of your skin even when you are on
the go.
With the unique formulation of natural ingredients, these wipes are easy to use anytime and
anywhere. What‘s more they are made from Birla Cellulose, a fibre that is 100 per cent
natural and biodegradable.
Kara skincare wipes are the India‘s first branded skin care product. These types of products
are very popular in west but in India the category is new one. Although Indian consumers are
familiar with the products which are imported, is the first time that an Indian company
entered this segment. The brand also marks Aditya Birla Group‘s foray into the Indian FMCG
market. According to reports, wipes market is worth around Rs. 30 crore (Source: Ginny
filament Website). Kara skincare wipes are positioned as an essential skincare accessory.
The brand is targeting the young lady professionals who often need to meet lot of people. The
brand aims to create a new category of wipes in India. Hence the challenge is to educate the
target population about the usefulness of this product.

 Hassle free application of lotion without using cotton balls.

 Portable
 Optimized efficacy.
 100 per cent natural and biodegradable.
 Hygienic.
 Alcohol free.
 Dermatologically safe.
 Assurance of ‗Aditya Birla Group‘

24
 VARIANTS OF KARA
 Deep Pore Cleansing Wipes

Kara Deep Pore Cleansing is a gentle, effective way to clean your skin of dirt, grime
and excess of oil. Enriched with Jojoba and Avocado extracts, it unclogs pores,
detoxifies and thoroughly exfoliates dead skin cells.

 Sunscreen Wipes

Kara sunscreen wipes has a formulation of SPF 20 which protects the skin from the
adverse effects of UV A and UV B sun rays. It is enriched with antioxidants like plum
extract and vitamin E that nourishes the skin and Aloe Vera that keeps the skin
moisturized.

 Moisturising Wipes

Kara Moisturising wipes is enriched with the goodness of almond and honey for
beautiful radiant and glowing skin. It is also fortified with vitamins for skin
conditioning and is suitable for use right throughout the year.

 Toning Wipes

Kara Toning Wipes is enriched with Rose and Thyme extract that tighten the skin and
maintain the normal pH balance.

25
  Make Up Removal Wipes

Kara Make-Up Removal Wipes are enriched with Lavender and Seaweed extracts that
removes the make-up in just one swipe.

 Refreshing Facial Wipes

Kara Refreshing wipes are enriched with Aloe Vera for skin nourishment and mint oil
for effective freshening. It ensures effective cleansing to remove dirt, excess oil and
grime from the face and neck and also leaves a lingering fragrance.

 Baby wipes

Aditya Birla group announced its foray into the baby care segment in India by launching
‗BABY WIPES‘ 100 per cent natural and biodegradable baby care wipes in 2009. Product
portfolio includes Complete Cleansing Wipes, Germ Shield Wipes and Skin Nourishing
Wipes. These wipes are safe for the baby‘s delicate skin as they are alcohol free, hygienic,
hypoallergenic and dermatologically tested. Since Baby wipes (meaning pure and diminutive)
is made from Birla Cellulose, soothes the baby‘s tender skin with its soft and nature-friendly
properties.
While the usage of baby wipes is growing in India, there is limited access to quality products
at the right price points. Most of the products available today are imported, and are primarily
regular wet wipes that do not serve the specific needs of baby care. Baby wipes fills this gap
with its three distinct variants, aiming to satisfy the need of Smart Moms.

26
Most of the other wet wipes in the market today are made from Polyester-Viscose blended
non- woven fabric or paper. Polyester is not skin friendly and its repeated use on the skin is
not advisable. Paper tissues tear off when rubbed over skin and leave lint on face in a way
that can often embarrass the user. While Baby wipes is made up of non-woven fabric which
absorbs sweat, extra oils from the skin without scrubbing it. It doesn‘t wither when rubbed
hard and doesn‘t leave lint on facial skin or stubble.
Characteristics of Baby Wipes
 Safe for baby‘s skin.
 Hygienic.
 Hypoallergenic
 Dermatologically tested.
 Alcohol free.
 With mild fragrance.
 Convenient- hassle free cleaning and application of lotions without using towel or
cotton balls.
 Portable.
 With optimized efficacy.
 For complete baby care

 Hand sanitizeg wipes

hand sanitizing wipes have been shown to clean and sanitize hands more effectively than rub-
in gels. These sanitizing wipes are extra tough on germs, killing 99.9% of germs. Though
there are few companies who manufacture sanitizing wipes, but all of them are alcohol based.
Hand sanitizing is the only sanitizing wipe which is Triclosan based and as sufficient as
alcohol in killing germs. Triclosan is one of the antibacterial and antifungal and even
toothpaste. Grasim Industries outsource Triclosan from vivimed Labs based in Hyderabad.

27
The wipes contain 0.1% Triclosan which is sufficient to give required anti bacterial
properties.
Rub-in gel sanitizings can not remove stain marks or dirt but sanitizing wipes are very
efficient in cleaning hands. It is gentle on hands, containing moisturizers, aloe vera and
silicones. Clinically tested, our hand sanitizing wipes provide convenient protection
anywhere, anytime when soap and water are not available. It is an excellent product for
anybody seeking hygiene and prevention from infections.

28
 CHAPTER 3

IMPORTANCE OF THE STUDY

29
 IMPORTANCE OF THE STUDY

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

Today innovative science encourage the scientists to create new gadgets to make the
mankind effortless, happy now and for every.

The Wipes industry is very much booming in India. All the companies are launching
their products according the competition. Kara wipes also launch many products to sustain in
the market, like Kara baby wipes & Kara hand sanitizing wipes.
Another main aim to conduct this study was to understand the retailers reactions and
expectation towards the KARA and to reduce the gap between the expectations of retailers
and in actual.
The study of consumers‘ responses helps firms and organizations improve their marketing
strategies.

30
 CHAPTER 4

SCOPE OF THE STUDY

31
 SCOPE OF THE STUDY

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

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

32
 CHAPTER 5
LITERATURE REVIEW

33
 LITERATURE REVIEW

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

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

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

34
 CHAPTER 6

RESEARCH DESIGN

35
 RESEARCH DESIGN
Research methodology/ Design mean the procedure used and method applied for the
collection of data used in the completion of the project report. The research design spell out
how you are going to achieve the stated research objectives.
 Data collection Method
 Specific research instrument.
 The sampling plan that you will use for collecting the data.
 Sampling units
 Sampling size
 Selection of sampling units
 Sampling media

Type of research

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

formulate research studies.

Research problem

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

1. Some retailers don‘t give the remarkable answer, so the surveyor has to make his own
assumption
2. Since the survey has been conducted in Ghaziabad, being so big place it might not give
true picture.
3. The time period allotted for the study was limited as it had to be completed with this
stipulated period of time.
4. The number of respondent covered in the study is limited. Although all efforts has been
taken to make this study a representative of total market of Ghaziabad, the sample size is
too small so that data are not reliable. Most of the customer were busy in their work and

36
 saying ―sorry I don‘t have time‖ .So it was very difficult to access information from those
people.
5. The respondents were unable to read exact data spontaneously.
It is very difficult to catch the exact word of customers through questionnaire.

RESEARCH OBJECTIVE

The objectives of our research are to:

 Challenges faced in brand promotion & product placement of KARA being as new
product in Ghaziabad market.

 To understand retailer perception & expectations and behavior towards KARA.

 To study the perception of consumers and their behavior towards KARA skincare wipes
sthrough sampling

 To make people aware about KARA skin care wipes

 How Kara is substitute of cosmetics and to make KARA wipes as habit in Indian
market.
 Convert consumer towards a healthy solution for Family Health & proper solution for
Refreshment
 Guide the consumer towards proper understanding of wipes & Health v/s wipes &
Refreshment.
 Finding consumer insight on the understanding of relationship between wipes & Family
Health.

SAMPLE SIZE
Sample size refers to the numbers of respondents you have selected for the survey.
I have selected 160 Consumer from different locations in Ghaziabad.
According to a famous statistician ―YULE‘ the objective of sampling is to get
maximum information about parent population with minimum effort.

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

Type of sampling method

37
 I have chosen non-probability sampling method; I have purposively chosen the
particular units of the universe for constituting a sample. We can also say that this is a
haphazard or convenience sampling.

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

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

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

Data collection tool

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

Sources of secondary data

 Company website.
 Internet.

Software and operating system

 MS OFFICE

38
 CHAPTER 7

DATA ANALYSIS

39
 DATA ANALYSIS
 Taken the sample of 160 retailers in Ghaziabad market .
 It was found that 127 retailers know the wet wipes.
 118 retailers were selling wet wipes.
 Only 48 retailers are knowing kara wipes.
 Only 21 retailers were having kara wipes.
 Most of the retail shop selling wipes of himalaya(54) ,Johnson(109) &
others (70).
 We have added 25 new retailers in kara wipes.
 29 retailers were placed orders.
 Some retailers (4) having the complain with kara .
 Only 2 retailers are participating in display contest of baby &hand sanitizing wipes.
 11 retailers having complain regarding distributer.
 Total sales during training period is worth of Rs.25900.
 Total sales of refreshing wipes is worth of Rs.15540.
 Total sales of skin care wipes is worth of Rs.4570.
 Total sales of baby wipes is worth of Rs. 4800.
 Total sales of hand sanitizing wipes is worth of Rs. 990.

Analysis of Indian wipes market

In the last 3 years there has been an explosion in the number and types of wipes available to
the consumer. From baby wipes and facial wipes to disinfecting wipes for your countertop
and a slew of automotive wipes to keep your 4-wheel ―baby‖ shiny and supple. In a fast
paced world, these wipes are designed for convenience, whether that is for your own personal
use or to deal with all those thankless jobs around the house and garage.

Competition Analysisof Kara Wipes

Grasim Industries aims to create a new category of wipes in India . Hence the challenge is to
educate the TG about the usefulness of this product. This task is cut out for Kara since the TG
is already exposed to such products. The only task is to inculcate the habit of buying and
using the wipes. The product is relevant in the Indian market for two reasons. One is the
climate which necessitates such a product and second is the growing number of lady
professionals The brand has the tagline " At your best. Always " which clearly communicates
the core brand positioning. The brand is being promoted as the anytime solution to look good.
Kara has a good potential to create and own a new category. The brand already has the first
mover advantage. But the category does not have much entry barriers. It can face stiff

40
competition from cheap imports. But Kara has the financial backing of Birla group and the
investment in building this brand will pave the way for another successful marketing story.

As the advertisement with Anushka Sharma and Sharman joshi has also started which is also
enhancing the sales of Kara, it will also be able to tackle competition with it. It clearly tells
that Kara wipes are not only for women but are also for men as shown in the advertisement of
Kara wipes.
Competition is also raising in wipes market as the market of wipes is untapped in India. Many
domestic cosmetic as well as non-cosmetic companies such as Johnson & Johnson, Bilt, Gini
and Good Look have enterned into the market with their low price wipes to capture the
market share. Simultaneously, many Chinese wipes are coming to India with their lower cost
and trying to capture market of wipes as in many shops of wholesale market in Ghaziabad.
Low prices along with more wipes are being offered to wholesalers.

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

Bargaining Power of Suppliers

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

Bargaining Power of Customers

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

41
SWOT Analysis of Kara Wet Wipes

Strength
1. Under the flagship of well known brand Aditya Birla Group
2. Segmentation of specific wipes for specific purpose
3. Availability in seven variants which is maximum number of variants compare to its
competitors
4. Alcohol free product
5. Convenient for customers to use in busy and any situations.
6. Hassle free application of lotion without using cotton balls.

7. Superior Quality

8. Portable – It can be easily carried

9. 100% Natural, hygienic and Biodegradable produc
10. Dermatological Safe
11. The product is made up of pure viscose which has a 10 times better absorbing power
than cotton.
12. Best Brand – Compactly packaged and pre-moistened Kara skincare wipes give a
hygienic, convenient and effective skincare solution to the consumers on the go.
These wipes are easy to carry and use. They are highly effective with unique
formulations having natural ingredients that nourish the skin. They are alcohol free
and dermatological safe. Kara is made from Birla Cellulose, a fibre that is 100 percent
natural and biodegradable.
13. Free promotion
14. Company has been focusing merchandising of KARA at potential stores of the city.

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

42
Opportunity

1. Ghaziabad is one of the fastest developing city in Uttar Pradesh. It is second fastest
growing city of U.P after Noida. Due to which there is a lot of potential in Ghaziabad
as a market for Kara wet wipes.

2. Ghaziabad has one of the highest consumer expenditure for cosmetic market. Standard
of living, status symbol & life style have been on rise thus pushing up such demand.
Growing market of skin care products in Ghaziabad.
3. Hotels have been on rapid rise in Ghaziabad. Demand of wet wipes is high in hotels.
4. Restaurants can provide KARA wet wipe to their customers for refreshment.
5. Beauty Parlour – Opportunity came out for Kara is refreshing wipes and makeup
removal could be used in beauty parlour operationslike facial, makeup, cleansing,
body spa, massage etc could add value to customer and in some of operation they
could charge more from customers. KARA can target local branded beauty parlours.
6. Gyms – KARA could be use in GYM for refreshment purpose of customer after
exercise.
7. Travel agency – KARA wet wipes is mostly used during travelling so travel agency
can be targeted.

8. People are gradually getting acquainted with the western concept of wet wipes.
9. Huge untapped market.
10. Climate of India is favorable for such products.

11. Growing market of Skincare products in India

Threats

1. Stiff competition from cheaper Chinese wipes.

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

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

43
 CHAPTER 8

DATA INTERPRETATION

44
 DATA INTERPRETATION

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

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

45
 Q 1. Do you know wet wipes?

33

yes
no

127

INTERPRETATION
Out of 160 retailers 127 were knowing wet wipes.

Q 2. Are you selling wet wipes.

140

120 118
100

80

60

40 42

20

0
yes no

INTERPRETATION

Out of 160 retailers 118 were selling wet wipes.

46
Q 3. Are you know kara wipes.

120

100

80
112
60

40
48
20

0
yes no

INTERPRETATION
Out of 160 only 48 retailers were knowing kara wipes.

Q 4. Which brand are you selling.

120 109
100
80
60 70
54
40 21
20 Column3

0 Column2
kara Column1
johnson
himalaya
others

INTERPRETATION

21shops having kara,109 johnson, 54himalaya, 70 others.

47
 Q 5.like to place order in kara wipes.
140 131

120

100

80

60

40 29

20

0
yes no

INTERPRETATION
Out of 160 stores only 29 are like to place order.

Q 6. Do you have any issue with kara wipes.

distributer 11

company 4

0 2 4 6 8 10 12

INTERPRETATION
Out of 160 retailers 11 having the problem with distributer & 4 having issue with company.

48
Q 7. Like to enroll in display contest.

180
158
160
140
120
100
80
60
40
20 2
0
Yes No

INTERPRETATION

Only 2 retailer enroll in display contest.

SALES OF SKIN CARE WIPES

1400

1200 1150 1150

1000
910

800 720
640
600

400

200

0
MOISTURISINGMAKE UP DEEP PORE TONING SUN SCREEN

INTERPRETATION
Total sales wipes of worth 25900, skin care is 4570.
Sun screen -640
Toning-1150
Deep pore-1150
Make up - 720
Moisturising- 910

49
 SALES OF SKIN CARE WIPES IN PACKS

15

10 11 15
12 15
5
2 8
0 0 2 10s
moisturising 2
mak-up 0 25s
deep pore
toning
sun screen

INTERPRETATION
In Moisturising 10s-11 , 25s-2., In Toning 10s-15,25s-2 ,
In Deep pore cleansing 10s-15, 25s-2 , In Make-up removal 10s-12,25s-o,
In Sun screen 10s-8, 25s-0.

SALES OF REFRESHING WIPES.

10000 9180

8000
6360
6000

4000

2000

Avm
Avc

INTERPRETATION
Total sales of wipes 25900, total sales of refreshing wipes is 15540.

Avm -6360, & Avc- 9180

50
 SALES OF REFRESHING FACIAL WIPES
70
70
62 62
60
60
49
50
5s
40 10s
30
20s
30
30s
20 14 14

10

0
AVM AVC

INTERPRETATION
In AVM 5s-49 ,10s-62, 20s-30, 30s-14.
In AVC 5s-60, 10s-62, 20s-70, 30s-14.

SALES OF BABY & HAND SANITIZING WIPES.

5000 4800

4000
3000
2000
1000 990
0

baby wipes
hand sanitizing wipes

INTERPRETATION

Total sales of hand sanitizing wipes is worth of 990 & baby wipes of 4800.

51
 SALES OF BABY & HAND SANITIZING WIPES IN PACKS

33

33
32.5
32
31.5
31
30.5 30

30
29.5
29
28.5
baby(80s) hand(10s)

INTERPRETATION
In Baby wioes (80s)-30, & In Hand sanitizing wipes(10s)-33,

KARA WIPES SALES.

Sales
990

4800
refreshing
skin care
baby wipes
4570 15540
hand sanitizing

INTERPRETATION
Total sale in kara wipes is worth of 25900 Rs.
In refreshing- 15540 & skin care- 4570
In baby wipes-4800 & hand sanitizing – 990.

52
 SALES ORDER SHEET

S.No. Outlet Name Full Address CONTACT NO

1 LADY FANCY CORNER LAJPAT NAGAR, SAHIBABAD
2 BHARTI CHEMIST B8,G9,AROCON APPARTMENT 9582404646
JAIN MEDICINE
3 CORNER SHALIMAR GARDEN
4 SHIVA MEDICOS B4,MEENAL APPARTMENT 9210303156
VASHU MEDICAL
5 STORE C119,CHARMS APP,SHOP NO 10 9958837900
6 JAIN MEDICOS SHOP NO 12, C18 9650578572
7 OM SAI MEDICOS C25,G2 8800384542
8 NEW COSMIC HOUSE B80,G2 9968263941
9 SHAGUN COLLECTION S32,B 9818343971
MAHI COSTMATIC
10 ZONE SB 23,NEAR SBI 9650012195
11 RISHAB MEDICOS C20, 9871643071
12 PANWAR MEDICOS SHOP NO 2, S-5A,SHAMA PLACE 9891079858
13 SHRI KRISHNA STORE PLOT NO 822,SHOP NO 4, 088OO838331
14 GOEL MEDICAL STORE PLOT NO342 088O2666294
SHIKHA MEDICAL
15 STORE B 230,S.NO4,MAIN SHALIMAR 9911516064
16 M K MEDICOS B 204, S.NO 2 MAIN SHALIMAR 9958422547
GF-26,SHOOPING COMPLEX,GALLERIA
17 SHRISHTI MEDICOS MARKET 9654085328
18 EVERY DAY MART LGF-26,GALLERIA MARKET. 7838660261
19 D BEST LGF-1,GALLERIA MARKET 9873049431
SHOP NO 97/7,RAM SING PALACE,NAI
20 NEELKANTH TRADERS BASTI 9818892967
TANEJA SHOP NO97/4,RAM SINGH PALACE,NAI
21 PHARMACEUTICALS BASTI 9818213235
22 Arora medical store D2,nehru nagar 9810747380
23 Gopaljee shop no 14,d block,kavinagar 7428084814
24 J.M.D medicare sec-10/49, rajnagar 9810285710
25 Avon beauty palace sec 10 market rajnagar 9873813462
26 Shyam medical sec 10 market rajnagar 9818224335
27 shivam beauty palace sec 10 market rajnagar 9953802607
Shree gopal pharma
28 &surcgical g1/133 nai basti 9873003602
29 Remedy center 10, nai basti 9891545030

53
 KARA HANDS

Sanitising Wipe 10s

Makeup Remv. 10s

Makeup Remv. 25s

MOIST-HOA 10s

MOIST-HOA 25s

Toning-ROT 10s

Toning-ROT 25s
Sun S.-PLA 10s

Sun S.-PLA 25s

REF-AVM 10s

REF-AVM 20s

REF-AVM 30s
REF-AVC 10s

REF-AVC 20s

REF-AVC 30s

REF-AVM 5s
DPC-Joe 10s

DPC-Joe 25s

REF-AVC 5s

Kara Baby
VALUE
6 120
2 2 2 610
2 2 3 3 2 3 3 2 2 2 1330
6 6 240
1 3 3 1 240
1 1 1 1 240
2 2 140
3 3 120
3 3 3 3 510
3 3 3 3 3 3 840
3 2 3 2 260
3 3 6 6 3 3 3 1470
6 12 1320
3 4 3 380
1 1 1 2 1 1 410
1 3 3 1 240
6 12 1320
6 390
1 3 3 1 660
12 12 12 12 2400
6 4 6 4 940
12 13 500
3 3 3 3 3 960
3 6 3 3 6 3 6 1710
12 3 1260
3 3 3 3 600
12 12 6 12 6 2700
12 12 12 2760
6 6 6 6 3 3 1230
15 2 11 2 60 62 70 14 49 62 30 14 8 15 2 12 30 33 25900

54
CHAPTER 9

CONCLUSION

55
 CONCLUSION
New product development (NPD) should start with an insight based on consumer needs.

Throughout the NPD process, market research is a valuable tool for the company to check

viability and minimize the risk of the product launches. Being an international company, it is

essential that it develops new products using the insights of consumers across markets and

cultures. This ensures the products are relevant to a large number of global consumers and

will deliver the maximum return when launched. This maximizes return on investment for the

company and results in happy, satisfied and loyal wholesalers and consumers.

There is need to popularize kara in new locality like RAJNAGAR EXTENSION &

CROSSING REPUBLIC because of good standard area.

As per the marketing research it‘s been concluded the following observation:
1. Quality of the wipes is being appreciated by most of the customers
2. High competition from other brand of wipes such as Johnson& Johnson
3. People are getting more conscious regarding brands, quality, and hygiene.
4. Consumers especially women, prefer buying the products of brands like L‘oreal,
Dove, Pond‘s, Himalaya, etc. because they have been using the other cosmetic items
such as face wash, cold cream, moisturizing cream etc. of these brands and prefer to
buy the wipes of the same brand.

56
CHAPTER 10

LIMITATION

57
 LIMITATION
 Lack of awareness in the market in traditional business scenario.
 Delay in the delivery of the product by distributer.
 Disturbance in channel distribution due to credit policies.
 Unavailable of latest product in market.
 Preference to chine‘s wipes due to low market price.
 Delay in the replacement of damage product.
 Lack awareness regarding baby wipes & hand sanitizing wipes.
 Lack of advertisement strategy in the company.
 Tough fight with dominant Johnson & Himalaya in the market.
 Unaffordable pack size of baby wipes.
 Customer feels that it can be used only while traveling .
 Totally a new concept needs to take time to educate people about Kara.
 Due to very less advertising of the product by the company, the awareness about the
product has not spread among both retailers and consumers.
 It is important to make it clear to the consumers that it is not just another
refreshing wipe but it is the entire skincare range of wipes.
 Price factor also raises concern for the retailers due to lesser margin.
 Convincing the consumers and retailers is the main issue.

58
 CHAPTER 11

RECOMMENDATIONS
&
SUGGESTIONS

59
 RECOMMENDATIONS AND SUGGESTIONS

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

60
 CHAPTER 12

SCOPE FOR FURTHER STUDY

61
 SCOPE FOR FURTHER STUDY
The whole approach of marketing pivot around the tenet of meeting the consumer
wants. It is essential to understand what the consumer wants, how he\she perceive the product
(service) , what exactly(ideally) does he\she wants to derive out of the product(service), how
does he\she make the brand choice decision , what are the sources of information influence
processes?

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

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

62
 CHAPTER 13

BIBLIOGRAPHY

63
 BIBLIOGRAPHY
BOOKS REFERRED (AUTHOR’S NAME):
1. Agrawal D.R. 2005 Business Ltd. India. Statistics Published By Vrinda Publication (P).
2. Kotler Philip, 2007, Marketing Management Published by Pearson Education New Delhi.
3.Kothari C.R.2006, Research Methodology Method & Techniques Published by New Age
International (P) Ltd. New Delhi.
4. Schiffman & Kanuk 2005, Consumer Behavior Prentice Hall Of India (P). Ltd. New Delhi.

WEBSITES:

 http:// www.google.com
 http:// aditay birla group.com
 http://grasim industries ltd.com
 http:// birla cellulose.com
 http:// kara wipes.com
 http://scribd.com

64
 APPENDIX

Questionnaire for execution among retailers.

Q 1. Do you know wet wipes.

Yes( ) no( )

Q 2. Are you selling wet wipes.

Yes ( ) no( )

Q 3. Are you know kara wipes.

Yes ( ) no( )

Q 4. Like to place order in kara wipes.

Yes ( ) no ( )

Q 5. Which brand of wipes are you selling.

Kara( ) Johnson( ) Himalaya( ) others ( )

Q 6. Do you have any issue with kara wipes.

Company( ) distributer ( )

Q 7. Like to enroll in display contest.

Yes ( ) no ( )

65
 checklist of items for the Final Project Report

This checklist is to be duly completed, verified and signed by the student.

1. Is the report properly hard bound/Spiral bound. Yes / No
2. Is the Cover page in proper format as given in Annexure A? Yes / No
3. Is the Title page (Inner cover page) in proper format? Yes / No
4. (a) Is the Certificate from the Supervisor in proper format? Yes / No
(b) Has it been signed by the Supervisor? Yes / No
5. Is the Abstract included in the report properly written within one page? Have the Yes / No
keywords been specified properly?
Yes / No
6. Is the title of your report appropriate? The title should be adequately descriptive, Yes / No
precise and must reflect scope of the actual work done.
7. Have you included the List of abbreviations / Acronyms? Uncommon abbreviations / Yes / No
Acronyms should not be used in the title.
8. Does the Report contain a summary of the literature survey? Yes / No
9. Does the Table of Contents include page numbers?
(i). Are the Pages numbered properly? Yes / No
(ii). Are the Figures numbered properly? (Figure Numbers and Figure Titles at
the bottom of the figures) Yes / No
(iii). Are the Tables numbered properly? (Table Numbers and Table Titles at the
top of the tables) Yes / No
(iv). Are the Captions for the Figures and Tables proper? Yes / No
(v). Are the Appendices numbered properly? Yes / No
10. Is the conclusion of the Report based on discussion of the work? Yes / No
11. Are References or Bibliography given at the end of the Report? Yes / No
Have the References been cited properly inside the text of the Report?
Yes / No
Is the citation of References in proper format?
Yes / No
12. Have you written your report according to the guidelines? The report should not be a Yes / No
mere printout of a Power Point Presentation. Source code need not be included in the
report.
13. A Compact Disk (CD) containing the softcopy of the Final Report and a copy of the Yes / No
Final Seminar Presentation made to the Supervisor / Examiner (both preferably in
PDF format only) has been placed in a protective jacket securely fastened to the
inner back cover of the Final Report. Please write your name and Roll No with a
marker on the CD as well as the CD Jacket.

Declaration by Student:
I certify that I have properly verified all the items in this checklist and ensure that the
report is in proper format as specified in the course handout.

Signature of the Student

________________________________

Date:

Name: AMIT JHA

Roll No: 12006

66