Market Research on Launch and Penetration of Kara New Variant-Neem & Tee Tree oil Wet Wipes in East Delhi

Summer Internship Project Report Submitted

Towards Partial Fulfilment of

Post Graduate Diploma in Management

(Approved by AICTE, Govt of India)

Academic Session 2014-2016 at

INSTITUTE OF MANAGEMENT STUDIES, GHAZIABAD

Under The Guidance of:

Industry Guide Faculty Guide

Mr. Dushyant Dhakre Prof. Vijendra Dhyani

Sales Head – North India Marketing Chairperson

Grasim – Aditya Birla Group IMS Ghaziabad

Submitted By:

Ankit Gupta

BM-014034

IMS GHAZIABAD Page 1

IMS GHAZIABAD Page 2

Declaration

I, Ankit Gupta the student of PGDM from Institute Of Management Studies hereby

declare that I have completed summer internship on “Market Research on Launch and

Penetration of Kara New Variant-Neem & Tee Tree oil Wet Wipes in East Delhi” in Grasim

industries as the part of the course requirement.

I, further declare that the information presented in this project is true, based on my self

market analysis and original to the best of my knowledge.

Date: Ankit Gupta

Place: IMS Ghaziabad Roll No: BM 014034

PGDM (2014-2016)

IMS GHAZIABAD Page 3

ACKNOWLEDGEMENT

This project has been a great learning experience for me & I would like to express my sincere gratitude to all the people who guide me through the project and without the valuable guidance and suggestions of these people this project would not have been completely successful.

I owe enormous intellectual debt towards my Industry Mentor Mr. Dushyant Dhakre, Sales Head- North India, Birla Cellulose of Grasim Industry, & Faculty Mentor Mr. Vijendra Dhyani, Professor- Marketing, IMS, Ghaziabad, 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. Devesh, Sales Officer-East Delhi, team member Ravi and Himanshu (NDIM College) for their continuous guidance, support & cooperation during the whole tenure.

I would like to thank all the retailers for their cooperation without this I may not able to complete it successfully.

Ankit Gupta

PGDM (2014-2016)

IMS, Ghaziabad

IMS GHAZIABAD Page 4

PREFACE

This project report has been prepared in partial fulfilment for summer internship

training done at Grasim Limited in the academic year 2014-2016. This

document will be useful in understanding the penetration level of newly

launched kara variant in skincare segment i.e. neem and tee tree oil wet wipes in

East Delhi market precisely in Vivek vihar, Geeta colony, Parvana Road,

Rohtash nagar, Krishna Nagar and Dilshad garden.

Also, this document will be useful in understand different prospective from

retailers point of view that are effecting the sales of Kara wipes in East Delhi

market.

The domestic market for wet wipes is around 100 crore, the baby wipes segment

is 65-75 crore and personal hygiene wipes 30-40 crore. At the Aditya Birla

Research Centre in Taloja, near Mumbai, the company is constantly working on

innovative solutions, to be marketed under the Kara brand.

Birla Cellulose is focused on building its core category of disposable and

hygienic wipes. The company has rolled out a wide array of products.

IMS GHAZIABAD Page 5

Summer Internship Profile1) Modern Trade Management  Modern trade management deals with malls and shopping complex wherethousands of customers come daily to buy household items. Kara is available atalmost every mall in Lucknow however internees under this profile have tocheck inventory levels of product, placing of the product as compared tocompetitor products, visibility, customers’ reaction on seeing the product etc. 2) General Trade Management  In this profile, all the small retail shops are focused where I had to see if Kara isalready available with them, are the retailers happy about the response of theproduct, sufficient inventory levels are maintained etc. Also there were manyretail shops which didn’t have any wet wipes and were apprehensive aboutkeeping the product. I had to market the product to such retailers and clarify anydoubts which retailer has about the product.

IMS GHAZIABAD Page 6

IMS GHAZIABAD Page 7

IMS GHAZIABAD Page 8

TABLE OF CONTENTS

Chapter1:  Executive Summary……………………………………………………………... 1

Chapter2: Introduction...................................................................................................................................... 2-11

2.1 Aditiya Birla Group........................................…………………………………………............ 2

2.2 Grasim Limited...........................................………………………………………… ……..... 4

2.3 KARA wet wipes...............................…………….………………………………..………. 6

Chapter3: Objective of study.......................................................................................................................... 12

Chapter 4: Literature Review……………………………………………………………....... 13-16

4.1 Research Paper...............………………………………………………………………..... 14

4.2 Report of Euro-monitor............................................................................................... 15

4.3Study on Kara wipes................................................................................................................................... 16

Chapter 5: Research Methodology................................................................................................................. 17-19

Chapter6: Findings and Analysis..................................................................................20-37

Chapter7:Conclusions& Recommendations..................................................................

Chapter8: Bibliography......................................................................................................

Chapter 9:Annexure

IMS GHAZIABAD Page 9

TABLE OF FIGURES

S.No. FIGURE NO. FIGURE DETAILS1 Figure 6.1a Table of most selling wipes2 Figure 6.1b Graph of most selling brands of wet wipes3 Figure 6.2a Table of Selling of different variants of kara4 Figure 6.2b Graph of Selling of different variants of kara5 Figure 6.3a Table of Most selling variant of KARA6 Figure 6.3b Graph of Most selling variant of KARA7 Figure 6.4a Table of Attributes of Neem wipes8 Figure 6.4a Graph of Attributes of Neem wipes

9 Figure 6.5a Table of Opinion of retailers towards Contribution of different attributes that influence customers to buy NEEM KARA wipes

10 Figure 6.5b Table of Opinion of retailers towards Contribution of different attributes that influence customers to buy NEEM KARA wipes

11 Figure6.6a Table of Attributes that restricts selling of Neem wipes12 Figure6.6b Graph of Attributes that restricts selling of Neem wipes13 Figure6.7a Table of Satisfaction Level of customer towards quality14 Figure6.7b Graph of Satisfaction Level of customer towards quality15 Figure6.8a Table of Satisfaction Level towards price of neem wipes16 Figure6.8b Graph of Satisfaction Level towards price of neem wipes17 Figure6.9a Table of Satisfaction level of retailers towards promotional offers18 Figure6.9b Graph of Satisfaction level of retailers towards promotional offers19 Figure6.10a Correlation table between quality and price20 Figure6.11a Table of Paired Samples Statistics21 Figure6.11b Table of Paired Samples Correlations22 Figure6.11c Table of Paired Samples Test23 Figure6.12a Table of Correlation between price and selling of neem wipes24 Figure6.13a Table of Penetration of Neem Kara in East Delhi market25 Figure6.13b Graph of Penetration of KARA wipes26 Figure6.13c Graph of Penetration of NEEM KARA wipes

IMS GHAZIABAD Page 10

EXECUTIVE SUMMARY

IMS GHAZIABAD Page 1

CHAPTER 2: INTRODUCTION OF THE COMPANY

2.1 The Aditya Birla Group 

The Aditya Birla Group is a multinational conglomerate named after AdityaVikram Birla,

headquartered in the Aditya Birla Centre in Worli, Mumbai, India. It operates in 40 countries

with more than 120,000 employees worldwide. The group was founded by Seth Shiv Narayan

Birla in 1857. The group interests in sectors such as viscose staple fiber, metals, cement

(largest in India), viscose filament yarn, branded apparel, carbon black, chemicals, fertilizers,

insulators, financial services, telecom (third largest in India), BPO and IT services.

The group had revenue of approximately US$45 billion in year 2014, it is the third-largest

Indian private sector conglomerate behind Tata Group with revenue of just over US$100

billion and RIL with revenue of US$74 billion.

Group of Companies

Aditya Birla Chemicals (India) Limited Aditya Birla Chemicals (Thailand) Limited Aditya Birla Financial Services Group (ABFSG) Birla Sun Life Insurance Birla Sun Life Asset Management Company Ltd. Aditya Birla Finance Limited Aditya Birla Money Limited Aditya Birla Insurance Brokers Aditya Birla Capital Advisors Private Limited Aditya Birla Minerals Aditya Birla Nuvo Limited Aditya Birla Retail Aditya Birla Science and Technology Company Limited Alexandria Carbon Black Company SAE Alexandria Fiber Company SAE Birla Jingwei Fibres Company Limited Birla Laos Pulp and Plantations Company Limited Dahej Harbour & Infrastructure Limited Hindalco industries DomsjöFabriker Essel Mining and Industries

IMS GHAZIABAD Page 2

Grasim Industries Limited Idea Cellular Limited Indo Phil Cotton Mills Indo Phil Textile Mills Indo Thai Synthetics Liaoning Birla Carbon Company Limited Louis Phillipe Novelis Inc. Pan Century Surfactants Inc. Peter England People PT Elegant Textile Industry PT Indo Bharat Rayon PT Indo Liberty Textiles PT Indo Raya Kimia PT Sunrise Bumi Textiles Swiss Singapore Overseas Enterprises Pte Limited Thai Acrylic Fibre Thai Carbon Black Thai Rayon UltraTech Cement Limited Utkal Alumina International Limited Pantaloons Fashion & Retail

IMS GHAZIABAD Page 3

2.2 Grasim Industries

Grasim Industries Limited is an Indian building materials manufacturing company based

in Mumbai, Maharashtra. It was started in 1948 as a textile manufacturer. Since then Grasim

has diversified into Viscose Staple Fiber (VSF), cement, sponge iron andchemicals

The company is a subsidiary of Aditya Birla Group, which operates over 40 companies in 12

countries on four continents. Grasim is the world's largest producer of viscose rayon fiber

with about 24% market share. Textile and related products contributes to 15% of the group

turnover.

Viscose Staple Fibre

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 blendable fibre, VSF

is widely used in apparels, home textiles, dress material, knitted wear and non-woven

applications. 

Grasim's VSF plants are located at Nagda in Madhya Pradesh, Kharach and Vilayat in

Gujarat and Harihar in Karnataka, with an aggregate capacity of 498,000 tpa.

Nagda

Nagda is its largest unit producing a wide range of VSF to suit customer requirements in

terms of length, denier and colour and also second and third generation fibres like Modal,

Excel and Solvent Spun fibres, respectively. Nagda is also the largest producer of spun-dyed

specialty fibre in the world.

Harihar

TheHarihar unit houses facility for manufacture of both VSF and rayon grade pulp, the basic

raw material for VSF. The company's Rayon Grade plant was the first in India to use totally

indigenous wood resources with in-house technology for producing rayon pulp with an

innovative oxygen bleaching process to reduce the use of chlorine.

Kharach 

The VSF plant at Kharach, set up in 1996, employs the most modern technology giving it a

competitive edge in the export market.

IMS GHAZIABAD Page 4

Vilayat

The recently commissioned greenfield project at Vilayat produces both grey VSF and

specialty fibre. This is the company's first plant producing specialty grade fibre.

Joint Ventures (JV)

Grasim has the following joint ventures overseas: 

AV Cell Inc. and AV Nackawic Inc. in Canada

AV Cell and AV Nackawic supply dissolving grade pulp to the Group’s VSF units in India,

Thailand and Indonesia.

DomsjöFabriker AB in Sweden

Grasim acquired one-third stake in DomsjöFabriker AB, a leading Swedish specialist in pulp

and bio-refinery company in June 2011. With this acquisition, Grasim is assured of high-

quality dissolving grade pulp.

AV Terrace Bay Inc. in Canada

In line with the strategy to secure key inputs, Grasim acquired assets of Terrace Bay in July

2012 in JV with Thai Rayon, a Group company. This will help in meeting the increasing pulp

requirement for VSF business after the mill is converted into a dissolving grade mill.

Birla Lao Pulp & Plantation Limited in Laos

To further strengthen the backward integration in pulp, Birla Lao has been formed as a JV

with other associate companies for raising captive plantations at Laos. This will provide a

low cost source for wood to meet future requirements of a green field pulp plant in due

course of time.

Birla JingweiFibres Company Limited in China

Through Birla Jingwei, Grasim has its footprint in China, the largest VSF market globally.

Plant capacity was doubled in 2012 and currently the capacity is 72,000 TPA.

IMS GHAZIABAD Page 5

4.3 KARA WET WIPES BY GRASIMS

A wet wipe, also known as a wet towel, or a moist towelette, is a small moistened piece

of paper or cloth that often comes folded and individually wrapped for convenience. Wet

wipes are used for cleaning purposes, like personal hygiene.

Wet wipes are produced as air-laid paper where the fibers are carried and formed to the

structure of paper by air. They are moistened with water or other liquids like isopropyl

alcohol depending on the applications. The paper might be treated with softeners, lotions or

added perfume to adjust the properties or "feeling". The finished wet wipes are folded and put

in pocket size package or a box dispenser.

Wet wipes can serve a number of personal and household purposes. Although marketed

primarily for wiping infants' backsides in diaper changing, it is not uncommon for consumers

to also use the product to clean floors, toilet seats, and other surfaces around the home.

Parents also use wet wipes, or as they are called for baby care, baby wipes, for wiping up

baby vomit and to clean babies' hands and faces.

Kara Face Care Wipes (Aloe Vera, Cucumber, Neem)

Kara Refreshing Facial Wipes are made from Birla Cellulose, a fibre that is 100% natural and

biodegradable, derived directly from the Aditya Birla Plantations.

Essential Features:

These skin wipes ensure effective cleansing to remove dirt, excess oil and grime from the

face and neck area, leaving behind a lingering fragrance.

With every use, it gives you a guaranteed boost of freshness wherever you are.

Key ingredients:

IMS GHAZIABAD Page 6

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.

Neem – It is known for its antibacterial properties and save skin from pimples.(In 10 pack

size only)

Refreshing Facial Wipes - Pack size (No. of wipes): 1, 5, 10, 20 & 30 wipes

Kara Deep Pore Cleansing Wipes

Essential Features:

Kara Deep Pore Cleansing Wipes are enriched with natural ingredients like Jojoba &

Avocado extracts.

It helps get rid of all the impurities that come in contact with the skin, naturally.

Key ingredients:

Jojoba - It is known to be very effective in preventing and treating infections of the skin.

Avocado - These are known to be rich in essential nutrients that soothe and moisturize skin.

Deep Pore Cleansing Wipes - Pack size (No. of wipes): 10 & 25 wipes

Kara Toning Wipes

IMS GHAZIABAD Page 7

Essential Features:

Thyme & Rose extracts have a host of beneficial effects on the skin, giving your skin a

youthful look, tone and elasticity.

Key ingredients:

Thyme – This fragrant herb is known to treat acne prone skin. It is also known for its

astringent properties.

Rose – It imparts a fresh feel and is good for treating acne prone skin.

Toning Wipes - Pack size (No. of wipes): 10 & 25 wipes

Kara Moisturizing Wipes

Essential Features:

It nourishes the skin.

It also ensures that the skin never loses moisture.

Key ingredients:

Honey – It is known for softening moisturizing and protecting delicate skin.

Almonds – These are known for reducing signs of ageing like wrinkles and fine lines.

Moisturizing Wipes - Pack size (No. of wipes): 10 & 25 wipes

IMS GHAZIABAD Page 8

Kara Make-up Removal Wipes

Essential Features:

Enriched with extracts of Lavender & Seaweed, the wipe exfoliates and protects in a uniquely

natural way.

These wipes ensure that the skin gets its nourishment and moisture while the make-up is

being removed.

Key ingredients:

Seaweed extract – It is known to be packed with vitamins, minerals, trace elements, and

amino acids that are essential in maintaining healthy and youthful skin.

Lavender – It is famous for its anti-bacterial and deodorizing properties.

Make-up Removal Wipes - Pack size (No. of wipes): 10 & 25 wipes

Kara Sunscreen Wipes 

Essential Features:

The wipe, enriched with rich Aloe Vera & Plum extracts nourishes the skin with vitamin E

and anti-oxidants, making your skin soft & supple.

So, no matter how long you’re out in the sun, your skin is protected and pampered in a matter

of minutes.

IMS GHAZIABAD Page 9

Key ingredients:

Aloe Vera – It is a natural leaf juice of Aloe Vera plant that keeps skin hydrated and

nourished.

Plum – It is known to help clear build up of buildup of lifeless pores, skin cells and grime.

Vitamin E (Acetate) – Prevents premature ageing of skin and protects from adverse effects

of UV radiation.

Sunscreen Wipes - Pack size (No. of wipes): 10 & 25 wipes

Kara Hand Care Wipes 

Essential Features:

Ensure 99% germ kill and effective cleansing of hands.

Made from Birla Cellulose, a fibre that is 100% natural and biodegradable.

Key ingredients:

Triclosan – It is a potent anti-bacterial and anti-fungal agent that effectively disinfects hands.

Aloe Vera - It is a natural leaf juice of Aloe Vera plant that keeps skin hydrated and

nourished.

Hand Sanitizing Wipes - Pack size (No. of wipes): 1 & 10 wipes

IMS GHAZIABAD Page 10

Kara Baby Cleansing Wipes

Essential Features:

All baby wipes cleanse, moisturize and deodorize, but Kara Baby Wipes also disinfect and

nourish.

These are 100% natural and biodegradable, and so are not only gentle on your baby’s skin but

also environment friendly.

Kara Baby wipes also come with the trust and assurance of the Aditya Birla Group.

Key ingredients:

Chamomile – Chamomile is known to have antiseptic and anti-inflammatory capabilities.

Baby Wipes - Pack size (No. of wipes): 80 wipes

IMS GHAZIABAD Page 11

CHAPTER 3: OBJECTIVES OF THE STUDY

1. To know about the wet wipes market in east Delhi.

2. Assessment of presence of Kara wipes in east Delhi market.

3. To know about the penetration of neem Kara wipes in east Delhi.

4. To find out the attributes which are considered important by the retailers while

stocking neem Kara wipes.

5. To give findings and recommendations on the basis of study.

Scope of study

The scope is limited to the extent of the place, time, organization and their information collected during the internship. It is done as a part of academic study.

The information collected is limited to the academic knowledge gained during the study of the course.

IMS GHAZIABAD Page 12

CHAPTER 4: LITERATURE REVIEW

India has witnessed incremental volume growth over the last 10 years, resulting from

increased acceptance and usage of personal hygiene products. Consumers have developed the

habit of using wipes regularly. Indian food habits involve eating with the hands, and a hand

sanitizer cannot clean them effectively

Contract PackagingKara Wipes offers full turnkey manufacturing, packaging and assembly services. We specialise in the production of packaged wet wipes and pads, filling a variety of formula types.

With every new initiative, we recognise that no two client requirements are ever alike, and every new job demands a unique touch. This inspires our team to go the extra mile in understanding your needs and ensuring a customised solution to your vision so that it becomes a reality on time and on budget.

So whether we're producing an existing product for you or working side by side on brand new product development, Kara Wipes makes the process smooth and simple, every step of the way.

Private LabelKara Wipes is proud of its in-house R&D capabilities. We possess a library of distinct formulations that span a variety of industries. As a Kara Wipes client, you will have access to our stock products for your own private label brand.

Institutional SupplyKara Wipes provides high-quality, affordable bulk products to businesses across a spectrum of industries. Select from any of our high-volume house brands, and you'll be assured that performance, safety and value go hand-in-hand.

IMS GHAZIABAD Page 13

4.1 Research Paper By:

G. Raghu

Bharathiyar University

September 20, 2013

Title – “A study on consumer awareness of Kara skincare wet wipes in Bangalore City”.

Objectives of the study:

1. To study the market for wet wipes.

2. To make an assessment of the organization in the market

3. Finding the reasons for low sales.

4. Finding solutions to improve the sales.

FINDINGS:

86% of people are aware about wet wipes, that means there is a large awareness about

the product in the market.

Among the people who are aware about wet wipes, 62% are aware about Kara

skincare wet wipes by Aditya Birla Group.

Awareness about the product is mainly through TV and Friends.

Awareness about the product is found to be more among the age group 15-40.

Most of the customers who had used Kara Skincare wipes were happy with the

product. It implies that the product has the potential to do well in the market.

Many customers felt that the product is expensive.

Few customers also felt that the product is not attractive.

The market share of Kara in wet wipes market is only about 17.8%. Hence there is lot

of potential to increase the market share.

IMS GHAZIABAD Page 14

4.2 Report of Euro-monitor on Wet Wipes Trends in India

TRENDS

Personal wipes grew by 20% in current value terms in 2014, primarily due to a very low

sales base. The customer base increased as wipes gained visibility in modern retail

formats, such as hypermarkets and supermarkets, but remained small compared with that

for retail tissue products

PROSPECTS

Wipes in India is estimated to see an 11% value CAGR at constant 2014 prices over the

forecast period, due wholly to the performance of personal wipes. In retail volume terms, a

15% CAGR is expected.

IMS GHAZIABAD Page 15

4.3 Study of the Behavior Of Retailers Towards KARA and find ways to Place KARA In Untapped Market of Gurgaon Region – By Ankur Singh (ITS Ghaziabad) 2012-2014

Objective of Study

To analyse the present market of wipes by using primary research techniques and collection of data for identifying the present market viability of product.

To find out the gaps between the distributors and the retailers.

To find out reasons, even having such a potential market, Kara wipes are not preferred by the customer.

To do the comparative study between Kara facial wipes & other Chinese wipes.

To find out the reasons, why retailers use to prefer the Chinese product rather than preferring the Brand Kara.

Try to find out the ways how to place KARA in untapped market because approx in 1200-1300 retail stores only 300-400 retail stores we are able to serve till now.

RECOMMENDATIONS

Try to cover untapped market by adding new Distributer because Out of 1300 retail

stores they are providing services on only 350 stores.

More sales staffs should be provided for Gurgaon.

Try to strong Distribution system & supplying Process.

Training & Product awareness programs.

Try to build more Awareness.

Packaging should be improved.

Try to build better relation with retailers.

Try to maximum utilization of brand name of ABG.

Branding of product on the stores should be done.

IMS GHAZIABAD Page 16

CHAPTER 5: RESEARCH METHODOLOGY

5.1) Research Objective

To know about the launching and penetration of NEEM KARA wipes in the East Delhi

market.

5.2) Research design

Research design is a blue print of the research to be conducted. It is an overall picture or plan

of research to be concluded. Here, an exploratory research design is used.

• In this type of design, a vague problem is selected and understood and is then followed by

an exploratory research to finally get new ideas.

• Individual surveys, referring to secondary sources of data etc. play an important role in such

research designs.

• Reviewing related literature, following or surveying people having practical experience in

the problem related field act as very important and most commonly used methods by an

exploratory researcher.

IMS GHAZIABAD Page 17

5.3) Sample design

A. Sample unit: Retailers and traders in East Delhi market.

B. Sample size: Select 160 retailers from different areas of East Delhi

C. Sample area: Vivekvihar, Krishna nagar, Rohtashnagar, Geeta colony,

Dilshad garden and Parvana road

D. Sampling Technique: Quota sampling technique is used

5.4) Data collection

Primary Data: The primary data are those which are collected a fresh and for the first Time

and thus happen to be original in character. There are several methods of collecting primary

data, particularly in survey and descriptive researches.

Some important methods of collecting primary data are:

a. Observation Method

b. Interview Method

c. Questionnaire

In this research study secondary data used are:

1. Aditya Birla websites

2. Research Papers.

IMS GHAZIABAD Page 18

Sources: - There are total 280 retailers who sell wet wipes, out of which 160 retailers’ sells

Kara wipes. For this research these 160 retailers have been selected.

Tools for data collection: A structured questionnaire was given to the retailers to fill.

5.5) Data Analysis

ANALYSIS:

Analysis have been done through –

Bar Charts

Correlation Analysis

Pie Charts

Paired T test

IMS GHAZIABAD Page 19

CHAPTER 6: FINDINGS AND ANALYSIS

Limitations of the study:

Sample composition: the 160 respondents chosen may not accurately represent the whole

population

Sample population is restricted to the east Delhi allotted areas.

Honesty in respondents: the respondents may hinder to disclose their honest opinion.

All respondents of the survey are retailers, hyper market and wholesalers are not included.

IMS GHAZIABAD Page 20

6.1 Most selling wet wipes of different brands in retail shops.

Brand KARA J & J HIMALAYA DETTOL OTHERS TOTALNo. of retailers 51 45 26 15 23 160

Percentage 31.875 28.125 16.25 9.375 14.375 100Figure 6.1a Table of most selling wipes

0

10

20

30

40

50

60

KARA; 51

J & J; 45

HIMALAYA; 26

DETTOL; 15

OTHERS; 23

KARA J & J HIMALAYA DETTOL OTHERS

Figure 6.1b- Most selling brand of wet wipes

Interpretation 1: Among 160 retailers 51 says that KARA is the most selling brand in their

shops followed by Johnson & Johnson.

2. Also the result shows that selling of other brands (Specially Chinese wipes without MRP)

has high selling than Dettol and nearby to Himalaya.

IMS GHAZIABAD Page 21

6.2 Number of variants of KARA sold by the retailers

FIGURE 6.2a

1-2 variants less than5 more than 5 All totalNo. of retailers 45 104 11 0 160

percentage 28.125 65 6.875 0 100

0

20

40

60

80

100

45

104

11

1-2 varients less than 5more than 5 Linear (more than 5)

Figure 6.2b- Selling of different variants of KARA

Interpretation.1 Out of 160 retailers (only those who sell KARA) 65% of retailers sell 3-4

variants of KARA and only 6.87% of retailers sells more than 5 variants. Not even a single

retailer sells all variant of KARA. This shows that there is a demand of limited variants only

in the market.

IMS GHAZIABAD Page 22

6.3 Most selling variants of KARA

FIGURE 6.3

Mint Cucumber TotalNo. of retailers 72 88 160

percentage 45 55 100

0

10

20

30

40

50

60

70

80

90

Mint 72

Cucumber; 88

Mint Cucumber

Figure 6.3b- Most selling variant of KARA

Interpretation: - Out of total 9 variants of KARA 100% retailers says that Mint and Cucumber

variant is the most selling variants of KARA on their shop.

IMS GHAZIABAD Page 23

6.4 Sellers of NEEM KARA wipes in east Delhi

Figure 6.4a

YES NO TOTALNo. of retailers 95 65 160

percentage 59.34 40.66 100.00

No. of retailers; 95; 59%

No. of retailers; 65; 41%

No. of retailers

YES NO

Figure 6.4b- Sellers of neem kara wipes

Interpretation: -1. Out of total 160 retailers of KARA 95 retailers i.e. 59% prefer to sell

NEEM KARA wipes on their shops.

2. Out of 160 retailers 65 retailers do not sell NEEM KARA wipes but they sell other variants

of KARA.

IMS GHAZIABAD Page 24

6.5 Opinion of retailers towards Contribution of different attributes that influence customers to buy NEEM KARA wipes

FIGURE 6.5a

Refreshment Antibacterial Hygienic Fragrance Brand name TotalNo. of retailers 18 36 11 14 16 95

percentage 18.95 37.89 11.58 14.74 16.84 100

0

5

10

15

20

25

30

35

40

18

36

11

1416

Refrashment Antibacterial Hygienic Fragrance Brand name

Figure 6.5b- Attributes of Neem wipes

Interpretation: - Out of total 95 sellers of Neem Kara wipes, 37.9% retailers agree that

antibacterial properties of Neem attract customers and influence them to buy Neem wipes.

IMS GHAZIABAD Page 25

6.6 Bottle necks in selling neem wipes

FIGURE 6.6a

Packing

size DemandAvailability of other

brandsAwarenes

s Price TotalNo. of

retailers 8 25 5 19 8 65percentage 12.31 38.46 7.69 29.23 12.31 100

0

5

10

15

20

25

30

8

25

5

19

8

Packing size Demand Availability of other brands Awareness Price

Figure 6.6b- Attributes that restricts selling of Neem wipes

Interpretation: Out of 65 retailers those are not selling Kara Neem, 67.7% agrees that market

demand and consumer awareness is less so they don’t sell Neem wipes. But they sell other

variants of KARA.

IMS GHAZIABAD Page 26

6.7 Satisfaction level of customers towards quality of neem KARA wipes

FIGURE 6.7a

Highly

satisfiedSatisfie

dModerat

eless

satisfiedNot

satisfied TotalNo. of

retailers 71 17 7 0 0 95percentage 74.74 17.89 7.37 0.00 0.00 100

0

5

10

15

20

25

30

35

40

45

50

55

60

65

70

7571

17

7

Highly satisfied Satisfied Modrate less satisfied Not satisfied

Figure 6.7b- Satisfaction Level of customer towards quality

IMS GHAZIABAD Page 27

Interpretation: Out of 95 retailers who are selling kara neem wipes, 74.74% retailers agrees

that customer is highly satisfied with the quality of Neem kara.

Only 7.37% retailers said that quality is moderate and none of the retailer said that they are

not satisfied with the quality of Kara Neem.

IMS GHAZIABAD Page 28

6.8 Satisfaction level of customers towards price of neem KARA wipes

FIGURE 6.8a

Highly satisfied SatisfiedModerat

e less satisfied Not satisfied TotalNo. of retailers 109 32 13 3 3 160

percentage 68.13 20.00 8.13 1.88 1.88 100

05

101520253035404550556065707580859095

100105110 109

32

13

3 3

Highly satisfied Satisfied Moderate less satisfied Not satisfied

Figure 6.8b- Satisfaction Level towards price of neem wipes

Interpretation: 68.13% out of total 160 retailers shows that customer is highly satisfied with

the price of Neem Kara.

IMS GHAZIABAD Page 29

6.9 Satisfaction level towards offers given by company to retailers to promote Neem KARA wipes

FIGURE 6.9a

YES NO TOTALNo. of retailers 80 80 160

percentage 50.00 50.00 100.00

YES; 80; 50%NO, 80, 50%12

Figure 6.9b- Satisfaction level of retailers towards promotional offers

Interpretation: As there is no any special offer for retailers to promote Neem kara wipes but

only general offer of 12+1 packet has been offered by the company to the retailers. Thus 50%

of the retailers are satisfied with the offer and 50% are not satisfied.

IMS GHAZIABAD Page 30

6.10 Correlation between quality and Price of neem Kara wipes

Correlations

Correlations

QUALITY PRICE

QUALITY Pearson Correlation 1 .912**

Sig. (2-tailed) .000

N 95 95

PRICE Pearson Correlation .912** 1

Sig. (2-tailed) .000

N 95 160

**. Correlation is significant at the 0.01 level (2-tailed).

FIGURE 6.10a

INTERPRETATION:-

H0: No correlation exists between the quality and price.

H1: There exists a correlation between quality and price.

Since p-value is 0.000 which is less than α(0.05) for quality corresponding to price.

So reject H0 in this case.

There exists a correlation between quality and price and the value is 0.912 that is high degree

of positive correlation.

So in some ways quality and price are related.

IMS GHAZIABAD Page 31

6.11 Paired T test between Quality and Price of Neem Kara wipes.

Paired Samples Statistics

Mean N Std. Deviation Std. Error Mean

Pair 1 QUALITY 1.33 95 .609 .063

PRICE 1.31 95 .585 .060

FIGURE 6.11a

Paired Samples Correlations

N Correlation Sig.

Pair 1 QUALITY & PRICE 95 .912 .000

FIGURE 6.11b

Paired Samples Test

Paired Differences

T df

Sig. (2-

tailed)Mean

Std.

Deviation

Std. Error

Mean

95% Confidence

Interval of the

Difference

Lower Upper

Pair

1

QUALITY -

PRICE.021 .252 .026 -.030 .072 .815 94 .417

FIGURE 6.11c

Here we have applied paired t test between quality and price.

IMS GHAZIABAD Page 32

Now we assume hypothesis in this case.

H0: No difference exists in the satisfaction level of quality and price.

H1: There is difference in satisfaction level of quality and price.

Out of total 160 respondents 95 gave their response for both price and quality of which mean

quality is 1.33(1) and mean price is 1.31(1).

Thus the respondents think Highly Satisfied towards price and quality of KARA with

standard deviation 0.609 and 0.585 respectively giving the range for quality and price.

T (calculated)=0.815

Degree of freedom=94

P-value=0.417

α=0.05

Here p-value>α

So we will accept the H0.

And we can say that there does not exist a relationship between satisfaction level of retailers

in the rating of quality and price.

IMS GHAZIABAD Page 33

6.12 Correlation between price and selling of neem wipes

Correlations

PRICE SELLNEEM

PRICE Pearson Correlation 1 .263**

Sig. (2-tailed) .001

N 160 160

SELLNEEM Pearson Correlation .263** 1

Sig. (2-tailed) .001

N 160 160

**. Correlation is significant at the 0.01 level (2-tailed).

FIGURE 6.12a

INTERPRETATION:-

H0: No correlation exists between the prices and selling of neem wipes.

H1: There exists a correlation between prices and selling of neem wipes

Since p-value is 0.001 which is less than α (0.05) for quality corresponding to price.

So reject H0 in this case.

There exists a correlation between prices and selling of neem wipes the value is 0.263 that is

week positive correlation.

So in some ways selling and price of Kara neem wipes are correlated.

IMS GHAZIABAD Page 34

6.13 Penetration of Neem Kara in East Delhi market

Total Sell Kara Sell Neem variantRetailers in vivek vihar market 32 16 8Retailers in dilshad garden market 55 35 24Retailers in parvana road market 40 27 15Retailers in krishna nagar market 34 22 10Retailers in rohtash nagar market 66 43 28Retailers in geeta colony market 31 17 10Total retailers 258 160 95

FIGURE 6.13a

A.) Penetration in Vivek vihar market

Retailers in vivek vihar market 32

Retailers in vivek vihar market sell kara 16

Retailers in vivek vihar market sell neem variant 08

Penetration of selling Kara wipes = 16/32 = 50%

Penetration of selling neem Kara wipes = 08/32 = 25%

B.) Penetration in Dilshad Garden market

Retailers in Dilshad Garden market 55

Retailers in Dilshad Garden market sell kara 35

Retailers in Dilshad Garden market sell neem variant 24

Penetration of selling Kara wipes = 35/55 = 63.64%

Penetration of selling neem Kara wipes = 24/55 = 43.64%

C.) Penetration in parvana road market

Retailers in parvana road market 40

Retailers in parvana road market sell kara 27

Retailers in parvana road market sell neem variant 15

Penetration of selling Kara wipes = 27/40 = 67.5%

IMS GHAZIABAD Page 35

Penetration of selling neem Kara wipes = 15/40 = 37.5%

D.) Penetration in krishna nagar market

Retailers in krishna nagar market 34

Retailers in krishna nagar market sell kara 22

Retailers in krishna nagar market sell neem variant 10

Penetration of selling Kara wipes = 22/34 = 64.7%

Penetration of selling neem Kara wipes = 10/34 = 29.4%

E.) Penetration in rohtash nagar market

Retailers in rohtash nagar market 66

Retailers in rohtash nagar market sell kara 43

Retailers in rohtash nagar market sell neem variant 28

Penetration of selling Kara wipes = 43/66 = 65.15%

Penetration of selling neem Kara wipes = 28/66 = 42.42%

F.) Penetration in geeta colony market

Retailers in geeta colony market 31

Retailers in geeta colony market sell kara 17

Retailers in geeta colony market sell neem variant 10

Penetration of selling Kara wipes = 17/31 = 54.84%

Penetration of selling neem Kara wipes = 10/31 = 32.26%

IMS GHAZIABAD Page 36

Penetration of selling Kara wipes0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

Krishna nagarrohtash nagargeeta colonyparvana roaddilshad gardenvivek vihar

Figure 6.13b Penetration of KARA wipes

Penetration of selling neem Kara wipes0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

40.00%

45.00%

krishna nagarrohtash nagargeeta colonyparvana roaddilshad gardenvivek vihar

Figure 6.13c Penetrartion of NEEM KARA wipes

IMS GHAZIABAD Page 37

CHAPTER 7: CONCLUSIONS & RECOMMENDATIONS

IMS GHAZIABAD Page 38

CHAPTER 8: BIBLIOGRAPHY

A. http://papers.ssrn.com/sol3/papers.cfm?abstract_id=2328619 B. http://www.euromonitor.com/medialibrary/pdf/samples/

sample_report_tissues_hygiene_wipes.pdfC. http://www.freedoniagroup.com/brochure/22xx/2231smwe.pdf D. http://www.docstoc.com/docs/160598147/A-PROJECT-ON-ADITYA-BIRLA# E. www.adityabirla.com/birlacellulose F. www.google.com G. http://marketingpractice.blogspot.com/2008/05/kara-skincare-wipes-at-your-best-

always.htmlH. http:// www.wikipedia.com I. http://www.thehindubusinessline.com/companies/birla-cellulose-sees-a-big-surge-in-indias-

market-for-wet-wipes/article6388636.ece

IMS GHAZIABAD Page 39

CHAPTER 9: ANNEXURE

Questionnaire1. Which brand of wipes you sell most?

A. KARA B. J&J C. Himalaya D. Dettol E. Others_______

2. How much Variants of KARA you sell?

A. 1-2 variants only B. less than 5 C. more than 5 D. All

3. Out of all KARA variants, which are the most selling variants?

A. MINT B. Cucumber C. Neem D. hand sanitizer E. sunscreen

F. Moisturizer G. Makeup removal H Baby wipes I. Deep pore cleansing

4. Do you sell neem kara wipes?

A. Yes B. No

5. If yes, which attribute influence customers to buy NEEM KARA wipes?

A. Refreshment B. Antibacterial C. Hygienic D. Fragrance E. Brand Name

6. If no, what restrict you to sell NEEM wipes?

A. Packing Size B. Demand C. Availability of other brands D. Awareness E. Price

7. Are the customers satisfied with the quality of NEEM KARA wipes?

A. Highly satisfied B. Satisfied C. Moderate D. Less Satisfied E. Not satisfied

8. Are the customers satisfied with the PRICE of NEEM KARA wipes?

A. Highly satisfied B. Satisfied C. Moderate D. Less Satisfied E. Not satisfied

IMS GHAZIABAD Page 40

9. Are you satisfied with the offers given by company to promote KARA NEEM wipes?

A. YES B. NO

Name of retailer: ________________________________________________________________

Area: ________________________________________________________________

Type of shop: _________________________________________________________________

(Thank you so much for your time, have a good day!!!!)

IMS GHAZIABAD Page 41