This document discusses ways to increase buying intention of Kara Wipes in Shimla, India. It provides an introduction to the company and brand. Research was conducted through surveys, interviews and observations to understand distribution channels, consumer awareness, and attributes that influence purchase decisions. Key findings show that while awareness exists, availability and price impact buying intention. Recommendations include improving the distribution network and promoting the brand to increase sales of Kara Wipes in Shimla.

1. WAYS TO INCREASE BUYING
INTENTION OF KARA WIPES
IN SHIMLA AREA
Submitted by:
Ms. Shivani Gupta
501504033
MBA
Thapar University
1/13/2017

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3. CONTENTS:
 Introduction
 Company’s Profile
 Research Methodology
 Distribution Channel Management
 Data Analysis & Interpretation
 Conclusion
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4. INTRODUCTION
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 Title of the project: Ways to increase the buying
intention of KARA Wipes in Shimla Area.
 Purpose of the project: 1. To find the bottlenecks in the
market.
2. Create awareness and promotion of KARA wipes.
3. Strengthening distribution channel.
 Focused on General Trading, Modern Trading and
Business to Business.

5. OBJECTIVES:
 Creating demand of Kara wipes in different markets.
 Overall market development of Kara wipes
 To know the consumer buying behavior about Kara wipes
 To study how to increase the brand value of Kara wipes.
 To understand retailers satisfaction and problems in distribution of Kara
wipes
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6. COMPANY’S PROFILE
 Future Consumer Enterprise Ltd (FCEL), India’s first sourcing-to-supermarket
food company by Future Group is built on the virtue of sharing.
 VISION
FCEL shall become the creator and provider of the Food Palate for a diverse and
evolving India. We will continuously strive to upgrade the overall food
consumption.
 MISSION
FCEL will leverage consumer insights and cater to India's diversity by sharing
the joy of food and its bounty with all its stakeholders.
 BELIEF & CULTURE
At FCEL, we believe in the act of celebrating and sharing the bounty of food.
This belief in sharing propels us to be fair, caring and responsible towards our
consumers, associates, partners and society at large.
 Kara Refreshing Facial Wipes are made from Viscose Fibre, a fibre
that is 100% natural and biodegradable.
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7. Key ingredients:
 Aloe Vera – It is a natural leaf juice of Aloe Vera plant that keeps skin
hydrated and nourished.
 Cucumber – It is known to soothe and soften the skin which can get you
relaxed in no time.
 Mint – It is known for strengthening the skin tissue and helps reduce oily skin.
 Refreshing Facial Wipes - Pack size (No. of wipes): 1, 5, 10, 20 & 30 wipes
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8. 5-STEP CLEANING ACTION
Clean
Hydrates
Nourishes
Disinfects
Deodorizes
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9. VARIANTS OF KARA:
Variants Characteristics
Kara Refreshing Wipes Aloe Vera
Mint Oil
Cucumber
Moisturizing Wipes Almond
Honey
Makeup Removal Wipes Lavender
Extract of sea weed
Deep Pore Cleansing wipes Jojoba
Avocado
Toning Wipes Rose
Thyme Extract
Sunscreen Wipes Aloe Vera
Plum Extracts
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10. KARA REFRESHING WIPES
1. Kara refreshing wipes are made up of Aloevera for skin nourishment and
mint oil for effective refreshment and also with cucumber which help in
smoothening cooling and softening.
2. Kara refreshing wipes do much more than cleaning the dirt from the face.
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11. KARA MOISTURIZING WIPES
 Kara Moisturizing wipes is made up with the goodness of Almond and
Honey which help in making skin more healthy and beautiful.
 It is also enriched with vitamins for skin conditioning
 Moisturizing wipes, enabled by natural ingredients of honey and almond
nourishes the skin and ensure that the skin never loses moisture.
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12. KARA MAKE UP REMOVAL WIPES
 Kara make-up removal wipes are made up of lavender and extract of sea
weed that remove the makeup in just one wipes
 These wipes exfoliates and protects in uniquely way
 These wipes ensure that skin will get nourished and moisturize while the
makeup is removed.
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13. DEEP PORE CLEANSING WIPES
 Deep pore cleansing wipes are made up of Jojoba and Avocado extracts.
 It is a very gentle way to remove all the dust, grime and excess of oil from
the skin.
 It unclogs pores and thoroughly exfoliates dead skin cells.
 It remove all the impurities which came into the contact with skin and give
feel like your skin bathe in purities of cleansing milk.
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14. TONING WIPES
 Kara toning wipes are made up of rose and thyme extract.
 These wipes are the most effective way for ensuring smooth, even toned,
and fresh skin at any given point of time of the day.
 Thyme & Rose extract have a host of beneficial effects on the skin giving
your skin a youthful look, tone, elasticity, and even colored complexion,
along with the perfect PH balance.
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15. SUNSCREEN WIPES
 The goodness of sunscreen lotion with SPF 20 is now in an easy to carry
sunscreen wipes.
 The wipes is made up of rich Aloe Vera & plum extracts nourishes the skin
with vitamin E and anti oxidant, making your skin soft and supple. So no
matter how long you r out in the sun, skin is protected and pampered in a
matter of minutes.
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16. BRANDING
Before After

17. RESEARCH METHODOLOGY
RESEARCH METHODOLOGY
Research approach
Quantitative
Research design
Descriptive
Research instrument
Survey, Interview (non-directive) and
observation(non- participant)
Scaling
Nominal & Ordinal
Sampling
Non-probability sampling (convenience sampling)
Data collection
Primary and Secondary
Research tool
Excel (pie charts, bar-graphs)
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18. DISTRIBUTION CHANNEL MANAGEMENT
 Distribution channel is defined as a path or the way through which the finished
product travel from the manufacturer or vendor to the end consumers. A distribution
channel may be short so that a company can utilize the resources in best possible way
and spend less in transferring the goods to the end users. There are several
intermediaries in the distribution channel like distributors, wholesaler, dealers, and
retailers through which the product passes before going to the users of that product.
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19. TYPES OF DISTRIBUTION CHANNEL:-
 Direct distribution channel: - it consists of.
Manufacturer ----------------------------Consumers
 1-tier distribution channel: - it consists of.
Manufacturer--------------Distributors-----------Consumers.
 2- tier distribution channel:- it consists of
Manufacturer-------Distributor--------Retailer---Consumer.
 3-tier distribution channel: - it consists of.
Manufacturer------Distributors-----Wholesalers-------Retailers-----Consumers.
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20. LIST OF THE POTENTIAL OUTLET VISITED
Retailers Name Market
Him Medical Lakkar Bazaar
Shimla Medical Store Lakkar Bazaar
Gandamal Hemraj general sore The Mall
Lal & Co. The Mall
Munshi Ram Manak Chand Lower bazaar
Ram Chand Reva Nand Lower bazaar
Kali Shagun Lower bazaar
M/S KHAN CHAND STORES Lower bazaar
Gopal Medical Store Sanjauli
Decent Stores Sanjauli
P L Palace Sanjauli
Karol Medical Store Sanjauli
Dutta Medical Store Sanjauli
D R Medicos Sanjauli
Medical Point Sanjauli
Asha Medical Sanjauli
Jagdamba store Khalini
S N Gift centre Khalini
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21. DATA INTERPRETATION AND ANALYSIS
 Are you aware of Kara Brand?
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0
0.2
0.4
0.6
0.8
1
1.2
Column1
Column2
Series 3

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How do we came to know about KARA?
How do you find KARA wipes?

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0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
What attributes influence you to
purchase KARA
What attributes influence
you to purchase KARA
What attributes influence you to purchase KARA?
What attributes influence you
to dislike KARA?

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0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
Quality Attractive
Packaging
Utility Value for
money
What makes KARA different from other
Brand?
What makes KARA different
from other Brand?
What makes KARA
different from others?
Recommendation of KARA
among known ones ?

25.  Brand Name influences your purchase decision?
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
8%
24%
30%
32%
6%
Strongly
disagree
Disagree
Neutral
Agree
Strongly Agree

26.  Quality of Kara wipes is reliable?
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 Price of Kara Wipes is reasonable?

27. RELIABILITY ANALYSIS
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Buying
Intention
Availability
Trust
Price

28. Paramaters No. of items Cronbach’s alpha
Trust 5 0.795
Availability 5 0.738
Price 5 0.735
Trust + Availability +
Price
15 0.881
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29. CONCLUSION & SUGGESTION
 According to the analysis people in Shimla are aware about the Kara wipes but they
are not using it much. Reason behind this may be the price and non-availability of
Kara wipes in markets.
 The customer based is increased as wipes got visibility in modern market such as
super markets and hyper markets. Sales of these products are more in modern
markets as in these markets customer explore more products and chances of impulse
buying increased.
 As the study suggests Kara wipes is gaining popularity by publicity through words
of mouth where customers are spreading the news about this product. But company
is not making any direct efforts to promote these products in Markets.
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30.  Distribution channel is not working effectively in Shimla market as company
adopt 2-tier distribution system due to which market coverage is very less for
Kara wipes which results in less availability of wipes in different markets
 Channel intermediaries are not making proper efforts to promote the product
and enhance the sales of this product. As intermediaries work for company to
promote the product but in case of Kara retailers are not interested in doing so.
Reason behind this is they are getting lower margin and benefits from company
as compared to other brand.
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31. SWOT ANALYIS
STRENGTHS
 High industry attractiveness.
 Premium quality product.
 Made up of 100% natural fibers.
 Biodegradable.
 Hygienic, Alcohol free.
WEAKNESS
•Higher price
•Low business unit strength.
•Middle class people hesitate to purchase.
•No promotional activities.
•Low profit margin to intermediaries.
OPPORTUNITIES
•Climate necessitates these types of
products
•More fashion oriented customers.
•Increased in the number of working ladies.
•This concept is getting more awareness
and attention now days.
THREATS
•Competitors.
•Chinese products such as orisis which are
very less costly than Kara.
•Baby wipes, as many customers are using
baby wipes as facial wipes.
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32. SUGGESTIONS
 Focus on business to business
 Kara needs a brand strategy
 Motivating intermediaries
 Company should adopt competitive pricing strategy
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34. LEARNING'S
 Team work
 Patience
 Conducting Meetings
 Customer Dealings
 Punctuality
 Cold Calling
 Friendly Relationships
 Delivery on time.
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35. BIBLIOGRAPHY
 Literary references
• Philip Kotler; marketing management, 13th edition
• Krishna K Havaldar; sales and distribution management.
 Internet references
• www.adityabirla.com
• www.birlacellulose.com
• https://www.bcps.org/offices/lis/researchcourse/key_elements.html#desig
napproach
• http://www.business-standard.com/article/management/grasim-forays-
into-fmcg-through-birla-cellulose-108030901051_1.html
• http://www.euromonitor.com/medialibrary/pdf/samples/sample_report_ti
ssues_hygiene_wipes.pdf
• http://www.grasim.com/
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