A study to check the consumer awareness about Kara Wipes and to understand the competition in HORECA [ hotel, restaurant and catering] segment in central and south Delhi.

1. STUDY THE SCOPE OF KARA
WIPES IN HORECA SEGMENT
Ananthu K Chandrabose
GM14005
G.L.B.I.M.R

2. My Sincere Thanks To:
Mr. Dushyant Dhakare and Mr.Sonal Mathur(GrasimIndustries)
Prof. Shekhar Ghose
Prof. Puneet Kumar
Prof. Hemlata Bhat
Prof. Shivendra Chaudhary
Special Thanks To:
Prof. Keshav Bhatia
Prof. Bhuvaneswari
Rajat Veer Singh and Aryan Verma 2
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3. 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).
Aditya Birla Group
GlobalConglomerate
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4. • Type :Private
• Founded :1857
• Founder :Ghanshyam Das Birla
• Key people :Kumar Mangalam Birla(Chairman)
• Headquarters :Mumbai, Maharashtra, India
• Products :Metals, cements, textiles, chemicals, agribusiness,
carbon black, mining, wind power, insulators,
telecommunications, financial services, information
technology, retail, trading solutions
ADITYA BIRLA GROUP
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5. GRASIM INDUSTRIES LIMITED
 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 . 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
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6. GRASIM INDUSTRIES LIMITED
 Type :public company
 Industry :Building materials
 Founded :Mumbai (1948)
 Headquarters :Mumbai, Maharashtra
 Key people :Kumar Mangalam Birla(Chairman )
 Products :Fibre and pulp, chemicals, cement
and textiles
 Number of employees :6,568
 Parent :Aditya Birla Group
 Subsidiaries :UltraTech Cement,
Grasim Bhiwani Textiles 6
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7. HORECA
 HORECA (or Horeca) is an abbreviation used
in Scandinavia, Benelux and France for the sector
of the food industry that consists of establishments
which prepare and serve food and beverages (food
service). The term is a syllabic abbreviation of the
words Hotel/Restaurant/Cafe
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8. PRODUCT TREE
PRODUCT
TREE
Refreshin
g wipes
Aloe vera with
cucumber
Aloevera with
mint
Skin care
wipes
Moisturizing
wipes
Deep pore
cleanser
Sunscreen wipes
Makeup removal
Tonning wipes
Multipurpose
Handsanitizer
Kitchen wipes
Baby care Baby care
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9. TOP COMPETITORS OF KARA WIPES
 John and Johnson
 Himalaya
 Dettol 9
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10. CORPORATE SALES
 As a Gifting purpose
 Sales promotion
 Useful for Hotels
 Useful in Aviation
 Useful in Tour & Travel Agencies, Pharmacy and
many more
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11. 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
 FMCG refers to non durable goods and consumer
usually spends a minimum effort to procure them
 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
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12. OBJECTIVE OF THE STUDY
PRIMARY OBJECTIVE:
 To study the consumer’s
awareness about Kara
Wipes in HORECA
segment
 To find out the most
demanded wipes in
HORECA segment
 Based on the finding to
give recommendations to
help increase sales of
Kara
SECONDARY OBJECTIVE:
 To understand what factors
do consumers look for while
purchasing wipes.
 To understand the nature of
competition in the market
 To find out the strength of
Kara
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13. RESEARCH METHODOLOGY
 Exploratory research
 Brainstorming
 Questionnaire
 Sample
 Microsoft office
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14. LIMITATIONS
 Some respondents might not give the correct
information due to their lack of interest and
shortage of time
 Many of the respondents responded more than one
or two options in the same question
 The casual approach of the respondents may
generated unrealistic meanings
 The personal interest of the respondents may
affected the results incorrectly
 Small sample size of 76 may not represent the true
picture
 Small questionnaire
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15. PERCENTAGE ANALYSIS
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16. Q1. KINDLY TELL US THE VARIOUS TYPES OF WIPES USED AT YOUR
ESTABLISHMENT?
not
using
55%
using
45%
Refreshing wipes
not
using
65%
using
35%
Skin care wipes
not
using
40%
using
60%
Hand sanitizing wipes
Not
using
81%
Using
19%
Kitchen wipes
Not
using
88%
Using
12%
Baby care wipes
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17. Q2. KINDLY NAME THE BRANDS WHOSE PRODUCTS YOU USE AS WIPES?
Not
using
83%
Using
17%
Himalaya
Not
using
79%
Using
21%
Dettol
Not
using
84%
Using
16%
Good look
Noy
using
96%
Using
4%
Fresh one
Not
using
100%
Orris
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18. Not
using
99%
Using
1%
So soft
Not
using
88%
Using
12%
Johnson and johnson
Not
using
57%
Using
43%
Kara
Not
using
85%
Using
15%
Unbranded
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19. Q3.WHAT ARE THE VARIOUS FACTORS WHICH MAKE YOU DECIDE ON
A MANUFACTURER?
Not
conside
ring
37%
Consid
ering
63%
Availability
Not
conside
ring
35%
Consid
ering
65%
Price
Not
conside
ring
67%
conside
ring
33%
Fragrance
Not
conside
ring
71%
Consid
ering
29%
Pack size
Not
conside
ring
85%
conside
ring
15%
Brand name
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20. Q4. ARE YOU AWARE OF KARA WIPES?
No
13%
Yes
87%
Aware
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21. Q5. WHICH OF THE FOLLOWING FACTORS WILL YOU ATTRIBUTE TO KARA
WIPES?
19%
81%
Quality
Not considering Considering
87%
13%
Price
Not considering Considering
94%
6%
Pack size
Not considering Considering
41%
59%
Fragrance
Not considering Considering
69%
31%
Brand name
Not considering Considering
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22. Q6. WHICH PRODUCTS OF KARA WIPE YOU GENERALLY USE?
Not
using
94%
Using
6%
Kara complete
cleaning wipes
Not
using
97%
Using
3%
Prime kitchen care
wipes-dry
Not
using
97%
Using
3%
Primemulti purpose
wipes - dry
Not
using
91%
Using
9%
Kara sunscreen
wipes
Not
using
62%
Using
38%
Kara refreshing facial
wipes
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23. Not
using
91%
Using
9%
Kara toning wipes
Not
using
62%
Using
38%
Kara deep pore
cleaning wipes
Not
using
62%
Using
38%
Kara hand sanitizing
wipes
Not
using
84%
Using
16%
Kara face and eye
makeup remover
wipes
Not
using
78%
Using
22%
Kara moisturizing
wipes
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24. Q7. ARE YOU HAPPY WITH THE CUSTOMER SERVICE PROVIDED TO
YOU BY THE MANUFACTURER’S REPRESENTATIVE(S)?
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25. Q8. ARE YOU HAPPY WITH THE PROMPT DELIVERY OF THE
PRODUCTS OF KARA WIPES BY THE MANUFACTURER?
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26. Q09. PLEASE RATE THE KARA PRODUCTS WHICH IN YOUR OPINION IS THE
BEST ON EACH OF THE PARAMETERS MENTIONED BELOW (PLEASE USE THE
FOLLOWING SCALE (5) EXCELLENT (4) GOOD (3) AVERAGE (2) FAIR (1) POOR).
PARAMETERS : PRICE, AVAILABILITY ,QUALITY, PACK SIZE, FRAGRANCE,
SMOOTHNESS
Poor
1%
Fair
24%
Average
39%
Good
25%
Excellent
11%
Price
Poor
Fair
Average
Good
Excellent
Poor
3%
Fair
18%
Average
37%
Good
21%
Excellent
21%
Availability
Poor
Fair
Average
Good
Excellent
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27. Poor
1%
Fair
15%
Average
18%
Good
42%
Excellent
24%
Quality
Poor
Fair
Average
Good
Excellent
Poor
1%
Fair
20%
Average
34%
Good
33%
Excellent
12%
Pack Size
Poor
Fair
Average
Good
Excellent
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28. Poor
1%
Fair
12%
Average
24%
Good
30%
Excellent
33%
Fragrance
Poor
Fair
Average
Good
Excellent
Poor
0%
Fair
16%
Average
20%
Good
31%
Excellent
33%
Smothness
Poor
Fair
Average
Good
Excellent
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29. RELATIVITY STUDY
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30. BRANDS AND VARIOUS TYPES OF WIPES
Brands NC
RW SCW HSW KCW BCW
U NU U NU U NU U NU U NU
Himalaya 13 1 12 2 11 0 13 1 12 13 0
Dettol 16 8 8 8 8 12 4 5 11 0 16
Fresh ones 4 1 3 3 1 0 4 1 3 0 4
Gook Look 12 7 5 2 10 4 8 0 12 0 12
Orris 0 0 0 0 0 0 0 0 0 0 0
So soft 1 1 0 0 1 0 1 0 1 0 1
Johnson & Johnson 9 2 7 1 8 0 9 1 8 9 0
Kara 32 14 18 10 22 22 10 2 30 0 32
Unbranded 11 0 11 0 11 7 4 4 7 0 11 30
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31. Q. WHICH BRAND IS COMMONLY USED FOR REFRESHING WIPES?
41%
21%
3%
23%
12%
Brands used for refreshing wipes
Kara
Good look
So soft
Dettol
Others
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32. Q. WHICH BRAND IS COMMONLY USED FOR SKIN CARE?
38%
31%
12%
19%
Brands used for skin care wipes
Kara
Dettol
Fresh one
Good look
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33. Q. WHICH BRAND IS COMMONLY USED FOR HAND SANITIZING?
49%
27%
24%
Brands used for hand sanitizing
Kara
dettol
Others
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34. Q. WHICH BRAND IS COMMONLY USED FOR KITCHEN CARE?
36%
14%
50%
Brands used for kitchen care
Dettol
Kara
Others
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35. Q. WHICH BRAND IS COMMONLY USED FOR BABY CARE?
41%
59%
Brands used for baby care wipes
Johnson and johnson
Himalaya
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36. Q. WHAT ARE THE FACTORS CONSIDERED BY CONSUMERS FOR
PURCHASE HIMALAYA?
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37. Q. WHAT ARE THE FACTORS CONSIDERED BY CONSUMERS FOR
PURCHASE DETTOL?
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38. Q. WHAT ARE THE FACTORS CONSIDERED BY CONSUMERS FOR
PURCHASE GOOD LOOK?
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39. Q. WHAT ARE THE FACTORS CONSIDERED BY CONSUMERS FOR
PURCHASE JOHNSON AND JOHNSON?
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40. Q. WHAT ARE THE FACTORS CONSIDERED BY CONSUMERS FOR
PURCHASE KARA?
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41. Q. WHAT ARE THE FACTORS CONSIDERED BY CONSUMERS FOR
PURCHASE UNBRANDED WIPES?
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42. FINDINGS
 87% of respondents are aware about the brand Kara
 Kara is the most demanded brand in central and south
Delhi. 43% of corporate are using Kara in HORECA
segment
 Dettol, Himalaya and Good look are the major
competitors of Kara in HORECA segment in central and
south Delhi
 In HORECA segment hand sanitizing wipes are the
most demanded wipes because it is always using at all
the departments of hotel. Skin care and refreshing wipes
has also good demand due to spa. The demand of
baby care wipes are little low because there is no
importance for baby care wipes in restaurants
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43.  Price and availability are the most important considering
factors by a customer before decide on a manufacturer
 Quality, fragrance and smoothness are the key strength
of Kara
 The most selling products of Kara are hand sanitizing
wipes, refreshing facial wipes and deep pore cleaning
wipes. Moisturizing wipes is another demanded product
of Kara. Face and eye makeup remover wipes and
sunscreen wipes are the other fast movable products of
Kara
 The usage of kitchen care wipes in HORECA segment is
very low. Kara has only 14% of market share in this
segment. Unbranded wipes are holding 50% of sales
 The sales baby care wipes in HORECA is totally
controlled by Himalaya and Johnson and Johnson
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44. SUGGESTIONS AND RECOMMENDATIONS
 Kara can increase the sales easily by reduce the
price of the wipes or by increase the pack size
 Unbranded wipes are mostly used by restaurants
and they are highly price sensitive customers so
start to make low cost wipes
 Kara have to find some new strategies for compete
in baby care segment
 Some of the Wipes do not have good demand
[Kara complete cleaning wipes, Prime kitchen
wipes –dry and Prime multipurpose wipes – dry] so
Kara must start some promotional activities for
boosting the sale of these wipes
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