HOW TO MINIMIZE THE MARKET SHARE OF COMPETITIVE PRODUCTS

Submitted by Akshay Zamre

Grasim Industries

Presentation onMODERN TRADE

Company profile

Vision: To be a premium global conglomeratewith a clear focus on each business.

Mission: To deliver superior value to our customers, shareholders, employees and society at large.

Values:– Integrity– Commitment– Passion– Seamlessness– Speed

Grasim Industries

US $29.2 billion Corporation. Is in the league of Fortune 500 Companies. Work force of 130,000 employees. "The Best Employer in India and among the top 20 in Asia" The Group operates in 25 countries No.1 in viscose staple fibre. The fourth largest producer of insulators. The fourth largest producer of carbon black. The 11th largest cement producer globally, the seventh largest

in Asia and the second largest in India Among the top five mobile telephony companies. A premier branded garments player. Among the top three supermarket chains in the retail business.

Grasim Industries

Grasim Incorporated on 25 August 1947, exactly 10 days after India

achieved independence. Originally a textile manufacturer, Grasim has successfully

diversified into VSF, cement and chemicals. Grasim has following divisions– VSF– CEMENT– TEXTILE– CHEMICALS

Grasim Industries

Product Review KARA: Kara in Greek means pure, pristine, innocent and

unblemished beauty and is an outcome of the in-house research and development at the Aditya Birla Centre for Science and Technology, Taloja, Maharashtra near Mumbai.

 Kara range include refreshing, moisturizing, toning, cleansing, sunscreen and makeup removal wipes.

Grasim Industries

Puretta: Puretta meaning pure and diminutive is made from Birla Cellulose, a 100% natural and biodegradable fiber, it soothes the babies tender skin with its soft and nature-friendly properties.

 Puretta portfolio include Skin nourishing, cleaning and germ shield wipes.

 Prim: “SMART, MODERN, HYGIENE, CONVINIENT” PRIM Home Care Wipes ensures that your home remains

clean and germ free. It comes in two variants Multi purpose and Kitchen wipes

Grasim Industries

Market analysis The global wet wipes market for personal care reached an

estimated $6 billion We Indian still spend only 0.0001 % of our disposable income

on disposable products. The skin care market is valued at $180 million in India Total wipe market of India accounts for Rs 30 crore annual growth of 7%. Market dominate by organized sector

Grasim Industries

Grasim Industries

DRIVERS Increase in disposable income. Birth rate Climate Increasing working women population Introduction of innovative products and reduction in prices.

Grasim Industries

CHALLENGES

Category is nascent with very low awareness of the product. To create awareness about the usefulness of the product among

the target group Cultural aspect Threat from cheaper substitute like private label of Vishal and

Big Bazaar Stiff competition from cheap imports

Grasim Industries

Work done

Sahara Mall Big Bazaar Worked as a promoter

Done customer survey through questionnaire

Outlet review

Received a PO of worth Rs 3000. Modern trade South Delhi Supervision of following stores:

– Big Bazaar Vasant Kunj– Dabur New U Vasant Kunj– Dabur New U Saket– Food Bazaar Saket– Vishal Mathura Road– Vishal Mega Mart Mahipalpur

Grasim Industries

Supervision done under following points

Placement Visiblity and facing Shelf space Stock availability Condition of stock FIFO Hygiene Guiding the promoter Getting the PO`s. Got PO`s of worth Rs 4000 and Rs 11000 from Food Bazaar

Saket. Sending additional PIR Follow up on Stock delivery Customer survey Competitive analysis

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Religare Wellness SaketDelivery of Terms of Trade document

Delivery of TDS certificate

Got a cheque of pending amount

Got a PO of worth Rs 17,000

Follow up on debit note of May and June

Store branding.

Grasim Industries

Area covered

Sahara Mall Gurgoan Mahipalpur South Delhi Vasant Kunj South Delhi Saket South Delhi Mathura Road Sarita Vihar South Delhi

Grasim Industries

Questionnaire

Have you ever heard about skin care wipes?Have you ever heard about KARA?Which other brand have you heard of?Have you ever purchased a Skin care wipe product?Which brand you have bought?Reason behind the purchase. Thick the appropriate option.

– Price– Quality of product– Variants– Brand value– Trail

Grasim Industries

Have you ever heard about skin care wipes?

Grasim Industries

Have you ever heard about KARA?

Grasim Industries

Which other brand have you heard of?

Grasim Industries

Have you ever purchased a Skin care wipe product?

Grasim Industries

Which brand you have bought?

Grasim Industries

Reason behind the purchase.

KARA

Grasim Industries

Etiquette

Grasim Industries

Skin & Body

Grasim Industries

Dove wet wipes

Grasim Industries

Learning's Importance of shelf space Placement Visibility and facing Importance of FIFO Availability of stock In-house promotions Brand awareness Importance of promoter

Grasim Industries

Offers and discounts Refreshing mint and cucumber are the highest selling products Competitive analysis PO and back office operations MBQ TOT

Grasim Industries

Recommendations

Create awareness about the concept then the product Convey the message that it is a product from aditya birla

group Communicate effectively that Kara is a complete skin range

brand and not just any other refreshing wipes. Our variants are our competitive strength.

Dedicate a whole website for the product. OOH advertising should be given more emhasis. Moving van

can be a good option. In-house promotion Signage

Grasim Industries

Placing the promoter Placement of products Availability of stocks Periodic review of stores Special discounts and offers once stock gets old. Packaging Pricing New distribution channels Kara should be given more importance

Grasim Industries

Grasim Industries