GRASIM INDUSTRIES

LTD.(CONSUMER
PRODUCT DIVISION)

REPORT ON SPREADING CONSUMER
AWARENESS ON HYGIENE WITH RESPECT
TO KARAWIPES


Bipasha Niyogi
Institute ---Balaji Institute Of
International Business(Pune)
Roll No.-1109104


1

Acknowledgement

o task can be handled singly. Hence the project work that I have done for 2 months is
no exception. This project work is a great learning experience for me. I would like to
express my gratitude towards all the people who guided me throughout the project and
helped me in gaining knowledge and successful completion.
I express my gratitude to my industry mentor Mr. DivyankarGoel, Assistant General Manager
,Grasim Industries & Birla Cellulose, for his support and cooperation throughout my project.
Im thankful to my direct managersMrTajoor Ahmed Yazdani, sales officer MT, Consumer
Product Division and Naval Kishore Thakur Area manager (Delhi & Haryana), whose
constant help, support and cooperation this project would not have been completed
successfully.
Im also thankful to MrKabirAziz , Team Leader ,consumer product division who also helped
me in carrying out the project.
Last But not the least im thankful to the organization for giving me a chance to enter the
corporate environment and work .











N
2

TABLE OFCONTENT


Chapter1 :introduction 3-8
i. Company Profile
ii. Product Profile
Chapter2: purpose of study 9
i.Objective Of Study

Chapter 3: research methodology 10-20
i. Data Analysis

Chapter 4: summary of the study 20-21
I. Limitations


Chapter 5: executive summary 22-23


Chapter 6: recommendation 24


Bibliography
25
3

Annexture
26-29








CHAPTER -1

INTRODUCTION
The report deals with the understanding of perception of consumer towards Kara skincare wipes.
The report involves a detailed study of market value of Kara skin care wipes. The report involve
analysis of 100 people feedback in order to determine their right strategy for spreading awareness
about hygiene with respect to using Kara wipes. The report also involves the detail study on market
activities of Kara . Findings and recommendation over Kara skincare wipes which are observed
through market research.


COMPANY PROFILE
4

AdityaBirla Group


The Aditya Birla Group is an Indian multinational conglomerate corporation headquartered
in Mumbai, India. It operates in 33 countries with more than 133,000 employees
worldwide. 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, fertilisers, insulators, financial services,
telecom, BPO and IT services.
The Aditya Birla group is a US$ 40 billion conglomerate which gets 60 % of its revenues from
outside India.


Organization
Aditya Birla is organized into various subsidiaries that operate across different sectors.
Among these are viscose staple fibre, non-ferrous metals, cement, viscose filament yarn,
branded apparel, carbon black, chemicals, Retail (under the 'More' brand of
supermarkets), fertilizers, chemicals, insulators, financial
services, telecom, BPO and IT services. The Group consists of five main companies, which
operate in various industry sectors through subsidiaries, joint ventures, etc. These
areHindalco, Grasim, Aditya Birla Nuvo, Idea cellular and UltraTech Cement

Operating countries
The Group operates in 33 countries Australia, Austria, Bahrain, Bangladesh, Brazil, Canada,
China, Egypt, France, Germany, Hungary, India, Indonesia, Italy, Japan, Korea, Laos,
Luxembourg, Malaysia, Myanmar, Philippines, Poland, Singapore, Spain, Sri Lanka, Sweden,
Switzerland, Tanzania, Thailand, UAE, UK, USA and Vietnam.




5

GRASIMINDUSTRIES





Grasim Industries Limited was incorporated in 1948; Grasim is the largest exporter of Viscose
Rayon Fiber in the country, with exports to over 50 countries. This, along with Aditya Birla
Nuvo can be considered as companies of the AV Birla Group. Grasim is headquartered
in Nagda,Madhya Pradesh and also has a huge plant at Kharach
(Kosamba, Gujarat, India)



CONSUMER PRODUCTDISVISION

Grasim Industries , and Adiya Birla Group Enterprise has started its ConsumerProduct Division
with various personal care and home care dry and 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 by 2015.
6

In 2008 the company launched Kara skin care wipes and rim Home Care wipes .Kara skincare
wpes is positioned as an essential skincare accessory. In 2009 entered the baby care segment
with the launch of puretta.


DIFFERENT BRANDS



PRODUCT PROFILE

7




Aditya Birla Group, launched its new product Kara Skincare Wipes in
2008.Kara Skincare wipes is a solution to skincare regime out of hpome- a
convenient way to be at your best always. They are made from Birla Cellulose, a
fibre that is 100% natural and biodegradable.
Kara Skincare wipes are:
Convenient
Hassle free application of lotion without using cotton balls.
Portable
Optimized Efficacy
8

100% Natural and biodegradable
Hygenic
Alcohol free
Dermatologically Safe
Assurance of The Aditya Birla Group
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 is now
running heavy print campaign announcing the launch.Kara Skincare wipes can
be called as Indias 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 Indian company enter thish segment Kara means care. The brand also
marks Aditya Birla Group foray into the Indian FMCG market.

VARIENTS OF KARA WIPES
REFRESHING FACIAL WIPES:
Kara Refreshing wipe is enriched with Aloe Vera for skin nourishment and Mint
oil for effective freshening.It ensures effective cleansing to remove dirt,excess
oil and grime from the face and neck and also leaves a lingering fragnance.
DEEP PORE CLEANSING WIPES:
9

Kara Deep Pore Cleansing is a gentle, effective way to clean your skin of
dirt,grime and excess oil. Enriched with Jojoba and Avocado extracts, it unclogs
pores,detoxifies and thoroughly exfoliates dead skin cells.
MOISTURIZING WIPES:
Kara Moisturizing wipes is enriched with the goodness of Almond and Honey for
beautiful radiant and glowing skin. It is also fortified with vitamins for skin
conditioning and is suitable for use right throughout the year.
TONING WIPES:
Kara Toning wipes is enriched with rose and thyme extracts that tighten the skin
and maintain the normal ph balance.
SUNSCREEN WIPES:
Kara Sunscreen wipes has a formulation of SPF 20 * which protects the skin
from the adverse effects of UVA and UVB sunrays.It is enriched with
antioxidants like Plum extracts and vitamin E that nourish the skin and aloe vera
that keeps the skin moisturized.
Chapter-2

PURPOSE OF THE STUDY
The main purpose of study the perception of consumer about the brand, how
they select the brand.
To make people aware of Kara wipes that it can be used as a substitute for
cosmetics.
Challenges faced by KARA Wipes from other brands and specially the Chinese
wipes.

10

OBJECTIVE OF THE STUDY
Spreading consumer awareness about hygiene with respect to using kara wipes.









Chapter-3
RESEARCH METHODOLOGY

INTRODUCTION:The research applied in this project is a descriptive research.
The objective of the research is Spreading consumer awareness about hygiene
with respect to using kara wipes. The research was completed with the help of
both secondary and primary data.

SECONDARY DATA
11

Secondary data was collected from various internet sites, articles and various
informations from organization.
HYPOTHESIS
Ho:Kara wipes is a hygienic way to clean the face .
OR
H1: Kara wipes is not a hygienic way to clean the face.

PRIMARY DATA:
Primary Data was collected from structured questionnaire, personal interview from
consumers to study the behavior and perception of various customers.
Sample design
Sample Size: 150
Target population: North delhi. Various customers visiting stores like Big Bazar, Store 99,
24/7.
Statistical Techniqueused: SPSS
Data Collection:
1.Questionnaire preparation.
2.Field interview by visiting stores.

DATA ANALYSIS:
INTERPRETATION
1.Do you know about facial wet wipes?

12

a.Yesb. No

(if no then terminate the further proceedings)

Out of 150 ,117 people know about wet wipes and only 33 doesnt know about wet wipes
.This shows that there much awareness about wipes. Companies are promoting their
products in good way to reach the consumers.

2. Do you use wet wipes?
a.Yes b. No



Out of 117 , 79 people use wet wipes and 38 people dont.large no. of people are have
started accepting the new trend and are well aware of it.



YES,
117
NO, 33
YES, 79
NO, 38
13

3.Which brand of facial wipes you use?



a.)Freshone B)Dove C). Jhonson&Jhonson D).loreal E). OTHERF).Kara




From the graph it is clear that maximum acceptability is for kara,butit is seen that
others or the chenese wipes are the the largest competitor for kara, because of its less
price and quantity.

4. For what purpose you use facial wipes?

a)Cleaning skin
b) Moisturizing
c) For fragrance
d) Removing make up
e) As sunscreen
f) Toning
g) Refreshing
h) As a substitute for hankerchief




FRESH
ONE, 8
DOVE
, 7
JHONS
ON&J
HONS
ON, 6
LOREA
L, 5
OTHER
, 16
KARA,
35
14






Here maximum people use wipes for refreshing ,cleaning and substantial number people as
handkerchief. This tells that people instead of using water as a refreshing agent or some
other thing are using wipes.Cleaning is also one important usage which shows that standard
of living is changing with time.

5. Rate the factors which makes you buy wipes?

(1.extremly important 7 -Not important at all)

a) Hygiene
b) Freshness
c) Easily to keep
d) Easy availability
e) Fragnance
f) Influence due to advertisement.


CLEANI
NG
SKIN
MOIST
URISIN
G
FRAGN
ANCE
REMOV
ING
MAKEU
P
SUNSC
REEN
TONNI
NG
REFRES
HING
SUBSTU
TUTE
OF
HANDK
ERCHIE
F
No. of respondant 19 5 8 7 0 0 25 15
0
5
10
15
20
25
30
PURPOSE
15



This shows that that important factors which makes people buy wipes are
freshness,easy availability, easy to keep . But hygiene has been giver vey less rating as
the most unimportant factor, which is actually the main factor for which the concept
of wipe in en introduced and which is also one of the main aim of KARA , to make
people aware of the hygienic cleaning of face apart from aother factors. This tell that
though people are using wipes but are uaware of the hygiene factor related to its
usage.


6. Do you know or heard about KARA facial wipes?(those who dont use kara)
yes No


1 2 3 4 5 6 7
HYGIENE 14 2 10 16 8 10 19
FRESHNESS 25 16 12 9 7 8 2
EASY TO KEEP 18 26 12 13 8 2 0
EASY AVAILABILITY 25 10 13 13 6 8 4
FRAGNANCE 20 19 14 17 5 4 0
ADVERTISEMENT 17 19 10 14 16 2 1
0
5
10
15
20
25
30
FACTORS
16



(If NO then terminate.otherwiseproceed )
Here mainly those respondants are targeted who use wipe but not KARA to see check
wheather consistency of kara customers are diverting to other brands. Out of 44 who
use someother brand , 24 have heard about kara. And 20 dnt know kara , which is a
good number. So this also tells that company need to advertise more.

7. Where you have heard or seen KARA wipes advertisement the most?
a) Magazine d)Hoardings
b)Newspaper e) No where
c) Television


This shows that out of 79 wet wipes user maximum users have not seen kara wipes
advertisement tis shows that company needs to improve its promotion so that more
no. of customer use kara. Without awareness no product can enter the market or et
successful.
YES, 24
NO, 20
MAGAZ
INE , 0
NEW
SPA
PER,
0
TELEVIS
ION, 10
HOADR
ING , 7
NO
WHERE
, 62
17

8)Have you ever used kara wipes?(Those who dont use BUT know about kara wipes)
Yes No
(if no /yes then go to q 15)

Here those respondants are addressed who knows and also used kara but recently
they use some other brand. So to know the factors for which they shifted to other
brand or dont use kara are told to answer q15.This is important so that more no. of
customer dont shift their brand which will not be good for the company.
9. Where do you buy/bought KARA wipes?

Store 99
Food Bazaar
24/7
Apollo Pharmacy
Spar
Spencer

YES, 13
NO, 11
STORE
99, 7
FOOD
BAZAA
R, 9
24/7, 7
APPOL
O
PHAR
MACY,
2
SPAR,
5
SPENC
ER, 5
18


This was to check the demand for kara.
10. Advertisements shown mainly focuses on hygiene.
a. Strongly agree
b. Agree
c. Disagree
d. Strongly disagree.


This question was mainly asked to see whether pople are aware or accept the fact that
Kara wipes are hygienic and skin friendly .Also companys main moto was spreading
awareness about hygiene with respect to kara. Also karas advertisement focud on
DIRTY HABBIT. Here its seen that most people disagree the fact that advertisement
doesnt focus on hygiene.
11. What factors influence you to buy KARA wipes? Rate them(1- most influencing 5- least
influencing)
a) Famous brand
b)Hygiene.
c)packaging
d)price
e)quantity
f)quality
g)variety
STRON
GLY
AGREE
, 8
AGREE
, 9
DISAG
REE,
12
STRON
GLY
DISAG
REE, 6
19



Here maximum respondants have rated 1.to quantity but 4 rating is given to hygiene. This tells that
people are not aware of the hygiene factor but they are influenced by other factors.

12. kara wipes is the best way to replace handkerchief .
a) Strongly agree b) Agree C) Disagree d) Strongly disagree






Here only 8 people accept the fact but 12 people disagrees , which also indicates that it is not
only about awareness but its about changing the consumer behavior.
FAMOUS
BRAND
HYGEINE PACKAGING PRICE QUANTITY QUALITY VARIETY
1 8 10 8 7 10 16 10
2 4 2 9 4 6 7 10
3 7 2 7 12 5 8 7
4 7 12 4 7 10 2 6
5 9 9 3 5 4 2 2
0
2
4
6
8
10
12
14
16
18
P
E
R
C
E
N
T
A
G
E

INFLUENCING FACTORS
STRONG
LY
AGREE, 8
AGREE, 5
DISAGRE
E, 12
STRONG
LY
DISAGRE
E, 10
20


13.Give your opinion regarding importance of the attributes required for maintaining hygeine
with respect to kara wipes.

Attributes Very important Important Not important
Special packaging
Sanitizer




To maximum people for hygiene special packaging is important not sanitizer.Hence company
should take care of the packaging.

14. Karas packaging keeps the wipes fresh and hygienic.Give your opinion.

a. Agree b. Strongly Agree c. Strongly Disagree



SPECIAL PACKAGING SANITIZER
VERY IMPORTANT 16 11
IMPORTANT 12 7
NOT IMPORTANT 7 17
0
2
4
6
8
10
12
14
16
18
N
O
.

O
F

R
E
S
P
O
N
D
A
N
T
S

OPINION
STRONG
LY
AGREE,
6
AGREE,
8
STRONG
LY
DISAGR
EE, 21
21

For this many has maximum people do not favourkaras packaging ,which can keep the wipes
fresh and hygienic.


15.What factors made you not to buy KARA wipes.rate them.(1.important 2.Unimportant)

a. Non Availability
b. Not Satisfied
c. Not hygienic
d. Costly
e. Other reasons



Here those respondants query is addressed who knows about kara but dnt use it and also
those who changed from kara to other band.
From the analysis it is seen that maximum people gave not hygienic and bad packaging as
the important factors which made them to shift the brand.

Chapter-4


SUMMARY OF THE STUDY

According to the field survey , most people are aware of wet wipes even many
have started using wet wipes. Awareness of wet wipes is good in the reagion.

NON
AVAILABILI
TY
NOT
SATISFIED
NOT
HYGEINIC
COSTLY
BAD
PACKAGIN
G
OTHER
REASON
Important 8 11 15 9 19 10
unimportant 16 13 9 15 5 14
0
5
10
15
20
N
O
.


O
F


R
E
S
P
O
N
D
A
N
T
S

FACTORS
22

KARA has good response but many are still there who use wipes but mainly the
chinese one, due to its less price compared to kara.

KARAs main objective is awareness about hygiene which according to the study
is not so much successful . People mainly use kara for quality, cleaning and
fragnance, which is not permanent. This is so because with time different
companies mainly the chinese one will enter india and people can shift their
brand. Kara which is biodegradable and made of viscose which very safe for skin
and hygienic , these factors are still far from people.

Also the advertisement which is shown has focused on removing dirty habbits
but also it has got the message of not using handkerchief but after survey it was
found that people do not receive this message.

As a product kara dont have any complain but , maximum people complains on
packaging .According to them packaging is not good for keeping the wipes fresh
and hygienic.


Limitations
Unawareness of kara as hygienic way of cleaning skin.
Few people got qualified for interview.
Product campaigning is less.
Lack of aggressive advertisement.









23



Chapter-5



EXECUTIVE SUMMARY


NAME OF ORGANISATION- GRASIM INDUSTRIES(ADITYA
BIRLA)

DIVISION- CONSUMER PRODUCT DIVISION.

PRODUCT - KARA WET WIPES

REGION GIVEN- NORTH DELH
STORES VISITED FOR RESEARCH- 24/7,STORE99, FOOD
BAZAAR,SPAR Hypermall.


WORK DONE SURVEY TOFIND OUT THE AWARENESS OF
HYGIENE WITH RESPECT TO KARA.(OBJECTIVE)

24

SAMPLE SIZE - 150

HYPOTHESIS- H0=KARA ACCEPTED AS A HYGIENIC
PRODUCT
H1=KARA NOT ACCEPTED AS A HYGIENIC PRODUCT

STUDY IN BRIEF- Out of 150 espondant 78% people knows about wet
wipes and 22% doesnt know about wet wipes
68% out 117 use wet wipes. And only 35% use KARA wet wipes and 21% chinese
wipes.

Maximum respondants use wipes for cleaning and refreshing purpose,and
influencing factors for wichrespondants buy wipe are
freshness,easilyavailability,easy to keep,fragnance. But very less for
hygiene.Hygiene factor is also rated most
unimportant.
Out of 44 respondant who use other wet wipes ,55% knows about kara and 45%
dont about kara wipes.

Out of 79 people,78% of respondant have not seen kara advertisement
anywhere, only 13% have seen in television,9% in hoarding.

Out of 24 respondant who have heard about kara 54% have used earlier and
46% have not used karaearlier .

Out of 35 kara users 64% respondants disagree with the fact that advertisement
of kara focuses on hygiene.

Maximum kara users buy kara for quality and variety not because of hygiene
factor, which is not good for future.

Around 63% of respondants disagree with fact that kara wipes can replace
handkerchief which tell about consumer behavior.Only 52% think kara can
replace handkerchief.

25

According to karausers ,for maintaining hygiene special packaging should be
made ,this also tells that company should take note of packaging for promoting
it as a hygienic product

Chapter-6



Recommendation

.Company should take note of the packaging because most
complains of the respondants relate to packaging.

Also to maintain hygiene packaging should be changed because with
regular use the adhesive used gets dried and the wipes gets dry.

Also to make people aware of hygiene company should do promotion
heavily. So that more people gets aware of cleaning in a hygienic way.

Every advertisement, hoardings in malls or in television should focus
on hygiene and quality.

Company should do promotional activities to address more people
and make them aware of the product and its benefits.







26




BIBLIOGRAPHY:
Books Reffered:
1.PhillipKotlar
2.Websites
a.www.wikipedia.com
b.www.google.com
c. www.adityabirla.com
d.www.grasim.com
3.Companys Corporate Presentation








27




ANNEXTURE

QUESTIONNAIRE

NAME: GENDER:
AGE: OCCUPATION:
ADDRESS: CONTACT NO.
-------------------------------------------------------------------------------------------------------------------------------
----------
1.Do you know about facial wet wipes?

Yes No

(if no then terminate the further proceedings)

2. Do you use wet wipes?

Yes No

3.Which brand of facial wipes you use?

a.)Freshone B)Dove C). Jhonson&Jhonson D).loreal E). MistiqueF).Kara



4. For what purpose you use facial wipes?

28

a)Cleaning skin
b) Moisturizing
c) For fragrance
d) Removing make up
e) As sunscreen
f) Tonning g) Refreshing
h) As a substitute for hankerchief

5. Rate the factors which makes you buy wipes?

(1. extremly important 7 -Not important at all)

g) Hygiene
h) Freshness
i) Easily to keep
j) Easy availability
k) Fragnance
l) Influence due to advertisements
m) Somebody referred to use



6. Do you know or heard about KARA facial wipes?(those who dont use kara)

Yes No
(If NO then terminate.otherwise proceed)

7. Where you have heard or seen KARA wipes advertisement the most? Rate them(1- mostly
seen 5- Not seen )
a) Magazine
b)Newspaper
c) Television
d)Hoardings
e) No where
8)Have you ever used kara wipes?(Those who dont use BUT know about kara wipes )
29

Yes No
(if no /used then go to q 15)
9. Where do you buy/bought KARA wipes?

a. Store 99
b. Food Bazaar
c. 24/7
d. Apollo Pharmacy
e. Spar
f. Spencer

10. Advertisements shown mainly focuses on hygiene.
a. Strongly agree
b. Agree
c. Disagree
d. Strongly disagree.

11. What factors influence you to buy KARA wipes? Rate them(1- most influencing 5- least
influencing)
a) famous brand
b)Hygiene.
c)packaging
d)price
e)quantity
f)quality
g) variety

12. kara wipes is the best way to replace handkerchief for several times.
30

b) Strongly agree b) Agree c) Neutral d) Disagree e) Strongly disagree


13.Give your opinion regarding importance of the attributes with respect to kara wipes.

Attributes Very important Important Not important
Special packaging
Sanitizer


14. Karas packaging keeps it fresh and hygienic.Give your opinion.

b. Agree b. Strongly Agree c. Disagree

15.What factors made you not to buy KARA wipes.rate them.(1.important 2.Unimportant)
f. Non Availability
g. Not Satisfied
h. Not hygienic
i. Costly
j. Other reasons


. Recommendations if any.














THANK YOU




31











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