aditya birla kara sip
TRANSCRIPT
1
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.
2
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.
3
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.
4
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)
5
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/)
6
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)
7
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
8
(http://birlacellulose.com/)
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.
9
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
10
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
11
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.
12
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.
(http://birlacellulose.com/)
13
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.
14
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
15
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.
16
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.
17
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
18
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
19
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
20
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.
21
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
22
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
23
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
24
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.
25
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)
26
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?
Frequency Percent Valid Percent
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?
Frequency PercentValid
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?
Frequency PercentValid
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?
Frequency Percent Valid PercentCumulative Percent
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?
Frequency Percent Valid PercentCumulative Percent
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)
Frequency Percent Valid PercentCumulative Percent
Valid No 62 79.5 79.5 79.5Yes 16 20.5 20.5 100.0Total 78 100.0 100.0
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 )
Frequency Percent Valid PercentCumulative Percent
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 )
Frequency Percent Valid PercentCumulative Percent
Valid No 36 46.2 46.2 46.2Yes 42 53.8 53.8 100.0Total 78 100.0 100.0
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
Frequency Percent Valid PercentCumulative Percent
Valid No 68 87.2 87.2 87.2Yes 10 12.8 12.8 100.0Total 78 100.0 100.0
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 )
Frequency Percent Valid PercentCumulative Percent
Valid No 67 85.9 85.9 85.9Yes 11 14.1 14.1 100.0Total 78 100.0 100.0
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
Frequency Percent Valid PercentCumulative Percent
Valid No 54 69.2 69.2 69.2Yes 24 30.8 30.8 100.0Total 78 100.0 100.0
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
Frequency Percent Valid PercentCumulative Percent
Valid No 46 59.0 59.0 59.0Yes 32 41.0 41.0 100.0Total 78 100.0 100.0
Table 4.17 Fact about Kara
Figure 4.17 Facts about Kara
50
ii) Which all facts do you know about Kara? Alcohol free
Frequency Percent Valid PercentCumulative Percent
Valid No 52 66.7 66.7 66.7Yes 26 33.3 33.3 100.0Total 78 100.0 100.0
Table 4.18 Fact about Kara
Figure 4.18 Facts about Kara
51
iii) Which all facts do you know about Kara? Made from 100% viscose
Frequency Percent Valid PercentCumulative Percent
Valid No 67 85.9 85.9 85.9Yes 11 14.1 14.1 100.0Total 78 100.0 100.0
Table 4.19 Fact about Kara
Figure 4.19 Facts about Kara
52
iv) Which all facts do you know about Kara? Is from Aditya Birla group
Frequency Percent Valid PercentCumulative Percent
Valid No 61 78.2 78.2 78.2Yes 17 21.8 21.8 100.0Total 78 100.0 100.0
Table 4.20 Fact about Kara
Figure 4.20 Facts about Kara
53
v) Which all facts do you know about Kara? None
Frequency Percent Valid PercentCumulative Percent
Valid No 52 66.7 66.7 66.7Yes 26 33.3 33.3 100.0Total 78 100.0 100.0
Table 4.21 Facts about Kara
Figure 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
Frequency Percent Valid PercentCumulative Percent
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?
Frequency Percent Valid PercentCumulative Percent
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?
Frequency Percent Valid PercentCumulative Percent
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?
Frequency Percent Valid PercentCumulative Percent
Valid No 7 9.0 9.0 9.0Yes 71 91.0 91.0 100.0Total 78 100.0 100.0
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
Frequency Percent Valid PercentCumulative Percent
Valid No 10 12.8 12.8 12.8Yes 68 87.2 87.2 100.0Total 78 100.0 100.0
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
Frequency Percent Valid PercentCumulative Percent
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
Valid No 61 78.2 78.2 78.2Yes 17 21.8 21.8 100.0Total 78 100.0 100.0
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?
Frequency Percent Valid Percent
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?
Frequency Percent Valid PercentCumulative Percent
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?
Frequency Percent Valid PercentCumulative Percent
Valid No 20 25.6 25.6 25.6Yes 58 74.4 74.4 100.0Total 78 100.0 100.0
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
Frequency Percent Valid PercentCumulative Percent
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
Frequency Percent Valid PercentCumulative Percent
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
Frequency Percent Valid PercentCumulative Percent
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
Table 4.36 Cross tabulation 2
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
Table 4.37 Cross tabulation 3
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
Table 4.38 Cross tabulation 4
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
Table 4.39 Cross tabulation 5
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
Table 4.40 Cross tabulation 6
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
Rate the following parameters in order of your preference in buying hand sanitizers? Alcohol free
1.000 .335
Rate the following parameters in order of your preference in buying hand sanitizers? Fragrance
1.000 .698
Rate the following parameters in order of your preference in buying hand sanitizers? Brand
1.000 .682
Rate the following parameters in order of your preference in buying hand sanitizers? Price
1.000 .691
Rate the following parameters in order of your preference in buying hand sanitizers? Packaging
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
Rate the following parameters in order of your preference in buying hand sanitizers? Alcohol free
.578
Rate the following parameters in order of your preference in buying hand sanitizers? Fragrance
.836
Rate the following parameters in order of your preference in buying hand sanitizers? Brand
.826
Rate the following parameters in order of your preference in buying hand sanitizers? Price
.831
Rate the following parameters in order of your preference in buying hand sanitizers? Packaging
.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
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