summerproject rahul

8/13/2019 Summerproject Rahul

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I.T.S MOHAN NAGAR, GHAZIABAD

SUMMER INTERNSHIP PROJECT REPORT

ON

TO STUDY THE DISTRIBUTION CHANNEL OF WHOLE SELLER AND

RETAILER

BY

RAHUL MEHROTRA

PGDM (2012-14)

SEC- B

ROLL NUMBER- 2012120

INDUSTRY GUIDE FACULTY GUIDE

Mr. Divyankar Goel Prof. D.K Pandey

Regional Sales Manager (North) Faculty

Grasim Industries & Birla Cellulose ITS, Mohan Nagar


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ACKNOWLEDGEMENT

This project has been a great learning experience for me & I would like to express

my sincere gratitude to all the people who guide me through the project andwithout the evaluable guidance and suggestions of these people this project would

not have been completely successful.

I owe enormous intellectual debt towards my industry guide Mr. Divyankar Goel,

Regional Sales Manager, North, Grasim Industries & Birla Cellulose, & Faculty

guide Prof. D.K Pandey , faculty, ITS, Mohan Nagar, for their continuous support

& cooperation throughout my project without which the present work would nothave been possible.

I also want to give special thanks to Mr.Inderpreet Sodhi, Area Sales Manager,Amritsar & my mentor Mr. Sukhdev Singh, Grasim Industries & Birla Cellulose

for their continuous guidance, support & cooperation during the whole tenure.

I would like to thank all the respondents whom I interacted during my project & allthe retails for their cooperation without this I may not able to complete it

successfully.

RAHUL MEHROTRA

PGDM

(2012-14)


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TABLE OF CONTENT

Subject

Executive summary

Introduction

2.1) About Aditya Birla Group2.2) About Aditya Birla Grasim

2.3) About Birla Cellulosea) Vision and Values

Product of Birla Cellulose3.1) characteristics of Kara skin care.

3.2) variants of Kara .

3.3) About puretta baby wipes .3.4) About prim3.5) Swot Analysis

Consumer Behavior.a) Research Methodology .b) Data collection.

Recommendations (9)

Learning(10)

ACHEIVEMENTS(11)

Suggestions & Feedback(12)


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CHAPTER1

EXECUTIVE SUMMARY


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EXECUTIVE SUMMARY

The objective of the study was TO STUDY THE DISTRIBUTION CHANNEL OF

WHOLE SELLER AND RETAILER. The field work was conducted in Amritsar and its

nearby areas (Batala and Pathankot).

The concept of wet wipes is not new to the people of Amritsar as around 70 percent of

respondents are aware of the concept of wipes and the majority of them are usingKARA only .But the awareness of the brand PRIM is very low it is mainly because of the

less promotional activities in the markets. Two major factors for lower awareness in the

market are:

Less promotional activities

Low profit margins

Extensive and exhaustive interaction with the consumer revealed that the people of

Amritsar are very loyal towards their brand. The product KARA is made up of pure

viscous and a quality one.

Recommendations of the above problem Need for promotion is urgent for the expansion of market share.

Profit margin should increase around 10 percent. Other players are providing

around 30 to 35%. So to compete in a price margins should increase.

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.


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Strategies to overcome the present market leader through making amendments in the

present processes.

In the Amritsar market there are various players in this category including Johnson &Johnson, Pigeon and some Chinese wipes like good look, Estonia etc. In spite of suchplayers KARA is doing really well in Amritsar.The project was primarily based on promoting and selling KARA in Amritsar region.Data is also collected through questionnaire method. The questionnaire wasconstructed keeping the project title in mind. During the training of 2 Months, Ipersonally interviewed around 100 people and various retailers of almost all the marketsof the Amritsar. Also I sold KARA, took orders, and personally supplied all the stock,made P.O from Ritu wears and hyper city. I also explore the market of Batala andPathankot and get good business from all these markets. Also, I open a new townthat is GURDASPUR Town. Also, I open some new outlets in different markets andI did branding in all the shops.


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OBJECTIVE OF THE STUDY

Promoting KARA and selling it.

To study the Distribution Channel of Whole seller and Retailer.

To understand retailer expectations and behavior towards KARA.

To make people aware about Kara.


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CHAPTER2

COMPANY PROFILE


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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 atlarge.

Values

Integrity

Commitment

Passion

Seamlessness Speed


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Aditya Birla Groupis India's first truly multinational corporation. The group has

an annual turnover of US$ 24 billion, market capitalization of US$ 29 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 fiber, aluminum, 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, thePhilippines 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 numerouno 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.


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Globally the Aditya Birla Group is:

:: A metals powerhouse, among the world's most cost-efficient aluminium and

copper producers.Hindalco-Novelisis 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 inviscose staple fibre.

:: The fourth largest producer ofinsulators.

:: The fourth largest producer ofcarbon black.

:: The 11th largest cement producer globally, the seventh largest in Asia and the

second largest in India.

:: Among the world's top 15BPOcompanies and among India's top four.

:: Among the best energy efficientfertilizerplants.

In India:

: A premierbranded garments player.

: The second largest player inviscose filament yarn.

: A leading player inlife insurance andasset management.
http://www.hindalco.com/http://www.hindalco.com/http://www.novelis.com/http://www.novelis.com/http://www.grasim.com/http://www.grasim.com/http://www.grasim.com/http://www.adityabirlainsulators.com/http://www.adityabirlainsulators.com/http://www.birlacarbon.com/http://www.birlacarbon.com/http://www.birlacarbon.com/http://www.grasim.com/http://www.grasim.com/http://www.minacs.adityabirla.com/http://www.minacs.adityabirla.com/http://www.minacs.adityabirla.com/http://www.adityabirlanuvo.com/indogulf/index.aspxhttp://www.adityabirlanuvo.com/indogulf/index.aspxhttp://www.adityabirlanuvo.com/indogulf/index.aspxhttp://www.adityabirlanuvo.com/maduragarments/index.aspxhttp://www.adityabirlanuvo.com/indianrayon/index.aspxhttp://www.adityabirlanuvo.com/indianrayon/index.aspxhttp://www.birlasunlife.com/BirlaSunLife/Insurance/BSLI_MP/index5.aspxhttp://www.birlasunlife.com/BirlaSunLife/Mutual_Fund/BSLAMC_MP/index.aspxhttp://www.birlasunlife.com/BirlaSunLife/Mutual_Fund/BSLAMC_MP/index.aspxhttp://www.birlasunlife.com/BirlaSunLife/Insurance/BSLI_MP/index5.aspxhttp://www.adityabirlanuvo.com/indianrayon/index.aspxhttp://www.adityabirlanuvo.com/maduragarments/index.aspxhttp://www.adityabirlanuvo.com/indogulf/index.aspxhttp://www.minacs.adityabirla.com/http://www.grasim.com/http://www.birlacarbon.com/http://www.adityabirlainsulators.com/http://www.grasim.com/http://www.novelis.com/http://www.hindalco.com/


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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.
http://www.adityabirla.com/social_projects/overview.htmhttp://www.adityabirla.com/social_projects/overview.htmhttp://www.adityabirla.com/social_projects/overview.htmhttp://www.adityabirla.com/social_projects/overview.htm


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GRASIM INDUSTRIES LTD.

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 worlds largest producer of VSF, commanding a 24 percent 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.


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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.

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'.


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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 companys 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.


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CHAPTER3

KARA SKINCARE WIPES


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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.


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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 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.

Second is the growing number of lady professionals.


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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 nourishingin refreshing wipes.

Jojoba and Avocado unclogs pres, detoxes and exfoliates dead skin in Deep Pore

Cleansing wipes.

Rose and Thyme are well known to have toning propertiesused in Toning Wipes.

Honey and Almond are age old products for removing dryness of skin and

moisturizing present inmoisturizing wipes.

Aloe Vera and plum have natural sunscreen propertiesKara Sunscreen wipes.

Lavender cleaning and relaxing properties while Seaweed has nourishing effect on skin

both used for makeup removal wipes.


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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.


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Kara wipes were highly effectivewith unique formulations having natural ingredients

that nourish the skin. They are alcohol freeand dermatologic ally safe. Kara is made

from 'Birla Cellulose', a fiber that is 100 % natural and biodegradable.

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

convenient and effective skincare solution to the consumers on the go. These wipes

are easy to carry and use.


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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 doesnt wither

when rubbed hard and doesnt 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 companys 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.


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CHAPTER4

WIPES MARKET IN INDIA


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DISPOSABLE WIPES MARKET IN INDIADisposable 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.

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.

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.


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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, its 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. 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.


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CHAPTER5

RESEARCH METHODOLOGY


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CHAPTER6DATA COLLECTION


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SOFT WARE USED

Microsoft Excel: used for storing data

SPSS: used for analyzing of data collected

Microsoft Word: Used for report

DATA COLLECTION

PRIMARY DATA

The first hand information bearing on any research is the one which has been collectedthrough

A structured questionnaire Personal interview of consumer

SECONDARY DATA:

The data which has already been collected, compiled and presented earlier by anyagency may be used for purpose of investigation. The data collected through.

Various publications in form of annual reports, various paper and journalpublished from time to time.

Through internet and books.

Limitation of the study:

Research is based on the collection of data from both primary and secondarysources.

There may be possibility of some biasness on the part of some respondent, butvery much care has been taken to make this report unbiasnessed Some respondent correct information due to their lack of time and their shortage

of time Time constraint All the information, which is taken, is biased on primary and secondary data that

has its own limitations.


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CHAPTER7

DATA ANALYSIS


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SWOT Analysis

STRENGTHS

The name Aditya Birla

Group means a reliable

product

Natural & Biodegradableproduct

Innovative Concept Segmentation of specific

wipes for specific purpose

Availability in more than 5variants

Alcohol free product

Dermatologically safe

WEAKNESS

Retailers marginis far less.

High Price as compared tocompetitors.

There is a lack of awareness at

the ground level

Poor packaging is another

weakness.

Irregular follow-up by the

salesman is hindering the sales

to go up


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OPPORTUNITIES

Growing market of skin careproducts in India.

People are gradually gettingacquainted 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.

Changing Habit of people.

Increasing disposable income

THREATS

Stiff competition from lowerpriced Chinese wipes.

High level of competitionfrom main rivals like

Mystique, Dove, Fresh Ones.

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.


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Questionnaire Analysis8

Statistics

gender age profession ever use wipes preferred wipes pre planned

purchasing

NValid 50 50 50 50 36 36

Missing 0 0 0 0 14 14

Gender

Frequency Percent Valid Percent Cumulative

Percent

Valid

male 20 40.0 40.0 40.0

female 30 60.0 60.0 100.0

Total 50 100.0 100.0

Age


Percent

Valid

15-25 17 34.0 34.0 34.0

26-35 23 46.0 46.0 80.0

36-40 5 10.0 10.0 90.0

above 40 5 10.0 10.0 100.0


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Total 50 100.0 100.0

Profession


Percent

Valid

student 19 38.0 38.0 38.0

working professional 13 26.0 26.0 64.0

home maker 10 20.0 20.0 84.0

self emplyed 7 14.0 14.0 98.0

44 1 2.0 2.0 100.0

Total 50 100.0 100.0

Ever use wipes


Percent

Valid

YES 36 72.0 72.0 72.0

NO 14 28.0 28.0 100.0

Total 50 100.0 100.0

Preferred wipes


Percent

Valid

KARA 19 38.0 52.8 52.8

GOOD LOOK 5 10.0 13.9 66.7

UNI 5 10.0 13.9 80.6

OTHER 7 14.0 19.4 100.0

Total 36 72.0 100.0

Missing System 14 28.0

Total 50 100.0


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Pre planned purchasing


Percent

Valid

yes 19 38.0 52.8 52.8

no 17 34.0 47.2 100.0

Total 36 72.0 100.0


Total 50 100.0

Usually at front side or go for substitute


Percent

Valid

yes 10 20.0 27.8 27.8

no 26 52.0 72.2 100.0

Total 36 72.0 100.0


Total 50 100.0

Is visibility attract the customer


Percent

Valid

yes 28 56.0 77.8 77.8

no 8 16.0 22.2 100.0

Total 36 72.0 100.0


Total 50 100.0


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Increase the sale


Percent

Valid

YES 23 46.0 62.2 62.2

NO 13 26.0 35.1 97.3

11 1 2.0 2.7 100.0

Total 37 74.0 100.0


Total 50 100.0

Visibility is not attractive do you purchase particular

product


Percent

Valid

Yes 11 22.0 30.6 30.6

No 25 50.0 69.4 100.0

Total 36 72.0 100.0


Total 50 100.0

What factor affect you most while on shoping


Percent

Valid

visibility 4 8.0 11.1 11.1

variety 18 36.0 50.0 61.1

Brand 14 28.0 38.9 100.0

Total 36 72.0 100.0


Total 50 100.0


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CHAPTER 9

RECOMMENDATIONS


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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 bycustomers. I would like to recommend following activities those hopefully will

help in growth of Kara. These are as follows:

1. The following points should be taken into consideration

Display should be lower or mid side of the rack because it effect on the sale.

Where stock is about to getting expire, we should keep the new stock on theplace of old stock which can sell easily, because people dont take that

product which are very near on expiry date.

I think that firstly we should mainly consider on Hypercity where most of

the time I found that stock availability & keeping method is not fine.

We also have to care over our supply chain network in some places like

Bigbazar (jalandhar), Ritu wear (Amritsar) We should give first priority to Hyper city for stock and display because it is

becoming most attractive and cheaper place for shopping in modern era at

Amritsar.

Theres 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. Restaurants can provide KARA wet wipe to their customers for refreshment

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.


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2. Extension of promotional channel

Social media channel to promote Kara wipes in youth those are internet Apart

from traditional promotional channels, I would recommend using centric and

spending 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 Face book fan page in solving queries of customers towards the

product. The detail of this suggestion has been put under chapter 2, in

Detailed introduction about the topic.

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.

Industry Look up

Aviation Industry: Like the company has managed to have tie-ups with

Kingfisher airlines, other companies can also be targeted with proper

explanation on cost-effectiveness of the product.

Beauty Parlor: Kara refreshing wipes and makeup removal could be used in

beauty parlor operations like facial, makeup, cleansing, body spa, massage

etc could add value to customer and in some of operation they could charge

more from customers and for the same local branded beauty parlors can be

targeted.


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LEARNINGS10

This summer training helped me a lot to learn things which I read in theories earlier. Along with

the learning, it gave me hands on experience on how things work in marketing. Though it was

very miniscule but it was enough for a student like me who has no previous work experience.

Several concepts which I have learnt so far.

(1) During these days I learnt that first impression is the big factor in marketing.

(2) Importance of shelf space.

(3) Placement of order

(4) Visibility and facing

(5) Availability of stock

(6) Brand awareness

(7) Importance of promoter


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ACHIEVEMENTS11

Increased the sale to 2 Lakh from 1 Lakh per month

Open new Town Gurdaspur

Done Branding almost every A & A+ Shop

Got Good P.O from Pathankot

Got Good P.O from Batala.

Open new outlets in different market of Amritsar.


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CHAPTER13

APPENDICES


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QUESTIONNAIRE Name: ____________________________________________________________

Gender: a) male _____ b) female ______

Which age group do you belong to?

a. (15-25) b. (26-35) c. (36-40) d. (above 40)

Which income group (per month) do you fall under?

a. (0-10000)b. (10,000-20,000) c. (20,000-30,000) d) Abov30,000

What is your profession?

a) student b) working professional c) home maker d) self employed

Contact no. / email id:

1) Have you ever used a wipe to clean your skin?

a) Yes b) no

2) Which of the following wipes do you prefer?

a) Good look b) UNI c) Johnson & Johnson d) Kara e) any other

3) Do you have pre planned purchasing?

a) Yes b) no

4) You choose a product that usually at the front side or go for substitute product?

a) Yes b) no

5) Is visibility attract the customers?a) Yes b) no

6) Is visibility increase the sale?

a) Yes b) no


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7) If visibility in not attractive then would you like to purchase particular product?a) Yes b) no

8) What factor according to you influence most while on shopping?a) Price b) visibility c) variety d) brand


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BIBLIOGRAPHY

Books and Reading

Kotler, Philip (2012) Marketing Management, Pearson Education (TwelvthEdition).

Marketing Research, an Applied Research, fifth Edition, Naresh K. Malhotra. Advertising and Integrated Brand promotion, 4th edition Thomas C. OGuin,

Chris T. Allen, Richard J. Semenik, published by Thomson South-Westernpublishing house.

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/2008060410008.htm http://living.oneindia.in/insync/2008/aditya-birla-group-kara-skincare-wipes-

070608.html
http://www.adityabirla.com/http://www.adityabirla.com/http://www.grasim.com/http://www.grasim.com/http://marketingpractice.blogspot.com/2008/05/kara-skincare-wipes-at-your-best-always.htmlhttp://marketingpractice.blogspot.com/2008/05/kara-skincare-wipes-at-your-best-always.htmlhttp://marketingpractice.blogspot.com/2008/05/kara-skincare-wipes-at-your-best-always.htmlhttp://marketingpractice.blogspot.com/2008/05/kara-skincare-wipes-at-your-best-always.htmlhttp://marketingpractice.blogspot.com/2008/05/kara-skincare-wipes-at-your-best-always.htmlhttp://www.indiaprwire.com/pressrelease/consumer/2008060410008.htmhttp://www.indiaprwire.com/pressrelease/consumer/2008060410008.htmhttp://living.oneindia.in/insync/2008/aditya-birla-group-kara-skincare-wipes-070608.htmlhttp://living.oneindia.in/insync/2008/aditya-birla-group-kara-skincare-wipes-070608.htmlhttp://living.oneindia.in/insync/2008/aditya-birla-group-kara-skincare-wipes-070608.htmlhttp://living.oneindia.in/insync/2008/aditya-birla-group-kara-skincare-wipes-070608.htmlhttp://living.oneindia.in/insync/2008/aditya-birla-group-kara-skincare-wipes-070608.htmlhttp://living.oneindia.in/insync/2008/aditya-birla-group-kara-skincare-wipes-070608.htmlhttp://living.oneindia.in/insync/2008/aditya-birla-group-kara-skincare-wipes-070608.htmlhttp://www.indiaprwire.com/pressrelease/consumer/2008060410008.htmhttp://marketingpractice.blogspot.com/2008/05/kara-skincare-wipes-at-your-best-always.htmlhttp://marketingpractice.blogspot.com/2008/05/kara-skincare-wipes-at-your-best-always.htmlhttp://www.grasim.com/http://www.adityabirla.com/

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