SUPPLY CHAIN MANAGEMENT AND CONSUMER BEHAVIOUR FOR KARA FACE WIPES, BABY WIPES AND PRIM- ADITYA BIRLA GROUP

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JAGAN INSTITUTE OF MANAGEMENT STUDIES
STUDY OF SUPPLY CHAIN MANAGEMENT AND CONSUMER BEHAVIOUR
FOR KARA FACE WIPES, BABY WIPES AND PRIM
GRASIM INDUSTRIES LIMITED
(ADITYA BIRLA GROUP)
BY
SHAHRUKH HAMEED
ROLL NO. FC-12159
PGDM BATCH 2012-14
INDUSTRY GUIDE FACULTY GUIDE
Mr. Divyankar Goel Mrs. Deepti kakar
Regional Sales Manager (North) Faculty
Grasim Industries & Birla Cellulose JIMS, Rohini
JIMS, ROHINI

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DECLARATION
I, Shahrukh Hameed, student of PGDM from Jagan Institute of Management Studies, JIMS,
Rohini hereby declare that I have completed summer internship on “study of supply chain
management and consumer behaviour for kara face wipes, baby wipes and prim Aditya Birla
Group - Grasim” 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: SHAHRUKH HAMEED
Place: New Delhi Roll No: FC-12159
PGDM

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CERTIFICATE
This is to certify that the project work done on “study of supply chain management and
consumer behaviour for kara face wipes, baby wipes and prim - grasim industries limited
(aditya birla group)” is an original work carried out by Mr. Shahrukh Hameed, under my
supervision and guidance. The project report is submitted towards the partial fulfillment of
two – year, full time Post Graduate Diploma in Management.
This work has not been submitted anywhere else for any other degree/diploma. The work was
carried out from 18-to 22-06-2013 in Aditya Birla Group.
Name & Sign of Industry Guide
Mr. Divyankar Goel
Date: Name & Sign of Faculty
Student’s Name and Sign
Roll No. FC-12159

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ACKNOWLEDGEMENT
This project has been a great learning experience for me & I would like to express my sincere
gratitude to all the people who have guided me through the project and without their valuable
guidance and suggestions this project would not have been completely successful.
I owe enormous intellectual debt towards my industry guide, Mr. Divyankar Goel, Regional
Sales Manager, North, Grasim Industries & Birla Cellulose, & Faculty guide, Mrs. Deepti
Kakar, faculty, JIMS, Rohini, for their continuous support & cooperation throughout my
project without which the present work would not have been possible.
I also want to give special thanks to Mr. Inderpreet Sodhi, Area Sales Manager, Chandigharh,
Aditya Birla Group - Grasim Industries & Birla Cellulose for their continuous guidance,
support & cooperation during the whole tenure.
I would like to thank all the respondents whom I interacted during my project & all the
retailers for their cooperation without whom I may not have been able to complete it.
SHAHRUKH HAMEED
PGDM-2012-14
JIMS, Rohini

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PREFACE
As per the direction of our course structure, we the students of Pgdm, Jims, Rohini have to
undergo summer training with the different commercial enterprises of the country. I have
undergone training in Aditya Birla group-Grasim. I made my project on “supply chain
management and consumer behaviour for kara face wipes, baby wipes and prim of aditya
birla group in jammu region”.
This report is a record and testimony of the training. The objective of the project is to study
the market condition of Jammu and response of customer to Kara face wipes, Kara baby
wipes and prim.

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TABLE OF CONTENT
Chapter No. Subject Page No.
Chapter 1 Executive Summary 07
Chapter 2 Industry Profile 10
Chapter 3 Company’s Profile 13
3.1. Aditya Birla group 14
3.2. Grasim Industry 18
3.3. Birla Cellulose 22
Chapter 4 Product Profile 25
4.1. Kara Skin Care Wipes 26
4.2. Kara Baby Care Wipes 30
4.3. Prim Kitchen Wipes 32
Chapter 5 Concept 33
Chapter 6 Research Design & Methodology 40
Chapter 7 Data Collection 44
Chapter 8 SWOT Analysis 46
Chapter 9 Data analysis & interpretation 51
Chapter 10 Conclusion 69
Chapter 11 Recommendations 71
Annexure 76

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CHAPTER 1
EXECUTIVE SUMMARY

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1. EXECUTIVE SUMMARY
The objective of my study was to analyse the “consumer behaviour, supply chain
management and measures to increase sales of Kara face wipes, Kara baby wipes and prim ”
which helped me in understanding the both sides of the coin i.e. from company’s point of
view as well as the customer point of view. My area of operation was Jammu, Jammu and
Kashmir.
Grasim industries limited have come up with new division i.e. Consumer Product Division
and launched skin care wipes.
This report in a nut shell shows market condition and the competitors in market. It also
highlights:
 Panoramic view of the skin care wipes market in Jammu.
 The reason behind the current status of the market situation and the responsible features
of the brands that make them what they actually are.
 Ways to challenge the market leader and cut the competition.
 Strategies to overcome the present market leader by making amends in the present
processes.
 Any how we don’t need focus on price but we need to strengthen our supply chain.
My profile channelized sale and marketing of Kara face wipes and Kara baby wipes in
Jammu. This training encompassed studying and analysing the customer buying pattern,
booking order from the retail shop and also doing the promotional activity of Kara face wipes
and Kara baby wipes and also adding new retail counters to our supply chain network. To
identify any hindrance in supply network, find its reason and taken steps to make it right,
send report to my senior and implement companies’ policies, making people aware of our
product, quality and usage and finding new avenue of sales like sales to hotels, restaurants,
institutions etc.
Consumers are extremely satisfied with Kara Face Wipes and their response is remarkable
thus, making it a leading brand in face wipes. The quality offered by Kara Face Wipes

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compared to other brands and its easy availability in retail stores makes Aditya Birla group
the market leader in face wipes.
But the performance of Baby Wipes is unsatisfactory, compared to the tough competition
from well-established veteran players in this market. A lot of work is needed in this section
for its improvement and promotion.
“Consumer behaviour is the behaviour of the consumer towards the various products, brands,
stimuli and etc. through its learning, perception, motivation and etc.”
In other words we can say that, it is a mental and emotional process along with the physical
activities of the people who purchase and consume goods and services to satisfy their needs.
Behaviour of the consumer easily gets influenced by family, environmental factors, friends,
peers, relatives, social and reference groups and etc.
The research work gives us an idea as to what difficulties Kara is facing in spite of being a
very good quality product. It gives a scope of improvement to rethink on some marketing
aspects like better discount slabs, refining target customers etc. The companies which have
showed positive interest can be reproached with better offers. Since the TV advertisement
campaign for Kara is gaining momentum, aggressive selling can be practiced to offer Kara.

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CHAPTER 2
INDUSTRY PROFILE

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1. INDUSTRY PROFILE
Disposable wipes have evolved into a global business concept generating more than $ 6
billion in sales a year. Achieving strong double-digit growth year after year, the category now
assumes a major role in the personal care market.
Spanning from make-up removal and deodorant wipes in personal care to floor and furniture
cleaning products in household care, disposable wipes have gradually expanded to offer a
wide range of new applications, replacing the traditional combination of cloth, cotton and
cleaning solution. Changes in trends in the wipes market have also been driven by new
product developments and the positive reception of new product applications by the
consumer.
The global market for wet wipes continues to grow, although it is important to be cognizant
of the challenges that will present great difficulties to many. Those companies that can
combine cutting edge technology with the development of new and innovative ideas will
survive in the long run. The wipes in India are generally made of Viscose and Spun lace.
Birla Cellulose manufactures 98% of the Viscose Staple Fibre in India, so it is poised to do
well against other local players as they would have to purchase VSF from it.
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, posing as a much
better substitute than conventional cloth and liquids. In a fast paced world, these wipes are
designed for convenience, whether that is for your own personal use or to deal with the
unhygienic conditions for your family.
The disposable facial wet wipes market is estimated at Rs 8 crores. Kara holds a dominant
position in market with turnover of Rs. 4.5 crores thus capturing 56% of the market. However
the sector in India is currently fragmented and unorganized. Ginni filaments (Noida) also
hold a strong position in wet wipes market, though their product can’t be matched in terms of
quality of Kara.

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In the US and Europe, 6 to 10 per cent of the income is spent on disposable products. In
India, it is 0.0001 per cent. Worldwide, wet wipes are a $6-billion category, but in India, it’s
in a nascent category. It is considered as a lifestyle item and not an essential one, so it will
take a while before full potential is explored.
Consumer awareness about hygiene products increased as a result of increasing advertising,
price reductions and the launch of cheaper variants by manufacturers over the latter half of
the year.
Skin Care wipes also benefited due to the faster pace of life in cities and the rise in the
number of nuclear families and working women, who tend to rely more on disposable
products when working in the kitchen or whilst travelling outside of the home.
The leading market research agency Ksa Technopak conducted a market survey & discovered
that there is a huge untapped potential for wipes in India. According to the survey after Delhi
NCR, Chandigarh is the biggest market for cosmetics in North India
The disposable wipes market in India faces stiff competition from cheaper Chinese imports.
The Chinese wipes are not of good quality and can have adverse effects on skin.
However they capture the attention of price sensitive people. But with increasing
consciousness about quality, gradually people will shift to a better product like Kara

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CHAPTER 3
COMPANY’S PROFILE

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2. COMPANY’S PROFILE
2.1. 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 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.

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2.1.1. Aditya Birla Group – The Global Scenario
Around the world, Aditya Birla is 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
2.1.2. Aditya Birla Group – The Indian Scenario
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.
2.1.3. 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

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 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
2.1.4. Aditya Birla Group – In India:
 The Aditya Birla Group runs 42 schools across India, providing quality education to
45,000children, including 18,000 needy students who receive free education. Merit
scholarships are givento 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.

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2.1.5. Vision and Values
Vision
To be a premium global conglomerate, with a clear focus on each of the businesses.
Mission
To deliver superior value to our customers, shareholders, employees and society at large
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 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

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2.2. GRASIM INDUSTRIES LTD
Grasim Industries Limited is an Aditya Birla Group company that started in 1948 and which
started as a textile manufacturer. Since then Grasim has successfully diversified into Viscose
Staple Fibre (VSF), cement, sponge iron and chemicals. It is the world’s second largest
producer of Viscose Rayon Fibre with about 21% market share. Textile and related products
contributes to 15% of the group turnover. Grasim is headquartered in Nagda, Madhya
Pradesh and also has a huge plant at Kharach, Gujarat.
2.2.1. Global Footsteps
Indo-Thai Synthetics Company Ltd was incorporated in 1969 in Thailand, started in
1970; this was Aditya Birla Group’s first foray into international venture. Aditya Birla
incorporated P.T. Elegant Textiles in 1973 in Indonesia. Thai Rayon incorporated in
1974, this was the second company in Thailand, operating in Viscose Rayon Staple Fibre.
Century Textile Co. Ltd. Is taken over by Aditya Birla Group in 1974; this company is a
weaving and dyeing plant manufacturing and exporting variety of synthetic fabrics. PT
Sunrise Bhumi Textiles incorporated in 1979, it produces Yarn which is exported to over 30

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countries in 6 continents. P.T. Indo Bharat Rayon incorporated in 1980 produces Viscose
Staple Fibre in Indonesia to become a dominant player in domestic market as well as export
markets. Thai Polyphosphates and chemicals was started in 1984 in Thailand to produce
sodium phosphates, presently merged with Thai Epoxy and Allied Products Limited
Company (1992), Thai Sulphites and Chemicals Company Limited (1995) to form Aditya
Birla Chemicals Ltd. This company supplies to sectors such as food, textiles, electrical and
electronics, composites, leather, plastics and automobiles. PT Indo Liberty Textiles was
incorporated in 1995 to manufacture synthetic spun yarn.
2.2.2. Focus of Growth Post MFA
In late 1990’s and later, the focus was the textile business because of the end of Multi-Fibre
Arrangement (MFA) which opened a host of opportunities to Indian exporters. In this period,
Aditya Birla Group took a three route strategy for growth.
Rapidly enhance existing capacities
Acquire and build garment brands for local and international markets
Jayashree textiles was acquired by Aditya Birla Nuvo (formerly Indian Rayon), is leading
producer and exporter of yarn and fabrics to 50 countries with a turnover of $413million. It
acquired Madura Garments in 2000 to enter the branded garments business. It has brands like
Louis Philippe, Van Heusen, Peter England, Allen Solly, and SF Jeans among others and also
a supplier to global buyer such as Marks and Spencer’s, Polo etc.
2.2.3. Vertical Integration to get Cost Advantage
AV Cell Inc., a joint venture between Aditya Birla Group and Tembec, Canada, established
operations in 1988 to produce softwood and hardwood pulp for the purpose of internal
consumption among different units of the Group.
Together, Aditya Birla Group and Tembec, Canada have acquired AV Nackawic Inc., which
produces dissolving pulp, as a further step to integrate. Grasim Industries Ltd. Is a leading
player in the Viscose Staple Fibre (VSF). The Aditya Birla Group’s VSF manufacturing
plants straddle Thailand, Indonesia, India and China. At each of these locations, further
capacity expansions are under way– in Thailand by 31 ktpa; in Indonesia by 37ktpa; in India

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by 64 ktpa and in China by 30 ktpa. These brown field expansions were completed by the
second half of 2008, and will further notch up the Group’s VSF production from 566 ktpa to
727 ktpa and entail an investment close to US$ 260 million.
Grasim wants to follow a strategy of backward integration, right from plantation stage to the
final VSF stage. The Group’s VSF business operates through its three companies – Grasim
Industries in India, Thai Rayon Corporation in Thailand and Indo Bharat Rayon in Indonesia,
which also oversees its Chinese operations at Birla Jingwei Fibres, China.
2.2.4. Joint Ventures
Thai Rayon promoted in 1974 by the Aditya Birla Group, Thai Rayon is the sole
manufacturer of Viscose Rayon Staple Fibre (VSF) in Thailand. More than 50% of Thai
Rayon’s VSF throughput is directly exported to more than 20 countries worldwide.
The VSF meets the stringent quality expectations of customers in USA, Mexico, Europe,
Turkey, Canada, Israel, Australia, South Korea, Philippines, Indonesia, Pakistan, Bangladesh
and Sri Lanka.
PT Indo Bharat Rayon marketed under the brand name of Birla Cellulose, the company
produces a wide range of VSF in engineered specifications for textiles and non-woven
applications. The company’s strong focus on environmental protection is reflected through its
investments in a sophisticated state-of-the-art waste-water treatment plant and scientific
waste disposal systems.
2.2.5. Sources of Competitive
a) Cost – Grasim is the lowest cost producer of VSF in the world. It is the most integrated
fibre producer with the chain stretching right from the Forest to Pulp to Fibre to Yarn.
Almost all the intermediate inputs are captive. Besides, their in-house engineering division
enables us to grow in a most cost effective way.
b) Technology – On technology front, they produce all the three generations of manmade
cellulosic fibres from all in-house developed capability through research and development.
Their research and development efforts are not limited to fibre stage alone but extended to
entire textile value chain. While the plantation and related activities are carried out at Grasim
Research Institute (GFRI, Harihar, India), the product innovations are carried out at Birla
Research Institute (BRI, Nagda, India). For value chain related activities, a state of art

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“Textile Research and Application Development Centre” has been established at Kharach,
Gujrat- India to entire textile value chain from yarn to fabric to garments.
c) Markets – On marketing front, their reach extend to the entire globe through marketing
offices. On a global level, their major strength is in spun-dyed fabrics and now other
specialties such as Non-woven, Modal and Excel have started penetrating in the global
markets. Their brand “Birla Cellulose” is firmly entrenched in the market. Their value added
marketing services comprising of technical, logistical, financial, marketing and informational
support have enabled them to emerge as the most preferred supplier of VSF in the world.
Their offerings whether from India, Thailand, Indonesia or China are all marketed under the
mother brand “Birla Cellulose” and sub brands Birla Viscose, Birla Modal and Birla Excel.
An umbrella brand has enabled them to create a common identity for their products across the
globe irrespective of their production origin and creating of awareness and consumer pull.

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2.3. BIRLA CELLULOSE
Birla Cellulose is the Grasim Industries 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, nonwoven etc.
2.3.1. Vision
To be the Global Leader in the Man-made Cellulosic Fibre Industry
2.3.2. 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
2.3.3. Values
i) Integrity ii) Commitment iii) Passion
ii) Seamlessness v) Speed
Fibre is one of the oldest businesses of the Aditya Birla Group that commenced in 1954.

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Birla cellulose is a world leader in Viscose Staple Fibre (VSF). Its production is spread over
six countries, viz. Canada, Thailand, India, Indonesia, China and Laos. The group
independently fulfils India’s entire VSF requirements.
With strong focus on research and development (R&D), the Group’s R&D initiatives span the
entire value chain. The R&D centres are:
1. Grasim forest research institute- Pulp to plantation research.
2. Birla research institute for applied sciences- Pulp to fibre research.
3. Textile research & application development centre - Value chain from fibre to
garments
“Nature is the genesis of all that surrounds us; therefore, what other than nature could be the
origin of Birla Cellulose”. Nature is the source of Birla Cellulose and herein lays the
inspiration of their logo.
“Fibres from nature” is the theme and the message: Leaves fall and grow all over again; they
are a renewable source of nature. Birla cellulose is much like these leaves symbolizes the key
characteristics of Birla Cellulose which are “comfort and lightness”. The vibrant green
indicates that Birla cellulose can take vibrant colours. The circle signifies the cycle of nature
and sustainability.
Nature remains the underlying theme for all their brands:
 Viscose is symbolized by the fresh green of summer.
 Modal is symbolized by the burnt orange of autumn.
 Excel is symbolized by the deep pink of spring
3.3.4. Birla cellulose- fibres from nature:
Contributing to a green world:
Preserving our environment has always been the inspiration behind Birla Cellulose. It has
successfully achieved this goal through the following initiatives:
 Nurturing and building the green cover

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Over a million plantlets are being produced from identified superior clones for development
of colonial orchards and plantations.
 Land conservation
Efforts are on to encourage tree-farming practice on marginal, sub-marginal and fallow lands
to the best advantage of the country. The yield of viscose is seven times that of cotton for the
same land area. Thus significantly contributing to conservation of land, and reaping
maximum results from this limited resource.
 Water conservation
Birla Cellulose Viscose is highly environment friendly. Every Kilogram of viscose produced
saves 200 buckets of water when compared to cotton. Thus it preserves one of the most
valuable natural resources.
 Zinc free products
Birla Cellulose is the only Heavy metal / Zinc free viscose green properties like reduced
effluent load, improved fibre properties, reduced production cost and technological
adaptability
 Process friendliness
The process being followed for production is environment friendly and green due to the
following advantages:
 Non-toxic effluent as a result of replacement of zinc by alum.
 Less solid waste generation due to reduced lime consumption.
 Reduced risk of fouling biological microorganism in reactor.

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CHAPTER 4
PRODUCT PROFILE

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4.1. Kara Skincare Wipes
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. This task is cut out for Kara since the
target population is already exposed to such kind of products. The only task is to inculcate the

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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
4.1.1. Characteristics of Kara skincare wipes
 Convenient.
 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’
4.1.2. Variants of Kara Face Wipes
 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.

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 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.

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 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.

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4.2. Kara Baby Wipes
Aditya Birla group announced its foray into the baby care segment in India by launching
‘Kara baby wipes’ 100 per cent natural and biodegradable baby care wipes in 2009 earlier
known as “Puretta”. 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 Kara baby
wipes’ is made from Birla Cellulose, a 100 per cent natural and biodegradable fibre, it
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 Kara baby wipes’ fills this
gap with its three distinct variants, aiming to satisfy the need of Smart Moms.

31
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 Kara 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.
Because your baby's skin is exposed to urine, stool and spit-up milk, it needs to be cleaned
often.
• Always make sure you're using Kara baby Wipes
• It's gentle for newborn skin.
• Kara baby wipes are unique as they come with 5Step cleaning action in 1 wipe
Characteristics of Kara 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.

32
4.3. Prim – Home And Kitchen Care Wipes
PRIM is basically dry wipes used in Kitchen and various multipurpose household works. It
can be used to wipe the utensils and cutleries.
One wipe can be used for at least a month in the kitchen. There is no product in the market in
this category but Scotch Brite is there which is seen as the substitute of the product. Usually
cloth is used as the substitute in most of the families but if the promotion is done properly to
make the consumers aware of this product it will do very good in the market because of very
less competition in this category.
There are two packs available in the market one is three wipes pack and the other one in five
wipes pack.

33
CHAPTER 5
CONCEPTUAL BACKGROUND

34
5.1. Consumer Behaviour
Consumer behaviour is the study of when, why, how, and where people do or do not buy a
product. It blends elements from psychology, sociology, social anthropology and economics.
It attempts to understand the buyer decision making process, both individually and in groups.
It studies characteristics of individual consumers such as demographics and behavioural
variables in an attempt to understand people's wants. It also tries to assess influences on the
consumer from groups such as family, friends, reference groups, and society in general.
Customer behaviour study is based on consumer buying behaviour, with the customer playing
the three distinct roles of user, payer and buyer. Relationship marketing is an influential asset
for customer behaviour analysis as it has a keen interest in the re-discovery of the true
meaning of marketing through the re-affirmation of the importance of the customer or buyer.
A greater importance is also placed on consumer retention, customer relationship
management, personalisation, customisation and one-to-one marketing. Social functions can
be categorized into social choice and welfare functions.
There are basically 6 steps in consumer decision process which helps to determine the
consumer behaviour for a particular product. The steps are discussed below.
1. Information search: Consumer first search for information on products and services
that can solve their problem. The search can be divided into both an internal
(memory) and an external search.
Sources of information include:
 Personal sources
 Commercial sources
 Public sources
 Personal experience
The relevant internal psychological process that is associated with information search
is perception. Perception is defined as "the process by which an individual receives,
selects, organises, and interprets information to create a meaningful picture of the
world".
2. Information evaluation: At this time the consumer compares the brands and
products that are in their evoked set. How can the marketing organization increase the

35
likelihood that their brand is part of the consumer's evoked (consideration) set?
Consumers evaluate alternatives in terms of the functional and psychological benefits
that they offer. The marketing organization needs to understand what benefits
consumers are seeking and therefore which attributes are most important in terms of
making a decision. It also needs to check other brands of the customer’s consideration
set to prepare the right plan for its own brand.
3. Purchase decision: Once the alternatives have been evaluated, the consumer is ready
to make a purchase decision. Sometimes purchase intention does not result in an
actual purchase. The marketing organization must facilitate the consumer to act on
their purchase intention. The organization can use variety of techniques to achieve
this. The provision of credit or payment terms may encourage purchase, or a sales
promotion such as the opportunity to receive a premium or enter a competition may
provide an incentive to buy now. The relevant internal psychological process that is
associated with purchase decision is integration. Once the integration is achieved, the
organization can influence the purchase decisions much more easily.
4. Post purchase evaluation: This step suggests the importance of the post purchase
evaluation and that the post purchase evaluation is key due to its influences on future
purchase patterns.
5. Internal influences: Consumer behaviour is influenced by: demographics,
psychographics (lifestyle), personality, motivation, knowledge, attitudes, beliefs, and
feelings. Consumer behaviour concern with consumer need consumer actions in the
direction of satisfying needs leads to his behaviour of every individual depend on
thinking.
6. External influences: Consumer behaviour is influenced by: culture, sub-culture,
locality, royalty, and ethnicity, and family, social class, past experience reference
groups, lifestyle, and market mix factors.

36
5.2. Supply Chain Management
Supply chain management (SCM) is the management of an interconnected or interlinked
between network, channel and node businesses involved in the provision
of product and service packages required by the end customers in a supply chain. Supply
chain management spans the movement and storage of raw materials, work-in-process
inventory, and finished goods from point of origin to point of consumption. It is also defined
as the "design, planning, execution, control, and monitoring of supply chain activities with
the objective of creating net value, building a competitive infrastructure, leveraging
worldwide logistics, synchronizing supply with demand and measuring performance
globally."
Supply chain management draws heavily from the areas of operations
management, logistics, procurement, and information technology, and strives for an
integrated approach
5.2.1. Origin of the term and definitions
The term "supply chain management" entered the public domain when Keith Oliver, a
consultant at Booz Allen Hamilton (now Booz & Company), used it in an interview for the
Financial Times in 1982. The term was slow to take hold. It gained currency in the mid-
1990s, when a flurry of articles and books came out on the subject. In the late 1990s it rose to
prominence as a management buzzword, and operations managers began to use it in their
titles with increasing regularity.
Commonly accepted definitions of supply chain management include:
 The management of upstream and downstream value-added flows of materials, final
goods, and related information among suppliers, company, resellers, and final
consumers
 The systematic, strategic coordination of traditional business functions and tactics
across all business functions within a particular company and across businesses within

37
the supply chain, for the purposes of improving the long-term performance of the
individual companies and the supply chain as a whole.
 A customer-focused definition is given by Hines: "Supply chain strategies require a
total systems view of the links in the chain that work together efficiently to create
customer satisfaction at the end point of delivery to the consumer. As a consequence,
costs must be lowered throughout the chain by driving out unnecessary expenses,
movements, and handling. The main focus is turned to efficiency and added value, or
the end-user's perception of value. Efficiency must be increased, and bottlenecks
removed. The measurement of performance focuses on total system efficiency and the
equitable monetary reward distribution to those within the supply chain. The supply
chain system must be responsive to customer requirements."
 The integration of key business processes across the supply chain for the purpose of
creating value for customers and stakeholders.
 According to the Council of Supply Chain Management Professionals (CSCMP),
supply chain management encompasses the planning and management of all activities
involved in sourcing, procurement, conversion, and logistics management. It also
includes coordination and collaboration with channel partners, which may
be suppliers, intermediaries, third-party service providers, or customers. Supply chain
management integrates supply and demand management within and across
companies. More recently, the loosely coupled, self-organizing network of businesses
that cooperate to provide product and service offerings has been called the Extended
Enterprise.
A supply chain, as opposed to supply chain management, is a set of organizations directly
linked by one or more upstream and downstream flows of products, services, finances, or
information from a source to a customer. Supply chain management is the management of
such a chain.

38
5.2.2. Problems addressed
Supply chain management addresses the following problems:
 Distribution network configuration: the number, location, and network missions of
suppliers, production facilities, distribution centres, warehouses, cross-docks, and
customers.
 Distribution strategy: questions of operating control (e.g., centralized, decentralized,
or shared); delivery scheme (e.g., direct shipment, pool point shipping, cross docking,
direct store delivery, or closed loop shipping); mode of transportation (e.g., motor
carrier, including truckload, less than truckload (LTL), parcel, railroad, intermodal
transport, including trailer on flatcar (TOFC) and container on flatcar (COFC), ocean
freight, airfreight); replenishment strategy (e.g., pull, push, or hybrid); and
transportation control (e.g., owner operated, private carrier, common carrier, contract
carrier, or third-party logistics (3PL).
 Trade-offs in logistical activities: The above activities must be coordinated in order
to achieve the lowest total logistics cost. Trade-offs may increase the total cost if only
one of the activities is optimized. For example, full truckload (FTL) rates are more
economical on a cost-per-pallet basis than are LTL shipments. If, however, a full
truckload of a product is ordered to reduce transportation costs, there will be an
increase in inventory holding costs, which may increase total logistics costs. The
planning of logistical activities therefore takes a systems approach. These trade-offs
are key to developing the most efficient and effective logistics and SCM strategy.
 Information: The integration of processes through the supply chain in order to share
valuable information, including demand signals, forecasts, inventory, transportation,
and potential collaboration.
 Inventory management: Management of the quantity and location of inventory,
including raw materials, work in process (WIP), and finished goods.
 Cash flow: Arranging the payment terms and methodologies for exchanging funds
across entities within the supply chain.
Supply chain execution means managing and coordinating the movement of materials,
information and funds across the supply chain. The flow is bi-directional. SCM applications

39
provide real-time analytical systems that manage the flow of products and information
throughout the supply chain network.
Supply chain management is a cross-functional approach that includes managing the
movement of raw materials into an organization, certain aspects of the internal processing of
materials into finished goods, and the movement of finished goods out of the organization
and toward the end consumer. As organizations strive to focus on core competencies and
becoming more flexible, they reduce their ownership of raw materials sources and
distribution channels. These functions are increasingly being outsourced to other firms that
can perform the activities better or more cost effectively. The effect is to increase the number
of organizations involved in satisfying customer demand, while reducing managerial control
of daily logistics operations. Less control and more supply chain partners led to the creation
of the concept of supply chain management. The purpose of supply chain management is to
improve trust and collaboration among supply chain partners, thus improving inventory
visibility and the velocity of inventory movement.

40
CHAPTER 6
RESEARCH DESIGN AND METHODOLOGY

41
6. Research Methodology
6.1. Objective
 To study the intricacies of supply chain management.
 To study consumer buying pattern and behaviour of consumer.
 To explore the possibility of spreading the Supply Chain network in outer
Jammu
 To find new avenues for sales.
6.2. Research Design
In this internship I interviewed people personally and also they were asked to fill a
questionnaire so as to get the insight of the market and consumers mind. In this internship
both descriptive and exploratory researches were conduct to analyse the market and also to
keep a check on the consumer buying and thing pattern.
Questionnaire: Randomly 100 people were asked to fill in a questionnaire in which
there were list of question that they had to answer. And all their answers were recorded and
compiled so as to understand their psyche and thinking pattern. And their information
provided by them is presented in graphs.
Personal interviews: Personal interviews were also conducted of the people who were
market experts, veteran like salesman, businessman, and employees’ etc. so as to understand
the supply side as well. Especially those people were selected that had profound knowledge
of the market and they were doing business for many years.
Personal observation: I personally observed the market trends, consumer buying
patterns etc. to personally find their reason of the market condition. In this I keenly noticed
people without letting them know what i was doing. And then i observed them
6.3. Sample and Sampling Techniques
Sample basically means a subgroup of elements of population selected for participation in
study. And number of elements to be included in the study is known as sample size.

42
Execution of the sampling process requires a detailed specification of how the sampling
designs decisions with respect to the population, sampling frame, sampling unit, sampling
technique, and sample size is to be implemented.
Sampling technique is broadly classified as:
 Convenience Sampling
 Judgmental Sampling
In this study basically Convenience sampling i.e. Non Probability Sampling Technique is
used. Convenience sampling attempts to obtain a sample of convenient elements. The
selection of the sampling unit is left primarily to the interviewer. In this type of sampling
technique often the respondents are selected because they happen to be in the right place at
the right time. Examples of convenience sampling includes–
 Selection of people in store I did my study of consumer behaviour.
 “People in shops” interviews.
Convenience sampling is the least expensive and least time consuming of all the sampling
techniques. The sampling units are accessible, easy to measure and cooperative. In spite of
these advantages, this form of sampling has serious limitations. Many potential sources of
selection bias are present, including respondent self-selection. Convenience sampling is not
representative of any definable population.
6.4. Data analysis:
In this study I have used pie charts, bar graph, column, etc. to present the data and analyse it.
I used questionnaire to collect the data from different people and record their feedback and
also present it in a meaningful manner
6.5. Sample Size
Sample size denotes the number of elements selected for the study. For the present study, 100
respondents were selected at random.
6.6. Software Used
1. Microsoft Excel: Used for storing the data.
2. Microsoft Word: Used for report preparation.

43
6.7. Limitations of the study:
 Research is based on the collection of data from both primary and secondary sources.
 There may be a possibility of biasness on the part of some respondents, but very much
care has been taken to make this report unbiased.
 Some respondents might not give the correct information due to their lack of interest
and shortage of time.
 Time constraint.
 All the information, which is taken, is based on primary and secondary data that has
its own limitations.

44
CHAPTER 7
DATA COLLECTION

45
7. Data Collection
7.1. Primary Data
The first-hand information bearing on any research is the one which has been collected by the
researcher. The data here is collected through:
 A structured questionnaire
 Personal interview of both retailer and consumers.
7.2. Secondary Data
The data which has already been collected, complied and presented earlier by any agency
may be used for purpose of investigation. The data collected through:
 Various publications in form of annual reports, various papers and journals
 Through internet and Books

46
CHAPTER 8
SWOT ANALYSIS

47
8.1. Jammu Region Analysis
Demographically, Jammu division of Jammu & Kashmir state has 10 districts out of total 22
districts of state.
Out of these 10 districts, 3 districts were covered under this study.

48
8.1.1. Jammu District
Jammu district has approximate area of 3097 Sq. Km. that has been divided into 11
constituencies - Nagrota, Gandhinagar, Jammu East, Jammu West, Bishnah, R.S.Pura,
Suchetgarh, Marh, Raipur Domana and Akhnoor.
Jammu city has a vibrant heterogeneous market that has wide scope and is the economical
hub of Jammu district.
Jammu City is the focal point of business in Jammu & Kashmir.
Jammu has proven to be a better economic centre as Jammu market outperforms the sale of
cosmetic product than in Kashmir.
Jammu city also caters to the peripheral towns Kathua, Samba etc falling within 50 KM
radius to provide cosmetic products in bulk.
There is footfall of more than 2 crore tourist that visit Kashmir, Vaishno Devi, Amarnath &
Leh via Jammu.
8.1.2. Udhampur District
Udhampur district is 70 K.M. from Jammu covering an area of 4550 Sq. Km.
It is divided into more than 25 small towns.
Major economic source of the district Jammu
.
Udhampur City
It is the economic hub of the whole district catering to the major chunk of districts
population.
There are potential more than 150 counters for Kara.
Katra
More than 1 crore tourist visit Katra for holy shrine vashno devi.
There are more than 100 potential counters for Kara in Katra.
There are many hotels in Katra which buy face wipes for their guest.
There are tour and travels in Katra which offer high end facilities to their customer, they may
use face wipes for their customer.

49
8.1.3. Kathua District
Kathua is 100 K.M. form Jammu and it’s near to punjab border.
Kathua is 20 K.M. away from Pathankot.
Kathua can generate decent amount of sales.
Its potential counters for Kara is around 100.
8.1.4. Other Towns/Cities
There are more potential town/cities that have potential market for introduction & sale of new
products.
The population acknowledges new products and accepts them.
There are more than 250 potential counters.
8.2. Swot Analysis of Kara in Jammu City
8.2.1. STREGNTH
Kara encompasses almost half the Jammu city area.
Kara Face Wipes are the only branded face wipes in Jammu market.
Consumers prefer Kara face wipes over other brands.
Kara is present in big shop.
Easy availability.
8.2.2. Weakness
Kara is not present in entire market of Jammu.
Peripheral cities/towns are not covered, thus they buy our products from Jammu city.
Lack of awareness: Kara awareness is very low due to low promotional activity.
Weak presence of Kara products in medical stores, whereas lots of other face wipe & baby
wipe brands are available there.
Unattractive packaging of Kara products compared to other products in competition.

50
8.2.3. Opportunities
KARA brand is spread over 200 counters, but still there are around 500 potential counters in
Jammu.
Many small peripheral towns of Jammu like Katra, Udhampur, Kathua etc, can generate a
decent sale.
If these peripheral towns of Jammu are covered properly, then the overall sale of KARA will
get doubled.
Scope of entering into new sectors like hospitality, travel agencies, and tourist packages can
improve the demand in the city.
Influx of a large number of tourists to visit various destinations like Kashmir, Vaishno Devi,
Amarnath yatra, Leh-Ladakh etc are good potential market for kara.
Less competition in case of kitchen wipes in Jammu city gives PRIM a great chance to be
city’s popular demand.
8.2.4. Threats
Biggest threat to KARA face wipes are the cheap & abundantly available Chinese face wipes.
In case of Baby Wipes, users prefer other brands like Johnson & Johnson on which they have
complete faith on.
Johnson and Johnson is readily available at all retail stores / medical stores / at malls.
They have a very good supply chain network.

51
CHAPTER 9
DATA ANALYSIS AND
INTERPRETATION

52
9.1. Gender of users
Interpretation:
 It’s clearly seen that usage of wipes is prominently high in females (68%) as they are
more careful about their skin and their skin is quiet delicate.
 Also female are very inquisitive about the new cosmetics product and they like
experimenting and trying new products.
 Even 32% male use it but they are very few in number, they generally buy wet wipes
for their cars and offices or before interviews and presentation.
0%
10%
20%
30%
40%
50%
60%
70%
Female
Male
Female Male
Fig. 9.1. Gender of Users 68% 32%

53
9.2. Age group
Interpretation:
 The above mentioned graph clearly dictates that most of our target market lies in age
group of 25-53 years only as they are cautious about their skin.
 Because of skin conscious nature and habit of experimenting new products, they
contribute 54% to total sales.
 And it’s followed by the age group of 15-25 years.
15- 25 years
25-35 years
35-45 years
45 and above
0%
10%
20%
30%
40%
50%
60%
15- 25 years 25-35 years 35-45 years 45 and above
Fig. 9.2. Age Group 23% 54% 13% 10%

54
9.3. Occupation
Interpretation:
 The target group of our product turns out to be service class, which has to travel
distances to reach their offices.
 Also, middle class bears travel dust & pollution in local transport that increases
demand of KARA in this sector.
 Rich business class turns out to be the next target as they contribute 39%.
 Small portion of our customer group lies under student category with 7% contribution
and other groups contribute 5%.
Business
Service
Student
other
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Business Service Student other
Fig. 9.3. Occupation 39% 48% 8% 5%

55
9.4. Annual income
Interpretation:
 This graph clearly identifies the economic strata that prefers or uses Kara face wipes
and also defines the scope of its sale.
 Though majority of our customer lie in middle class but this will help us to find out
where they belong i.e. lower middle class, middle class and upper middle class.
 As noticed from the data that `majority of our customer lie in class of 3 lakh – 4 lakh
with 45% and next big share is from 5 lakh and above with 40% and 2 lakh-3 lakh
with 12%.
 So this show that majority lies in middle class and upper middle class.
1 lakh - 2 lakh
2 lakh - 3 lakh
3 lakh - 4 lakh
5 lakh and
above
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
1 lakh - 2 lakh 2 lakh - 3 lakh 3 lakh - 4 lakh 5 lakh and above
Fig. 9.4. Annual Income 3% 12% 45% 40%

56
9.5. Consumers of Kara face wipes
Interpretation:
 Though KARA is the only branded face wipe in the market with market share of 54%
and other brands (mostly Chinese) would not stand in front of KARA’S quality and
skin friendly features.
 It’s also worth mentioning that only branded face wipe that was KARA’S competitor
is SMYLE’S face wipes but their presence in market is not much.
 And mainly competition is coming from Chinese wipes because of its cheap price but
KARA will surely outperform them and in coming season our share in market will
surely rise.
42%
44%
46%
48%
50%
52%
54%
Yes
No
Yes No
Fig. 9.5. Consumers of
Kara Face Wipes
54% 46%

57
9.6. Application of Kara face wipes
Interpretation:
 Best seller is the cleansing wipes as we can see it has a whopping share of 52%, after
that it’s followed by Makeup removal with 20% and then Refreshing 12%.
 Other flavour doesn’t have much demand because customers are not aware of due to
lack of advertisement and promotion.
0%
10%
20%
30%
40%
50%
60%
Cleansin
g
Moisturi
zing
Fragnan
ce
Sunscre
en
Tonning Refreshi
ng
Make up
removal
Fig. 9.6. Application
of Kara
Face Wipes
52% 3% 5% 6% 2% 12% 20%

58
9.7. Source of promotion
Interpretation:
 It’s quite alarming that the knowledge and awareness about Kara is not much as we
can see that people who got to know about Kara through advertisement on television
is just 20% and there no promotion in print media as well.
 And customers buy Kara only because they see it at the store rather than asking for it
before hand from shopkeeper.
 Another cautious thing is that we are only cover Half of Jammu’s market. Though it’s
just one old product in Jammu’s market
 To increase our sale we need to do promotion and advertisement to get customer’s
attention.
0%
10%
20%
30%
40%
50%
60%
70%
Stores Advertisemen
t
Print
media
Family
or Peer
Fig. 9.7. Source of
Promotion
62% 20% 0% 18%

59
9.8. Stores OF Kara face wipes
Interpretation:
 Kara’s 80% sale comes from General stores but there are more than 400 potential
counters of general stores good for Kara’s sale. So we have long way to go.
 And there is just 17% contribution from cosmetics stores and just 3% contribution
from beauty parlour, and many good quality beauty stores are opening in Jammu so it
share will rise in near future.
 Must what we really need to focus on is that our presence in medical store is just 0%
that is disappointing because Jammu there are more than 300 good medical stores but
we are not present in any of the store.
General stores Cosmetics stores Medical stores Beauty parlour
Fig. 9.8. Stores
of Kara
80% 17% 0% 3%

60
9.9. Qualities of Kara face wipes
Interpretation:
 Our products superior quality is corroborated by the fact that 62% of people just buy
Kara because of its good quality.
 8% of people consider its price as value for the money but one thing that is to be
focused here is that people its availability and buy it for the first time because of
brand name of Aditya Birla Group which is good but not good for establishing Kara.
 We should try to create the Kara as brand name itself.
0%
10%
20%
30%
40%
50%
60%
70%
Quality
Value for
money Availability
Brand name of
ABG
Quality Value for money Availability Brand name of ABG
Fig. 9.9. Quality
of Kara Face Wipes
62% 8% 12% 18%

61
9.10. Packaging of Kara face wipes
Interpretation:
It is examined that customer liked the old packing more than the new packing as it’s evident
from the fact share of liking of old packing is 72% and new packing is just 28%.
Old Packing
New Packing
0%
10%
20%
30%
40%
50%
60%
70%
80%
Old Packing New Packing
Fig. 9.10. Packaging
of Kara Face Wipes
72% 28%

62
9.11. Places to keep Kara face wipes
Interpretation:
 As the majority of our customers are ladies they like to keep their Kara on their
dressing table with the share of 41% and as the Kara is portable they also keep it in
their hand bag as well.
 Men buy Kara mainly for their car and they have share of 30% and young working
people even keep Kara in their offices they use it before meeting or even before going
to interviews.
Dressing
table
Car
Hand bag
Office
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Dressing table Car Hand bag Office
Fig. 9.11. Places
to keep Kara
Face Wipes
41% 30% 21% 9%

63
9.12. Knowledge of viscose staple fibre
Interpretation:
 The secret to the superior quality of Kara face wipe is Viscose Staple Fibre and
people are not aware of it as clearly seen from the data that 94% don’t even know
what viscose is.
 Hardly any people know about it and they even don’t bother what their face wipe is
exactly made of.
 So we need to educate our customers about our product through advertisement
highlighting our product is made up of viscose.
Yes
No
WHAT IS
VISCOSE
Yes No WHAT IS VISCOSE
Fig. 9.12. Knowledge
of Viscose Staple
Fibre
4% 2% 94%

64
9.13. Other popular face wipes brands
Interpretation:
 It’s clearly seen that Kara competition is mainly from the Chinese wipes because they
are widely available in abundance in market and of course they are cheaper than Kara
face wipes.
 We have to double our counters to reach masses and automatically other Chinese
wipe will be wiped off.
Oriss
N fresh
Loreal
Dove
Other
Oriss N fresh Loreal Dove Other
Fig. 9.13. Other
Popular Face
Wipe Brands
30% 18% 25% 20% 7%

65
9.14. Usage of baby wipes
Interpretation:
 Almost 54% people use baby wipes for their babies cleansing and 44% still opt the
conventional methods.
 In coming years educated people will be inclined for this product as it is safe for their
baby’s skin.
42%
44%
46%
48%
50%
52%
54%
Yes
No
Yes No
Fig. 9.14. Usage
of Baby Wipes
54% 46%

66
9.15. Popular brands of baby wipe
Interpretation:
 In baby wipes we have got tough competition from market leader Johnson and
Johnson. They are available in every shop and even customer demands it only. They
have got a whopping market share of 43%
 Mammy Poko is 2nd
in market share with 25% in market share after this it is followed
by Bonne’s with 15% and then it’s Kara with 11% of market share.
 To increase our market share, we need to increase supply chain and also need to
specially focus on medical stores also. Because baby wipes are sold in medical stores
in large quantity and we are not present in any medical store.
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
KARA johnson
and
johnson
Mammy
poko
Bonne's Pigeon Himalaya
Fig. 9.15. Popular
Brands of Baby
Wipes
11% 43% 25% 15% 4% 2%

67
9.16. Kara face wipes rating
Interpretation:
 Though customer are rating our product high in quality but we need to take in
consideration that its packing is not liked by many customer and they say that packing
by other brands is more impressive so we need to change our packing and make it a
little bit more attractive.
 And availability is also an issue as we are in half of Jammu’s market we need to cover
a lot of ground.
 And we are hardly present in any advertisement so we also need to advertise our
product and promote it with various mediums schemes and offers.
Quality
Packaging
Advertisement
Availability
0
0.5
1
1.5
2
2.5
3
3.5
4
Quality Packaging Advertisement Availability
Fig. 9.17. Kara
Face Wipe Rating
4 2 1 2

68
9.17. Kara baby wipe rating
Interpretation:
 Customer take other wipes in market superior to Kara baby wipes because they have
never heard of it and there is no advertisement of this product.
 Due to ill promotion of the product it’s not popular among mass.
 On top of that, the unattractive and dull packaging of the product makes customer
repulsive towards it, doubting the quality of the product also.
 Its availability is also scarce in the market. It is hardly present in retail store and
almost absent in medical stores.
Quality
Packaging
Advertisement
Availability
0
0.5
1
1.5
2
2.5
3
Quality Packaging Advertisement Availability
Fig. 9.17. Kara
Baby Wipe Rating
3 1 0 1

69
CHAPTER 10
CONCLUSION

70
10. CONCLUSION
During my internship I was offered the profile of supply chain and consumer behaviour. My
internship started with my training trained for a week in Chandigarh to understand what
intricacies of marketing and supply chain. In which I learned how order are booked and
supply is done by distributor.
My area of operation was Jammu and the first job allocated to me was to find the
distributor of Udhampur. My main job was to enhance the sales of Kara for which I had to
cover all the retail counters in Jammu and outer Jammu and also add new ones to our
network. Apart from this I also had to go to hotels, restaurants, schools etc. and brief them
about our product and convince to buy Kara.
Apart from Udhampur I was given the job to find the distributor of Katra, famous
from Vaishno Devi, and on daily basis I used to cover the market of Jammu and do the
booking of our product. I also gave the presentation to pharmaceutical companies to consider
our product for gifting options to doctors.
Consumer study was another aspect of this training that I did in my summer training
to track the buying pattern and understand the consumer psyche of consumer. In which I was
allocated a leading cosmetics store in Jammu in which I did my consumer behaviour and
study the buying pattern of the people.
In all it was a great learning experience for me in which I not only got to know about
marketing strategies but also implemented them in real life.

71
CHAPTER 11
RECOMMENDATION

72
11.1. Opening of Kiosk
11.1.1. Malls: In recent years Jammu has seen the development of malls and many
other malls are opening up in different parts of Jammu so if we open up Kiosk
in malls we can sell lot of our product and will also promote our product.
11.1.2. Railway station: Jammu railway station is the focal point of the entire tourist
going to Vaishno Devi (Katra), Kashmir and Leh so the foot fall of tourist is
more than 1.5 Crore that go via Jammu only. Most of the tourist through trains
only. So opening of a kiosk at Jammu’s railway station will be fruitful.
11.1.3. Multiplex: Recently many multiplexes have opened in Jammu which is
having leading and costly apparels brand, restaurants, movie theatre but they
don’t have any cosmetics store in it. So if we will open a kiosk there it will
help us to attract our target group and will increase our sale.
11.1.4. Petrol pumps: In Jammu’s you will find at least 3 petrol pumps in 1 K.M.
and most of the men are looking for wipes for their car only. So if we will sell

73
at the petrol pump through opening of kiosk there first we will get their
attention and then we will pursue them to buy our product.
11.1.5. Airport: People fly by planes are generally taking care of their skin and they
use costly product for themselves. So if we sell this at airport people will buy
it.
11.2. Packaging
11.2.1. Box packing for car: Most men ask for wipes for their cars and these Kara
packing is not suitable placing it on the dash board. So the packing for cars
should be in box that can easily sit on the dash board.
11.2.2. Baby wipe’s packing should me more attractive: Most of the customers and
shop keepers found that Johnson and Johnson more attractive and they said
Kara baby wipe packing was quite dull. So when customer generally picks up
the baby wipes they pick Johnson and Johnson cause of its attractive packing.
11.2.3. New Cucumber packing: The new cucumber packing is good but customer
preferred the earlier one and they said its more eyes catching.
11.2.4. Aditya Birla Group’s logo: One thing good about new packing of cucumber
is that is has an image of Aditya Birla Groups logo at the back compared to
other flavour it’s just written in front in simple alphabets without Aditya Birla
Groups logo.
11.3. Promotion And Advertisement
11.3.1. T.V. commercials: Though the cost with the TV commercial is very high but
it’s the widely spread medium right now to reach our target group. So the
substitute for this could be that we should advertise our product locally
through local channels, print media, etc. they cost associated with them is
much lower compared to the national channels.
11.3.2. Other promotion methods: We can advertise through print media and by
sponsoring many events that is accompanied by larger audience or we can
even sponsor college fest or beauty pageants locals.
11.3.3. Online promotion: It’s quite disheartening to know that we don’t have much
online presence. Though we are on Facebook and leading social website but
our presence is not much. This shows that our target group does not know
about our product.

74
11.3.4. Viscose factors: The USP of our product is viscose that makes our product
superior to other wipes but our customers are oblivious to it. So at least we
need to take some effort that we educate our target group about viscose and its
benefit.
11.3.4. Hoarding, billboard etc.: It’s quite surprising that we don’t have any
hoarding, billboard in Jammu of Kara. So consumer has no medium from
where they can get to know about Kara.
11.4. Railway Station
11.4.1. Though Kara is sold in train like Rajdhani and shatabdi allover the India but
not in Jammu.
11.4.2. So we need to target them because there many Rajdhani, Shatabdi and other
good trains running to different states in which we can offer our product.
11.5. Hospitality
11.5.1. There are 5 star hotels that can buy our product. Like Asia, K.C. residency etc.
More over their management and owner is from Jammu only so all the
decisions are taken by themselves unlike others who decision are taken from
their head office generally outside Jammu.
11.6. Institutions (Schools & Colleges)
11.6.1. There are many good standard paly way schools in Jammu which can buy our
product. They follow the international standards, they can buy our product.
11.7. Kashmiri Marriages
11.7.1. Kashmiri marriages are known for their ostentatious ways and method of
marriage. Every tries to do new thing from other and do something new.
And in their marriages they offer their guest dry wipes to clean their hands.
Kara wet wipes can surely replace them.
11.8. New flavours
11.8.1. Slicing the category: We should try to create a new category for men which
can be used after shave as a replacement of after shave lotion and also
cleansing your face.
11.8.2. Cars: Generally men ask for wipes for their car. So we should try to specially
create a new product just for cars with a packing that it can easily sit on the
dashboard of the car.

75
11.8.3. HERBAL Flavour: Though our products are chemical and alcohol free but
this not known to our customers. So we should create a new product with a
HERBAL FLAVOUR so that it creates an image in the mind of the target
group that it’s natural and good for their skin.
11.9. Offer Schemes
11.9.1. We are offering schemes to shop keepers but we should also offer scheme to
customers as well. Like a small pack of different flavour free with a big pack
etc. this way customer will have the experience of different flavour and
develop a liking for it.
11.10. Supply Chain
11.10.1. We cover just the half of Jammu’s market there is lot area and good counters
that are untapped. So we should focus on spreading our network in Jammu.
11.10.2. Gym and spa: There are quality and standardised gym and spas open in
Jammu and they are spreading all over Jammu. So we should target them as they
use quality product in their business.
11.11. Prim
11.11.1. We should sell Prim in Jammu’s market and response will be good.
11.11.2. Why just categorise Prim as kitchen wipes. We can portray it as a
multipurpose product use to clean cars, dusting etc.
11.12. Innovative Selling
11.13. Schools and colleges: We can go to schools and college for selling our product.
Offer them at discount or we can even give target to class teacher and for that
they will get rewards and have some share for school and college’s owner.
11.14. Play ways, kindergarten and baby care takers: There are schools build in Jammu
on international standards. But they still use old ways of cleaning babies. So it’s
a great potential market segment.

76
BIBLIOGRAPHY

77
Books:
 Marketing Management, Philip Kotler, Kevin Lane Kotler, Published by Prentice
Hall, U.S.A
Web sites:
 http://www.adityabirla.com
 http://en.wikipedia.org/wiki/Aditya_Birla_Group
 http://www.grasim.com/
 http://en.wikipedia.org/wiki/Grasim_Industries
 http://www.adityabirla.com/our_companies/indian_companies/grasim_overview.htm
 http://www.google.com
 http://www.jksurvey.com
Other sources:
 Suggestions from industry guide
 Suggestions from Sales Executives
 The economic times

78
ANNEXURES

79
Questionnaire
1. Name: …………………………….
2. Gender: a. Male b. Female
3. Age Group:
4. 15-25 years b. 25-35 years c. 35- 45 years d. 30 years & above
5. Occupation:
a. Service b. Business c. Student d. Other
6. What is your annual income?
a. 1 - 2 lakhs b. 2 – 3 lakhs c. 3–4 lakhs d. 5 lakhs and above
7. Do you use Kara face wipes?
a. Yes b. No
8. For what purpose do you use Kara face wipes?
a. Cleansing b. Make-up removal c. Refreshing d. Others
9. From where did you come to know of Kara?
a. Store b. TV Advertisement c. Print Media d. Family/Friends
10. From where do you buy Kara?
a. Medical store b. Cosmetic store c. Retail stores d. Beauty Parlour
11. Why do you prefer Kara?
a. Quality b. Value for money c. Availability d. Brand name
12. . Which packing did you prefer of cucumber old or new one?
a. Old one b. New one

80
13. Where do you keep face wipes?
a. Handbag b. Dressing Table c. Office d. Car
14. Did you know that Kara is made of Viscose staple fibre which is better quality than
Chinese synthetic fibre?
a. Yes b. No
15. If yes, which brand did you buy?
a. N fresh b. Oriss c. L’Oreal d. Dove
e. Other
16. Do you use baby wipes?
a. Yes b. No
17. Which brand do you use in baby wipes?
a. Kara b. Mammy Poko c. Himalaya d. Pigeon e. Bonne
f. Johnson & Johnson
18. Rate the following on scale of 0-5, 0 being the lowest & 5 being the highest.
Kara Face Wipes Kara Baby Wipes
Performance
Availability
Packaging
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