Executive Summary

Customer research is for discovering what people want, need, or believe. It can also
involve discovering how they act. Once that research is completed, it can be used to
determine how to market your product.
Customer research is a form of applied sociology that concentrates on
understanding the behaviors, whims and preferences, of consumers in a market-based
economy, and aims to understand the effects and comparative success of marketing
campaigns.
Thus Customer research is the systematic and objective identification, collection,
analysis, and dissemination of information for the purpose of assisting management in
decision making related to the identification and solution of problems and
opportunities in marketing. The goal of Customers research is to identify and assess
how changing elements of the marketing mix impacts customer behavior.
Questionnaires and focus group discussion surveys are some of the instruments for
market research

“Consumer behavior is the behavior of the consumer towards the various products,
brands, stimuli and etc through its learning, perception, motivation and etc”.
In other words we can say that, it is a mental and emotional process along with the
physical activities of the people who purchase and consume goods and services to
satisfy their needs.

Behavior of the consumer can be easily get influenced by family, environmental

factors, friends, peers, relatives, social and reference groups and etc.
Grasim industries limited has come up with new division i.e. Consumer Product
Division and they have launched skincare wipes and to find out how far their concept
of such product is acceptable in the market they have given me 3 objectives:
a) Understand the perception & behaviour of consumer.
b) Understand the reaction and behavior of retailer and distributor.
c) Impact of advertisement on awareness

1
 This report is the premier source of market intelligence for the competition in the skin
care wipes segment and also includes:

 Comprehensive analysis of the skin care wipes market

 The reason behind the current status of the market situation and the responsible
features of the brands that make them what they actually are.
 Ways to challenge the market leader and cut the competition.
 Strategies to overcome the present market leader through making amendments in the
present processes.

A survey of 100 people was done using a questionnaire to understand and analyze the
exact situation of the market. Analysis part has been done through interviews and
surveys with the people visiting the retail stores in South Delhi.

Result showed that concept of the product is very new in the Indian market and
people are need to be educated more especially middle level people about this new
concept through extensive promotion activities. Product is easily acceptable in the
market as by high class people and moreover Grasim has already established brand
name in the market. Also the customers are quite price sensitive, they consider wipes
to be a non-essential item and are not willing to spend a lot of money on such a
product.

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 TABLE OF CONTENTS

Project 1
MARKET RESEARCH

8
Chapter 1: Introduction and Scope of Study
11
Chapter 2: Objectives of the Project
Chapter 3: Company Profile – 12

 Aditya Birla Group

 Grasim Industries Ltd
Chapter 4: About the Product 17

Chapter 5: Indian Skin Care Wipes Market 22

Chapter 6 : Research Methodology 25

Chapter 7: Data Collection 29
Chapter 8: Analysis of data collected 30

Project 2 46
SUPERVISION OF FLOT ACTIVITIES

chapter 9: Market Activities of Kara 47

chapter 10: Float Activity 48

chapter 11: Findings of the Study 50

chapter 12: Recommendation 52
chapter 13 : Limitation 55

Bibliography 56
Annexure
57

3
 PROJECT -1
MARKET
RESEARCH

CHAPTER -1

INTRODUCTION

4
The report deals with the understanding of perception of consumer towards Kara
skincare wipes. The report involves a detailed study of market value of Kara skin care
wipes. The report involve analysis of 100 people‘s feedback in order to determine the
right strategy for increasing awareness for Kara. The report also involves the detail
study on market activities of Kara and mainly the float activity. Findings and
recommendation over Kara skincare wipes which are observed through market
research. It involves strategy how to capture the market and improve the quality of the
product.

SCOPE OF STUDY
The main to conduct this marketing research or this study is to find out the perception
of the consumer towards the new concept of the skin care wet wipes whether they
going to accept this new concept of the wet wipes or not or whether they still believes
in the traditional method of using the formulized based products. And even to study
hoe much awareness of this product is there in the market and the brand image of it.
The second main aim to conduct this study was to understand the retailers reactions
and expectation towards the KARA and to know that when any new product get
introduced into the market how its launching is going to be done.

The study of consumers helps firms and organizations improve their marketing
strategies by understanding issues such as how

 The psychology of how consumers think, feel, reason, and select between
different alternatives (e.g., brands, products);
 The psychology of how the consumer is influenced by his or her environment
(e.g., culture, family, signs, media);
 The behavior of consumers while shopping or making other marketing
decisions;
 Limitations in consumer knowledge or information processing abilities
influence decisions and marketing outcome; 

5
  How consumer motivation and decision strategies differ between products that
differ in their level of importance or interest that they entail for the consumer;
and

How marketers can adapt and improve their marketing campaigns and marketing
strategies to more effectively reach the consumerThe study of consumers helps firms
and organizations improve their marketing strategies by understanding issues such as
how

 The psychology of how consumers think, feel, reason, and select between
different alternatives (e.g., brands, products);
 The psychology of how the consumer is influenced by his or her environment
(e.g., culture, family, signs, media);
 The behavior of consumers while shopping or making other marketing
decisions;
 Limitations in consumer knowledge or information processing abilities
influence decisions and marketing outcome; 
 How consumer motivation and decision strategies differ between products that
differ in their level of importance or interest that they entail for the consumer;
and
 How marketers can adapt and improve their marketing campaigns and
marketing strategies to more effectively reach the consumer.

6
 CHAPTER-2

OBJECTIVE OF TRAINING

 Challenges faced in branding of Kara being as new product in Indian market.

 To study the perception of consumer and their behavior towards Kara skincare wipes.

 To understand retailer expectations and behavior towards “KARA”.

 To make people aware about Kara skin care wipes.

 How Kara is substitute of cosmetics and to make Kara wipes as habit in Indian
market.

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 CHAPTER-3

COMPANY PROFILE

Vision
To be a premium global conglomerate with a clear focus on each business..

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

Values
 Integrity
 Commitment
 Passion
 Seamlessness

8
  Speed

Aditya Birla Group is India's first truly multinational corporation. The group
has an annual turnover of US$ 24 billion, market capitalization of US$ 23 billion, and
has over 100,000 employees belonging to over 25 different nationalities on its rolls.
The group has diversified business interests and is dominant player in all the sectors
in which it operates such as viscose staple fibre, metals, cement, viscose filament
yarn, branded apparel, carbon black, chemicals, fertilizers, insulators, financial,
service, telecom, BPO and IT services.

The origins of Aditya Birla Group can be traced back to the 19th century when Seth
Shiv Narayan Birla started trading in cotton in the town of Pilani, Rajasthan. In the
early part of the 20th century, Group's founding father, Ghanshyamdas Birla,
expanded the group and set up industries in critical sectors such as textiles and fibre,
aluminium, cement and chemicals. In 1969, Aditya Birla, the then Chairman of the
Group, put the group on the global map. He set up 19 companies outside India, in
Thailand, Malaysia, Indonesia, the Philippines and Egypt. Under Aditya Birla's
leadership, the group attained new heights and it became world's largest producer of
viscose staple fibre, the largest refiner of palm oil, the third largest producer of
insulators and the sixth largest producer of carbon black. After Aditya Birla's demise
his son Kumar Mangalam Birla took over the charge of the group and under his
leadership the group has sustained the numero uno position in the sectors in which it
operates.

The Group operates in 25 countries — India, UK, Germany, Hungary, Brazil, Italy,
France, Luxembourg, Switzerland, Australia, USA, Canada, Egypt, China, Thailand,
Laos, Indonesia, Philippines, Dubai, Singapore, Myanmar, Bangladesh, Vietnam,
Malaysia and Korea.

Globally the Aditya Birla Group is:

9
:: A metals powerhouse, among the world's most cost-efficient aluminium and
copper producers. Hindalco-Novelis is the largest aluminium rolling company. It
is one of the three biggest producers of primary aluminium in Asia, with the
largest single location copper smelter
:: No.1 in viscose staple fibre
:: The fourth largest producer of insulators
:: The fourth largest producer of carbon black
:: The 11th largest cement producer globally, the seventh largest in Asia and the
second largest in India
:: Among the world's top 15 BPO companies and among India's top four
:: Among the best energy efficient fertilizer plants

In India:
:: A premier branded garments player
:: The second largest player in viscose filament yarn
:: The second largest in the chlor-alkali sector
:: Among the top five mobile telephony companies
:: A leading player in life insurance and asset management
:: Among the top three supermarket chains in the retail business
Rock solid in fundamentals, the Aditya Birla Group nurtures a culture where success
does not come in the way of the need to keep learning afresh, to keep experimenting.

Beyond business — the Aditya Birla Group is:

:: Working in 3,700 villages
:: Reaching out to seven million people annually through the Aditya Birla Centre
for Community Initiatives and Rural Development, spearheaded by Mrs.
Rajashree Birla
:: Focusing on: health care, education, sustainable livelihood, infrastructure and
espousing social causes
:: Running 41 schools and 18 hospitals

GRASIM INDUSTRIES LTD.

10
Grasim Industries Limited, a flagship company of the Aditya Birla Group, ranks
among India's largest private sector companies, with consolidated net turnover of
Rs.184 billion and a consolidated net profit of Rs.29 billion (FY2009).

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 24 per
cent global market share. Grasim, with an aggregate capacity of 333,975 TPA has a
global market share of 11 per cent. It is also the second largest producer of caustic
soda (which is used in the production of VSF) in India.
In cement, Grasim along with its subsidiary UltraTech Cement Ltd. has a capacity of
41.6 million TPA and is a leading cement player in India. In July 2004, Grasim
acquired a majority stake and management control in UltraTech Cement Limited. One
of the largest of its kind in the cement sector, this acquisition catapulted the Aditya
Birla Group to the top of the league in India.

VSF
Grasim is India's pioneer in viscose staple fibre (VSF).
Cement
Grasim has grown to become a leading cement player in India.
Chemicals
Grasim has India's second largest caustic soda unit.

Textiles
Grasim has strong nation-wide retail network and also caters to international fashion
houses in USA and UK.

11
Facts about Grasim industries ltd.
Grasim was incorporated on 25 August 1947, exactly 10 days after India achieved
independence
Originally a textile manufacturer, Grasim has successfully diversified
into VSF, cement and chemicals
Aditya Birla Group is the world's largest producer of VSF
The Aditya Birla Group is the 11th largest cement producer in the
world and the seventh largest in Asia
Second largest producer of caustic soda in India
Grasim and Graviera range of fabrics signify the 'power of fashion'
 
CONSUMER PRODUCTS DIVISION OF GRASIM
INDUSTRIES

Grasim Industries, an Aditya Birla Group Enterprise has started its Consumer Product
Division with various personal care & home care dry & wet wipes products. This
marks the company’s foray into the Indian FMCG market.
The Indian FMCG market is of US$13.1 billion and is the fourth largest sector in the
economy. FMCG Sector is expected to grow by over 60% by 2015. That will translate
into an annual growth of 10% over a 5-year period.

In 2008 the company launched Kara skin care wipes and Prim Home Care wipes.
Kara Skincare wipes is positioned as an essential skincare accessory.
In 2009 entered the baby care segment with the launch of Puretta. Puretta is targeted
at today's mother, who opts for a contemporary and convenient lifestyle. Introduced
for the first time in India, the Puretta product portfolio includes Complete Cleaning
Wipes, Germ Shield Wipes and Skin Nourishing Wipes.

CHAPTER- 4

12
 KARA Skincare Wipes

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.

13
 ''Kara skincare wipes fill up the lacuna in this segment as there is lack of availability
of quality products at appropriate price in the Indian market.''

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 products which are imported, its the first time that an Indian
company enter 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 TG about the usefulness of this product. This task is cut out for Kara since
the TG 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 “At your best. Always “this clearly communicates the core
brand positioning. The brand is being promoted as the anytime solution to look good.

Also Kara is loaded with lotions for different application like deep pore cleansing,
moisturizing, toning, sunscreen and make up remover.
Like……..

 Rejuvenating the skin is a natural property of mint oil and cucumber coupled with
aloe Vera for skin nourishing – in refreshing wipes.

14
 Jojoba and Avocado unclogs pres, detoxes and exfoliates dead skin in Deep Pore
Cleansing wipes.
 Rose and Thyme are well known to have toning properties – used in Toning Wipes.
 Honey and Almond are age – old products for removing dryness of skin and
moisturizing present in – moisturizing wipes
 Aloe Vera and plum have natural sunscreen properties – Kara Sunscreen wipes.
 Lavender cleaning and relaxing properties while Seaweed has nourishing effect on
skin – both used for makeup removal wipes.

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.

15
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 dermatologic ally 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.

Raw Material Used for KARA

Kara is made of 100% Viscose. Viscose is Purer & Softer and more absorptive than
Cotton. VSF is 100% Natural and 100% Biodegradable. The material is non-woven
fabric which absorbs sweat, extra oils from the skin without scrubbing it. It doesn’t
wither when rubbed hard and doesn’t leave lint on facial skin or stubble. Most other
wet wipes in the market today are made from Polyester-Viscose blended non-woven
fabric or paper. Polyester is not skin-friendly and its repeated use on the skin is not
advisable. Paper tissues tear off when rubbed over skin and leave lint on face in a way
that can often embarrass the user.

Manufacturing Facility of KARA

Kara wipes are manufactured at the company’s plant at Kharach, Gujarat. The plant
layout is approved by FDA and manufacturing activity takes place under stringent
conditions that ensure user safety and hygiene.

16
KHARACH

CHAPTER-5

WIPES MARKET IN INDIA

17
 DISPOSABLE WIPES MARKET IN INDIA

Disposable wipes have evolved into a global business concept generating more than
$5 billion in sales a year. Achieving strong double-digit growth year after year, the
category now assumes a major role in the personal care market.

Spanning from make-up removal and deodorant wipes in personal care to floor and
furniture cleaning products in household care, disposable wipes have gradually
expanded to offer a wide range of new applications, replacing the traditional
combination of cloth, cotton and cleaning solution.

18
Changes in trends in the wipes market have also been driven by new product
developments and the positive reception of new product applications by the consumer.

It is most important to look at the development process as "full-circle innovation."

Focus cannot be limited to the components of the product or even the product as a
whole.

The global market for wet wipes continues to grow, although it is important to be
cognizant of the challenges that will present great difficulties to many. Those
companies that can combine cutting edge technology with the development of new
and innovative

In the last 3 years there has been an explosion in the number and types of wipes
available to the consumer. From baby wipes and facial wipes to disinfecting wipes for
your countertop and a slew of automotive wipes to keep your 4-wheel “baby” shiny
and supple. In a fast paced world, these wipes are designed for convenience, whether
that is for your own personal use or to deal with all those thankless jobs around the
house and garage.

Wiper Products and give helpful hints in their use.

 The disposable wet wipes market, fairly niche and nascent in India, has grown
to Rs 30 crores. Birla Cellulose (Consumer Products Division of Grasim
Industries), which has launched three brands in this category namely Kara,
Puretta and Prim for various purposes over the last couple of years, accounts
for Rs 4 crores of the market.

 In the US and Europe, 6 and 10 per cent of the income is spent on disposable
products. In India, it is 0.0001 per cent.

 Worldwide, wet wipes are a $6-billion category, but in India, it’s a nascent
category, and a lifestyle item at that, not an essential one, so it will take a
while before there comes an inflection point.

 The disposable wipes market posted double-digit growth in 2008. Consumer

awareness about hygiene products increased as a result of increasing

19
 advertising, price reductions and the launch of cheaper variants by
manufacturers over the latter half of the year. Skin Care wipes also benefited
due to 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
when working in the kitchen or whilst travelling outside of the home.

 The wipes in India are generally made of Viscose and Spun lace. Birla
Cellulose manufactures 98% of the Viscose Staple Fibre in India, so it is
poised to do well against other local players as they would have to purchase
VSF from it.

 The leading market research agency KSA TECHNOPAK conducted a market

survey & discovered that there is a huge untapped potential for wipes in India.
According to the survey after Delhi NCR, Chandigarh is the biggest
market for cosmetics in North India. 

 The disposable wipes market in India faces stiff competition from cheaper
Chinese imports.

CHAPTER-6

RESEARCH
METHODOLOGY

20
RESEARCH DESIGN:

The research applied in this project is descriptive research. The main objective here
is to know about the awareness of the newly launched product Kara and to promote it.

The major objective of descriptive research is to describe something ---- usually

market characteristics or functions .Descriptive research is conducted for the
following reasons:
1. To describe the characteristics of relevant groups, such as consumer, organizations,
or market areas.

21
2. To estimate the percentage of units in a specified population exhibiting a certain
behavior.
3. To determine the perception about the products characteristics.
4. To determine the degree to which marketing variables are associated.
5. To make specific predictions.

Descriptive research is preplanned and structured. It is typically based on large

representative samples. A formal research design specifies the method for selecting
the sources of information and for collecting data from those sources. A descriptive
design requires a clear specification of the who, what, when, where, why, and way of
the research.

Sample Design

I. Population

The target population for this market survey included all , the retailers and
distributors in South Delhi and mainly females like professional and college
going people.

II. Sampling Frame:

The sampling frame for this study was the list of the store managers/operations
managers of the retail outlets, youngsters and working women are being covered
during the survey.

III. Sample Size

As the population was limited in this case, a small sample of 100 respondents was
taken.

22
IV. Sampling Technique

For the purpose of this survey, systematic sampling technique was employed as the
sample size was small and fixed and the sampling unit was clearly defined.

Techniques of Data Collection

As per the objectives given by the company to me we have planned to conduct the
various types of market survey in form of marketing research through various
techniques such as In-Depth interview and through the questionnaires. Quessionnaire
is basically being get prepared for the two purposes:

 One is to analyze the behavior of the consumer towards the product named
“KARA” for which the entire marketing researches have been get conducted.

 Second questionnaire is being got prepared to analyze the skills of the SALES
EXECUTIVES, RETAILERS & DISTRIBUTORS..

I used both the techniques i.e. in depth interview method as well questionnaire as
these survey techniques involves the collection of primary data about the subjects,

usually by selecting a representative sample of the population through the use of a

questionnaire. It is one of the most important and popular and oldest method of
collecting the data and helps in analyzing the various results as the objectives given.
It also ensures higher reliability than some other techniques. To make this technique
of questionnaire more relevant questions are going to be prepared which allows for
the standardization and uniformity both in the questions asked and in the method
approaching subjects, making it far easier to compare and contrast answers given by
the respondent group.

23
 I used depth interview method most while interacting with the RETAILERS,
DISTRIBUTORS.. As we know that IN DEPTH INTERVIEW technique is also one
of the most important technique of the primary data collection and can also be said
that may also time saving. In depth interview method is face to face interview
method , in other words there is face to face interaction take place between the
respondent and the interviewer and it helps the interviewer to judge the gesturer
response and mind status of the respondent that what actually he wants to convey.
There is direct communication take place and this gives me the privilege of judging
the people at different levels and get different - different manner of responses which
was the distinct advantage.

Therefore, there were certain types of questions which I was required to ask from the
respondents as per their field this give me the high exposure opportunity which helped
me to learn that how to interact and talk in corporate world at different levels.

CHAPTER-7
DATA COLLECTION

 Questionnaire
 Field work
 In depth interview

24
 The data which is collected in this project is primary and the report is based more on
primary data collected.

Methods of data collection

The task of data collection begins after a research problem has been defined and
research plan chalked out. While deciding about the method of data collection to be
used for the study the researcher should keep in mind two types of data via: primary
and secondary. The primary data are those which are collected afresh and for first
time, and thus happens to be original in character, the secondary data, on the other
hand , are those which have already been passed through statistical procedure.

PRIMARY DATA

 The sample was taken from south zone of Delhi. The sample size of 100 was taken.
 Primary Data was collected through structured questionnaires, personal-
interviews/discussions in context to the behavior of the consumer towards the skin
care wipes and the reaction and the expectations of the retailers from the company and
the new product named KARA.

SECONDARY DATA:

 Secondary Data was collected from Internet, news articles, journals etc.

CHAPTER-8

25
 DATA ANALYSIS

WEAKNESS
STRENGTHS
SWOT Analysis
 The name Aditya Birla Group
means a reliable product  Retailer’s margin is far less.
 Natural & Biodegradable product  High Price as compared to
competitors.
 Innovative Concept
 There is a lack of awareness at the
 Segmentation of specific wipes
for specific purpose ground level
 Poor packaging is another
 Availability in more than 5
variants weakness.
 Irregular follow-up by the salesman
 Alcohol free product
is hindering the sales to go up26
 Dermatologically safe
 THREATS
OPPORTUNITIES
 Stiff competition from lower
 Growing market of skin care
priced Chinese wipes.
products in India.
 High level of competition from
 People are gradually getting
main rivals like Mystique, Dove,
acquainted with the western
Fresh Ones.
concept of wet wipes.
 High pricing strategies
 Huge untapped market.
 The Chinese wipes have always
 Climate of India is favorable for
such products. gained a lot of popularity and it
is very difficult to remove their
 Questionnaire
There are no other bigAnalysis
players in
mark from the customer mind.
the market.



Questionnaire Analysis

Question- 1.
Have you ever used or considered using a wipe to clean your skin ?

27
 33%

YES
NO

67%

Interpretation

Out of 100% , maximium 67% of people said that YES they do use wipes and only
33% of people said that they don`t use wipes this reflects that there is much
awareness among the people that what are wipes and its usage. And to increase
awareness company is doing promotional activities to cover the rest 33% of the
sample.
This trend of wipes is generally acceptable by the people because of it is trendy and
it helps to change their standard of living. As wipes are not the indian product and
not the tradition in India, hence It takes time to be populated in the market.

Question-2.
What do you think is the more convenient and hygienic way of
cleaning your skin?

28
 6%
15%

TOWEL
33%
COTTON
WIPES
OTHERS

46%

Interpretation

From here we can interpret that majority of the people feel that the most convenient
and hygienic way of cleaning their skin is wipes and cotton. So, there is a great scope
for wipes in the Indian market and the product can achieve success because people
will be ready to accept the concept of Kara.

According to the data collected, 46% of the respondents think cotton is the
convenient and hygienic way of cleaning their skin. This could be due to lack of
awareness that viscose is more absorbent than cotton. 33% of the respondents went
for wipes .6% of the respondents feel that other methods like dry tissues, face wash
etc are more convenient for cleaning the skin.

Question-3.
Which of the following wipes do you prefer?

29
 16%

2%

KARA
FRESSIA
48% FRESH ONES
MYSTIQUE
CLEA
22% JOHNSON & JOHNSON
OTHERS

12%

Interpretation

This analysis gives us an idea about the brand preferences of the respondents. The
highest percentage (48%) is occupied by the others category. The brands mentioned in
the others category are Chinese Brands, Clarus , Dove, Good Looks, Oriflamme,
Etiquette , L’Oreal. And now a days people are getting more and more concious about
their skin and they also want some kind of schemes also.

The Chinese wipes have a large market share due to their penetration pricing. The
major competitors of KARA apart from Chinese wipes are Clea (12%) and Mystique
(22%) and 16% of the respondents said that they prefer KARA.

Question-4
For what purpose do you use wipes?

30
 ANY OTHER 0%

REFRESHING 29%

TONING 3%

AS SUNSCREEN 5%

REMOVING MAKE UP 16%

FRAGRANCE 8%

MOISTURIZING 2%

CLEANING SKIN 37%

0% 5% 10% 15% 20% 25% 30% 35% 40%

Interpretation

Looking at the chart majority of the respondents (37%) use wipes for cleaning the
skin which is also the primary function of a skin care wipe. Also 29 % of the
respondents use it for refreshing purpose. And only 16% of the respondents (all
women) use wipes for removing make-up. The usage of wipes for other purposes is
relatively quite low. Because it’s the perception of the customer that the wipes are the
substitute of Handkerchief but not the substitute of their bottled products. The
company main aim is to change the habbit of the customer to use wipes instead of
their chemicals products

Question-5.
What do you look in for, while buying wipes?

31
 35%
30% 29%

25%
20%
20%
15% 14% 14%
12%
10%
10%
5%
1%
0%
SS TY LU
E E TY SIZ
E
NG
NE ILI M ILI KI
E B VA NA B E S
IV LA D RA G TA
ECT VAI AN DU CKA
LTI
F A R PA U
EF SY
B M
G A
IN E
EAN
CL

Interpretation

As shown in chart 5th, the two main factors which play an important role in the
purchase decision of wipes are Cleaning Effectiveness (29%) and Brand Name (20%).
The wipes are mostly purchased by Middle Class and Upper Middle Class who are
brand conscious more emphasis is on brand name. Availability and Multi-tasking
capability of the wipes are other relevant factors.

Question-6.
According to you what should be the ideal package for wipes?
32
 Family Pack 41%

30s Pack 24%

20s Pack 5%

10s Pack 11%

Sachet 19%

0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

Interpretation

Chart 6th illustrates the percentage breakup of the respondent’s preference for the
package size of wipes. We interpret that the customer likes almost all types of
packing. We can see that 41% think that the ideal size should be a family pack that is
more than 30 wipes in a pack. Kara does not come in a family pack. 24% respondents
prefer the 30s pack size. A small but sizeable number of people (19%) think sachet is
the best package size since it is easy and convenient to carry. The availability of Kara
in the form of sachets is an issue.

Question -7.
According to what should be the ideal price for the multipurpose
medium size wipes pack?

33
 60%

50%

40%

30%

20%

10%

0%
Rs 25-50 Rs 50-75 Rs 75-90 Rs 90-120 Above Rs 120

Interpretation

Looking at chart 7 we can say the consumer of skin care wipes are price sensitive
more than half (51%) respondents think that the ideal price for a medium wipe is
Rs25-50.This might be due to a reference frame set in the minds of the consumer
when they compare other brands with cheap Chinese imports. It can be said that the
respondents (10%) generally do not prefer spending more than Rs 75 on a medium
sized pack of wipes.

Question- 8

34
 How often do you visit outlet like Big
Bazaar,More,Store99 .etc.?
Often Regularly Occasionally Rarely

9% 31%
22%

38%

Interpretation

Only 38% of the customers visit the retail outlets regularly. So the company should
not focus only on retail outlets for their promotional activities because it may happen
that majority of the young generation may remain unaware of the product who have
the potential of buying the product.
Company can focus on the all departmental and the normal medical store many
customers do their shopping from these store because of convenience and people do
visit these stores on regular basis also to buy the perishable products or other
products.

Question -9.

35
Noticing the benefits that multipurpose wipes (like Kara and Puretta)
provides in today’s fast paced life with so much pollution and other infect
ants that harm your skin, can we say that these wipes are becoming a
somewhat necessity?

22%

Strongly agree
7%
52% Agree
Neutral
5% Disagree
Strongly disagree
14%

Interpretation

Most of the customer (52%) seems to be agreeing on the point that in today’s fast
paced life with so much pollution and other infects ants that harm the skin of a
human, these wipes are becoming a necessity. Because the dust particles, pollution
sun rays etc. make the skin dull, so the wipes are the necessity of Indians because its
climate. So, Aditya Birla Group being first in FMCG sector to launch branded wipes
can take advantage of this growing necessity and become a market leader.

Question-10.

36
Do you feel that multipurpose wipes (like Kara and Puretta) are more
convenient and cost effective than formulized products?

20%

Yes
No

80%

Interpretation

From the pie chart above, it is clear that the customer majority of the customer believe
that these skincare wipes are more convenient and cost effective that the formulized
products being used. This is because of the naturality of the product and its hygienic
and biodegradable nature. Out of 100%, maximum 80% customers believe that wipes
are more convenient as compared to cotton or formulized products. Because of easy to
carry feature, it can be used at anywhere anytime.

Question -11.

37
How do you come to know about Kara?

ANY OTHER 12%

OUTDOOR ADVT. 34%

FRIENDS & PEERS 8%

RETAIL OUTLETS 21%

PRINT ADVT 25%

0% 5% 10% 15% 20% 25% 30% 35% 40%

Interpretation

If we look at Chart 11th, we see that 34% of the respondents replied that they came to
know about Kara through Outdoor Advt. . This percentage was lower in the first
month of the research as the company had not started with the promotional activities.
It also indicates that the outdoor advertisement of the company on bus stops and
other prominent locations is being noticed by the people. Also 25 % replied that they
came to know about KARA through print advt. in newspapers and magazines.21%
respondents said that they came to know about the product through the promoters at
the retail stores and the store sales man.

Question-12.
38
 When do you normally prefer to use skin care
wipes?
while travelling at home at office
21%

56%

23%

Interpretation

56% people believe that the Kara is mainly used while traveling or when they go
outside from their houses because its disposable form. Only 23% think that they can
also use at home as a substitute of cosmetics. But due to the traditional concept of
India they believed on creams mainly and many of them don’t ready to be use at home
because its refreshing wipes which is benefitted only when the people on the go.

Question -13.

39
 From where do you normally prefer to buy
most of your skincare products?
Departmental store Medical store
Super market Malls
16%
33%

16%

35%

Interpretation

Most of the customers (35%) do their shopping of skincare products from medical
store because they get all type of cosmetics and the all variety there. And rest 33% do
their shopping from near by departmental store. As that is more convenient to them.
They can also bargain at that store because they are known to them and they can save
their time also. Malls and the supermarkets are also preferred by the customers but not
that much because these are very time consuming and customers have to go there
specially.

Question-14.
What makes Kara products different from other brands?
40
 45%

40%

35%

30%

25%
41%
20%
32%
15%

10% 18%

5% 9%

0%
VALUE FOR MONEY QUALITY UTILITY PACKAGING

Interpretation

The last question asked was regarding the factor that differentiates KARA from other
brands. 41% replied that utility of Kara was more than other brands,since it is
available is six variants for different purposes.While 32% of the respondents replied
that the quality of Kara skin care wipes is better than other brands. Packaging of the
product is not a major differentiating factor.18% of the respondents felt that Kara skin
care wipes provide value for money.

41
 PROJECT -2
SUPERVISION OF
FLOAT ACTIVITY

42
 CHAPTER-10
MARKET ACTIVITIES
OF KARA

Introduction

 Year Round Magazine Visibility

 1 Month Newspaper Campaign
 Multiple Station Radio Campaign
 Outdoor Campaign
 Extensive Retail Presence
 Road Shows & Mall Activations

Marketing activity is the medium by which the company generates awareness of its
product in the market via different source of advertisement. The main objective of
these activities is to create awareness in the market, as the customers don’t know
much about the Kara. By giving advertisement on newspaper, hoardings and
magazines attract many customers due to their presentation and colour scheme.

Activities help the company to capture market share and to compete with the
competitors in the market. As there is many Chinese wipes are available which are
very cheap as compared to the Kara so there is a need to educate the customers. The
activities like float activity and road shows giving the free demo to the customers.

Consumers come to know about the product and its usage through these activities. It
helps to develop a brand image in the mind of consumer.

43
 Float Activity

JOB OBJECTIVE

 To supervise the activities of promoters and beautician.

 To check the location of the float whether the place of float is desirable or not.
 To keep records of people who visit the float in a particular area.
 To keep a check on the starting and ending time of the activity.
 To check the availability of samples of Kara in the float.
 To interact with retailers of that area and try to convince him about the
product.

44
Float activity is basically a road show in which advertisement of product and
company is done by the help of large vehicle and promoters. The promoters make the
consumer aware of product by free sampling and telling about the USP of the product.
There is one beautician in the float who gives the free demo or mini facial to the
customer and note down their feedback in the visiting diary.

On the float there is one MC who speaks few lines on Kara to attract the customers.
She introduces the product to them and the explanation is given by the promoter.
In this activity I have to supervise them whether they are performing their duty well
or not and in case of any problem I need to intimate the higher authority about it
immediately.
Availability of samples in the float is another main task that I had to take care because
without sample no demo is taken by the promoters.

This activity was conducted in the month of May from 28 th may to the 28 th june,
which covered the all poh residential area and the main markets of Delhi and NCR
where we can found the crowd always. The locations like Paschim Vihar, Vasant
Vihar, Vasnt Kunj, GK, and Lajapat Nagar Etc. Weekends were the most happening
days of the float because on weekends there were maximum entries occurred.

45
 CHAPTER -11
FINDINGS OF THE STUDY

FINDINGS OF RESEARCH
As per the marketing research its been concluded the following observation:

 Quality of the wipes is being appreciated by most of the customers (mainly

fragrance and material).
 High competition from other brand of wipes as they are providing schemes at
very low prices.
 People are getting more conscious regarding brands, quality, and hygienic
thing.
 Most of the people are aware of wet wipes but not about the whole skin care
regime in the format of wet wipes.
 Retailer are not much interested in Kara as they get very low margin as
compared to other Chinese wipes

ALLOTED STORES

BIG APPLE, HAUZ KHAS SASTA BAZAAR, JNU

Visited for 7 days
No youngsters at all
Mainly vegetables buyers or grocery Demands of wipes are there.
items
Kara placed in skincare department.
No customers on day time
Very less sale on week days
visited for 20 days
Educated youngsters
People are mainly looking for flavours
like lemon.
People found very expensive.
Retailer want display and One promoter

PERCEPTION OF THE CONSUMERS

46
  Quality of the product is superior to other wet wipes.
 Offer and schemes should be provided
 Concept is totally new and don’t get understand easily.
 Customer feel that it can be used only while traveling

PERCEPTION OF THE RETAILERS

 Margin is very less, get more in Chinese wipes.

 Totally a new concept needs to take time to educate people about Kara.
 Great competition from the other brands like L'Oreal, Dove, Clarus as prices
are relatively less and easily acceptable by customers

FINDINGS OF FLOAT ACTIVITY

 Successful in spreading awareness in the market.

 Due to sampling and free demo, now people have no doubts related to quality.

 Demand of the product is increased.

 Advertisement not only attracts normal people only but they also attract
retailers also.

 Helped to develop brand image in the market.

 Got suggestion from consumer to improve the quality of the product.

47
 CHAPTER-12

RECOMMENDATIONS

48
 As per the survey and the interviews which I have undertaken, personally I strongly
believe that there are so many factors which are need to be kept into the mind while
introducing any new product with new concept into the market, especially that market
which doesn’t have that similar kind of concept in the market as far earlier.
Companies need to look upon the various factors like:
 Current market situations,
 Various distribution channels,
 Needs of the customers,
 Retailer’s expectations and so many.

Following are some recommendations on the basis of interviews and surveys

undertaken
 Good concept in the Indian market to modernize the people and to improve the
standard of living.
 Prices are relatively high as compare to the other wipes category like the
Chinese wipes available in the market at cheap prices.

 More than 10 floats should be placed only on weekends at the very posh areas
of Delhi & NCR to increase the awareness and to educate them.

 In order to beat the Chinese wipes market competition there is need to do and
need to adopt the policies of aggressive advertising, campaigns, free samples,
penetration policies of pricing.

 It is essential to invest in promotion especially for new to market product

sampling and to create awareness for the products. Distributor should be
provided with thorough training in product knowledge.

 Agent should be given a reasonable price for the product to avoid undercutting
by parallel importers.

49
 Work closely with your local agent on a win-win basis. Make sure that
channels of distribution are closely supervised. To the extent possible, protect
your agent against parallel imports.

 Actively contact retailers directly, not only through importer or agent.

 Product is highly meant for the high class people in order to meet the middle
class market some catalogues along with the samples should be circulated as
free sampling to educate the entire class of people.

 Better to introduce wipes according to skin types with required pH balance.

 There is huge competition from the Chinese wipes so it requires to do

aggressive advertising, campaigns, samplings in order to attract the customer
and to capture the maximum market.

 Retailers getting very high margin from the Chinese wipes so company should
also take care its retailers expectations so that it will fulfil its needs and keep
him satisfied.

 In order to beat the market of Chinese wipes company should educate the
people that what is good for them and what is bad by organising the
campaigns at different places.

 It is generally a product of high class people and is beyond the thinking of

middle class people so regular message to educate them should be done
through broad casting media.

 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.

 Some schemes on time basis should be get introduced soon in order to attract
the customer and to tell them about the quality of the product
50
 Chapter 13
LIMITATIONS

 Due to small size of the sample it was quite difficult to find out the exact
result of the new concept acceptance by the customers.

 Unawareness among the customer about the availability of the skin care
wipes in the market.

 General people are unable to understand this concept of skincare wipes they
consider refreshing wipes in skin care category so they need to be educated
more.

 Lack of aggressive advertising on broadcasting media.

 High class people product and there is lack of effective campaigning.

 Only very few people get qualified for this in depth interview

51
Bibliography:

12.1 Books and Reading

 Kotler, Philip (2005) “Marketing Management”, Pearson

Education (Eleventh Edition).
 Marketing Research, an Applied Research, fifth Edition, Naresh K.
Malhotra
 “Consumer Behaviour” by Schiffman kanuk

12.1 Websites

 www.adityabirla.com
 www.grasim.com
 http://marketingpractice.blogspot.com/2008/05/kara-skincare-
wipes-at-your-best-always.html
 http://www.indiaprwire.com/pressrelease/consumer/200806041000
8.htm
 http://living.oneindia.in/insync/2008/aditya-birla-group-kara-
skincare-wipes-070608.html

52
 ANNEXURE
QUESTIONNAIRE

Name: Occupation:

Age: Gender:

Address: Contact no. :

1. Have you ever used or consider using a wipe to clean your skin ?
a) Yes b) No

2. What do you think is the more convenient and hygienic way of cleaning
your skin?
a) Towel b) Cotton
c) Wipes d) Any other (specify)

3. Which of the following wipes do you prefer?

a) Kara b) Fresh ones
c) Good look d) Mystique
e) Johnson & Johnson f) Clea
g) Any other

4. For what purpose do you use wipes?

a) Cleaning skin b) Moisturizing
c) For fragrance d) Removing make up
e) As sunscreen f) Toning
g) Refreshing h) Any other…….

5. What do you look in for, while buying wipes?

a) Cleaning effectiveness b) Multi tasking
c) Value d) Durability
e) Package size f) Easy Availability
g) Brand name

6. According to you what should be the ideal package for wipes?

a) Sachet b) 10s pack
c) 20s pack d) 30s pack
e) Family pack

7. According to what should be the ideal price for the multipurpose medium
size wipes pack?
a) Rs 25-50 b) Rs 50-75

53
 c) Rs 75-100 d) above 100

8. How often do you visit outlet like Big Bazaar, More, Store99 etc.?
a) Often b) Occasionally
c) Regularly d) Rarely

9. Noticing the benefit that multipurpose wipes(like Kara and Puretta)

provides in today’s fast paced life with so much pollution and other infect
ants that harm your skin, can we say that these wipes are becoming a
somewhat necessity?
a) Strongly agree b) Agree
c) Neutral d) Disagree
e) Strongly disagree

10. Rate the following attribute of wipes on a scale of 1 to5.(1 being lowest)
a) Convenient …………
b) Hassle free ……….
c) Optimized efficiency ...…….
d) Easy to carry ……….
e) Disposable ………..
f) Hygienic ………..
g) Assurance of Brand ………..

11. Do you feel that the multipurpose wipes (like Kara & Puretta) are more
convenient and cost effective than the formulized products?
a) Yes
b) No

12. How do you come to know about Kara?

a) Print advertisement
b) Retail outlet
c) Friends & peers
d) Outdoor advertisement
e) Any other……..

13. When you normally prefer to use skin care wipes?

a) While traveling
b) At home
c) At office

14. From where do you normally prefer to buy most of your skin care
products?
a) Departmental Store
b) Medical Store
c) Supermarket
d) Malls

54
15. What makes Kara products different from other brands? Do you think
that Kara skin care wipes are …
a) Value for money b) Quality
c) Attractive packaging d) Utility

16. Recommendation if any

………………………………………………………………………………………………………………………
…………………

55