Creation of brand awareness for puretta baby wipes in the market Market Research and Analysis of Puretta,Kara,Prim and Handy's

1. ADITYA BIRLA GROUP
MOHAMMAD FARAZ
MBA- IB
AMITY INTERNATIONAL BUSINESS SCHOOL

2. 3
1 Creation of brand awareness of Puretta in the market
2 Kara
Prim
4 Handy’s
OBJECTIV
ES
PRIMARY
SECONDARY
MARKET RESEARCH ANALYSIS
OF:;

3. Wipes
A wipe, is a small piece of paper non-woven fabric or cloth that
often comes folded and individually wrapped for convenience. Wet
wipes are used for cleaning purposes, like personal hygiene or
household cleaning.
Wipes are made from Polyester and Non-woven fabric as its
property of excellent absorbency coupled with very high moisture
retention makes it the obvious choice where hygiene and softness
are of utmost importance.
Today wipes usage have expanded from skin care to baby care,
kitchens, Industries and changed into a system of network that can
be put to new uses.
In recent years facial wipes have become an important wipe
usage mechanism for wipes with the ubiquity of viscose staple
fibre.

4. wipes
Industries
Baby
Hospitals
Hotels
Wipes
WIPES MULTI-USES

5. MARKET PLAYERS

6. Strengths
•The product is made up of pure
viscous which has a 10 times better
absorbing power than cotton.
• Producer of viscous fibre.
• 100 percent natural and
biodegradable.
• Safe for baby skin.
• Hygienic.
• Hypoallergenic
•Dermatologically tested.
•Alcohol Free.
Opportunities
•Growth rate if this type of product is
high in the markets as people are
more educated and with higher
income.
• Company has the opportunity to
grab the market share due to having
a quality product.
i
•Lack of advertisement and promotional
activities.
• Packaging is not very attractive and up to th
mark.
•High cost.
Threats
•Johnson & Johnson market leader
Position.
•Chinese wipes has covered the
market and slowly penetrating into
different segments.
•New player like purple turtle,
Himalaya, etc.
WeaknessesS W
TO
SWOT ANALYSIS PURETTA:

7. MARKET
DRIVERS
Key Drivers
Increase in GDP,Disposable income
and standard of living.
Increase in literacy rate
Awareness in middle and upper
middle class
Increase in MNC’s
4
Mall culture
Increase in working women
population

8. FEATURES
Puretta Baby Wipes
Convenient to use
Portability Efficacy
Dermatologically tested
Alcohol free Skin Friendly
Safe for baby’s skin.
Hygienic Hypoallergenic

9. FINDINGS & ANALYSIS:
Retailers preferred high margin low turnover
over low margin high turnover.
When asked why do they keep Puretta baby wipes in their store,
the following sequence was mostly preferred:
Margin -1
Variety -5
Brand -2Demand -4 Price -3

10. 0
10
20
30
40
50
60
70
RETAILERS RESPONSE AS PER
COMPANY POLICIES
SATISFIED
UNSATISFIED
DON'T KNOW
65% said satisfied,20%
unsatisfied ,15% don’t
know with company
policies.
COMPANY
POLCIES AS
PER
SCHEMES
COMPANY POLICIES
SATISFACTION AS PER
RETAILERS

11. 70% Retailers said
they would keep the
product only after the
ads are aired.
Remaining 10% would
keep the product.
10% were unaware of
the product and it’s
advertisement.
0 50 100
Palce the
product
Not place
Unaware
Dependence on Advertisement for
placing an order
Palce the product
Not place
Unaware
ADVERTISEMENT AS A TOOL
TO GENERATE ORDER:

12. BRAND EFFECTIVENESS &
BRANDING PROBLEM:
80% retailers like
to keep Johnson&
Johnson , pigeon
& Himalaya
20% retailers
like to keep
only Johnson &
Johnson
60% retailers
like to keep
only Johnson&
Johnson &
Pigeon
• Increase expenditure on
Advertising and Publicity
• Need to learn from competitors
such as Johnson & Johnson
• Price correction if possible
• Increase quota for samples
• Fresh Advertisement campaign
required

13. COMPETITOR’S ANALYSIS
Preference of
purchases
If not
available
If not
availabl
e
If not
available
Features
Johnson &
Johnson
• Helps wipe away dirt and germs
• Alcohol free
• Always Mild & Gentle
Pigeon
• Made with Hypoallergenic formula
• Gently clean and moisturize a baby's skin
• Pleasantly scented
Himalaya
• Gently cleanse and moisturize baby’s
• Mild & gentle

14. BUSINESS PORTFOLIO IN
TERMS OF CONSUMER
PRODUCTS :
Baby Care
Skin & Hair Care
Wound Care & Topicals
Over-the-Counter Medicines
Animal
Health
Pharma
ceutical
s
Baby
care
Personal
care
Mothe
r Care
Nursin
g
Bottle
and
Pacifiers
and Teethers
Weanin
g and
Access
ories
Baby
Wipes
and Wet
Tissues
Baby
Diaper
and
Laundry
Care
Cleanin
g and
Sterilizin

15. PRICES & OFFERINGS:
59
Price &
Quantity
20 Pcs
Price & Quantity
Price & Quantity
150 72 Pcs
99 80 Pcs

16. PROBLEMS
Less promotional activities.
 Low profit margins.
Extensive and exhaustive interaction with the consumers revealed
that the people of Noida are very loyal towards their brand they use.
The products “PRIM” and “PURETTA” are made up of pure
viscous and a quality one. Despite the good quality, the impact on
the target market is low.

17. Our group has made special efforts to reinsure the retailers about the
superior quality of the product an upcoming advertisements role in
increasing awareness.
Retailers said they would display large quantities of the product only
after the ads are aired.
They said that replacement of the product on either expiry or
unintentional damage of the product is a very difficult and time
consuming process.
PROBLEMS

18. RECOMMENDATIONS
 Need for promotion is urgent for the expansion of market
share.
Profit margins should increase around 10 percent. Other
players are providing around 30 to 35 %.So to compete in a
price margins should increase.
The company can approach various MATERNITY CLINICS,
the OBSTECRICIAN (one who helps during & before delivery
of baby) & Gynecologists. Tell, them about the Product, offer
what they want (any rewards). It will boost the sales of the
product if they recommend it to the mother of new born babies
as it is normally seen that mothers of newly born babies goes
for the products suggested by the doctors.

19. FACIAL WIPES-KARA,
KITCHEN WIPES-PRIM, HAND
WIPES-HANDY ‘S
Market Players
Fresh One
Etiquette
Good Luck
Freshia
Pril
Vim Bar & Liquid
Scrotch brite
Other Chinese Products
Dettol Liquid
Handwash
Lifebuoy Liquid
handwash
Other Chinese
Products
Cheaper local
products
Kara
Prim
Handy’s

20. FINDINGS & ANALYSIS:
Retailers preferred high margin on low turnover.
When asked why do they keep Kara ,Prim
& Handy’s in their store, the following sequence was mostly
preferred:
Variety -4 Margin -3 Brand -3Demand -3 Price-3

21. On asking the retailers about the response of Kara ,Prim &
Handy’s in the market in comparison to other wipes/Similar
Products
Near around
80% said Kara
is best, Prim &
Handy’s not
moving fast .
Around 20% said it
had mixed responses
saving it is selling on
impulse.
0 50 100
Good Response
Mixed
Percentage
Responses

22. On asking the retailers about the Bundle Pricing
Kara in the market in comparison to other wipes
Near around
65% said they
will purchase it
and it will
easily move.
Around 20% were not
interested in bundle
Pricing
0 50 100
accepted
not accepted
no say
15% have no say in
bundle pricing.
Interested Retailers
BUNDLE PRICING

23. 60% Retailers agreed
Advertisement will
boost its sale and
further increase order
placement
40% disagreed that
advertisement will
boost up sales.
0 20 40 60
agreed
disagreed
Dependence on Advertisement for
placing an order
agreed
disagreed
ADVERTISEMENT AS A TOOL TO
GENERATE ORDER

24. SALES EFFECTIVENESS
BEFORE AND AFTER
ADVERTISEMENT AIRED
50% retailers said
that sales jumped a
little after
advertisement
50% retailers said
even after
advertisement there
is no increase in
sales.
0 20 40 60
agreed
disagreed
agreed
disagreed
SALES EFFECTIVENESS BEFORE AND AFTER ADVERTISEMENT AIRED

25. PROBLEMS(KARA,PRIM &
HANDY’S
The packaging seems to be a matter of concern. The sticker once peeled off does not
stick again easily and hence the wipes get damaged or dry.
Schemes offered to retailers are not affordable by most of them as they start from
2500.
The Price of sunscreen wipes is another drawback for the product as customers don’t
prefer to buy wipes of Rs. 80.
Packet of 5 Wipes(Refreshing Wipes) are posing a threat to other larger packets as a lot
of customers prefer to buy the pack of 5 hence in some shops sales of other bigger packs
is suffering because of this.
Table Tops for the product’s display is another issue of concern. Most of the
shopkeepers have either not been provided or are not satisfied with the quality of the table
top.

26. PROBLEMS(KARA,PRIM &
HANDY’S
In my daily reports I have informed the manager regarding the need
for Table tops as chemists are offering good business to us provided we
give them a decent table top.
The behavior of our distributor Ganesh Enterprises is a matter of
concern. Lots of retailers have put up complaints regarding his unnecessary
rude behavior with them, on a slight delay of payment and other matters.
Last, but not the least, big retail stores owners complaint of the fact that
the company provides schemes like 1+1 to modern trade outlets. They say
that the customer demands the same in their stores, which could pose a
threat to the products further growth in the market..

27. •There has been no significant promotion of the product in all its years in
existence.
•Scotch bright has been simultaneously “extremely well placed” in the
consumers’ mind.
•Certain customers even tend to believe that Prim does not fulfill its
stated purpose to the desired level of customer’s satisfaction.
•Cheaper variants of other products serving the same purpose, pose an
immense threat to the products survival, leave aside success.
•Customers and retailers are unaware of the fact that it is an ADITYA
BIRLA GROUP product altogether. Lots of retailers mentioned this
fact has been a huge reason for low or no sales
•Certain retailers even quoted that owing to all the above stated facts and
reasons- “PRIM is a failure product”
PROBLEMS(KARA,PRIM & HANDY’S

28. Kara
Provision of table top(of good quality durability)
• Special efforts (either by ads or awareness campaigns)
• Product availability in bundle with other prominent and
complementary products
Display scheme duration large and sustainable levels of
orders
• Display scheme minimum cost should be reduced from 2500 to 1000
as most of the small retailers say it’s not affordable for them
Adhesive used in the KARA packaging should be
improved
RECOMMENDATIONS

29. Prim& Handy’s
Increase variants of Prim & Handy’s
• Change Packaging
• Offer it with handy’s (Combi Pack)
Provide Separate Displays for these Products.
• Provide Display Schemes to the retailers for smaller amounts
as these are slow moving product in these segments.
Purpose of Kitchen & Hand wipes to be specific &
more defined.
RECOMMENDATIONS

30. Beatt
Plan
(Sectors
)
Calls
Made
Calls
Producti
ve
Value(IN
R)
18,19,27,
28,29
76 63 84032
52,53,61,
62,71
23 7 43106
82,83,93,
110
37 5 21452
12,20,21,
22,23,25,
26,55,56
43 16 10098
33,34,39,
40,41,50,
25 6 22150
FIELD WORK DATA
0 50000 100000
•Beat Plan 5
•Beat Plan 4
•Beat Plan 3
•Beat Plan 2
•Beat Plan 1
Value(INR)
Total=180838
Se
rial
No
.
1
2
3
4
5