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  • 1. 1 CHAPTER 1: INTRODUCTION The Indian Fast Moving Consumer Goods (FMCG), also known as Consumer Packaged Goods (CPG), is products that have a quick turnover and relatively low cost. FMCG sector is the fourth largest sector in the Indian economy and has market size of $13.1 billion. This industry primarily includes the production, distribution and marketing of consumer packaged goods, that is those categories of products which are consumed at regular intervals. The sector is growing at rapid pace with well-established distribution networks and intense competition between the organized and unorganized segments. FMCG has mainly three key segments: Personal Care, Household Care and Food & Beverages. Further, Personal Care has five segments: Hair care, Skin care, Colors & cosmetics, Fragrances and Bath & shower products. The skin care market belongs to the Personal Care segment of the FMCG sector in India. In light of the intense competition facing the Skincare industry, manufacturers are constantly engaged in the creation of new products and introducing new varieties that would hopefully win consumers' acceptance. One such product is Wet wipes. In personal care segment disposable wipes are used for make-up removal and as deodorant. 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. (Euromonitor, 2010) In personal care segment disposable wipes are used for make-up removal and as deodorant. They are also used for floor and furniture cleaning in household care segment, disposable wipes has gradually expanded to offer a wide range of new applications, replacing the traditional combination of cloth, cotton and cleaning solution.
  • 2. 2 Purpose of the Study The purpose of this quantitative study is to check the consumer awareness about Kara skin care and hand sanitizing wipes and also see to it that tools used for promotion by Kara are effective or not. The data is obtained through questionnaires filled by 78 consumers at different location in Delhi and NCR and through online mail surveys too. The data was managed by SPSS software. Significance of the Study The concept of wet wipes have been very successful in foreign countries and now emerging trends show that in India also its demand is growing in fast pace. With the FMCG market growing and wipes being one of its sub divisions, the demand will grow in following years. In the past 5 years Kara, the brand of wet wipe under Birla cellulose, Aditya Birla Group has grown and become the market leader in this category but with competitors growing and still an untapped market present this study helps us to test the consumer awareness about Kara skin care and hand sanitizing wipes and also see to it that tools used for promotion by Kara are effective or not.
  • 3. 3 Objective of the Study Primary objective:  To study the consumer’s awareness Kara skin care wipes and hand sanitizing wipes handys.  The promotional measures taken to make the consumers aware of Birla Cellulose product Kara.  Based on the finding will give recommendations to help increase sales of Kara Secondary objective:  To understand what factors do people look for while purchasing hand sanitizers.  To analyze that if wipes are more useful than traditional liquid form of cosmetic.  To know that if consumers would be interested to buy the hand sanitizing wipes and replace the sanitizer bottle that they are already using.
  • 4. 4 Company Profile Figure 1.1 Aditya Birla Group (http://www.adityabirla.com/home) Aditya Birla Group 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 organizational leadership in the world conducted by Aon Hewitt, Fortune Magazine, and RBL (a strategic HR and Leadership Advisory firm). (http://www.adityabirla.com/home)
  • 5. 5 Grasim Industries Limited Figure 1.2 Aditya Birla Grasim (http://www.grasim.com/) A flagship company of the Aditya Birla Group, ranks among India's largest private sector companies, with consolidated net revenue of Rs.279 billion and a consolidated net profit (before extraordinary items) of Rs.27 billion (FY2013). Starting as a textiles manufacturer in 1948, today Grasim's businesses comprise viscose staple fibre (VSF), cement, chemicals and textiles. Its core businesses are VSF and cement, which contribute to over 90 per cent of its revenues and operating profits. The Aditya Birla Group is the world’s largest producer of VSF, commanding a 21 per cent global market share. Grasim is India's pioneer in Viscose Staple Fibre (VSF), a man-made, biodegradable fibre with characteristics akin to cotton. As an extremely versatile and easily blend able fibre, VSF is widely used in apparels, home textiles and dress material. (http://www.grasim.com/)
  • 6. 6 Birla Cellulose Figure 1.3 Birla Cellulose (http://birlacellulose.com/) Birla Cellulose is the Aditya Birla Group's umbrella brand for its range of cellulosic fibres. It comprises versatile sub-brands; Birla Viscose, Birla Viscose Plus, Birla Modal, and Birla Excel. These brands offer a wide range of functional benefits such as soft feel, high moisture absorbency, bio degradability and comfort to the wearer. These fibres have multiple applications including apparel, home textiles, dress material, knitwear, non-woven etc. Fibre is one of the oldest businesses of the Aditya Birla Group that commenced in 1954. Birla Cellulose is a world leader in viscose staple fibre (VSF). Its production is spread across six countries, viz. Canada, Thailand, India, Indonesia, China and Laos. The Group independently fulfils India's entire VSF requirements. (http://www.adityabirla.com/home)
  • 7. 7 Vision To be the Global Leader in the Man-made Cellulosic Fibre Industry Mission We aim to create Superior & Sustainable Value for all our stakeholders, maintaining the largest market share in the Man-made Cellulosic Fibre Industry globally through:  Innovation in Products & Processes  Excellence in Quality, Service, People Development &  Focus on Environment Friendliness in all our activities Values  Integrity  Commitment  Passion  Seamlessness  Speed (http://birlacellulose.com/)
  • 8. 8 Products of Birla Cellulose 1. Kara baby wipes Figure 1.4 Kara baby wipes Kara baby wipes are  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.
  • 9. 9 2. Prim-home & kitchen care wipes Figure 1.5 Prim PRIM is basically dry wipes used in Kitchen and various multipurpose household works. It can be used to wipe the utensils and cutleries. One wipe can be used for at least a month in the kitchen. There are two packs available in the market: a. Multipurpose wipes b. Home care wipes
  • 10. 10 3. Kara skin care wipes Figure 1.6 Kara Grasim Industries has started its Consumer Product Division with various FMCG products which includes personal care & home care dry & wet wipes products. The main product of our concern for the research is Kara Skincare wipes. It is not easy to look beautiful all the time and it gets even harder when you are out of home with pollution, dust and heat. Introducing for the first time in India, Kara a complete range of skincare wipes. In India, the market for wet wipes was gradually picking up with changing lifestyles and the fast pace of life among the young and upwardly mobile population with higher disposable income. Kara Skincare wipes is a new product to hit the Indian market. The brand is now running heavy print campaign announcing the launch. Kara Skincare wipes can be called as India's first branded skincare wipe product. Skincare wipes are popular in the west but in India the category is a new one. Although Indian consumers are familiar with the products which are imported, it’s the first time that an Indian company enters this segment Kara means care. The brand also marks Aditya Birla Group's foray into the Indian FMCG market.
  • 11. 11 The brand aims to create a new category of wipes in India. Hence the challenge is to educate the target audience about the usefulness of this product. This task is cut out for Kara since the customer is already exposed to such products. The only task is to inculcate the habit of buying and using the wipes. The product is relevant in the Indian market for two reasons.  One is the climate which necessitates such a product and  Second is the growing number of lady professionals. The brand has the tagline “face refresh karne ka specialist” this clearly communicates the core brand positioning. The brand is being promoted as the anytime solution to look good. Kara has a good potential to create and own a new category. The brand already has the first mover advantage. But the category does not have much entry barriers. It can face stiff competition from cheap imports. But Kara has the financial backing of Birla group and the investment in building this brand will pave the way for another successful marketing story.Kara is readily available pan India at superstores, cosmetic and chemist outlets and modern retail. The ease of usability of a convenient and high value product at an affordable cost in India for a young and mobile population is a huge opportunity that Kara wishes to address. Kara wipes were highly effective with unique formulations having natural ingredients that nourish the skin. They are alcohol free and dermatologically safe. Kara is made from 'Birla Cellulose', a fibre that is 100 % natural and biodegradable Compactly packaged and pre-moistened Kara skincare wipes give a hygienic, convenient and effective skincare solution to the consumers on the go. These wipes are easy to carry and use.
  • 12. 12 Variants of Kara-skin care:  Deep Pore Cleansing Wipes  Sunscreen Wipes  Moisturizing Wipes  Toning Wipes  Make Up Removal Wipe  Refreshing Facial Wipes  Handys o KARA 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. KARA is the only sanitizing wipe which is Triclosan based and as sufficient as alcohol in killing germs. Triclosan is one of the antibacterial and antifungal and even toothpaste. Grasim Industries outsource Triclosan from vivimed Labs based in Hyderabad. The wipes contain 0.1% Triclosan which is sufficient to give required anti bacterial properties. (http://birlacellulose.com/)
  • 13. 13 Summer Internship Profile 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, so we can offer our best price to them and customize the product as per their requirements. The usage of Kara in Corporate Sales:A) As a Gifting purpose: - Kara in corporate house can be used as a gifting purpose. When Business to Business house join their hands with each other, then Kara can be gifted to them for refreshing their mood and environment. B) Sales promotion: - Wipes also can be utilized for promoting sales. By providing to the other companies our product to launch with their new products through ads which will help in promoting two business’s sales. C) Useful for Hotels: - Kara can be taken for hotels by using it after meals to clean hands, to refresh the moods and for hygiene protection. D) Useful in Aviation: - In this sector also Kara plays a vital role. For providing Kara wipe to customers during their travel to wash off their hands, to refresh their mind. Before & after meals. E) Useful in Tour & Travel Agencies, Pharmacy and many more.
  • 14. 14 The corporate sales can be divided into eight different sectors which are: 1. Aviation: Every airline gives a small kit to their passengers which contain some utilities. Among these utilities, wet wipes can also be given. The wipe is given in a single sachet which has customized printing as per airlines requirements. The shelf life of these wipes are around 6 months after which they start getting dry however can still be used without any worries. Currently, Kara wipes are being supplied to Kingfisher, Jet Airways, Indigo airlines and Dana airways. 2. Pharmaceuticals: Many pharmaceutical companies which have manufacturing and marketing in domestic market give gifts to Doctors to promote their brand and maintain good relations with them. The gifting may range from pen, key chains to laptops and other luxurious items. The companies buy in bulk with customization options and keeps on changing their gifting portfolio every season. Wet wipes are a smart gifting option as they are different from conventional items, easily customizable and have usefulness in summer Season. Generally these companies prefer 10’s or 20’s pack with their brand name on sticker. Some of our clients are DR. Reddy, Torrent, Pfizer, Panacea Biotech, Wockhardt, Ranbaxy, Fresenius Kabi, Abbot, Blue Cross etc. 3. Hotels, Restaurants and Catering (HORECA): In hospitality sector, Hotels are prime clients which offer numerous amenities to its guests. When the guests arrive at hotel, they are greeted with complimentary drinks. Wet wipes can be given to guests so that when they come from outside, they can use it to clean their face which refreshes them. These wipes can also be kept in the rooms on a daily basis when housekeeping staff cleans the room. Single customized sachets can be used here. The wipes can also be pitched for caterers in marriages, high profile events, Sport events etc. They can offer single sachets to guests as a welcome gesture. In Hotel industry, Taj Vivanta, Chariot Beach resort, Intercontinental Mumbai is our prestigious clients. 4. Tour and Travels: Since wet wipes are commonly used in foreign countries, when tourists come in our country they need such product to fight off the tropical weather in summers. Tours and Travels prepare kits for tourists of which wet wipes can be a
  • 15. 15 part. Single sachets or 10’s pack can be used for their kit. Kuoni Travels (Gurgaon) is our client in this sector 5. Auto and Allied: Car service centers and showrooms can gift wet wipes to its customers as a token of goodwill and to retain customer loyalty. In summers, car owners generally keep dry tissue papers in their cars. With the growing awareness of wet wipes, they are realizing the advantage of wet wipes over dry tissue. The Automobile OEM’s or allied industries do gifting for various distributors and dealers in their distribution channel. Kara wet wipes can be used by them for their brand promotion as they can customize 10’s and 20’s pack with their brand name on it. Earlier a deal with Mahindra motors was done for Mahindra Xylo and Mahindra XUV 500. 6. Service: Hospitality sector is incomplete without Spa, Saloons and Beauty Centers. Apart from refreshing wipes, other variants like Make-up removal wipes, Toning wipes Moisturizing wipes, Cleansing wipes can be used here as a replacement of conventional cotton ball and lotions. 7. Consumer Goods and durables: In FMCG sector, Kara products can be used as in product promotion (Bundle packing along with their product) and Trade promotion (gifting for channel partners). It can also be given as gifts to consumers buying expensive durables like Air conditioners, Microwaves etc. We can also do contract manufacturing as per the requirements of the clients. Currently Prim (kitchen care wipes) are being cross promoted with Godrej Hit. 8. Retail: In premium retail outlets, guests are treated warmly and are offered with tea or coffee as a kind gesture. Single sachet wipes can be given to guests when they enter showroom so that they can refresh themselves. This product should be pitched at showrooms where conversion rate is high like Jewelry showrooms, outlets having expensive watches, furniture, mobile phones etc. Can be target for our product. Amongst them Titan is our esteemed client. My Work in Corporate Sales A) Building healthy relationships with Clients for long term results.
  • 16. 16 B) Introducing our company’s products to different corporate and institutions. C) Finalizing and closing the deals. D) Scanning the whole market for prospective client. E) Offering different offers to different intuitions according to their specifications. F) Arranging meetings with Clients. G) Understanding the term Negotiation.
  • 17. 17 CHAPTER 2: LITERATURE REVIEW Introduction The study of consumer attitudes and perception is a difficult task for marketing experts. In this ever changing competitive market environment, consumers are gradually becoming erratic and more unpredictable making the study much more complicated. (Blois, 2000). In today’s world of limitless choices and wide variety of purchase options available, attitude and perception may change in the course of buying process that may further influence the consumers to switch brands. Understanding consumer behavior incomplete until describing how consumers make choices, as clarified by (Goldsmith & Foxall, 1994) in their book on Consumer Psychology for Marketing. Consumers come to know and learn about brands through various communication vehicles like packaging, promotion, advertisement, business talks and word of mouth. After consumers become aware about the brand, their buying decisions are guided by the impressions of the brand that they have formed from the information. Therefore, the study of consumer perception is an element of largely unconscious process of consumer behavior. Consumer perception is an approximation of reality. Consumer mind tries to make sense out of the stimuli to which they are exposed. Perception is “the process by which an individual selects, organizes, and interprets stimuli into a meaningful and coherent picture of the world.” (Schiffman & Kanuk, 2007). (Goldsmith & Foxall, 1994) Mentioned in their book that consumers become aware about the environment through the five senses and therefore sensation is the process with which perception begins. But perception is not
  • 18. 18 synonymous with sensation despite their clear interconnectedness. Attitudes and perceptions (both positive and negative) play an important role in consumer buying behavior process and have a strong impact in buying decisions. They are mainly judged by the characteristics of the product/service that consumers perceive and the formal evaluations of these characteristics are based on their satisfaction level. If a consumer feels satisfied with the product/service, he/she would pose a positive attitude towards it that would eventually create a favorable perception in the consumer’s mind (Assael, 1998) A brief introduction of FMCG The Indian Fast Moving Consumer Goods (FMCG), also known as Consumer Packaged Goods (CPG), is products that have a quick turnover and relatively low cost. (http://www.focusmanagementconsultants.co.uk/fmcg). According to (Majumdar, 2006) FMCG refers to non durable goods and consumer usually spends a minimum effort to procure them. Described by (Purohit) Fast Moving Consumer Goods (FMCG) goods are all consumable items (other than groceries/pulses) that one needs to buy at regular intervals. These are items which are used daily, and so have a quick rate of consumption, and a high return. Features of FMCG by various authors (Majumdar, 2006) (http://www.focusmanagementconsultants.co.uk/fmcg) From the consumers' perspective:  Frequent purchase  Low involvement (little or no effort to choose the item – products with strong brand loyalty are exceptions to this rule)
  • 19. 19  Low price From the marketers' angle:  High volumes  Low contribution margins  Extensive distribution networks  High stock turnover  Short shelf life  Frequent purchase pattern  Involves low level of risk and emotions Classification of FMCG  Highly perishable and non-highly perishable goods Highly perishable goods include meats, vegetables, fruit, and bakery items - anything that has a reasonably short shelf life. In contrast, products such as wine, beer and spirits, canned foods and toiletries have a longer shelf life and do not perish quickly. Nonetheless, these products are in high demand and as a result product turnover is high; they do not spend long on the supermarket shelves. (http://www.focusmanagementconsultants.co.uk/fmcg)
  • 20. 20 Segment wise  Household Care The detergents segment is growing at an annual growth rate of 10 to 11 per cent during the past five years. The local and unorganized players account for a major share of the total volume of the detergent market. The preference is given to detergents in urban area compared to bars. Household care segment is featured by intense competition and high level of penetration. With rapid urbanization, emergence of small pack size and sachets, the demand for the household care products is booming. In washing powder segment, HUL is the leader with ~38 per cent of market share. Other major players are Nirma, Henkel and Proctor & Gamble.  Personal Care Personal care segment includes personal wash products, hair care products, oral care products, cosmetics etc. The Indian skin care and cosmetics market is valued at $274 million and is dominated by HUL, Colgate Palmolive, Gillette India and Godrej. The coconut oil market accounts for 72 per cent share in the hair oil market. The hair care market can be segmented into hair oils, shampoos, hair colorants & conditioners, and hair gels. In the branded coconut hair oil market, Marico (with Parachute) and Dabur are the leading players. Sachet makes up to 40 per cent of the total shampoo sale. Again the market is dominated by HUL with around ~47 per cent market share; P&G occupies second position with market share of around ~23 per cent. Personal wash can be further segregated into three segments namely Premium, Economy and Popular. Here also, HUL is the leader with market share of ~53 per cent; Godrej occupies second position with market share of ~10 per cent. Swelling disposable incomes of the Indian consumers, growth in rural demand
  • 21. 21 and upgrading to the premium products are the key drivers for future demand growth in major FMCG categories.  Food and Beverages This segment comprises of the food processing industry, health beverage industry, bread and biscuits, chocolates & confectionery, Mineral Water and ice creams. The three largest consumed categories of packaged foods are packed tea, biscuits and soft drinks. Indian hot beverage market is a tea dominant market. The major share of tea market is dominated by unorganized players. Leading branded tea players are HUL and Tata Tea. Major players in food segment are HUL, ITC, Godrej, Nestle and Amul. (Vora) (Vihag, Atishay, & Prashant, 2013) FMCG Sector in INDIA The FMCG sector is the fourth largest sector in the India with a total market size in excess of USD 13 billion as of 2012. This sector is expected to grow to a USD 33 billion industry by 2015 and to a whooping USD 100 billion by the year 2025. It has a strong MNC presence and is characterized by a well established distribution network, intense competition between the organized and unorganized segments and low operational cost. (Vora) (arora, 2012) The Indian FMCG industry accounts for 2.2% of the GDP of the country but has tripled in size over the last 10 years and has grown at approximately 17% CAGR in the last 5 years, driven by robust macroeconomic conditions, rising income levels, increasing urbanization and favorable demographic trends. These drivers are expected to continue to favorably impact the industry, which is estimated to further triple in size by 2020 according to the CII FMCG Roadmap to 2020 (as quoted in the ITC annual report). FMCG usage in India as the country grows to become the third largest economy in the world appears a logical
  • 22. 22 use of resource. The strategy is also vindicated by the relatively low levels of per capita consumption within many FMCG product sectors in India, the growing population of working women, plus increased government spending on education. According to a study by Deloitte Touche Tohmatsu Limited 'Consumer 2020: Reading the signs', India will emerge as the world's fifth largest consumer market by 2025, providing significant opportunities in FMCG for companies positioned to take advantage (Euromonitor, 2012). (arora, 2012) Skincare segment The skin care market belongs to the Personal Care segment of the FMCG sector in India and is valued at $180 million in India (Approx. Rs.72, 000 Cr.) (Naqvi) . The skin care market is at a primary stage in India. This market can be further divided into toners, cleansers, sunscreens, anti- wrinkle creams, wet wipes, dark circle removing creams, astringents, facial creams, moisturizers, fairness creams, day and night creams, etc. It is also a fact that the skin care market is in the infancy stage in India with a very poor penetration of this segment in the rural market. Despite this fact, India has seen a significant increase of skin care products observed over a period of five to six years. The major players in this segment are Hindustan Unilever (fair and lovely) with a market share of ~54 per cent, followed by CavinKare (Fairever) with a market share of ~12 per cent and Godrej with a market share of ~3 per cent. (Euromonitor, 2012) (Naukrihub, 2010). The other players that have a presence in the market are Emami (Gold Turmeric and Naturally Fair), Revlon (Fair & Glow) (NaukriHub.com, 2008). The data from different sources show that only 22% of the population uses skincare products of any kind in India. The Beauty Company in their report ‘The Beauty Benchmark’ states that 58% of women in the US between 18 and 50 plus buy skincare on a monthly or bi-monthly basis.
  • 23. 23 The older the consumer, the more products they use on a daily basis. But as they cross the 55 year mark, their usage begins to drop (Beautycompany, 2010). Some of the major reasons for growth of the skin care industry in India may be categorized as below:  Concerns about hygiene and personal grooming drive sales.  Discounts boost growth in the face of economic uncertainty.  Domestic players expand their presence.  Chained retailers create opportunities for point- of-sale marketing.  Rising affluence and sophistication to drive future growth. (Euromonitor, 2012) As the skin care market grows, it simultaneously helps in the growth of facial skin care segment as well. In light of the intense competition facing the Skincare industry, manufacturers are constantly engaged in the creation of new products and introducing new varieties that would hopefully win consumers' acceptance. One such product is facial wipes. The category now assumes a major role in the personal care market and is likely to show double digit growth for next couple of years. (arora, 2012) In personal care segment disposable wipes are used for make-up removal and as deodorant. They are also used for floor and furniture cleaning in household care segment, disposable wipes has gradually expanded to offer a wide range of new applications, replacing the traditional combination of cloth, cotton and cleaning solution. (arora, 2012) According to (Horovitz, 2002)during decade ago (1990) wet wipes were only used for wiping babies backside but in 2002 the market has been changed. There are wipes for kitchen counters, toilets, car surface. Wipes to clean wounds and relieve pain. Deodorant wipes for men and women. For extra-tough jobs, there are Lysol Heavy Duty Wipes — one side wipes, the other side scrub and pre moistened toilet wipes. And, yes, there are oodles of wipes for pets. There's even a new wipe for women seeking relief from hot flashes.
  • 24. 24 He quoted “Americans don't have to jump in the pool to get wet this summer. They can simply slosh down any grocery store aisle. This is where wipes — pre moistened and disposable — are becoming as common as house dust.” An industry which was not there 10 years ago generated annual sales of nearly $2 billion in 2002, estimates The New England Consulting Group. About 110 different of wipes were introduced in 2001, reports Product Alert, a publication that tracks new products. Consider: About 28 billion individual baby wipes were sold last year i.e. 2001 — and nearly 40% of them weren't used for cleaning baby backsides. In many cases, adults are using them to wipe their own hands and faces said by Gary Stibel of The New England Consulting Group. According to the article that year the winning brand was P&G and Kimberly-Clark. For P&G wipes accounted for nearly 2% of P&G's total sales — or about $800 million and of Kimberly- Clark estimates wipes sales were at $500 million. The disposable wet wipes market, fairly niche and nascent in India, has grown to $ 75 million annually (The Hindu Business Line, 2009). Worldwide, wet wipes are a $6-billion category, but in India, it is in the nascent category (The Hindu Business Line, 2009). It is treated as a lifestyle item and not as an essential item. Hence, it will take some time before it reaches an inflection point. (arora, 2012) The segment, however, has been growing by 1618% annually, according to a report by Credit Suisse, an international brokerage (The Wall Street Journal, Live Mint.com, February, 2008). ‘Skin Care’ wipes as a category also benefited because of the faster pace of life in cities and the rise in the number of nuclear families and working women who tend to rely more on disposable products while working in the kitchen or while travelling outside. The wipes in India are generally made of Viscose and Spun lace which are the standard ingredients used elsewhere in the world. (Horovitz, 2002) (arora, 2012) The stronghold of the major competitor ‘Tainwala Personal Care Products Pvt Ltd’ on wipes gradually faded away over the latter half of the year 2010 (Euromonitor, 2012). Since some years, significant number of brands have entered the category, with big brands like
  • 25. 25 Mac, Johnson’s & Johnson’s, Wipro baby care, Pampers, Dove, Nivea, Mistique, Ginni, Freshones, Chicco etc. owned by some of the multinational companies existing in India. (arora, 2012) However, the swift emergence of national players such as Grasim Industries Ltd, The Himalaya Drug Co, and private label players has caused disruption to its lead in both general purpose wipes and baby wipes. (arora, 2012) Wipes constituted less than 1% of retail hygiene value sales in India in 2010 (Euromonitor, 2012). With such products not being traditionally popular in the country, the category still relied on niche consumer segments or season-dependent sales. Though home care wipes and floor cleaning systems are not likely to see any major developments over next couple of years, other product categories under personal wipes- including intimate wipes and cosmetic wipes-are expected to contribute more to wipes growth overall. In a similar trend, a majority of value sales growth in all wipes categories will be due to the entry and marketing push of national manufacturers. (Euromonitor, 2012) (arora, 2012) With sufficient research supporting the growth of skin care segment in India along with a growth pattern of hand and facial wet wipes made of different material hitting the Indian market, it has become important for marketers to penetrate this growing segment with their product variants. Today, significant proportion of the population has started the use of wet wipes ranging from low cost product to high end premium segment products available in the market. Big companies along with multinational brands have already entered the Indian market (with a few still waiting to enter the market) and are spending huge money on marketing communications to tap the growing wet wipe market which is sensitive to important attributes like price, quality, freshness, fragrance, softness and availability of wipes in different pack sizes for multiple product application. (arora, 2012) Some of the features of skin care wet wipes include the following:  They are silky soft, thick and extra absorbent disposable wet tissues.  They are refreshing with long lasting & soothing fragrance, gentle on skin and cleanse without drying out.  Ideal for use where a quick cleanse is required without the need for water.
  • 26. 26  Leaves your face, hands and general body feeling fresh and clean and are suitable for all skin types.  Enriched with Vitamins to moisturize and nourish tired skin.  Helps maintain skin's natural moisture balance, leaving the skin feeling soft & smooth, refreshed, radiant and always fragrant.  Easy to use anytime & anywhere. (arora, 2012)
  • 27. 27 CHAPTER 3: RESEARCH METHODOLOGY A Research Methodology defines the purpose of the research, how it proceeds, how to measure progress and what constitute success with respect to the objectives determined for carrying out the research study. Objective of the Study Primary objective:  To study the consumer’s awareness Kara skin care wipes and hand sanitizing wipes handys.  The promotional measures taken to make the consumers aware of Birla Cellulose product Kara.  Based on the finding will give recommendations to help increase sales of Kara Secondary objective:  To understand what factors do people look for while purchasing hand sanitizers.  To analyze that if wipes are more useful than traditional liquid form of cosmetic.
  • 28. 28  To know that if consumers would be interested to buy the hand sanitizing wipes and replace the sanitizer bottle that they are already using. Research Design The research design adopted in this market research project is a mix of both exploratory and descriptive research designs. The exploratory research was conducted by use of exploratory techniques like brainstorming to generate a number of possible issues and factors that affect consumer’s attitude and buying behavior for skin care products. Since it was impractical to test all of these factors, descriptive research was adopted to describe the characteristic like attitude, perception, awareness levels and buying behavior of relevant groups in the sample. Other issues that were studied under the descriptive research design included determining the perception of consumer towards various product (wet wipes) attributes of Kara wet wipes. It consisted of 20 questions having a mix of 5 point Likert scale, multiple choice and open ended questions pertaining to the study and rest were the demographic profile of the consumers. The questionnaire was made in discussions with industry guide and his full support and consent about the construct, content, formal appearance and writing model. Research Instrument The research instrument used in this project is a structured Questionnaire. The questionnaire is specifically designed keeping in mind the objective of the study. The questionnaire was designed keeping in mind the target audience and their valuable time. It
  • 29. 29 consisted of 20 questions having a mix of 5 point Likert scale, multiple choice and open ended questions pertaining to the study and rest were the demographic profile of the consumers. The questionnaire was made in discussions with industry guide and his full support and consent about the construct, content, formal appearance and writing model. Sample In this research project I have basically adopted non probabilistic sampling techniques like convenience sampling wherein I selected my friends, relatives, and classmates etc. to be a part of the questionnaire survey and snowball sampling by asking the respondents for referrals. It refers to the number of elements of the population which are selected in the sample drawn from it. In our project the sample size is of 78 respondents. Software used Software is any set of machine readable instructions mostly in the form of a computer program that directs a computer’s processor to perform specific operations. The software used in this research is IBM SPSS Statistics v19. It is a software package used for statistical data analysis. (SPSS: Statistical Package for the Social Sciences)
  • 30. 30 CHAPTER 4: DATA ANALYSIS Descriptive Statistics It literally implies the description of the data like how many respondents have answered a particular question (valid and missing frequencies). 1. Are you aware of wet wipes? Cumulative Frequency Valid Percent Valid Percent Percent No 2 2.6 2.6 2.6 Yes 76 97.4 97.4 100.0 Total 78 100.0 100.0 Table 4.1 Awareness of Wet Wipes
  • 31. 31 Figure 4.1 Awareness of Wet Wipes Analysis and interpretation: From the above we infer that 97.4% of the sample is aware of wet wipes and the concept is not new in India.
  • 32. 32 2. Do you use the wet wipes? Cumulative Frequency Valid Percent Percent No 21 26.9 26.9 26.9 Yes 57 73.1 73.1 100.0 Total Valid Percent 78 100.0 100.0 Table 4.2 Usage of Wet Wipes Figure 4.2 Usage of Wet Wipes Analysis and interpretation: The usage of wet wipes is 73.1 % which is less than the awareness pattern.
  • 33. 33 3. How often do you use the wipes? Never Frequency Percent 19 24.4 When required 40 More than twice in a 2 day Twice in a day 7 Once a day 10 Total Cumulative Valid Percent Percent 24.4 24.4 51.3 2.6 51.3 2.6 75.6 78.2 9.0 12.8 9.0 12.8 87.2 100.0 78 100.0 100.0 Table4.3 Frequency of Usage Figure 4.3 Frequency of Usage Analysis and interpretation: The frequency of usage is When Required by 51% of the sample.
  • 34. 34 4. Which brand of wet wipes do you use? Valid Fresh ones Good look Mistique Johnson & Johnson Uzana Kara Others Total Frequenc y Percent 7 9.0 1 1.3 9 11.5 9 11.5 1 1.3 29 37.2 22 28.2 78 100.0 Table 4.4 Brand Usage Figure 4.4 Brand Usage Valid Cumulative Percent Percent 9.0 9.0 1.3 10.3 11.5 21.8 11.5 33.3 1.3 37.2 28.2 100.0 34.6 71.8 100.0
  • 35. 35 Analysis and interpretation: This is an interesting finding as out of 78 questioned 29 said that they use Kara which is 37% of sample. 5. Where do you purchase your wet wipes from? Valid General Medical store Hyper mart None Total Valid Percent 43.6 16.7 Cumulative Percent 43.6 60.3 14 17.9 17.9 17 21.8 21.8 78 100.0 100.0 Table 5.5 Purchase Pattern 78.2 100.0 Frequency Percent 34 43.6 13 16.7 Figure 4.5 Purchase Pattern Analysis and interpretation: About 43% of the sample love to shop from General stores.
  • 36. 36 6. Which pack do you think is the ideal pack? Valid Frequency Percent Percent Valid 1 19 24.4 24.4 5 14 17.9 17.9 10 17 21.8 21.8 25 10 12.8 12.8 30 above 18 23.1 23.1 Total 78 100.0 100.0 Table 4.6 Ideal Pack Cumulative Percent 24.4 42.3 64.1 76.9 100.0 Figure 4.6 Ideal Pack Analysis and interpretation: The most suitable pack of wet wipe comes to be 1’s and then 30’s with a difference of 1 respondent.
  • 37. 37 7. What is the ideal price you are ready to pay for 25 wipes? Valid Frequency Percent Valid Percent Depends on the variants 14 17.9 17.9 More than Rs. 90 1 1.3 1.3 70 – 90 6 7.7 7.7 50 – 70 18 23.1 23.1 30 – 50 39 50.0 50.0 Total 78 100.0 100.0 Table 4.7 Price for 25 Wipes Cumulative Percent 17.9 19.2 26.9 50.0 100.0 Figure 4.7 Price for 25 Wipes Analysis and interpretation: About 50% of the sample is ready to pay any amount between Rs. 30 – 50 for a pack of 25 wipes.
  • 38. 38 8. Have you heard of Kara wet wipes? Valid No Yes Total Frequency Percent Valid Percent 16 20.5 20.5 62 79.5 79.5 78 100.0 100.0 Table 4.8 Awareness of Kara Cumulative Percent 20.5 100.0 Figure 4.8 Awareness of Kara Analysis and interpretation: Kara has a good awareness level and that is of 79% among the sample tapped. This finding helps us to meet our objective of consumer awareness of Kara.
  • 39. 39 9. If yes, which all variants do you recall? a) Toning (Rose) Valid No Yes Total Frequency Percent Valid Percent 62 79.5 79.5 16 20.5 20.5 78 100.0 100.0 Table 4.9 Recall of Toning Variant Figure 4.9 Recall of Toning Variant Cumulative Percent 79.5 100.0
  • 40. 40 b) If yes, which all variants do you recall? Moisturizing ( almond ) Valid No Yes Total Frequency Percent Valid Percent Cumulative Percent 66 84.6 84.6 84.6 12 15.4 15.4 100.0 78 100.0 100.0 Table 4.10 Recall of Moisturizing Variant Figure 4.10 Recall of Moisturizing Variant
  • 41. 41 c) If yes, which all variants do you recall? Sunscreen ( plum ) Valid No Yes Total Cumulative Frequency Percent Valid Percent Percent 61 78.2 78.2 78.2 17 21.8 21.8 100.0 78 100.0 100.0 Table 4.11 Recall of Sunscreen Variant Figure 4.11 Recall of Sunscreen Variant
  • 42. 42 d) If yes, which all variants do you recall? Refreshing ( aloe Vera ) Valid No Yes Total Cumulative Frequency Percent Valid Percent Percent 36 46.2 46.2 46.2 42 53.8 53.8 100.0 78 100.0 100.0 Table 4.12 Recall of Refreshing Variant Figure 4.12 Recall of Refreshing Variant
  • 43. 43 e) If yes, which all variants do you recall? Make up removal Valid No Yes Total Cumulative Frequency Percent Valid Percent Percent 68 87.2 87.2 87.2 10 12.8 12.8 100.0 78 100.0 100.0 Table 4.13 Recall of Makeup Removal Figure 4.13 Recall of Makeup Removal
  • 44. 44 f) If yes, which all variants do you recall? Hand sanitizing Valid Frequency Percent Valid Percent No 67 85.9 85.9 Yes 11 14.1 14.1 Total 78 100.0 100.0 Table 4.14 Recall of Hand Sanitizing wipes Figure 4.14 Recall of Hand Sanitizing wipes Cumulative Percent 85.9 100.0
  • 45. 45 g) If yes, which all variants do you recall? Deep pore cleansing ( avocado ) Valid No Yes Total Frequency Percent Valid Percent 67 85.9 85.9 11 14.1 14.1 78 100.0 100.0 Table 4.15 Recall of Deep Pore Cleaning Figure 4.15 Recall of Deep Pore Cleaning Cumulative Percent 85.9 100.0
  • 46. 46 h) If yes, which all variants do you recall? No recall Valid No Yes Total Frequency Percent Valid Percent 54 69.2 69.2 24 30.8 30.8 78 100.0 100.0 Table 4.16 No Recall Figure 4.16 No Recall Cumulative Percent 69.2 100.0
  • 47. 47 Analysis and interpretation:  Among the variants available Refreshing wipes with Aloe Vera and mint has most popularity with 53% recalling it.  The next favorite is Sunscreen with 21% of awareness and that can also be due to climatic conditions of India. In summers, people apply cream which may wipe off due to sweating so wipes helps face cleaning with the goodness of sunscreen in it.  Toning wipes are recalled by 20 % of sample.  The moisturizing wipes are know by 15% of the sample  The Deep pore cleansing and the Hand sanitizing wipes are only recalled by 14% of the sample.  The least awareness is of makeup removal wipes with only 12% knowing about it.
  • 48. 48 10. Which all facts do you know about Kara? i) 100% natural and biodegradable Valid No Yes Total Frequency Percent Valid Percent 46 59.0 59.0 32 41.0 41.0 78 100.0 100.0 Table 4.17 Fact about Kara Figure 4.17 Facts about Kara Cumulative Percent 59.0 100.0
  • 49. 49 ii) Which all facts do you know about Kara? Alcohol free Valid No Yes Total Frequency Percent Valid Percent 52 66.7 66.7 26 33.3 33.3 78 100.0 100.0 Table 4.18 Fact about Kara Figure 4.18 Facts about Kara Cumulative Percent 66.7 100.0
  • 50. 50 iii) Which all facts do you know about Kara? Made from 100% viscose Valid No Yes Total Frequency Percent Valid Percent 67 85.9 85.9 11 14.1 14.1 78 100.0 100.0 Table 4.19 Fact about Kara Figure 4.19 Facts about Kara Cumulative Percent 85.9 100.0
  • 51. 51 iv) Which all facts do you know about Kara? Is from Aditya Birla group Valid No Yes Total Frequency Percent Valid Percent 61 78.2 78.2 17 21.8 21.8 78 100.0 100.0 Table 4.20 Fact about Kara Figure 4.20 Facts about Kara Cumulative Percent 78.2 100.0
  • 52. 52 v) Which all facts do you know about Kara? None Valid No Yes Total Frequency Percent Valid Percent 52 66.7 66.7 26 33.3 33.3 78 100.0 100.0 Table 4.21 Facts about Kara Figure 4.21 Facts about Kara Cumulative Percent 66.7 100.0
  • 53. 53 Analysis and interpretation a. Most of the consumers are aware that Kara is 100% biodegradable and natural. b. 33% knows Kara to be Alcohol free c. Only 21 % of the respondents knew that Kara is an Aditya Birla product. d. 14% knew it to be made from viscose.
  • 54. 54 11. How did you come to know about Kara? Valid Frequency Percent Valid Percent Retailer 14 17.9 17.9 Word of mouth 30 38.5 38.5 Social networking sites 8 10.3 10.3 T.V. 19 24.4 24.4 Newspaper 1 1.3 1.3 0 6 7.7 7.7 Total 78 100.0 100.0 Table 4.22 Mode of Awareness Figure 4.22 Mode of Awareness Cumulative Percent 17.9 56.4 66.7 91.0 92.3 100.0
  • 55. 55 Analysis and interpretation: Kara has a very strong image in public’s view as the word of mouth promotion of Kara is good 38% of the sample come to know about Kara through it followed by T.V 12. Where do you think Kara to advertise the most? Valid Frequency Percent Valid Percent Radio 3 3.8 3.8 Television 37 47.4 47.4 School and colleges 19 24.4 24.4 Metro 19 24.4 24.4 Total 78 100.0 100.0 Table 4.23 Suitable Advertisement Media Figure 4.23 Suitable Advertisement Media Cumulative Percent 3.8 51.3 75.6 100.0
  • 56. 56 Analysis and interpretation: The respondent found television to be the effective source of advertisement with 47% saying so. 13. Do you recall the following T.V advertisement of Kara? Valid Frequency Percent Valid Percent No recall 50 64.1 64.1 Featuring Sharman joshi 1 1.3 1.3 Featuring Anushka 27 34.6 34.6 Sharma Total 78 100.0 100.0 Table 4.24 Advertisement Recall Figure 4.24 Advertisement Recall Cumulative Percent 64.1 65.4 100.0
  • 57. 57 Analysis and interpretation: As people feel the promotion through T.V. is less so 67% of people have No recall of the advertisement and if there is a recall it’s for advertisement featuring Aushka Sharma. 14. Do you think promotional activities will inculcate habits of using wet wipes in India? Valid No Yes Total Frequency Percent Valid Percent 7 9.0 9.0 71 91.0 91.0 78 100.0 100.0 Table 4.25 Promotional Activities Figure 4.25 Promotional Activities Cumulative Percent 9.0 100.0
  • 58. 58 Analysis and interpretation: 91% Respondents think that promotional activities will help inculcate habits of using wet wipes in India. 15. Do you use Hand sanitizer? Valid No Yes Total Frequency Percent Valid Percent 10 12.8 12.8 68 87.2 87.2 78 100.0 100.0 Table 4.26 Usage of Hand Sanitizer Cumulative Percent 12.8 100.0 Figure 4.26 Usage of Hand Sanitizer Analysis and interpretation: About 87% of the sample use hand sanitizers.
  • 59. 59 16. If yes, which brand do you use in hand sanitizers? Valid Others Zuci Dettol Himalaya Lifebouy 0 Total Frequency Percent Valid Percent 5 6.4 6.4 1 1.3 1.3 43 55.1 55.1 9 11.5 11.5 13 16.7 16.7 7 9.0 9.0 78 100.0 100.0 Table 4.27 Brand of Hand Sanitizers Cumulative Percent 6.4 7.7 62.8 74.4 91.0 100.0 Figure 4.27 Brands of Hand Sanitizers Analysis and interpretation: 55% of the sample use Dettol as their hand sanitizer.
  • 60. 60 17. Rate the following parameters in order of your preference in buying hand sanitizers? Minimu m 1 Maximu m 6 N Mean Rate the following 78 2.60 parameters in order of your preference in buying hand sanitizers? Alcohol free Rate the following 78 1 6 2.41 parameters in order of your preference in buying hand sanitizers? Packaging Rate the following 78 1 5 2.33 parameters in order of your preference in buying hand sanitizers? Price Rate the following 78 1 5 2.26 parameters in order of your preference in buying hand sanitizers? Brand Rate the following 78 1 5 2.05 parameters in order of your preference in buying hand sanitizers? Fragrance Rate the following 78 1 5 1.78 parameters in order of your preference in buying hand sanitizers? Germ killing qualities Valid N (listwise) 78 Table 4.28 Parameters in Choosing a Hand Sanitizer Std. Deviation 1.342 1.372 1.316 1.253 1.172 1.456
  • 61. 61 Figure 4.28 Parameters in Choosing a Hand Sanitizer Analysis and interpretation: Sample preferred the Germ killing qualities and good Fragrance to be there in the sanitizer.
  • 62. 62 18. Have you heard of hand sanitizing wipes “Handys”? Valid No Yes Total Valid Frequency Percent Percent 61 78.2 78.2 17 21.8 21.8 78 100.0 100.0 Table 4.29 Awareness of Handys Cumulative Percent 78.2 100.0 Figure 4.29 Awareness of Handys Analysis and interpretation: Only 22% of the samples have heard of Kara hand sanitizing wipes.
  • 63. 63 19. Have you heard any of the other following hand sanitizing wipes? Cumulative Frequency Valid Percent Percent Others 1 1.3 1.3 1.3 None 61 78.2 78.2 79.5 Verna 3 3.8 3.8 83.3 Purell 2 2.6 2.6 85.9 Scrubs 7 9.0 9.0 94.9 Sani 4 5.1 5.1 100.0 Total Valid Percent 78 100.0 100.0 Table 4.30 Other Hand Sanitizing Wipes Figure 4.30 Other Hand Sanitizing Wipes Analysis and interpretation: Sample is less aware of hand sanitizing wipes.
  • 64. 64 20. Wipes are now available from refreshing to complete make up range, you think wipes are more useful than traditional liquid form of cosmetic? Valid Sometimes No Yes Total Frequency Percent Valid Percent 26 33.3 33.3 14 17.9 17.9 38 48.7 48.7 78 100.0 100.0 Table 4.31 Usefulness of Wipes Cumulative Percent 33.3 51.3 100.0 Figure 4.31 Usefulness of Wipes Analysis and interpretation: Wipes are now available from refreshing to complete make up range and 48% of the sample thinks that wipes are more useful than traditional liquid form of cosmetic.
  • 65. 65 21. Would you be interested to buy the hand sanitizing wipes and replace the sanitizer bottle you are already using? Valid Cumulative Percent 25.6 100.0 Frequency Percent Valid Percent No 20 25.6 25.6 Yes 58 74.4 74.4 Total 78 100.0 100.0 Table 4.32 Sanitizing Wipes V/S Sanitizer Bottle Figure 4.32 Sanitizing Wipes V/S Sanitizer Bottle Analysis and interpretation: 74% respondents are in favor of using Sanitizing wipes.
  • 66. 66 Age Valid Above 45 36-45 26-35 19 - 25 Below 18 Total Frequency Percent Valid Percent 5 6.4 6.4 7 9.0 9.0 8 10.3 10.3 53 67.9 67.9 5 6.4 6.4 78 100.0 100.0 Table 4.32 Age Figure 4.32 Age Cumulative Percent 6.4 15.4 25.6 93.6 100.0
  • 67. 67 Gender Valid Female Male Total Frequency Percent Valid Percent 34 43.6 43.6 44 56.4 56.4 78 100.0 100.0 Table 4.33 Gender Figure 4.33 Gender Cumulative Percent 43.6 100.0
  • 68. 68 Occupation Valid Retired Businessman Homemaker Professional Student Total Frequency Percent Valid Percent 2 2.6 2.6 5 6.4 6.4 3 3.8 3.8 23 29.5 29.5 45 57.7 57.7 78 100.0 100.0 Table 4.34 Occupation Figure 4.34 Occupation Cumulative Percent 2.6 9.0 12.8 42.3 100.0
  • 69. 69 Associative analysis This type of analysis explains how two variables are associated with each other. Cross tabulation 1 Row variables: What is the ideal price you are ready to pay for 25 wipes? Column variables: Occupation What is the ideal price Occupation you are ready to pay for 25 wipes? Student Professional Homemaker Businessman Retired Total 30 - 50 23 11 0 4 1 39 50 - 70 10 5 2 1 0 18 70 - 90 6 0 0 0 0 6 More than Rs. 90 0 1 0 0 0 1 the 6 6 1 0 1 14 23 3 5 2 78 Depends on variants 45 Table 4.35 Cross tabulation 1 Finding: Most of the students and professional are ready to pay Rs. 30-50 for a pack of 25 wipes.
  • 70. 70 Cross tabulation 2 Row variable: Age Column variable: Which brand of wet wipes do you use? Which brand of wet wipes do you use? Age Johnson Fresh ones Good look Mistique Johnson & Uzana Kara Others Total Below 18 0 0 1 1 0 1 2 5 19 - 25 4 1 6 5 1 22 14 53 26-35 0 0 1 0 0 4 3 8 36-45 2 0 0 2 0 2 1 7 Above 45 1 0 1 1 0 0 2 5 7 1 9 9 1 29 22 78 Table 4.36 Cross tabulation 2 Findings: About 22 out of 53 19-25 year old respondent use Kara.
  • 71. 71 Cross tabulation 3 Row variables: Would you be interested to buy the hand sanitizing wipes and replace the sanitizer bottle you are already using? Column variables: Do you use Hand sanitizer? Would you be interested to buy the wipes sanitizer hand and sanitizing replace bottle you the are already using? Yes Do you use sanitizer? Total Yes Total 8 2 10 50 18 68 58 Hand No No 20 78 Table 4.37 Cross tabulation 3 Finding: People are interested to buy the hand sanitizing wipes and replace the sanitizer bottle you are already using.
  • 72. 72 Cross tabulation 4 Row variables: Age Column Variables: Have you heard of Kara wet wipes? Have you heard of Kara wet wipes? Yes Above 45 2 3 5 7 0 7 26-35 6 2 8 19 - 25 43 10 53 Below 18 Total Total 36-45 Age No 4 1 5 62 16 78 Table 4.38 Cross tabulation 4 Finding: The age groups of 19-25 years are very well aware of Kara.
  • 73. 73 Cross tabulation 5 Row variables: Do you think promotional activities will inculcate habits of using wet wipes in India Column variables: Where do you think Kara to advertise the most? Where do you think Kara to advertise the most ? School and Televisio Metro Do you promotional think No activities Yes colleges n Radio Total 1 3 2 1 7 18 16 35 2 71 19 19 37 3 78 will inculcate habits of using wet wipes in India ? Total Table 4.39 Cross tabulation 5 Findings: People who think promotional activities will promote Kara are inclined towards television being the media of advertise.
  • 74. 74 Cross tabulation 6 Row variables: Age Column variables: Where do you think Kara to advertise the most? Where do you think Kara to advertise the most ? School and colleges Metro Age Below 18 Televisio n Radio Total 0 2 3 0 5 19 - 25 17 13 21 2 53 26-35 1 1 6 0 8 36-45 0 2 5 0 7 Above 1 1 2 1 5 19 19 37 3 78 45 Total Table 4.40 Cross tabulation 6 Findings: Most of the sample lying between 19-25 age says they would love to see advertisement of Kara in T.V.
  • 75. 75 Cross tabulation 7 Row variable: Do you use Hand sanitizer? Column variable: Would you be interested to buy the hand sanitizing wipes and replace the sanitizer bottle you are already using? Do you use Hand sanitizer? Total Would you be interested to buy the hand sanitizing wipes and replace the sanitizer bottle you are already using ? Yes No Yes 50 18 No 8 2 58 20 Table 4.41 Cross tabulation 7 Total 68 10 78 Findings: 50 respondent using hand sanitizers out of 68 willing were interested to buy sanitizing wipes and replace the sanitizing bottles.
  • 76. 76 Factor analysis Factor analysis provides a fascinating way of reducing the number of variables in a research problem to a smaller and more manageable number by combining related ones into factor. KMO test helps to examine the appropriateness of the factor analysis. High value between 10.5 indicates factor analysis is appropriate. Value below 0.5 implies that factor analysis may not be appropriate. Total Variance Explained table shows the Eigen values, which are the proportion of total variance, accounted for by a factor. If a factor has a low Eigen value, then it is contributing little to the explanation of variances in the variables and may be ignored as redundant.
  • 77. 77 Q. Rate the following parameters in order of your preference in buying hand sanitizers (With 1 being most preferred and 5 being least preferred) 1. Germ killing qualities 2. Alcohol free 3. Fragrance 4. Brand 5. Price 6. Packaging KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy. Bartlett's Test of Approx. Chi-Square Sphericity df Sig. .760 210.292 15 .000 Total Variance Explained Initial Eigenvalues Extraction Sums of Squared Loadings % of Cumulative % of Cumulative Component Total Variance % Total Variance % 1 3.472 57.874 57.874 3.472 57.874 57.874 2 .895 14.917 72.791 3 .660 11.005 83.796 4 .429 7.154 90.951 5 .356 5.927 96.877 6 .187 3.123 100.000 Extraction Method: Principal Component Analysis.
  • 78. 78 Communalities Extractio Initial n 1.000 .575 Rate the following parameters in order of your preference in buying hand sanitizers ? Germ killing qualities Rate the following 1.000 .335 parameters in order of your preference in buying hand sanitizers? Alcohol free Rate the following 1.000 .698 parameters in order of your preference in buying hand sanitizers? Fragrance Rate the following 1.000 .682 parameters in order of your preference in buying hand sanitizers? Brand Rate the following 1.000 .691 parameters in order of your preference in buying hand sanitizers? Price Rate the following 1.000 .492 parameters in order of your preference in buying hand sanitizers? Packaging Extraction Method: Principal Component Analysis.
  • 79. 79 Component Matrixa Component 1 Rate the following .758 parameters in order of your preference in buying hand sanitizers ? Germ killing qualities Rate the following .578 parameters in order of your preference in buying hand sanitizers? Alcohol free Rate the following .836 parameters in order of your preference in buying hand sanitizers? Fragrance Rate the following .826 parameters in order of your preference in buying hand sanitizers? Brand Rate the following .831 parameters in order of your preference in buying hand sanitizers? Price Rate the following .701 parameters in order of your preference in buying hand sanitizers? Packaging
  • 80. 80
  • 81. 81 Result Awareness level  97.4% of the sample is aware of wet wipes and the concept is not new in India.  The usage of wet wipes is 73.1 % which is less than the awareness pattern.  This is an interesting finding as out of 78 questioned 29 said that they use Kara which is 37% of sample.  Kara has a good awareness level and that is of 79% among the sample tapped. This finding helps us to meet our objective of consumer awareness of Kara.  Only 22% of the samples have heard of Kara hand sanitizing wipes.  Sample is less aware of hand sanitizing wipes. Promotional measures  Kara has a very strong image in public’s view as the word of mouth promotion of Kara is good 38% of the sample come to know about Kara through it followed by T.V  The respondent found television to be the effective source of advertisement with 47% saying so.  As people feel the promotion through T.V. is less so 67% of people have No recall of the advertisement and if there is a recall it’s for advertisement featuring Anushka Sharma.  91% Respondents think that promotional activities will help inculcate habits of using wet wipes in India.
  • 82. 82 Other findings  Wipes are now available from refreshing to complete make up range and 48% of the sample thinks that wipes are more useful than traditional liquid form of cosmetic.  74% respondents are in favor of using Sanitizing wipes and replace bottles and the rest have opinions such as  Because a small bottle is easier to carry than a packet of wet wipes. The sticker on the opening of the wipes is no stickier after sometime due to usage. Also, wet wipes may dry in some time if not used but such is not the case with bottles!!  Bottle is handier and I don’t need to store, open packet every time, there is ease of usage in a bottle.  I don't have any problems using them and liquid in bottles don't dry off.  Because after use u don’t need a dustbin, while for wipe u need one  I have a habit of carrying sanitizer bottle in my purse. When in group I circulate the bottle to all so that everybody can use it.  Hand sanitizing wipes need to be used just once and can hold bacteria and dirt if left lying around than being disposed off or used the 2nd time. It also may not be cost effective. For travel purpose both the wipes and bottle would be equally useful. Cross tabulation findings  The age groups of 19-25 years are very well aware of Kara.  About 22 out of 53 19-25 year old respondent use Kara.  Most of the students and professional are ready to pay Rs. 30-50 for a pack of 25 wipes  People who think promotional activities will promote Kara are inclined towards television being the media of advertise.
  • 83. 83  Most of the sample lying between 19-25 age says they would love to see advertisement of Kara in T.V.  People are interested to buy the hand sanitizing wipes and replace the sanitizer bottle you are already using.  50 respondent using hand sanitizers out of 68 willing were interested to buy sanitizing wipes and replace the sanitizing bottles.
  • 84. 84 CHAPTER 5: DISCUSSIONS Grasim Industries has been working hard to establish leading brand position of Kara in market. Kara has been able to prove its mettle and highly accepted by customers. I would like to recommend following activities those hopefully will help in growth of Kara. These are as follows: 1. Start campaign of SAVE WATER and SAVE ENVIRONMENT to promote the use of Handys. This will help to build social media and also increase awareness as well as sale of Handys. And highlight the facts about Kara like An Aditya Birla product, 100% biodegradable and natural etc. 2. The Alcohol free advantage of Kara will help then capture religious sentiments of Muslims and promotion activities during the season of Ramzan may give boost to sales in area largely populated with Muslims 3. To create the BRAND AWARENESS, the following points should be taken into consideration  There is huge competition from the Chinese wipes so it requires doing aggressive advertising, campaigns, and samplings at the beginning of summer season, so that product should create awareness at right time and push the sale.  Advertisement should be done in television, Metro, school and colleges.  Activities and promotions to be done at hyper markets and malls to attract more and more customers, mostly during Saturdays and Sundays.  At low budget company can place KARA dangles in concerned retailers. Dangles are very effective marketing communication as it makes customer’s eyes to see on hanging dangles. Even at low budget company can stick the KARA tape to rakes where product is placed that can increase the awareness of product.
  • 85. 85  Company can organize event on women’s day which is on 8th march to create the awareness. The sale of KARA will increase as summer starts in MarchApril. Even mother’s day which lies in may is best month for demand for KARA. So company can organize such events in popular stores like Big Bazaar, Spencer and Vishal mega mart etc. 4. Modification in marketing mix of the product and schemes.  Putting the logo of Aditya Birla on the product packaging for consumer to trust the brand and have quality assurance.  Getting the product into an eye catching and handy package for various purposes, so that it attracts both consumers and retailers at a glance.  The product needs rigorous advertising be it in print media and television, hoardings, van operations only then the awareness could be brought about the brand and the products.  Kara is a product that can be easily understood & adapted by the youth & the admission season starts from May-June at the time of admission we can appoint at least with 2 employees with a canopy & with a few samples outside the colleges in North Campus & in South Campus this will definitely help to spread the awareness about the product amongst the youngsters.  Company should acknowledge the customers that the company is charging high prices because of its high quality material unlike of other brands and also educate that compromise in quality of fibre can harm the skin through different media sources.  There’s a huge demand for the product among the “new-generation working women” as they prefer handy products for convenient and easy accessibility. So focusing on the right consumer group is necessary.  Another idea which I think may help the product is that if the company can tie up with CAB SERVICES like Merru & many more & 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.
  • 86. 86  Display schemes to the retailers should be provided which should include posters & halogen board with the name of the shop written on it.  Retailers are getting very high margin from the Chinese wipes and other brand so the company should also take care of its retailer’s expectations so that it will fulfil their needs and keep them satisfied.  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. 5. Extension of promotional channel  Apart from traditional promotional channels, 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.  A blog can be created on internet which can educate people about skincare and benefits of using Kara wipes. It can also ask for feedback from users and inform them about new variants and offers etc. The blog can be made interactive by putting surveys on it. The link of the blog can be bulk mailed to various people falling within the target market.
  • 87. 87 REFERENCE  (n.d.). Retrieved 2013, from http://www.adityabirla.com/home: http://www.adityabirla.com/home  (n.d.). Retrieved JULY 2013, from http://birlacellulose.com/: http://birlacellulose.com/  (n.d.). Retrieved JULY 2013, from http://www.grasim.com/: http://www.grasim.com/  (2002, 07 11). Retrieved 2013, from WWW.USATODAY.COM: http://usatoday30.usatoday.com/money/covers/2002-07-11-wipes.htm  arora, s. (2012). why do indian women buy facial skincare wet wipes? TATTVA , 88.  Assael. (1998).  Beautycompany, T. (2010). The Beauty Benchmark. Retrieved from http://www.thebeautycompany.co: http://www.thebeautycompany.co  Blois, K. (2000). The Oxford Textbook of Marketing, Oxford University Press, Oxford.  Euromonitor. (2010). Retrieved from Euromonitor.  Euromonitor. (2012). itc-takes-the-conglomerate-route-to-capitalise-on-fmcg-growthin-india.htm. Retrieved from Euromonitor : at: http://blog.euromonitor.com/2011/12/itc-takes-the-conglomerate-route-to-capitaliseon-fmcg-growth-in-india.htm  Goldsmith, & Foxall. (1994).
  • 88. 88  Horovitz, B. (2002, 07 11). More consumers whip out wet wipes. Retrieved JULY 2013, from WWW.USATODAY.COM: http://usatoday30.usatoday.com/money/covers/2002-07-11-wipes.htm  http://www.focusmanagementconsultants.co.uk/fmcg. (n.d.). Retrieved July 28, 2013, from Focus management : http://www.focusmanagementconsultants.co.uk/fmcg  Majumdar, R. (2006). Product Management in India .  Naqvi, D. (n.d.). www.slideshare.net. Retrieved 2013, from http://www.slideshare.net/shekharpiscesian/skincare-industry-in-india?from_search=1  Naukrihub. (2010). Retrieved from india/fmcg/overview/skin-care: http://www.naukrihub.com/ http://www.naukrihub.com/ india/fmcg/overview/skin-care  NaukriHub.com. (2008). Industry report : FMCG sector. NaukriHub.com.  Purohit, S. S. (n.d.). Shine.com. Retrieved July 28, 2013, from http://info.shine.com/Industry-Information/FMCG/780.aspx  Schiffman, & Kanuk. (2007). Consumer Behaviour.  V. M., A. J., & P. S. (2013, 1 26). http://www.finax.in. Retrieved from http://www.finax.in/files/documents/Indian-FMCG-Industry-Update-Jan-2013_1.pdf: http://www.finax.in/files/documents/Indian-FMCG-Industry-Update-Jan-2013_1.pdf  Vora, M. B. (n.d.). FMCG sector in India . Retrieved from www.iseindia.com: www.iseindia.com/ResearchPDF/FMCG_Update1.pdf
  • 89. 89 ANNEXURE A Questionnaire KARA Hi, I am student of MBA from AMITY BUSINESS SCHOOL. I am conducting a market research and would like your participation. I would appreciate you taking the time to complete the following survey. It should take about ten minutes. The survey is based on FACIAL WETWIPES by Grasim industries, Aditya birla. They are 100 % natural and biodegradable. KARA skin care wipes are available in various forms :- refreshing wipes , sunscreen wipes , toning wipes , moisturizing wipes , makeup removing wipes , hand sanitizing etc. This questionnaire is designed to study the consumer awareness and promotion of Kara skin care wipes and hand sanitizing wipes " Handy' s" . Your responses are voluntary and will be confidential. If you have any questions or concerns, please contact yuktaanand@yahoo.co.in Thanking you * Required 1. Are you aware of wet wipes? * o Yes o No 2. Do you use wet wipes ? * o Yes
  • 90. 90 o No 3. How often do you use the wipes ? * o Once in a day o Twice in a day o More than twice in a day o When required o Never 4. Which brand of wet wipes do you use ? * ( Chose any 1 ) o Fresh ones o Good look o Mistique o Johnson & Johnson o Uzana o Kara o None o Other: 5.Where do you purchase your wet wipes from? ( chose any 1 which is most appropriate ) o General o Medical store o Hyper mart
  • 91. 91 o None 6. Which pack do you think is the ideal pack to purchase ? * ( chose the 1 appropriate ) o 1 wipes o 5 wipes o 10 wipes o 25 wipes o 30 wipes 7. What is the ideal price you are ready to pay for 25 wipes ? * ( any 1 ) o Rs. 30 - 50 o Rs. 50 - 70 o Rs. 70 - 90 o More than Rs. 90 o Depends on the variant. 8. Have you heard of Kara wet wipes ? * o Yes o No 9. If yes, which all Kara wipes variants do you recall ? ( please feel free to tick multiple) o Toning ( rose ) o Moisturizing ( almond)
  • 92. 92 o Sun screen ( plum) o Refreshing ( aloe vera ) o Make up removal o Hand sanitizing o Deep pore cleansing ( avocado ) o No recall 10. Which all facts do you know about Kara ? * ( please feel free to tick multiple) o 100 % natural and biodegradable o Alcohol free o Made from 100% viscose o Is from Aditya birla group o None 11. How did you come to know about Kara ? * ( any 1 ) o Newspaper o T. V. advertisement o Social networking sites o Word of mouth o Retailer o Hoardings 12. Where do you want Kara to advertise the most ? *
  • 93. 93 ( any 1 most appropriate) o Metro o Schools and colleges o Television o Radio 13. Do you recall the following T.V. advertisement of Kara ? * o Featuring Anushka sharma o Featuring Sharman joshi o No recall 14. Do you think promotional activities will inculcate habit of using wet wipes in India? * ( for e.g. free samples, contests, promotional activities in society's and colleges ) o Yes o No 15. Do you use hand sanitizer ? * o Yes o No 16. If yes , which brand do you use in hand sanitizers ? ( any 1 ) o Lifebuoy o Himalaya o Dettol
  • 94. 94 o Disney o Zuci o Other: 17. Rate the following parameters in order of your preference in buying hand sanitizers ? * ( 1 being the most preferred and 5 being the least preferred ) 1 2 3 4 Germ killing qualities Alcohol free Fragrance Brand Price Packaging 18. Have you heard of hand sanitizing wipes " Handys" ? * o Yes o No 5
  • 95. 95 19. Have you heard any of the other following hand sanitizing wipes? * o Sani o Scrubs o Purell o Verna o None o Other: 20. Wipes are now available from refreshing to complete make up range, you think wipes are more useful than traditional liquid form of cosmetic ? * o Yes o No o Sometimes 21. Would you be interested to buy the hand sanitizing wipes and replace the sanitizer bottle you are already using ? * o Yes o No If no , then why so ? Name * AGE * o Below 18
  • 96. 96 o 19 - 25 years o 26 - 35 years o 36 - 45 years o Above 45 years Gender * o Male o Female Occupation * o Student o Professional o Homemaker o Businessman o Retired Contact or email id
  • 97. 97 ANNEXURE B List Companies contacted:  MOTI MAHAL  TIVOLI  CHILIS  SURA VIE LOUNGES  SURA VIE LOUNGE  OH CALCUTTA  SETZ  PIRATES OF GRILL  PARIKRAMA  HARD ROCK  VEDA  FIO  YELLOW CHILLIES  SWAGATH  OLIVE  SHRIO  PIND BALLUCHI  GOLA  PUNJABI BY NATURE  IBIS HOTEL  SPAGHETTI KITCHEN  SMOKE HOUSE  TONIO
  • 98. 98  LODI GARDENS  THE KEBAB FACTORY  AIRTEL  VODAFONE  TATA DOCOMA  AIRCEL  RELIANCE  YAADGAAR HOLIDAYS