aditya birla kara sip

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CHAPTER 1: INTRODUCTION

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 sector is the fourth largest sector in the Indian economy and has market size of

$13.1 billion. This industry primarily includes the production, distribution and marketing

of consumer packaged goods, that is those categories of products which are consumed at

regular intervals. The sector is growing at rapid pace with well-established distribution

networks and intense competition between the organized and unorganized segments.

FMCG has mainly three key segments: Personal Care, Household Care and Food &

Beverages. Further, Personal Care has five segments: Hair care, Skin care, Colors &

cosmetics, Fragrances and Bath & shower products. The skin care market belongs to the

Personal Care segment of the FMCG sector in India.

In light of the intense competition facing the Skincare industry, manufacturers are

constantly engaged in the creation of new products and introducing new varieties that

would hopefully win consumers' acceptance. One such product is Wet wipes. In personal

care segment disposable wipes are used for make-up removal and as deodorant. Grasim

Industries has started its Consumer Product Division with various FMCG products which

includes personal care & home care dry & wet wipes products. The main product of our

concern for the research is Kara Skincare wipes. (Euromonitor, 2010)

In personal care segment disposable wipes are used for make-up removal and as

deodorant. They are also used for floor and furniture cleaning in household care segment,

disposable wipes has gradually expanded to offer a wide range of new applications,

replacing the traditional combination of cloth, cotton and cleaning solution.

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Purpose of the Study

The purpose of this quantitative study is to check the consumer awareness about

Kara skin care and hand sanitizing wipes and also see to it that tools used for promotion

by Kara are effective or not. The data is obtained through questionnaires filled by 78

consumers at different location in Delhi and NCR and through online mail surveys too.

The data was managed by SPSS software.

Significance of the Study

The concept of wet wipes have been very successful in foreign countries and now

emerging trends show that in India also its demand is growing in fast pace. With the

FMCG market growing and wipes being one of its sub divisions, the demand will grow in

following years. In the past 5 years Kara, the brand of wet wipe under Birla cellulose,

Aditya Birla Group has grown and become the market leader in this category but with

competitors growing and still an untapped market present this study helps us to test the

consumer awareness about Kara skin care and hand sanitizing wipes and also see to it

that tools used for promotion by Kara are effective or not.

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Objective of the Study

Primary objective:

To study the consumer’s awareness Kara skin care wipes and hand sanitizing

wipes handys.

The promotional measures taken to make the consumers aware of Birla Cellulose

product Kara.

Based on the finding will give recommendations to help increase sales of Kara

Secondary objective:

To understand what factors do people look for while purchasing hand sanitizers.

To analyze that if wipes are more useful than traditional liquid form of cosmetic.

To know that if consumers would be interested to buy the hand sanitizing wipes

and replace the sanitizer bottle that they are already using.

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Company Profile

Figure 1.1 Aditya Birla Group

(http://www.adityabirla.com/home)

Aditya Birla Group

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). (http://www.adityabirla.com/home)

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Grasim Industries Limited

Figure 1.2 Aditya Birla Grasim

(http://www.grasim.com/)

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 (FY2013). 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.

(http://www.grasim.com/)

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Birla Cellulose

Figure 1.3 Birla Cellulose

(http://birlacellulose.com/)

Birla Cellulose is the Aditya Birla Group's umbrella brand for its range of

cellulosic fibres. It comprises versatile sub-brands; Birla Viscose, Birla Viscose Plus,

Birla Modal, and Birla Excel. These brands offer a wide range of functional benefits such

as soft feel, high moisture absorbency, bio degradability and comfort to the wearer. These

fibres have multiple applications including apparel, home textiles, dress material,

knitwear, non-woven etc.

Fibre is one of the oldest businesses of the Aditya Birla Group that commenced in 1954.

Birla Cellulose is a world leader in viscose staple fibre (VSF). Its production is spread

across six countries, viz. Canada, Thailand, India, Indonesia, China and Laos. The Group

independently fulfils India's entire VSF requirements. (http://www.adityabirla.com/home)

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Vision

To be the Global Leader in the Man-made Cellulosic Fibre Industry

Mission

We aim to create Superior & Sustainable Value for all our stakeholders, maintaining the

largest market share in the Man-made Cellulosic Fibre Industry globally through:

Innovation in Products & Processes

Excellence in Quality, Service, People Development &

Focus on Environment Friendliness in all our activities

Values

Integrity

Commitment

Passion

Seamlessness

Speed

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Products of Birla Cellulose

1. Kara baby wipes

Figure 1.4 Kara baby wipes

Kara baby wipes are

Safe for baby’s skin.

Hygienic.

Hypoallergenic

Dermatologically tested.

Alcohol free.

With mild fragrance.

Convenient- hassle free cleaning and application of lotions without using towel or

cotton balls.

Portable.

With optimized efficacy.

For complete baby care.

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2. Prim-home & kitchen care wipes

Figure 1.5 Prim

PRIM is basically dry wipes used in Kitchen and various multipurpose household

works. It can be used to wipe the utensils and cutleries. One wipe can be used for at least

a month in the kitchen. There are two packs available in the market:

a. Multipurpose wipes

b. Home care wipes

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3. Kara skin care wipes

Figure 1.6 Kara

Grasim Industries has started its Consumer Product Division with various FMCG

products which includes personal care & home care dry & wet wipes products. The main

product of our concern for the research is Kara Skincare wipes.

It is not easy to look beautiful all the time and it gets even harder when you are

out of home with pollution, dust and heat. Introducing for the first time in India, Kara a

complete range of skincare wipes.

In India, the market for wet wipes was gradually picking up with changing lifestyles and

the fast pace of life among the young and upwardly mobile population with higher

disposable income.

Kara Skincare wipes is a new product to hit the Indian market. The brand is now

running heavy print campaign announcing the launch. Kara Skincare wipes can be called

as India's first branded skincare wipe product. Skincare wipes are popular in the west but

in India the category is a new one. Although Indian consumers are familiar with the

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products which are imported, it’s the first time that an Indian company enters this

segment Kara means care. The brand also marks Aditya Birla Group's foray into the

Indian FMCG market.

The brand aims to create a new category of wipes in India. Hence the challenge is to

educate the target audience about the usefulness of this product. This task is cut out for

Kara since the customer is already exposed to such products. The only task is to inculcate

the habit of buying and using the wipes. The product is relevant in the Indian market for

two reasons.

One is the climate which necessitates such a product and

Second is the growing number of lady professionals.

The brand has the tagline “face refresh karne ka specialist” this clearly communicates the

core brand positioning. The brand is being promoted as the anytime solution to look

good.

Kara has a good potential to create and own a new category. The brand already

has the first mover advantage. But the category does not have much entry barriers. It can

face stiff competition from cheap imports. But Kara has the financial backing of Birla

group and the investment in building this brand will pave the way for another successful

marketing story.Kara is readily available pan India at superstores, cosmetic and chemist outlets

and modern retail. The ease of usability of a convenient and high value product at an affordable

cost in India for a young and mobile population is a huge opportunity that Kara wishes to address.

Kara wipes were highly effective with unique formulations having natural

ingredients that nourish the skin. They are alcohol free and dermatologically safe. Kara is

made from 'Birla Cellulose', a fibre that is 100 % natural and biodegradable

Compactly packaged and pre-moistened Kara skincare wipes give a hygienic, convenient

and effective skincare solution to the consumers on the go. These wipes are easy to carry

and use.

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Variants of Kara-skin care:

Deep Pore Cleansing Wipes

Sunscreen Wipes

Moisturizing Wipes

Toning Wipes

Make Up Removal Wipe

Refreshing Facial Wipes

Handys

o KARA hand sanitizing wipes have been shown to clean and sanitize hands

more effectively than rub-in gels. These sanitizing wipes are extra tough

on germs, killing 99.9% of germs. Though there are few companies who

manufacture sanitizing wipes, but all of them are alcohol based. KARA is

the only sanitizing wipe which is Triclosan based and as sufficient as

alcohol in killing germs. Triclosan is one of the antibacterial and

antifungal and even toothpaste. Grasim Industries outsource Triclosan

from vivimed Labs based in Hyderabad. The wipes contain 0.1%

Triclosan which is sufficient to give required anti bacterial properties.


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Summer Internship Profile

Corporate Sales Management Kara wet wipes have emerged as one of the most useful

and preferred gifting in many Corporate and Institutional Segments for various occasions

viz. Gifts to Doctors/ Business Associates/ Clients, Brand Promotion, Merchandise for

Trade promotion & Consumer Schemes, Office amenities, Conference & Seminar

amenities, Tool for providing better Customer/ Guest experience etc. In profile of

Corporate Sales, we had to target the clients for bulk purchase of our product, so we can

offer our best price to them and customize the product as per their requirements.

The usage of Kara in Corporate Sales:-

A) As a Gifting purpose: - Kara in corporate house can be used as a gifting purpose.

When Business to Business house join their hands with each other, then Kara can

be gifted to them for refreshing their mood and environment.

B) Sales promotion: - Wipes also can be utilized for promoting sales. By providing to

the other companies our product to launch with their new products through ads

which will help in promoting two business’s sales.

C) Useful for Hotels: - Kara can be taken for hotels by using it after meals to clean

hands, to refresh the moods and for hygiene protection.

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D) Useful in Aviation: - In this sector also Kara plays a vital role. For providing

Kara wipe to customers during their travel to wash off their hands, to refresh their

mind. Before & after meals.

E) Useful in Tour & Travel Agencies, Pharmacy and many more.

The corporate sales can be divided into eight different sectors which are:

1. Aviation: Every airline gives a small kit to their passengers which contain some

utilities. Among these utilities, wet wipes can also be given. The wipe is given in

a single sachet which has customized printing as per airlines requirements. The

shelf life of these wipes are around 6 months after which they start getting dry

however can still be used without any worries. Currently, Kara wipes are being

supplied to Kingfisher, Jet Airways, Indigo airlines and Dana airways.

2. Pharmaceuticals: Many pharmaceutical companies which have manufacturing

and marketing in domestic market give gifts to Doctors to promote their brand

and maintain good relations with them. The gifting may range from pen, key

chains to laptops and other luxurious items. The companies buy in bulk with

customization options and keeps on changing their gifting portfolio every season.

Wet wipes are a smart gifting option as they are different from conventional

items, easily customizable and have usefulness in summer Season. Generally

these companies prefer 10’s or 20’s pack with their brand name on sticker. Some

of our clients are DR. Reddy, Torrent, Pfizer, Panacea Biotech, Wockhardt,

Ranbaxy, Fresenius Kabi, Abbot, Blue Cross etc.

3. Hotels, Restaurants and Catering (HORECA): In hospitality sector, Hotels are

prime clients which offer numerous amenities to its guests. When the guests

arrive at hotel, they are greeted with complimentary drinks. Wet wipes can be

given to guests so that when they come from outside, they can use it to clean their

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face which refreshes them. These wipes can also be kept in the rooms on a daily

basis when housekeeping staff cleans the room. Single customized sachets can be

used here. The wipes can also be pitched for caterers in marriages, high profile

events, Sport events etc. They can offer single sachets to guests as a welcome

gesture. In Hotel industry, Taj Vivanta, Chariot Beach resort, Intercontinental

Mumbai is our prestigious clients.

4. Tour and Travels: Since wet wipes are commonly used in foreign countries, when

tourists come in our country they need such product to fight off the tropical

weather in summers. Tours and Travels prepare kits for tourists of which wet

wipes can be a part. Single sachets or 10’s pack can be used for their kit. Kuoni

Travels (Gurgaon) is our client in this sector

5. Auto and Allied: Car service centers and showrooms can gift wet wipes to its

customers as a token of goodwill and to retain customer loyalty. In summers, car

owners generally keep dry tissue papers in their cars. With the growing awareness

of wet wipes, they are realizing the advantage of wet wipes over dry tissue. The

Automobile OEM’s or allied industries do gifting for various distributors and

dealers in their distribution channel. Kara wet wipes can be used by them for their

brand promotion as they can customize 10’s and 20’s pack with their brand name

on it. Earlier a deal with Mahindra motors was done for Mahindra Xylo and

Mahindra XUV 500.

6. Service: Hospitality sector is incomplete without Spa, Saloons and Beauty

Centers. Apart from refreshing wipes, other variants like Make-up removal wipes,

Toning wipes Moisturizing wipes, Cleansing wipes can be used here as a

replacement of conventional cotton ball and lotions.

7. Consumer Goods and durables: In FMCG sector, Kara products can be used as in

product promotion (Bundle packing along with their product) and Trade

promotion (gifting for channel partners). It can also be given as gifts to consumers

buying expensive durables like Air conditioners, Microwaves etc. We can also do

contract manufacturing as per the requirements of the clients. Currently Prim

(kitchen care wipes) are being cross promoted with Godrej Hit.

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8. Retail: In premium retail outlets, guests are treated warmly and are offered with

tea or coffee as a kind gesture. Single sachet wipes can be given to guests when

they enter showroom so that they can refresh themselves. This product should be

pitched at showrooms where conversion rate is high like Jewelry showrooms,

outlets having expensive watches, furniture, mobile phones etc. Can be target for

our product. Amongst them Titan is our esteemed client.

My Work in Corporate Sales

A) Building healthy relationships with Clients for long term results.

B) Introducing our company’s products to different corporate and institutions.

C) Finalizing and closing the deals.

D) Scanning the whole market for prospective client.

E) Offering different offers to different intuitions according to their specifications.

F) Arranging meetings with Clients.

G) Understanding the term Negotiation.

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CHAPTER 2: LITERATURE REVIEW

Introduction

The study of consumer attitudes and perception is a difficult task for marketing

experts. In this ever changing competitive market environment, consumers are gradually

becoming erratic and more unpredictable making the study much more complicated.

(Blois, 2000). In today’s world of limitless choices and wide variety of purchase options

available, attitude and perception may change in the course of buying process that may

further influence the consumers to switch brands. Understanding consumer behavior

incomplete until describing how consumers make choices, as clarified by (Goldsmith &

Foxall, 1994) in their book on Consumer Psychology for Marketing. Consumers come to

know and learn about brands through various communication vehicles like packaging,

promotion, advertisement, business talks and word of mouth. After consumers become

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aware about the brand, their buying decisions are guided by the impressions of the brand

that they have formed from the information. Therefore, the study of consumer perception

is an element of largely unconscious process of consumer behavior.

Consumer perception is an approximation of reality. Consumer mind tries to make

sense out of the stimuli to which they are exposed. Perception is “the process by which an

individual selects, organizes, and interprets stimuli into a meaningful and coherent

picture of the world.” (Schiffman & Kanuk, 2007). (Goldsmith & Foxall, 1994)

Mentioned in their book that consumers become aware about the environment through

the five senses and therefore sensation is the process with which perception begins. But

perception is not synonymous with sensation despite their clear interconnectedness.

Attitudes and perceptions (both positive and negative) play an important role in consumer

buying behavior process and have a strong impact in buying decisions. They are mainly

judged by the characteristics of the product/service that consumers perceive and the

formal evaluations of these characteristics are based on their satisfaction level. If a

consumer feels satisfied with the product/service, he/she would pose a positive attitude

towards it that would eventually create a favorable perception in the consumer’s mind

(Assael, 1998)

A brief introduction of 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.

(http://www.focusmanagementconsultants.co.uk/fmcg). According to (Majumdar, 2006)

FMCG refers to non durable goods and consumer usually spends a minimum effort to

procure them. Described by (Purohit) Fast Moving Consumer Goods (FMCG) goods are

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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.

Features of FMCG by various authors (Majumdar, 2006)

(http://www.focusmanagementconsultants.co.uk/fmcg)

From the consumers' perspective:

Frequent purchase

Low involvement (little or no effort to choose the item – products with

strong brand loyalty are exceptions to this rule)

Low price

From the marketers' angle:

High volumes

Low contribution margins

Extensive distribution networks

High stock turnover

Short shelf life

Frequent purchase pattern

Involves low level of risk and emotions

Classification of FMCG

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Highly perishable and non-highly perishable goods Highly perishable goods

include meats, vegetables, fruit, and bakery items - anything that has a reasonably

short shelf life. In contrast, products such as wine, beer and spirits, canned foods

and toiletries have a longer shelf life and do not perish quickly. Nonetheless, these

products are in high demand and as a result product turnover is high; they do not

spend long on the supermarket shelves.

(http://www.focusmanagementconsultants.co.uk/fmcg)

Segment wise

Household Care The detergents segment is growing at an annual growth rate of

10 to 11 per cent during the past five years. The local and unorganized players

account for a major share of the total volume of the detergent market. The

preference is given to detergents in urban area compared to bars. Household care

segment is featured by intense competition and high level of penetration. With

rapid urbanization, emergence of small pack size and sachets, the demand for the

household care products is booming. In washing powder segment, HUL is the

leader with ~38 per cent of market share. Other major players are Nirma, Henkel

and Proctor & Gamble.

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Personal Care Personal care segment includes personal wash products, hair care

products, oral care products, cosmetics etc. The Indian skin care and cosmetics

market is valued at $274 million and is dominated by HUL, Colgate Palmolive,

Gillette India and Godrej. The coconut oil market accounts for 72 per cent share

in the hair oil market. The hair care market can be segmented into hair oils,

shampoos, hair colorants & conditioners, and hair gels. In the branded coconut

hair oil market, Marico (with Parachute) and Dabur are the leading players.

Sachet makes up to 40 per cent of the total shampoo sale. Again the market is

dominated by HUL with around ~47 per cent market share; P&G occupies second

position with market share of around ~23 per cent. Personal wash can be further

segregated into three segments namely Premium, Economy and Popular. Here

also, HUL is the leader with market share of ~53 per cent; Godrej occupies

second position with market share of ~10 per cent. Swelling disposable incomes

of the Indian consumers, growth in rural demand and upgrading to the premium

products are the key drivers for future demand growth in major FMCG categories.

Food and Beverages This segment comprises of the food processing industry,

health beverage industry, bread and biscuits, chocolates & confectionery, Mineral

Water and ice creams. The three largest consumed categories of packaged foods

are packed tea, biscuits and soft drinks. Indian hot beverage market is a tea

dominant market. The major share of tea market is dominated by unorganized

players. Leading branded tea players are HUL and Tata Tea. Major players in

food segment are HUL, ITC, Godrej, Nestle and Amul. (Vora) (Vihag, Atishay, &

Prashant, 2013)

FMCG Sector in INDIA

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The FMCG sector is the fourth largest sector in the India with a total market size

in excess of USD 13 billion as of 2012. This sector is expected to grow to a USD 33

billion industry by 2015 and to a whooping USD 100 billion by the year 2025. It has a

strong MNC presence and is characterized by a well established distribution network,

intense competition between the organized and unorganized segments and low

operational cost. (Vora) (arora, 2012)

The Indian FMCG industry accounts for 2.2% of the GDP of the country but has

tripled in size over the last 10 years and has grown at approximately 17% CAGR in the

last 5 years, driven by robust macroeconomic conditions, rising income levels, increasing

urbanization and favorable demographic trends. These drivers are expected to continue to

favorably impact the industry, which is estimated to further triple in size by 2020

according to the CII FMCG Roadmap to 2020 (as quoted in the ITC annual report).

FMCG usage in India as the country grows to become the third largest economy in the

world appears a logical use of resource. The strategy is also vindicated by the relatively

low levels of per capita consumption within many FMCG product sectors in India, the

growing population of working women, plus increased government spending on

education. According to a study by Deloitte Touche Tohmatsu Limited 'Consumer 2020:

Reading the signs', India will emerge as the world's fifth largest consumer market by

2025, providing significant opportunities in FMCG for companies positioned to take

advantage (Euromonitor, 2012). (arora, 2012)

Skincare segment

The skin care market belongs to the Personal Care segment of the FMCG sector in

India and is valued at $180 million in India (Approx. Rs.72, 000 Cr.) (Naqvi) . The skin

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care market is at a primary stage in India. This market can be further divided into toners,

cleansers, sunscreens, anti- wrinkle creams, wet wipes, dark circle removing creams,

astringents, facial creams, moisturizers, fairness creams, day and night creams, etc. It is

also a fact that the skin care market is in the infancy stage in India with a very poor

penetration of this segment in the rural market. Despite this fact, India has seen a

significant increase of skin care products observed over a period of five to six years.

The major players in this segment are Hindustan Unilever (fair and lovely) with a

market share of ~54 per cent, followed by CavinKare (Fairever) with a market share of

~12 per cent and Godrej with a market share of ~3 per cent. (Euromonitor, 2012)

(Naukrihub, 2010). The other players that have a presence in the market are Emami (Gold

Turmeric and Naturally Fair), Revlon (Fair & Glow) (NaukriHub.com, 2008). The data

from different sources show that only 22% of the population uses skincare products of

any kind in India.

The Beauty Company in their report ‘The Beauty Benchmark’ states that 58% of

women in the US between 18 and 50 plus buy skincare on a monthly or bi-monthly basis.

The older the consumer, the more products they use on a daily basis. But as they cross the

55 year mark, their usage begins to drop (Beautycompany, 2010).

Some of the major reasons for growth of the skin care industry in India may be

categorized as below:

Concerns about hygiene and personal grooming drive sales.

Discounts boost growth in the face of economic uncertainty.

Domestic players expand their presence.

Chained retailers create opportunities for point- of-sale marketing.

Rising affluence and sophistication to drive future growth.

(Euromonitor, 2012)

As the skin care market grows, it simultaneously helps in the growth of facial skin

care segment as well. In light of the intense competition facing the Skincare industry,

manufacturers are constantly engaged in the creation of new products and introducing

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new varieties that would hopefully win consumers' acceptance. One such product is facial

wipes. The category now assumes a major role in the personal care market and is likely to

show double digit growth for next couple of years. (arora, 2012)

In personal care segment disposable wipes are used for make-up removal and as

deodorant. They are also used for floor and furniture cleaning in household care segment,

disposable wipes has gradually expanded to offer a wide range of new applications,

replacing the traditional combination of cloth, cotton and cleaning solution. (arora, 2012)

According to (Horovitz, 2002)during decade ago (1990) wet wipes were only

used for wiping babies backside but in 2002 the market has been changed. There are

wipes for kitchen counters, toilets, car surface. Wipes to clean wounds and relieve pain.

Deodorant wipes for men and women. For extra-tough jobs, there are Lysol Heavy Duty

Wipes — one side wipes, the other side scrub and pre moistened toilet wipes. And, yes,

there are oodles of wipes for pets. There's even a new wipe for women seeking relief

from hot flashes.

He quoted “Americans don't have to jump in the pool to get wet this summer.

They can simply slosh down any grocery store aisle. This is where wipes — pre

moistened and disposable — are becoming as common as house dust.”

An industry which was not there 10 years ago generated annual sales of nearly $2

billion in 2002, estimates The New England Consulting Group. About 110 different of

wipes were introduced in 2001, reports Product Alert, a publication that tracks new

products.

Consider: About 28 billion individual baby wipes were sold last year i.e. 2001 —

and nearly 40% of them weren't used for cleaning baby backsides. In many cases, adults

are using them to wipe their own hands and faces said by Gary Stibel of The New

England Consulting Group.

According to the article that year the winning brand was P&G and Kimberly-

Clark. For P&G wipes accounted for nearly 2% of P&G's total sales — or about $800

million and of Kimberly- Clark estimates wipes sales were at $500 million.

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The disposable wet wipes market, fairly niche and nascent in India, has grown to

$ 75 million annually (The Hindu Business Line, 2009). Worldwide, wet wipes are a $6-

billion category, but in India, it is in the nascent category (The Hindu Business Line,

2009). It is treated as a lifestyle item and not as an essential item. Hence, it will take

some time before it reaches an inflection point. (arora, 2012) The segment, however, has

been growing by 16- 18% annually, according to a report by Credit Suisse, an

international brokerage (The Wall Street Journal, Live Mint.com, February, 2008).

‘Skin Care’ wipes as a category also benefited because of the faster pace of life in

cities and the rise in the number of nuclear families and working women who tend to rely

more on disposable products while working in the kitchen or while travelling outside.

The wipes in India are generally made of Viscose and Spun lace which are the standard

ingredients used elsewhere in the world. (Horovitz, 2002) (arora, 2012)

The stronghold of the major competitor ‘Tainwala Personal Care Products Pvt

Ltd’ on wipes gradually faded away over the latter half of the year 2010 (Euromonitor,

2012). Since some years, significant number of brands have entered the category, with

big brands like Mac, Johnson’s & Johnson’s, Wipro baby care, Pampers, Dove, Nivea,

Mistique, Ginni, Freshones, Chicco etc. owned by some of the multinational companies

existing in India. (arora, 2012) However, the swift emergence of national players such as

Grasim Industries Ltd, The Himalaya Drug Co, and private label players has caused

disruption to its lead in both general purpose wipes and baby wipes. (arora, 2012)

Wipes constituted less than 1% of retail hygiene value sales in India in 2010

(Euromonitor, 2012). With such products not being traditionally popular in the country,

the category still relied on niche consumer segments or season-dependent sales. Though

home care wipes and floor cleaning systems are not likely to see any major developments

over next couple of years, other product categories under personal wipes- including

intimate wipes and cosmetic wipes-are expected to contribute more to wipes growth

overall. In a similar trend, a majority of value sales growth in all wipes categories will be

due to the entry and marketing push of national manufacturers. (Euromonitor, 2012)

(arora, 2012)

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With sufficient research supporting the growth of skin care segment in India along

with a growth pattern of hand and facial wet wipes made of different material hitting the

Indian market, it has become important for marketers to penetrate this growing segment

with their product variants. Today, significant proportion of the population has started the

use of wet wipes ranging from low cost product to high end premium segment products

available in the market. Big companies along with multinational brands have already

entered the Indian market (with a few still waiting to enter the market) and are spending

huge money on marketing communications to tap the growing wet wipe market which is

sensitive to important attributes like price, quality, freshness, fragrance, softness and

availability of wipes in different pack sizes for multiple product application. (arora, 2012)

Some of the features of skin care wet wipes include the following:

They are silky soft, thick and extra absorbent disposable wet tissues.

They are refreshing with long lasting & soothing fragrance, gentle on skin and

cleanse without drying out.

Ideal for use where a quick cleanse is required without the need for water.

Leaves your face, hands and general body feeling fresh and clean and are suitable

for all skin types.

Enriched with Vitamins to moisturize and nourish tired skin.

Helps maintain skin's natural moisture balance, leaving the skin feeling soft &

smooth, refreshed, radiant and always fragrant.

Easy to use anytime & anywhere.

(arora, 2012)

27

CHAPTER 3: RESEARCH METHODOLOGY

A Research Methodology defines the purpose of the research, how it proceeds,

how to measure progress and what constitute success with respect to the objectives

determined for carrying out the research study.

Objective of the Study

28

Primary objective:

To study the consumer’s awareness Kara skin care wipes and hand sanitizing

wipes handys.

The promotional measures taken to make the consumers aware of Birla Cellulose

product Kara.

Based on the finding will give recommendations to help increase sales of Kara

Secondary objective:

To understand what factors do people look for while purchasing hand sanitizers.

To analyze that if wipes are more useful than traditional liquid form of cosmetic.

To know that if consumers would be interested to buy the hand sanitizing wipes

and replace the sanitizer bottle that they are already using.

Research Design

The research design adopted in this market research project is a mix of both

exploratory and descriptive research designs. The exploratory research was conducted by

use of exploratory techniques like brainstorming to generate a number of possible issues

and factors that affect consumer’s attitude and buying behavior for skin care products.

Since it was impractical to test all of these factors, descriptive research was adopted to

describe the characteristic like attitude, perception, awareness levels and buying behavior

of relevant groups in the sample. Other issues that were studied under the descriptive

research design included determining the perception of consumer towards various

29

product (wet wipes) attributes of Kara wet wipes. It consisted of 20 questions having

a mix of 5 point Likert scale, multiple choice and open ended questions pertaining to the

study and rest were the demographic profile of the consumers. The questionnaire was

made in discussions with industry guide and his full support and consent about the

construct, content, formal appearance and writing model.

Research Instrument

The research instrument used in this project is a structured Questionnaire. The

questionnaire is specifically designed keeping in mind the objective of the study. The

questionnaire was designed keeping in mind the target audience and their valuable time.

It consisted of 20 questions having a mix of 5 point Likert scale, multiple choice and

open ended questions pertaining to the study and rest were the demographic profile of the

consumers. The questionnaire was made in discussions with industry guide and his full

support and consent about the construct, content, formal appearance and writing model.

Sample

In this research project I have basically adopted non probabilistic sampling

techniques like convenience sampling wherein I selected my friends, relatives, and

classmates etc. to be a part of the questionnaire survey and snowball sampling by asking

30

the respondents for referrals. It refers to the number of elements of the population which

are selected in the sample drawn from it. In our project the sample size is of 78

respondents.

Software used

Software is any set of machine readable instructions mostly in the form of a computer

program that directs a computer’s processor to perform specific operations. The software

used in this research is IBM SPSS Statistics v19. It is a software package used for

statistical data analysis. (SPSS: Statistical Package for the Social Sciences)

CHAPTER 4: DATA ANALYSIS

Descriptive Statistics

It literally implies the description of the data like how many respondents have answered a

particular question (valid and missing frequencies).

1. Are you aware of wet wipes?

31

Frequency Percent Valid Percent

Cumulative

Percent

Valid No 2 2.6 2.6 2.6

Yes 76 97.4 97.4 100.0

Total 78 100.0 100.0

Table 4.1 Awareness of Wet Wipes

Figure 4.1 Awareness of Wet Wipes

Analysis and interpretation: From the above we infer that 97.4% of the sample is aware

of wet wipes and the concept is not new in India.

32

2. Do you use the wet wipes?


Cumulative

Percent

Valid No 21 26.9 26.9 26.9

Yes 57 73.1 73.1 100.0

Total 78 100.0 100.0

Table 4.2 Usage of Wet Wipes

33

Figure 4.2 Usage of Wet Wipes

Analysis and interpretation: The usage of wet wipes is 73.1 % which is less than the

awareness pattern.

3. How often do you use the wipes?

34

Frequency Percent Valid PercentCumulative Percent

Never 19 24.4 24.4 24.4

When required 40 51.3 51.3 75.6 More than twice in a day

2 2.6 2.6 78.2

Twice in a day 7 9.0 9.0 87.2Once a day 10 12.8 12.8 100.0

Total 78 100.0 100.0Table4.3 Frequency of Usage

Figure 4.3 Frequency of Usage

Analysis and interpretation: The frequency of usage is When Required by 51% of the

sample.

35

4. Which brand of wet wipes do you use?

Frequency PercentValid

PercentCumulative

PercentValid Fresh ones 7 9.0 9.0 9.0

Good look 1 1.3 1.3 10.3Mistique 9 11.5 11.5 21.8Johnson & Johnson

9 11.5 11.5 33.3

Uzana 1 1.3 1.3 34.6Kara 29 37.2 37.2 71.8Others 22 28.2 28.2 100.0Total 78 100.0 100.0

Table 4.4 Brand Usage

Figure 4.4 Brand Usage

36

Analysis and interpretation: This is an interesting finding as out of 78 questioned 29 said

that they use Kara which is 37% of sample.

5. Where do you purchase your wet wipes from?


PercentCumulative

PercentValid General 34 43.6 43.6 43.6

Medical store

13 16.7 16.7 60.3

Hyper mart 14 17.9 17.9 78.2None 17 21.8 21.8 100.0Total 78 100.0 100.0

Table 5.5 Purchase Pattern

Figure 4.5 Purchase Pattern

Analysis and interpretation: About 43% of the sample love to shop from General stores.

37

6. Which pack do you think is the ideal pack?


PercentCumulative

PercentValid 1 19 24.4 24.4 24.4

5 14 17.9 17.9 42.310 17 21.8 21.8 64.125 10 12.8 12.8 76.930 above 18 23.1 23.1 100.0Total 78 100.0 100.0

Table 4.6 Ideal Pack

Figure 4.6 Ideal Pack

Analysis and interpretation: The most suitable pack of wet wipe comes to be 1’s and then

30’s with a difference of 1 respondent.

38

7. What is the ideal price you are ready to pay for 25 wipes?


Valid Depends on the variants 14 17.9 17.9 17.9More than Rs. 90 1 1.3 1.3 19.270 – 90 6 7.7 7.7 26.950 – 70 18 23.1 23.1 50.030 – 50 39 50.0 50.0 100.0Total 78 100.0 100.0

Table 4.7 Price for 25 Wipes

Figure 4.7 Price for 25 Wipes

Analysis and interpretation: About 50% of the sample is ready to pay any amount

between Rs. 30 – 50 for a pack of 25 wipes.

39

8. Have you heard of Kara wet wipes?


Valid No 16 20.5 20.5 20.5Yes 62 79.5 79.5 100.0Total 78 100.0 100.0

Table 4.8 Awareness of Kara

Figure 4.8 Awareness of Kara

Analysis and interpretation: Kara has a good awareness level and that is of 79% among

the sample tapped. This finding helps us to meet our objective of consumer awareness of

Kara.

40

9. If yes, which all variants do you recall?

a) Toning (Rose)



Table 4.9 Recall of Toning Variant

Figure 4.9 Recall of Toning Variant

41

b) If yes, which all variants do you recall? Moisturizing ( almond )

Frequency Percent Valid Percent Cumulative PercentValid No 66 84.6 84.6 84.6

Yes 12 15.4 15.4 100.0Total 78 100.0 100.0

Table 4.10 Recall of Moisturizing Variant

Figure 4.10 Recall of Moisturizing Variant

42

c) If yes, which all variants do you recall? Sunscreen ( plum )


ValidNo 61 78.2 78.2 78.2Yes 17 21.8 21.8 100.0Total 78 100.0 100.0

Table 4.11 Recall of Sunscreen Variant

Figure 4.11 Recall of Sunscreen Variant

43

d) If yes, which all variants do you recall? Refreshing ( aloe Vera )



Table 4.12 Recall of Refreshing Variant

Figure 4.12 Recall of Refreshing Variant

44

e) If yes, which all variants do you recall? Make up removal



Table 4.13 Recall of Makeup Removal

Figure 4.13 Recall of Makeup Removal

45

f) If yes, which all variants do you recall? Hand sanitizing

Frequency Percent Valid PercentCumulative

PercentValid No 67 85.9 85.9 85.9

Yes 11 14.1 14.1 100.0Total 78 100.0 100.0

Table 4.14 Recall of Hand Sanitizing wipes

Figure 4.14 Recall of Hand Sanitizing wipes

46

g) If yes, which all variants do you recall? Deep pore cleansing ( avocado )



Table 4.15 Recall of Deep Pore Cleaning

Figure 4.15 Recall of Deep Pore Cleaning

47

h) If yes, which all variants do you recall? No recall



Table 4.16 No Recall

Figure 4.16 No Recall

48

Analysis and interpretation:

Among the variants available Refreshing wipes with Aloe Vera and mint has most

popularity with 53% recalling it.

The next favorite is Sunscreen with 21% of awareness and that can also be due to

climatic conditions of India. In summers, people apply cream which may wipe off

due to sweating so wipes helps face cleaning with the goodness of sunscreen in it.

Toning wipes are recalled by 20 % of sample.

The moisturizing wipes are know by 15% of the sample

The Deep pore cleansing and the Hand sanitizing wipes are only recalled by 14%

of the sample.

The least awareness is of makeup removal wipes with only 12% knowing about it.

49

10. Which all facts do you know about Kara?

i) 100% natural and biodegradable



Table 4.17 Fact about Kara

Figure 4.17 Facts about Kara

50

ii) Which all facts do you know about Kara? Alcohol free





51

iii) Which all facts do you know about Kara? Made from 100% viscose





52

iv) Which all facts do you know about Kara? Is from Aditya Birla group





53

v) Which all facts do you know about Kara? None



Table 4.21 Facts about Kara


Analysis and interpretation

54

a. Most of the consumers are aware that Kara is 100% biodegradable and natural.

b. 33% knows Kara to be Alcohol free

c. Only 21 % of the respondents knew that Kara is an Aditya Birla product.

d. 14% knew it to be made from viscose.

11. How did you come to know about Kara?

55


Valid Retailer 14 17.9 17.9 17.9Word of mouth 30 38.5 38.5 56.4Social networking sites 8 10.3 10.3 66.7T.V. 19 24.4 24.4 91.0Newspaper 1 1.3 1.3 92.30 6 7.7 7.7 100.0Total 78 100.0 100.0

Table 4.22 Mode of Awareness

Figure 4.22 Mode of Awareness

Analysis and interpretation: Kara has a very strong image in public’s view as the word of

mouth promotion of Kara is good 38% of the sample come to know about Kara through it

followed by T.V

56

12. Where do you think Kara to advertise the most?


Valid Radio 3 3.8 3.8 3.8Television 37 47.4 47.4 51.3School and colleges 19 24.4 24.4 75.6Metro 19 24.4 24.4 100.0Total 78 100.0 100.0

Table 4.23 Suitable Advertisement Media

Figure 4.23 Suitable Advertisement Media

Analysis and interpretation: The respondent found television to be the effective source of

advertisement with 47% saying so.

57

13. Do you recall the following T.V advertisement of Kara?


Valid No recall 50 64.1 64.1 64.1Featuring Sharman joshi 1 1.3 1.3 65.4Featuring Anushka Sharma

27 34.6 34.6 100.0

Total 78 100.0 100.0Table 4.24 Advertisement Recall

Figure 4.24 Advertisement Recall

Analysis and interpretation: As people feel the promotion through T.V. is less so 67% of

people have No recall of the advertisement and if there is a recall it’s for advertisement

featuring Aushka Sharma.

58

14. Do you think promotional activities will inculcate habits of using wet wipes in

India?



Table 4.25 Promotional Activities

Figure 4.25 Promotional Activities

Analysis and interpretation: 91% Respondents think that promotional activities will help

inculcate habits of using wet wipes in India.

15. Do you use Hand sanitizer?

59



Table 4.26 Usage of Hand Sanitizer

Figure 4.26 Usage of Hand Sanitizer

Analysis and interpretation: About 87% of the sample use hand sanitizers.

16. If yes, which brand do you use in hand sanitizers?

60


Valid Others 5 6.4 6.4 6.4Zuci 1 1.3 1.3 7.7Dettol 43 55.1 55.1 62.8Himalaya 9 11.5 11.5 74.4Lifebouy 13 16.7 16.7 91.00 7 9.0 9.0 100.0Total 78 100.0 100.0

Table 4.27 Brand of Hand Sanitizers

Figure 4.27 Brands of Hand Sanitizers

Analysis and interpretation: 55% of the sample use Dettol as their hand sanitizer.

61

17. Rate the following parameters in order of your preference in buying hand

sanitizers?

NMinimum

Maximum Mean

Std. Deviation

Rate the following parameters in order of your preference in buying hand sanitizers? Alcohol free

78 1 6 2.60 1.342

Rate the following parameters in order of your preference in buying hand sanitizers? Packaging

78 1 6 2.41 1.372

Rate the following parameters in order of your preference in buying hand sanitizers? Price

78 1 5 2.33 1.316

Rate the following parameters in order of your preference in buying hand sanitizers? Brand

78 1 5 2.26 1.253

Rate the following parameters in order of your preference in buying hand sanitizers? Fragrance

78 1 5 2.05 1.172

Rate the following parameters in order of your preference in buying hand sanitizers? Germ killing qualities

78 1 5 1.78 1.456

Valid N (listwise) 78Table 4.28 Parameters in Choosing a Hand Sanitizer

62

Figure 4.28 Parameters in Choosing a Hand Sanitizer

Analysis and interpretation: Sample preferred the Germ killing qualities and good

Fragrance to be there in the sanitizer.

63

18. Have you heard of hand sanitizing wipes “Handys”?

Frequency PercentValid Percent

Cumulative Percent


Table 4.29 Awareness of Handys

Figure 4.29 Awareness of Handys

Analysis and interpretation: Only 22% of the samples have heard of Kara hand sanitizing

wipes.

64

19. Have you heard any of the other following hand sanitizing wipes?


Cumulative

Percent

Valid Others 1 1.3 1.3 1.3

None 61 78.2 78.2 79.5

Verna 3 3.8 3.8 83.3

Purell 2 2.6 2.6 85.9

Scrubs 7 9.0 9.0 94.9

Sani 4 5.1 5.1 100.0

Total 78 100.0 100.0

Table 4.30 Other Hand Sanitizing Wipes

Figure 4.30 Other Hand Sanitizing Wipes

Analysis and interpretation: Sample is less aware of hand sanitizing wipes.

65

20. Wipes are now available from refreshing to complete make up range, you think

wipes are more useful than traditional liquid form of cosmetic?


Valid Sometimes 26 33.3 33.3 33.3No 14 17.9 17.9 51.3Yes 38 48.7 48.7 100.0Total 78 100.0 100.0

Table 4.31 Usefulness of Wipes

Figure 4.31 Usefulness of Wipes

Analysis and interpretation: Wipes are now available from refreshing to complete make

up range and 48% of the sample thinks that wipes are more useful than traditional liquid

form of cosmetic.

66

21. Would you be interested to buy the hand sanitizing wipes and replace the sanitizer

bottle you are already using?



Table 4.32 Sanitizing Wipes V/S Sanitizer Bottle

Figure 4.32 Sanitizing Wipes V/S Sanitizer Bottle

Analysis and interpretation: 74% respondents are in favor of using Sanitizing wipes.

67

Age


Valid Above 45 5 6.4 6.4 6.436-45 7 9.0 9.0 15.426-35 8 10.3 10.3 25.619 - 25 53 67.9 67.9 93.6Below 18 5 6.4 6.4 100.0Total 78 100.0 100.0

Table 4.32 Age

Figure 4.32 Age

68

Gender


Valid Female 34 43.6 43.6 43.6

Male 44 56.4 56.4 100.0

Total 78 100.0 100.0

Table 4.33 Gender

Figure 4.33 Gender

69

Occupation


Valid Retired 2 2.6 2.6 2.6Businessman 5 6.4 6.4 9.0Homemaker 3 3.8 3.8 12.8Professional 23 29.5 29.5 42.3Student 45 57.7 57.7 100.0Total 78 100.0 100.0

Table 4.34 Occupation

Figure 4.34 Occupation

70

Associative analysis

This type of analysis explains how two variables are associated with each other.

Cross tabulation 1

Row variables: What is the ideal price you are ready to pay for 25 wipes?

Column variables: Occupation

What is the ideal price

you are ready to pay for

25 wipes?

Occupation

TotalStudent ProfessionalHomemaker Businessman Retired

30 - 50 23 11 0 4 1 39

50 - 70 10 5 2 1 0 18

70 - 90 6 0 0 0 0 6

More than Rs. 90 0 1 0 0 0 1

Depends on the variants6 6 1 0 1 14

45 23 3 5 2 78

Table 4.35 Cross tabulation 1

Finding: Most of the students and professional are ready to pay Rs. 30-50 for a pack of 25

wipes.

Cross tabulation 2

71

Row variable: Age

Column variable: Which brand of wet wipes do you use?

Age

Which brand of wet wipes do you use?

TotalFresh ones Good look Mistique

Johnson &

Johnson Uzana Kara Others

Below 18 0 0 1 1 0 1 2 5

19 - 25 4 1 6 5 1 22 14 53

26-35 0 0 1 0 0 4 3 8

36-45 2 0 0 2 0 2 1 7

Above 45 1 0 1 1 0 0 2 5

7 1 9 9 1 29 22 78


Findings: About 22 out of 53 19-25 year old respondent use Kara.

Cross tabulation 3

72

Row variables: Would you be interested to buy the hand sanitizing wipes and replace the

sanitizer bottle you are already using?

Column variables: Do you use Hand sanitizer?

Would you be interested to

buy the hand sanitizing

wipes and replace the

sanitizer bottle you are

already using?

TotalYes No

Do you use Hand

sanitizer?

No 8 2 10

Yes 50 18 68

Total 58 20 78


Finding: People are interested to buy the hand sanitizing wipes and replace the sanitizer

bottle you are already using.

73

Cross tabulation 4

Row variables: Age

Column Variables: Have you heard of Kara wet wipes?

Have you heard of Kara wet wipes?

TotalYes No

Age Above 45 2 3 5

36-45 7 0 7

26-35 6 2 8

19 - 25 43 10 53

Below 18 4 1 5

Total 62 16 78


Finding: The age groups of 19-25 years are very well aware of Kara.

74

Cross tabulation 5

Row variables: Do you think promotional activities will inculcate habits of using wet

wipes in India

Column variables: Where do you think Kara to advertise the most?

Where do you think Kara to advertise the

most ?

TotalMetro

School and

colleges Television Radio

Do you think

promotional activities

will inculcate habits of

using wet wipes in

India ?

No 1 3 2 1 7

Yes 18 16 35 2 71

Total 19 19 37 3 78


Findings: People who think promotional activities will promote Kara are inclined towards

television being the media of advertise.

75

Cross tabulation 6

Row variables: Age

Column variables: Where do you think Kara to advertise the most?

Where do you think Kara to advertise the

most ?

TotalMetro

School and

colleges Television Radio

Age Below 18 0 2 3 0 5

19 - 25 17 13 21 2 53

26-35 1 1 6 0 8

36-45 0 2 5 0 7

Above 45 1 1 2 1 5

Total 19 19 37 3 78


Findings: Most of the sample lying between 19-25 age says they would love to see

advertisement of Kara in T.V.

Cross tabulation 7

76

Row variable: Do you use Hand sanitizer?

Column variable: Would you be interested to buy the hand sanitizing wipes and replace

the sanitizer bottle you are already using?

Would you be interested to buy the hand sanitizing wipes and replace the sanitizer bottle you are

already using ?TotalYes No

Do you use Hand sanitizer?

Yes 50 18 68No 8 2 10

Total 58 20 78Table 4.41 Cross tabulation 7

Findings: 50 respondent using hand sanitizers out of 68 willing were interested to buy

sanitizing wipes and replace the sanitizing bottles.

Factor analysis

77

Factor analysis provides a fascinating way of reducing the number of variables in a

research problem to a smaller and more manageable number by combining related ones

into factor.

KMO test helps to examine the appropriateness of the factor analysis. High value between

1-0.5 indicates factor analysis is appropriate. Value below 0.5 implies that factor analysis

may not be appropriate.

Total Variance Explained table shows the Eigen values, which are the proportion of total

variance, accounted for by a factor. If a factor has a low Eigen value, then it is

contributing little to the explanation of variances in the variables and may be ignored as

redundant.

78

Q. Rate the following parameters in order of your preference in buying hand sanitizers

(With 1 being most preferred and 5 being least preferred)

1. Germ killing qualities

2. Alcohol free

3. Fragrance

4. Brand

5. Price

6. Packaging

KMO and Bartlett's TestKaiser-Meyer-Olkin Measure of Sampling Adequacy.

.760

Bartlett's Test of Sphericity

Approx. Chi-Square 210.292df 15Sig. .000

Total Variance Explained

Component

Initial Eigenvalues Extraction Sums of Squared Loadings

Total% of

VarianceCumulative

% Total% of

VarianceCumulative

%1 3.472 57.874 57.874 3.472 57.874 57.8742 .895 14.917 72.7913 .660 11.005 83.7964 .429 7.154 90.9515 .356 5.927 96.8776 .187 3.123 100.000Extraction Method: Principal Component Analysis.

79

Communalities

InitialExtractio

nRate the following parameters in order of your preference in buying hand sanitizers ? Germ killing qualities

1.000 .575


1.000 .335


1.000 .698


1.000 .682


1.000 .691


1.000 .492

Extraction Method: Principal Component Analysis.

80

Component Matrixa

Component1

Rate the following parameters in order of your preference in buying hand sanitizers ? Germ killing qualities

.758


.578


.836


.826


.831


.701

81

82

Result

Awareness level

97.4% of the sample is aware of wet wipes and the concept is not new in

India.

The usage of wet wipes is 73.1 % which is less than the awareness pattern.

This is an interesting finding as out of 78 questioned 29 said that they use

Kara which is 37% of sample.

Kara has a good awareness level and that is of 79% among the sample tapped.

This finding helps us to meet our objective of consumer awareness of Kara.

Only 22% of the samples have heard of Kara hand sanitizing wipes.

Sample is less aware of hand sanitizing wipes.

Promotional measures

Kara has a very strong image in public’s view as the word of mouth promotion of

Kara is good 38% of the sample come to know about Kara through it followed by

T.V

The respondent found television to be the effective source of advertisement with

47% saying so.

As people feel the promotion through T.V. is less so 67% of people have No

recall of the advertisement and if there is a recall it’s for advertisement featuring

Anushka Sharma.

91% Respondents think that promotional activities will help inculcate habits of

using wet wipes in India.

83

Other findings

Wipes are now available from refreshing to complete make up range and 48% of

the sample thinks that wipes are more useful than traditional liquid form of

cosmetic.

74% respondents are in favor of using Sanitizing wipes and replace bottles and

the rest have opinions such as

Because a small bottle is easier to carry than a packet of wet wipes. The sticker on

the opening of the wipes is no stickier after sometime due to usage. Also, wet

wipes may dry in some time if not used but such is not the case with bottles!!

Bottle is handier and I don’t need to store, open packet every time, there is ease of

usage in a bottle.

I don't have any problems using them and liquid in bottles don't dry off.

Because after use u don’t need a dustbin, while for wipe u need one

I have a habit of carrying sanitizer bottle in my purse. When in group I circulate

the bottle to all so that everybody can use it.

Hand sanitizing wipes need to be used just once and can hold bacteria and dirt if

left lying around than being disposed off or used the 2nd time. It also may not be

cost effective. For travel purpose both the wipes and bottle would be equally

useful.

Cross tabulation findings

The age groups of 19-25 years are very well aware of Kara.

About 22 out of 53 19-25 year old respondent use Kara.

84

Most of the students and professional are ready to pay Rs. 30-50 for a pack of 25

wipes

People who think promotional activities will promote Kara are inclined towards

television being the media of advertise.

Most of the sample lying between 19-25 age says they would love to see

advertisement of Kara in T.V.

People are interested to buy the hand sanitizing wipes and replace the sanitizer

bottle you are already using.

50 respondent using hand sanitizers out of 68 willing were interested to buy

sanitizing wipes and replace the sanitizing bottles.

85

CHAPTER 5: DISCUSSIONS

Grasim Industries has been working hard to establish leading brand position of Kara in

market. Kara has been able to prove its mettle and highly accepted by customers. I would

like to recommend following activities those hopefully will help in growth of Kara. These

are as follows:

1. Start campaign of SAVE WATER and SAVE ENVIRONMENT to promote the use of Handys. This will help to build social media and also increase awareness as well as sale of Handys. And highlight the facts about Kara like An Aditya Birla product, 100% biodegradable and natural etc.

2. The Alcohol free advantage of Kara will help then capture religious sentiments of Muslims and promotion activities during the season of Ramzan may give boost to sales in area largely populated with Muslims

3. To create the BRAND AWARENESS, the following points should be taken into consideration

There is huge competition from the Chinese wipes so it requires doing aggressive advertising, campaigns, and samplings at the beginning of summer season, so that product should create awareness at right time and push the sale.

Advertisement should be done in television, Metro, school and colleges. Activities and promotions to be done at hyper markets and malls to attract

more and more customers, mostly during Saturdays and Sundays.

86

At low budget company can place KARA dangles in concerned retailers. Dangles are very effective marketing communication as it makes customer’s eyes to see on hanging dangles. Even at low budget company can stick the KARA tape to rakes where product is placed that can increase the awareness of product.

Company can organize event on women’s day which is on 8 th march to create the awareness. The sale of KARA will increase as summer starts in March-April. Even mother’s day which lies in may is best month for demand for KARA. So company can organize such events in popular stores like Big Bazaar, Spencer and Vishal mega mart etc.

4. Modification in marketing mix of the product and schemes.

Putting the logo of Aditya Birla on the product packaging for consumer to

trust the brand and have quality assurance.

Getting the product into an eye catching and handy package for various

purposes, so that it attracts both consumers and retailers at a glance.

The product needs rigorous advertising be it in print media and television,

hoardings, van operations only then the awareness could be brought about

the brand and the products.

Kara is a product that can be easily understood & adapted by the youth &

the admission season starts from May-June at the time of admission we

can appoint at least with 2 employees with a canopy & with a few samples

outside the colleges in North Campus & in South Campus this will

definitely help to spread the awareness about the product amongst the

youngsters.

Company should acknowledge the customers that the company is charging

high prices because of its high quality material unlike of other brands and

also educate that compromise in quality of fibre can harm the skin through

different media sources.

There’s a huge demand for the product among the “new-generation

working women” as they prefer handy products for convenient and easy

accessibility. So focusing on the right consumer group is necessary.

87

Another idea which I think may help the product is that if the company

can tie up with CAB SERVICES like Merru & many more & provide

samples inside the cab this may help to at least a chance where the

consumers may actually use the wipe & can judge it & a display in the cab

itself will help a lot for promotional factor.

Display schemes to the retailers should be provided which should include

posters & halogen board with the name of the shop written on it.

Retailers are getting very high margin from the Chinese wipes and other

brand so the company should also take care of its retailer’s expectations so

that it will fulfil their needs and keep them satisfied.

Regular contact should be maintained with the retailer directly so that they

can give their feedback to the company regarding to the consumer reaction

rather than through the agents.

5. Extension of promotional channel

Apart from traditional promotional channels, I would recommend to use

social media channel to promote Kara wipes in youth those are internet

centric and spend their maximum time on accessing internet.

The company can tie up with some internet solution consultant and source

the responsibility of promoting Kara on different social Medias such as

maintaining Facebook fan page in solving queries of customers towards

the product.

A blog can be created on internet which can educate people about skincare

and benefits of using Kara wipes. It can also ask for feedback from users

and inform them about new variants and offers etc. The blog can be made

interactive by putting surveys on it. The link of the blog can be bulk

mailed to various people falling within the target market.

88

REFERENCE

(n.d.). Retrieved 2013, from http://www.adityabirla.com/home:

http://www.adityabirla.com/home

(n.d.). Retrieved JULY 2013, from http://birlacellulose.com/:

http://birlacellulose.com/

(n.d.). Retrieved JULY 2013, from http://www.grasim.com/:

http://www.grasim.com/

(2002, 07 11). Retrieved 2013, from WWW.USATODAY.COM:

http://usatoday30.usatoday.com/money/covers/2002-07-11-wipes.htm

arora, s. (2012). why do indian women buy facial skincare wet wipes? TATTVA ,

88.

Assael. (1998).

Beautycompany, T. (2010). The Beauty Benchmark. Retrieved from

http://www.thebeautycompany.co: http://www.thebeautycompany.co

Blois, K. (2000). The Oxford Textbook of Marketing, Oxford University Press,

Oxford.

Euromonitor. (2010). Retrieved from Euromonitor.

89

Euromonitor. (2012). itc-takes-the-conglomerate-route-to-capitalise-on-fmcg-

growth-in-india.htm. Retrieved from Euromonitor : at:

http://blog.euromonitor.com/2011/12/itc-takes-the-conglomerate-route-to-

capitalise-on-fmcg-growth-in-india.htm

Goldsmith, & Foxall. (1994).

Horovitz, B. (2002, 07 11). More consumers whip out wet wipes. Retrieved JULY

2013, from WWW.USATODAY.COM:

http://usatoday30.usatoday.com/money/covers/2002-07-11-wipes.htm

http://www.focusmanagementconsultants.co.uk/fmcg. (n.d.). Retrieved July 28,

2013, from Focus management :

http://www.focusmanagementconsultants.co.uk/fmcg

Majumdar, R. (2006). Product Management in India .

Naqvi, D. (n.d.). www.slideshare.net. Retrieved 2013, from

http://www.slideshare.net/shekharpiscesian/skincare-industry-in-india?

from_search=1

Naukrihub. (2010). Retrieved from http://www.naukrihub.com/

india/fmcg/overview/skin-care: http://www.naukrihub.com/

india/fmcg/overview/skin-care

NaukriHub.com. (2008). Industry report : FMCG sector. NaukriHub.com.

Purohit, S. S. (n.d.). Shine.com. Retrieved July 28, 2013, from

http://info.shine.com/Industry-Information/FMCG/780.aspx

Schiffman, & Kanuk. (2007). Consumer Behaviour.

V. M., A. J., & P. S. (2013, 1 26). http://www.finax.in. Retrieved from

http://www.finax.in/files/documents/Indian-FMCG-Industry-Update-Jan-

2013_1.pdf: http://www.finax.in/files/documents/Indian-FMCG-Industry-Update-

Jan-2013_1.pdf

90

Vora, M. B. (n.d.). FMCG sector in India . Retrieved from www.iseindia.com:

www.iseindia.com/ResearchPDF/FMCG_Update1.pdf

ANNEXURE A

Questionnaire

KARA

Hi, I am student of MBA from AMITY BUSINESS SCHOOL. I am conducting a market

research and would like your participation. I would appreciate you taking the time to

complete the following survey. It should take about ten minutes. The survey is based on

FACIAL WETWIPES by Grasim industries, Aditya birla. They are 100 % natural and

biodegradable. KARA skin care wipes are available in various forms :- refreshing wipes ,

sunscreen wipes , toning wipes , moisturizing wipes , makeup removing wipes , hand

sanitizing etc. This questionnaire is designed to study the consumer awareness and

promotion of Kara skin care wipes and hand sanitizing wipes " Handy' s" . Your

responses are voluntary and will be confidential. If you have any questions or concerns,

please contact [email protected]

Thanking you

mailto:[email protected]

91

* Required

1. Are you aware of wet wipes? *

o Yes

o No

2. Do you use wet wipes ? *

o Yes

o No

3. How often do you use the wipes ? *

o Once in a day

o Twice in a day

o More than twice in a day

o When required

o Never

4. Which brand of wet wipes do you use ? *

( Chose any 1 )

o Fresh ones

o Good look

o Mistique

o Johnson & Johnson

o Uzana

o Kara

o None

92

o Other:

5.Where do you purchase your wet wipes from?

( chose any 1 which is most appropriate )

o General

o Medical store

o Hyper mart

o None

6. Which pack do you think is the ideal pack to purchase ? *

( chose the 1 appropriate )

o 1 wipes

o 5 wipes

o 10 wipes

o 25 wipes

o 30 wipes

7. What is the ideal price you are ready to pay for 25 wipes ? *

( any 1 )

o Rs. 30 - 50

o Rs. 50 - 70

o Rs. 70 - 90

o More than Rs. 90

o Depends on the variant.

8. Have you heard of Kara wet wipes ? *

93

o Yes

o No

9. If yes, which all Kara wipes variants do you recall ?

( please feel free to tick multiple)

o Toning ( rose )

o Moisturizing ( almond)

o Sun screen ( plum)

o Refreshing ( aloe vera )

o Make up removal

o Hand sanitizing

o Deep pore cleansing ( avocado )

o No recall

10. Which all facts do you know about Kara ? *

( please feel free to tick multiple)

o 100 % natural and biodegradable

o Alcohol free

o Made from 100% viscose

o Is from Aditya birla group

o None

11. How did you come to know about Kara ? *

( any 1 )

o Newspaper

94

o T. V. advertisement

o Social networking sites

o Word of mouth

o Retailer

o Hoardings

12. Where do you want Kara to advertise the most ? *

( any 1 most appropriate)

o Metro

o Schools and colleges

o Television

o Radio

13. Do you recall the following T.V. advertisement of Kara ? *

o Featuring Anushka sharma

o Featuring Sharman joshi

o No recall

14. Do you think promotional activities will inculcate habit of using wet wipes

in India? *

( for e.g. free samples, contests, promotional activities in society's and colleges )

o Yes

o No

15. Do you use hand sanitizer ? *

o Yes

95

o No

16. If yes , which brand do you use in hand sanitizers ?

( any 1 )

o Lifebuoy

o Himalaya

o Dettol

o Disney

o Zuci

o Other:

17. Rate the following parameters in order of your preference in buying hand

sanitizers ? *

( 1 being the most preferred and 5 being the least preferred )

1 2 3 4 5

Germ

killing

qualities

Alcohol

free

Fragrance

Brand

96

1 2 3 4 5

Price

Packaging

18. Have you heard of hand sanitizing wipes " Handys" ? *

o Yes

o No

19. Have you heard any of the other following hand sanitizing wipes? *

o Sani

o Scrubs

o Purell

o Verna

o None

o Other:

20. Wipes are now available from refreshing to complete make up range, you

think wipes are more useful than traditional liquid form of cosmetic ? *

o Yes

o No

o Sometimes

21. Would you be interested to buy the hand sanitizing wipes and replace the

sanitizer bottle you are already using ? *

o Yes

97

o No

If no , then why so ?

Name *

AGE *

o Below 18

o 19 - 25 years

o 26 - 35 years

o 36 - 45 years

o Above 45 years

Gender *

o Male

o Female

Occupation *

o Student

o Professional

o Homemaker

o Businessman

o Retired

Contact or email id

98

ANNEXURE B

List Companies contacted:

MOTI MAHAL

TIVOLI

CHILIS

SURA VIE LOUNGES

SURA VIE LOUNGE

OH CALCUTTA

SETZ

PIRATES OF GRILL

PARIKRAMA

HARD ROCK

VEDA

FIO

YELLOW CHILLIES

99

SWAGATH

OLIVE

SHRIO

PIND BALLUCHI

GOLA

PUNJABI BY NATURE

IBIS HOTEL

SPAGHETTI KITCHEN

SMOKE HOUSE

TONIO

LODI GARDENS

THE KEBAB FACTORY

AIRTEL

VODAFONE

TATA DOCOMA

AIRCEL

RELIANCE

YAADGAAR HOLIDAYS

Education

aditya birla kara sip