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Topic: Price Comparison of Kara and its Substitute & Consumer Preference over it.

Submitted by: Deepak VermaP.G.D.M (IB) 08

INTRODUCTION

• The Aditya Birla Group is an Indian multinational conglomerate corporation headquartered in Mumbai, India. founded in 1857.

• Grasim Industries Limited was incorporated in 1948.

• Birla cellulose is the Aditya Birla Group’s umbrella brand for its range of cellulosic fibers.

• Fiber is one of the oldest businesses of Aditya Birla Group has commenced in 1954.

• Kumar Manglam Birla is the key person of Aditya Birla group.

OBJECTIVE

• Price Comparison.• Consumers likes and Dislikes.• Price Margin in comparison to Competitor.• Get to know about the Competitors. • Recommendation to improve the sales in Agra Region.

Research Methodology

• Formulating the objective of the study • Designing the method of data collection • Selecting the sample plan. • Collecting the data. • Processing and analyzing the data. • Reporting the finding.

CONTD..

• Research is Exploratory and Descriptive in nature.

• Primary Data – Questionnaire, Personal interview.

• Secondary Data – Books, Journals, Magazines,

websites.

CLASSIFICATION OF THE PRODUCT

• Kara Refreshing Wipes

1. Aloe Vera Mint

• Kara Refreshing Wipes

2. Aloe Vera Cucumber

CONTD..

• Kara Toning • WipesEnriched with

Rose and Thyme extract

• Kara sunscreen wipes

It is enriched with antioxidants like plum extract and vitamin-E .

CONTD..

• Kara Deep pore cleansing Wipes.

Enriched with Jojoba and Avocado extracts.

• Kara Make-up removal wipes

enriched with Lavender and Seaweed extracts.

CONTD..

• Kara Moisturizing Wipes

Enriched with the goodness of Almond and Honey for beautiful radiant and glowing skin.

Characteristics of Kara skincare wipes:

• Convenient. • Hassle free application of lotion without

using cotton balls. • Portable • Optimized efficacy. • 100 percent natural and biodegradable. • Hygienic. • Alcohol free.• Dermatologic ally safe. • Assurance of “Aditya Birla Group”

COMPETTITORS

• Market has some competitors in relation to Kara wipes like ‘Nivea’, ‘L’Oreal’, ‘Berina’ and some more but the main competitors are the Chinese wipes.

• If see Puretta, the two major competitor are there in the market namely, ‘HIMALAYA’ and ‘JHONSON & JHONSON’ these two player act as the leader in the market in context of baby wipes.

 

Brand Endorsement

• Anushka Sharma is a pretty good ambassador, associated with being cool hip and trendy.

• Endorsing not to much brand.

• Effectiveness as a brand ambassador for a specific brand increases.

SWOT Analysis of Concerned Market (AGRA):

Strength:

• Futuristic market, because it is a tourist place.• Markets are very wide, No. of shops are abundant.   Weakness:

• Distribution channel is very weak. Because of it ,some to fail to place the order to the retailers.

• Retailers are linking their purchasing decision with TV commercials.• People are not really concerned about the hygiene factor.  Opportunity:

• Since, Agra is a tourist hub so; it has a great opportunity in near future for market expansion.

• Markets are varied; a bit of more promotional efforts will make the sales even higher.

  Threat:• Chinese wipes are the main threat to this market, as they are providing a heavy

margin to retailers.• ‘Johnson & Johnson’ and ‘Himalaya’ are the major threat in relation to puretta

baby wipes.

SWOT ANALYSIS

STRENGTH Natural & Biodegradable

products.

Innovative concept in Agra.

Segmentation of specific wipes for specific purpose.

Availability in more than 5 variants.

Alcohol free product.

WEAKNESS Retailer’s margin is far

less.

High Price as compared to competitors.

There is a lack of awareness at the ground level.

Consumer mind set about Chinese wipes

Contd..

OPPORTUNITIES

Growing market of skin care products in India.

People are gradually getting acquainted with the western concept of wet wipes.

Huge untapped market.

Climate of India is favorable for such products.

There are no other big players in the market.

 

THREATS

Competition from lower priced Chinese wipes.

High level of competition from main rivals like Mystique, Dove, Fresh Ones, Johnson n Johnson.

High pricing strategies.

The Chinese wipes have always gained a lot of popularity and it is very difficult to remove their mark from the customer mind.

INTERPRETATIONS

• Have you ever used or consider using a wipe to clean your skin.

59%

41%yes

No

CONTD..

• According to you what should be the ideal price for the medium size wipes pack.

53%

31%

10%

6%

25-50 Rs

50-75 Rs

75-100 Rs

above 100 Rs

CONTD..

• For what purpose do you use wipes?

40%

21%

14%

5%

4%

8%8%

For Refreshing

For Cleaning skin

For Frafrance

For make-up Removal

As sunscreen

For Tonning

For Moisturizing

Any other

CONTD..

• Do you think that wipes you are using are costly?

49%

28%

23%

Yes

No

Partialy

Contd..

• From where have you heard about the product like wipes the most?

48%

5%

1%

19%

11%

15%

T.VRadioNews PaperMagzineRetail Friends

FINDINGS• Agra is a very big tourist place in the

world, and it has a huge potential in relation to wipes because foreigners comes to India and the weather of India force them to use wipes. 

• Mainly the retailers like Cosmetics store are selling refreshing wipes in good quantity.

• Many a times, retailers complaint that sales person not visit regularly to ask the stock.

• Customer found Kara wipes costly.

CONTD..

• The Chinese wipes are the major competitor and having a good market share in the market and it cheaper too.

•  One of the major problems is that, the customer doesn’t know that the Kara and Puretta is the product of renowned Aditya Birla Group.

• As the Himalaya & J&J baby wipes are running successfully in the market, because of their brand name on packaging.

•  During the survey it ascertains that the market is already captured by big brand like Johnson & Johnson, which is our competitor in relation to Puretta. Baby wipes and chinese wipes

RECOMMENDATIONS

• The distribution channel should be more effective. • Emphases on appointing more sales person. • The company should promote the scheme of “window

display offer” ,retailers more often ask for it. • Banners , hoardings , and posture will be really

proved helpful to increase the sale because some time retailers even don’t know the concept of wipes.

 • Company should have more emphasis on

advertisement campaign.

CONTD..

• A significant suggestion from my point of view is that the company should change the name of Puretta and introduce this product by the name of “Kara Baby Wipes”

• For promotion of the brands the company can sponsor various college fests, different fashion shows. Also various baby shows can be conducted to promote the baby wipes.

 • During weekends promotional activities can be organized

at selected malls and free samples can be distributed to the consumers to create the brand awareness among them.

 

Learning

• Team working. • A sales man should have

patience.• Keep your ego aside.• Punctuality.• Friendly Relationship.• Commitment should be there. • Delivery on Time.

Thank you

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