Project

On
To know about Consumer Perception about KARA Brand
Summer Training Project Report submitted in partial fulfillment of the
requirements for the
Diploma of
Post Graduate Diploma in Management (Retail Management)
at
Jaipuria Institute of Management, Lucknow

Supervisor:

Submitted By:

Mr. Surya Prakash Singh

Name :Anuradha Mittal

Prof. Jatin Srivastava

Enroll. No: JL13RM15

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DECLARATION BY THE STUDENT

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I, Anuradha Mittal student of PGDM (RM) batch (2013-2015) declare that the project
entitled To know about consumer perception about Kara Brand, is my own work
conducted under the supervision of Mr. Surya Prakash Singh as a partial fulfillment of
Summer Internship Program for the course of PGDM submitted to Mr. Surya Prakash
Singh and Jaipuria Institute of Management, Lucknow .
I further declare that to the best of my knowledge the project does not contain any part of
any work which has been submitted for any other project either in this institute or in any
other without proper citation.

Place : Lucknow
Date:

Signature of Candidate :

ACKNOWLEDGEMENT
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A summer project is a golden opportunity for learning and self development. I consider
myself very lucky and honored to undergo training at Grasim Industries Limited,
Lucknow and having so many wonderful people to lead me through in completion of this
project.
I wish to express my indebted gratitude and special thanks to "Mr. Surya Prakash
Singh (Area Sales Manager ,Grasim Industries Limited)" who in spite of being
extraordinarily busy with his duties, took time out to hear, guide and keep me on the
correct path and allowing me to carry out my industrial project work at their esteemed
organization and extending during the training. I do not know where I would be without
him.
A humble Thank you Sir.
I express my deepest thanks to my mentor Prof. Jatin Srivastava for his guidance and
support. He supported me by showing different method of information collection about
the company. He helped all time when I needed and he gave right direction toward
completion of this project.
I extend my gratitude to Jaipuria Institute of Management, Lucknow for providing me
with this opportunity.

Place:
Anuradha Mittal
Date:
PGDM(RM)-2013-2015

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Lucknow

EXECUTIVE SUMMARY
Consumer perception is an element of largely unconscious process of Consumer
behavior. Consumer perception is an approximation of reality. Consumers act & react on
the basis of their perception & not objective reality. Therefore consumer research is done
for discovering what people want, need, or believes. It helps in determining what
marketing strategies should be adopted. The goal of this research is to identify and assess
how changing elements of marketing mix impacts the consumer behavior.
Consumer behavior is the behavior of the consumer towards the various products,
through its learning, perception etc.
Grasim Industries Limited has come up with new division i.e. Consumer Product
Division and they have launched skincare wipes and to find out how far their concept of
such product is acceptable in the market. They have given me an objective:
Understanding the perception of consumer towards Kara brand.
This report is the premier source of marketing intelligence for the competition in the skin
care wipes segment but in order to expand my research work I had also undertaken
several other objectives. This report also includes:
Understanding the perception & behavior of retailers
Level of awareness among the people.
Comprehensive analysis of skin care wipes market
The current status of the market situation and the responsible features of the brands
that make them what they actually are.
What marketing strategies should be adopted to make the people aware about these
wet wipes and to cut the competition.
A survey of 115 people was done using a questionnaire to understand and analyze the
exact situation of the market. Analysis part has been done through survey with the people
visiting the retail stores in Lucknow. Product is easily acceptable in the market by the
high class people and working professionals. Grasim has already established the name in
the market in terms of Quality, variety, Brand name etc. But the customers are quite price
sensitive, they consider wipes to be a non-essential item and are not willing to spend a lot
of money on such a product.
The retailers perception &opinions and consumers response is good towards Kara. These
wipes are purchased by certain age of people the most. But the marketing efforts of Kara
compared to its competitors are just average. The company should provide some
promotional support. Retailers were not satisfied with the profit margin they get from
Kara products so the company should provide satisfactory profit margin.
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CONTENTS
CHAPTER 1: INTRODUCTION...........................................................................12
1.1 PROBLEM STATEMENT...........................................................................12
1.2 REVIEW OF RELATED LITERATURE.........................................................12
1.3 RATIONALE OF THE PROBLEM...............................................................13
1.4 METHODOLOGY..................................................................................... 13
1.4.1 Research Statement:......................................................................13
1.4.2 Research Objective:........................................................................14
1.5 SCOPE OF THE STUDY...........................................................................14
1.6 LIMITATIONS OF THE STUDY..................................................................14
CHAPTER 2: DETAILS OF THE ORGANIZATION................................................15
2.1 INTRODUCTION........................................................................................ 15
2.2 THE ORGANISATION..............................................................................18
2.2.1 PRODUCTS OF BIRLA CELLULOSE....................................................19
2.2.2 ORGANIZATIONAL STRUCTURE.......................................................21
2.2.3 HR PRACTICES.................................................................................22
2.2.4 COMPETITOR ANALYSIS...................................................................23
2.2.5 INDUSTRY ANALYSIS........................................................................27
2.3 SWOT ANALYSIS OF THE COMPANY.......................................................28
2.4 MICHAEL PORTERS FIVE FORCE MODEL...............................................29
CHAPTER 3: RELEVANT LITERATURE REVIEW.................................................31
3.1 LITERATURE REVIEW.............................................................................31
3.2 NEED OF STUDY.................................................................................... 32
CHAPTER 4: DATA COLLECTION AND ANALYSIS..............................................33
4.1 SAMPLING FRAME..................................................................................33
4.2 DATA COLLECTION METHOD..................................................................33
4.3 SOURCES OF DATA COLLECTION...........................................................33
4.4 PRESENTATION AND PROCESSING OF THE DATA FOR ANALYSIS............34
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CHAPTER 5: DATA ANALYSIS AND INTERPRETATION........................................35

CHAPTER 6: RECOMMENDATIONS...................................................................53
CHAPTER 7:CONCLUDING RERMARK..............................................................55
7.1 GAINS FROM THE PROJECT....................................................................55
7.2 CONCLUSION......................................................................................... 56
REFERENCES.................................................................................................. 57
APPENDICIES.................................................................................................. 58

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TABLE OF FIGURES
Figure 1: Organizational Structure of Grasim Industries.................................21
Figure 2: Skin care and wipes market in India.............................................................27
Figure 3: Porter's Five Force Model..........................................................................29
Figure 4: Response count for the usage of wet wipes.....................................................35
Figure 5: Showing wet wipes usage in a day...............................................................36
Figure 6: Showing from where people prefer to purchase skin care products........................37
Figure 7: Showing pack size people prefer to purchase..................................................38
Figure 8: Showing the price of a medium size pack.......................................................39
Figure 9: Response for knowing about Kara wet wipes..................................................39
Figure 10: Showing the variants people prefer to purchase..............................................40
Figure 11: Showing satisfaction after the purchase of wet wipes.......................................41
Figure 12: Kara differentiation from other brands.........................................................42
Figure 13: Rating given to the attributes.....................................................................43
Figure 14: Gender................................................................................................ 44
Figure 15: Age group............................................................................................ 45
Figure 16: Profession............................................................................................ 46
Figure 17: Showing brands offered by the stores..........................................................47
Figure 18: Showing no. of packets sold.....................................................................48
Figure 19: Showing customer response towards Kara....................................................48
Figure 20: Showing retailers opinion about Kara brand..................................................49
Figure 21: Showing age group of people purchasing wet wipes the most............................50
Figure 22: Showing opinion about the delivery of stock.................................................50
Figure 23: Showing marketing efforts of Kara.............................................................51
Figure 24: Showing promotional support given by the company.......................................51
Figure 25: Showing satisfaction with the profit margin..................................................52

TABLE OF TABLE
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Table 1: Comparison between Kara and Etiquette wet wipes...........................................24

Table 2: Comparison between Kara and Fresh Ones wet wipes.........................................25
Table 3: Comparison between Kara and Care mate wet wipes..........................................27

CHAPTER 1: INTRODUCTION
1.1 PROBLEM STATEMENT

What difficulties Kara is facing inspite of being a good quality product and also the
attributes which people look while purchasing wet wipes for themselves. The main
challenge for the brand was to create awareness among the target population, which
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requires a lot of advertising. This advertising will help in creating awareness among both
the retailers as well as the consumers. It was seen by me that it is very difficult to
convince the customers; due to lack of awareness about this product and the company is
also lacking in infrastructure due to which it could not explore the market easily.
It is important to make the customers clear that it is not just refreshing wipe but it is the
entire range of skin care wipes. Retailers are not well aware about the product and are
unable to explain the details about the product to the consumers as they themselves do
not have complete understanding about the product. Price factor also raises concern for
the retailers due to lesser price margin compare to competitors. Due to availability of
cheaper Chinese wipes and some private label brands of Big Bazaar and Spencers
customers dont easily attract towards Kara wet wipes.
1.2 REVIEW OF RELATED LITERATURE

Consumers act and react on the basis of their perception and not objective reality. For
each individual reality is a totally personal phenomenon. In general Perception is the
process by which an individual selects, organizes, and interprets stimuli into a meaningful
and coherent picture of the world. (Schiffman, Kanuk, Kumar2010). The consumer
behavior towards various products, brands etc are determined through its perception. As
the management has to decide What changes in the marketing strategies should be
adopted so that the consumers and retailers are highly satisfied?
The ultimate goal of this research was to understand the consumer perception for these
wet wipes of Kara and what are the attributes which influence the consumers while
purchasing a product.

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1.3 RATIONALE OF THE PROBLEM

The main purpose of this research was to study the consumer perception for these
wet wipes of Kara and what are the attributes which influence the consumers
while purchasing a product.
To understand the retailer perception & expectation and behavior towards KARA.
Who are the main competitors of these wet wipes of Kara and what types of
promotional techniques should be adopted.
How to reduce the gap between the retailers and the consumers.
What changes in the marketing strategy should be adopted in order to maximize
the sales of these wipes and to improve the business productivity.

1.4 METHODOLOGY

The research design opted was descriptive in nature. It is mainly adopted to describe the
characteristics such as attitude, perception, awareness and buying behavior of relevant
group in the sample. The major issue which was studied under this research design was
determining the perception of the consumer towards various attributes of Kara wet wipes
as well as the retailers feedback about these wipes in order to understand what
promotional and marketing strategies should be adopted.
The research instrument which is used in this project is a structured questionnaire for
both the consumers as well as the retailers. I surveyed the people visiting the mall and
cosmetic shops of Lucknow. Around 115 people which mainly include all the respondents
visiting the modern retail outlets filled up my questionnaire. I also took the retailers
feedback of all the modern retail outlets which I visited through a formal questionnaire
based on these wet wipes of Kara.
I basically selected four retail outlets for my survey:

Big Bazaar, Saharaganj

Big Bazaar, phoenix mall
Big Bazaar, Shalimar
Spencers , Fun mall
Spencers , Shalimar
Family Bazaar
Store

1.4.1 Research Statement:

How to increase the sales of Kara skin care wet wipes by knowing the consumer
perception about the Kara brand?

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1.4.2 Research Objective:

To study the perception of the consumers towards Kara skincare wet wipes which
will help the firm and organization to improve their marketing strategies.
To make people aware about KARA skin care wipes.
Based on these findings I will recommend how to increase the sales of Kara wet
wipes.

1.5 SCOPE OF THE STUDY

The data collected gives the clear picture of the product in the market of Lucknow and
what marketing strategies should be adopted which would be worthwhile for both the
brand as well as the company. The main purpose of this research was to study the
perception of the consumers towards this new concept of skincare wet wipes as well as to
study how much awareness of this product is there in the market and brand image of it.
Another main aim was to understand the retailers reaction towards the wet wipes of
KARA.
1.6 LIMITATIONS OF THE STUDY

This research is based on the data collected from primary and secondary sources.
There may be some biasness on the part of some respondents but very much care
has been taken by me to make this report unbiased.
Some respondents gave incorrect information because of shortage of time and
lack of interest.
Lack of availability of stock on the shelves though it was kept in the warehouse.
Placing of the product was too bad in the outlets which gives a negative impact to
the customers.
Many males think that these wet wipes were meant only for the ladies and not for
them, so the male respondents were too less than the females.
Location constraints i.e. the study was limited to the modern retail outlets of
Lucknow.
We could have inculcate the habit of buying and using the wet wipes of Kara by
using promotional activities such as free sample distribution ,contest etc.

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CHAPTER 2: DETAILS OF THE ORGANIZATION

2.1 INTRODUCTION

The Aditya Birla Group is an Indian multinational conglomerate named after Aditya
Vikram Birla, headquartered in the Aditya Birla Centre in Worli, Mumbai, India. It
operates in 33 countries with more than 136,000 employees worldwide. The group was
founded by Seth Shiv Narayan Birla in 1857. The group interests in sectors such as
viscose staple fibre, metals, cement (largest in India), viscose filament yarn, branded
apparel, carbon black, chemicals, fertilizers, insulators, financial services, telecom (third
largest in India), BPO and IT services .The Aditya Birla group is a diversified
conglomerate with a total revenue of approximately US$40 billion in year 2012.

Aditya Birla Group The Global Scenario

Around the world, they are known for:

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

copper producers. Hindalco-Novelis is the largest aluminum rolling company. It
is one of the three biggest producers of primary aluminum in Asia with the largest
single location copper smelter

No.1 in viscose staple fiber

No.1 in carbon black

The fourth-largest producer of insulators

The fourth-largest producer of acrylic fiber

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Among the top 10 cement producers

Among the best energy-efficient fertilizer plants

The largest Indian MNC with manufacturing operations in the USA

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In India,

The largest fashion (premium branded apparel) and lifestyle player

The second-largest manufacturer and largest exporter of viscose filament yarn

The largest producer in the chlor-alkali sector

Among the top three mobile telephony companies

A leading player in life insurance and asset management

Among the top two supermarket chains in the retail business

The largest manufacturer of linen fabric

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.

Aditya Birla Group Beyond Business

Works in 3,000 villages.

Reaches out to seven million people, annually, through the Aditya Birla Centre for
Community Initiatives and Rural Development spearheaded by Mrs. Rajashree
Birla.

Focuses on healthcare, education, sustainable livelihood, infrastructure and

espousing social reform in India, Brazil and Egypt, as well as Philippines,
Thailand, Laos, Indonesia, Korea and other Asian countries.

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About Grasim Industries

Grasim Industries Limited is a global leader in viscose staple fibre and ranks among
India's largest private sector companies with a consolidated net revenue of Rs.293 billion
and consolidated net profit of Rs.21 billion (FY 2014). Starting as a textiles manufacturer
in 1948, Grasim's businesses today comprise viscose staple fibre (VSF), cement,
chemicals and textiles .Its core businesses are VSF and cement, which contribute over 90
per cent of its revenues and operating profits at a consolidated level.
The Aditya Birla Group is the world's largest producer of VSF, commanding a
19 per cent global share. Grasim, with an aggregate capacity of 378 K TPA has a global
share of 9 per cent. It is also the largest player in India in chlor alkali with caustic
capacity of 452K TPA (which is used in the production of VSF) in India.
As a result of restructuring in FY 2010 and FY 2011, the cement business has
been consolidated with Grasim's subsidiary, Ultra Tech Cement Limited. Ultra Tech has a
capacity of 61.75 million tpa and is a leading cement player in India and eighth largest in
the world.
Grasim has a strong presence in fabrics and synthetic yarns in India through its
subsidiary, Grasim Bhiwani Textiles Limited, and is well known for its branded suitings,
Grasim and Graviera, mainly in the polyester-cellulosic branded menswear. Its textile
plants are located at Bhiwani (Haryana) and Malanpur (Madhya Pradesh).

Viscose staple fiber Grasim is India's pioneer in viscose staple fiber (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.

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Vision:
To be a global leader in the man-made cellulosic fibre industry.

Mission:
We aim to create superior & sustainable values for our stakeholders, maintaining the
largest market, share in the man- made cellulosic fibre industry through:

Innovation in products & processes

Excellence in quality, service, people development &
Focus on environment friendliness in all our activities

Birla Cellulose is the Aditya Birla Group's umbrella brand for its range of cellulosic
fibers. 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 fibers have
multiple applications including apparel, home textiles, dress material, knitwear, nonwoven etc.
2.2 THE ORGANISATION

Consumer product Division of Grasim Industries

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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% in the next five years.
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, Grasim 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.

2.2.1 PRODUCTS OF BIRLA CELLULOSE

1: Kara skin care wipes
Aditya Birla Group launched this product i.e. KARA skincare wipes in 2008. It is
basically a solution to skin care regime out of home a convenient way to be at your best
always. With the unique formulation of natural ingredients, these wipes are easy to use
anytime and anywhere. These are made from Birla Cellulose, a fibre that is 100% natural
and biodegradable. Kara skincare wipes are the Indias first branded skin care product.

Characteristics of Kara skin care wipes:

Convenient.
Hassle free application of lotion without using cotton balls.
Portable
Optimized efficacy.
100 per cent natural and biodegradable.
Hygienic.
Alcohol free.
Dermatologically safe.
Assurance of Aditya Birla Group

Variants of Kara Skincare wipe:

Deep pore cleansing wipes

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Kara Deep Pore Cleansing is a gentle, effective way to clean your skin of dirt,
grime and excess of oil. Enriched with Jojoba and Avocado extracts, it unclogs
pores, detoxifies and thoroughly exfoliates dead skin cells.
Sunscreen wipes
Kara sunscreen wipes has a formulation of SPF 20 which protects the skin from
the adverse effects of UV A and UV B sun rays. It is enriched with antioxidants
like plum extract and vitamin E that nourishes the skin and Aloe Vera that keeps
the skin moisturized.
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 extract that tighten the skin
and maintain the normal pH balance.
Makeup removal
Kara Make-Up Removal Wipes are enriched with Lavender and Seaweed extracts
that removes the make-up in just one swipe.
Refreshing facial wipes
Kara Refreshing wipes are 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 fragrance.

2: Kara Baby care wipes

Puretta:

These are the baby care wipes.

Variants of it are: Complete cleansing wipes

Skin nourishing wipes
Germ shield wipes

3: Kara hand care wipes

These are the hand sanitizing wipes.

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Clean and sanitize hand more effectively than rub in gels.

4: Kara Home & Kitchen care wipes

Prim:

These are the home & kitchen care wipes. It can be used to wipe the utensils and
cutleries.

These are available in two packs. One is three wipes pack and other is five wipes
pack.

2.2.2 ORGANIZATIONAL STRUCTURE

Figure 1: Organizational Structure of Grasim Industries

Viscose staple fiber: This division of Aditya Birla group is the biggest producer
of viscose staple fiber worldwide. It fulfills the demand of the domestic market
for the viscose staple fiber.
Cement: This division is ranked 11th in the international arena and 7th in Asia. It is
further divided into two grey cement and white cement.
o White cement products
Birla White GRC
Birla White Kool and Seal
Birla White Textura
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 Birla White Wallcare Putty

Birla White Levelplast
o Grey cement products
Rajshree Cement
Vikram Cement
Grasim Cement
Aditya Cement
Sponge Iron: It is the biggest Indian commercial producer of sponge iron.
Chemicals: Grasim industries owns one of the biggest Caustic soda
manufacturing unit
Textiles: With the campaign the power of fashion the company is very well
positioned in the domestic Indian market. The premiere brands of the Grasim
industries textile division are the fabric range of the Grasim and the Graviera.

2.2.3 HR PRACTICES
The HR policies of the company are:1.
2.
3.
4.
5.
6.

Recruitment policy
360 Degree Appraisal
Training/Talent management
Recognition
Benefits
Happiness at work

Recruitment process:

Job description with job brands

Competency maps
Technical and aptitude test (where applicable)
Group Discussions(where applicable)
Structured interview
Psychometric tests
Values assessment test

360 Degree Appraisal:

A360 Degree feedback program was introduced in 1999 that permitted managers
to raise questions over leadership styles, managerial ability and also personality
traits.

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After the feedback, each senior manager had to submit a six page letter
mentioning the areas of improvement and their expectations.

2.2.4 COMPETITOR ANALYSIS

Competition is also raising in wipes market as the market of wipes is untapped in India.
Many domestic cosmetic as well as non-cosmetic companies such as Johnson & Johnson,
Bilt, Fresh Ones, Caremate, Care & essentialz Zuci have enterned into the market with
their low price wipes to capture the market share. Simultaneously, many Chinese wipes
are coming to India with their lower cost and trying to capture market of wipes as in
many shops of wholesale market in Lucknow. Low prices along with more wipes are
being offered to wholesalers.

Competitors: Etiquette wet wipes

Etiquette wipes are available in 6 different fragrances:

Misty dew
Icy mint
Aloe Vera
Cucumber
Lemon & Rose

10 wipes packet of these wipes cost Rs. 25. So each wipe cost Rs. 2.5.

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Table 1: Comparison between Kara and Etiquette wet wipes

Kara
Costly. Each wipe cost Rs. 3.5.
Kara focuses more on quality
rather than price.
Kara refreshing wipes are available
in only 2 variant mint and
cucumber.
Kara offers different types of wipes
such as cleansing, toning, makeup
removal etc.

Etiquette
Less costly than Kara skin care
wipes. Each wipe cost Rs. 2.5.
Its strategy is to capture the market
by offering lower prices.
Etiquette refreshing wipes
available in 5 variants.
No such wipes are available.
Not as big brand as Kara.

Kara is a bigger brand.

Fresh Ones

Fresh Ones cleansing wipes are available in three flavours: Lime

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are

Rose
Cologne
These wipes are available in 100 sheets pack of Rs. 175. Each wipe cost Rs1.75.

Fresh Ones car pack box is also available in several flavours such as:-

Vogue
Cologne
Valencia
Lime

These are available in 75 sheets pack of Rs.150. Each wipe cost Rs. 2.
Fresh Ones refreshing towels are also available in 75 wipes pack of Rs.200. Each
wipe cost Rs.2.67.

Fresh Ones Refreshing Deo wipes are also available in 10 sachets of Rs.40. Each
wipe cost Rs.4. These are costly because of its exclusive and attractive packaging
and each wipe in this pack is packed in a different packet.

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Table 2: Comparison between Kara and Fresh Ones wet wipes

Kara

Fresh Ones

Not available in a huge pack of Facial

wipes.

Available in a huge pack of facial wipes.

Available.

Car pack not available.

Less costly than Kara wipes.
Costly.
Available in a good packaging.
Packaging is not so good.
Tissues are not as soft as Kara wipes.
Good in quality.
Economy pack not available.

Available in economy pack. Reasonable

price.

Zuci Natural Care wipes

These wipes were available in three flavours:

Deep pore cleansing wipes with citrus fruit extract for oily skin.
Sunscreen wipes with Aloe Vera and Vitamin E.
Refreshing wipes with cucumber and mint for soothing skin.

These wipes are available in 15 wipes pack of Rs. 50. There was a offer on these wipes
they were offering three packs of these wipes at Rs. 129 only whereas one pack of it cost
Rs. 50.

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 Caremate

Etiquette and care mate are the major competitors of Kara. Caremate is the biggest
competitor of Kara because they are offering buy one and get one scheme and its prices
are very low. They are offering three wipes pack at Rs. 99 only and two wipes pack at Rs.
75 only.

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Table 3: Comparison between Kara and Care mate wet wipes

Care mate

Kara

Care mate is focusing on quantity

rather than its quality

Whereas Kara main focus on

quality

Its not comes in different variant

Kara comes in different variants

They offer various schemes

which attract customers

There are no such

provided by Kara

schemes

2.2.5 INDUSTRY ANALYSIS

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.

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Figure 2: Skin care and wipes market in India

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. Kara a complete range of
skincare wipes. Kara Skincare wipes is a new product to hit the Indian market. . 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 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.
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 is readily in India at superstores, cosmetic and chemist shop and modern retail
outlets.
2.3 SWOT ANALYSIS OF THE COMPANY

Strengths:30 | P a g e

Its a product of a well known brand Aditya Birla group.

Availability in maximum number of variants compared to its competitors.
Alcohol free product and Dermatologically safe
Hassle free application of lotion without using cotton balls.
Superior quality
Fabric used is VSF (viscose staple fiber) which has a good absorbing power.

Weakness:

Lack of advertisement and promotion which leads to low level of awareness in

the market.
Costlier than other wipes available.
Retailers have very less margin as compared to other brands due to which they
hesitate to order.
No infrastructure in Lucknow is an obstacle in operation.

Opportunity:

Lucknow is a fastest developing city in Uttar Pradesh. Due to which there is a

good market potential in Lucknow for Kara wet wipes.
Climate of India is favorable for such a product
Growing number of lady professionals.
Huge untapped market
People are becoming more hygienic and consciences for themselves.

Threats:

Stiff competition from cheaper Chinese wipes and through private label
brands.
High level of competition from main rivals such as Dove, Nivea, Fresh Ones,
etiquette, Zuci.
Its a new concept in Indian market.

2.4 MICHAEL PORTERS FIVE FORCE MODEL

31 | P a g e

3: Porter's
Force Model

Figure
Five

Threat of New Entrance

Being a niche segment, wet wipes market was overlooked earlier. But now some new
brands of wet wipes are also available like Caremate, Fresh Ones, Zuci in the market.
Major threats are wet wipes of Etiquette by Built. These companies are giving high
margins to the retailers and providing to the customer at lower cost. So, the rivalry is
increasing.

Threat of Substitute
There are many substitute of this product. Some has direct competition with the product
such as wet wipes of Caremate, product of Big Bazaar and wet wipes of Care &
essentials, product of Spencers are available to the customers at a very lower cost and
also with some offers. Some are indirect competitors of Kara such as handkerchief, towel,
tissue paper etc.

Bargaining Power of Suppliers

The main raw material used in making wipe is Viscose Staple Fibre (VSF) which is
mostly manufactured by the Aditya Birla Group. Aditya Birla Group sells Viscose Staple
32 | P a g e

Fibre to so many domestic and international companies . For Kara, there is no bargaining
power of supplier because its own parent company produces the raw material. On the
other hand, for other wet wipes manufacturer, bargaining power of supplier is very high
due to sole supplier of VSF.

Bargaining Power of Customers

Being availability of different variants of wet wipes of different companies such as Bilt,
Kara, Fresh Ones and different Chinese companies, wipes market is like buyers market
rather than sellers market. Now, customers have wide range of choice of product and
therefore, there bargaining power is high.

CHAPTER 3:
RELEVANT LITERATURE REVIEW
3.1 LITERATURE REVIEW

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 todays 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
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
33 | P a g e

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 consumers mind (Assael,
1998).

3.2 NEED OF STUDY

The research work gives us an idea as to what difficulties Kara is facing in spite of being
a very good quality product. It gives a scope of improvement to rethink on some
marketing aspects like better discount slabs, refining target customers etc. The aim of this
study was to find out the requirement of the customers. To understand by doing
environmental scanning that who are competitors in the environment who are creating
difficulties for Kara. What promotional techniques should be adopted to promote the
product and to create awareness about the product in the minds of the consumers.
What marketing strategies company should adopt to maximize the sale of their product.
The main goal of this study was to find out what are the main attributes consumers want
in a skincare wipes which could attract them and force them to purchase these wipes only.
The research was based on Primary data collected through Questionnaire Method. During
the training of 8 weeks I questioned 115 people of Lucknow and the information which I
collected helped me in taking the final decisions that company should focus on what
factors which are acting as obstacles for the company and are preventing its growth.

34 | P a g e

CHAPTER 4:
DATA COLLECTION AND ANALYSIS
4.1 SAMPLING FRAME

The sample size for this survey was 115 respondents visiting the modern retail outlets of
Lucknow. The convenient sampling method is used here because we have chosen all the
selected stores in Lucknow.
The corresponding retailers of the modern retail outlets which I visited helped me in
filling up my second questionnaire which was based on their perception about these wet
wipes of Kara.
4.2 DATA COLLECTION METHOD

Survey Method
I am using survey as the method of this study. Research is conducted by using a
structured questionnaire which is designed keeping in mind the objective of the study.
The main purpose of this research is to study the consumer perception about Kara skin
care wet wipes and what are the factors which people look for while purchasing these
wipes. What difficulty Kara is facing inspite of being a good quality product.
The second questionnaire was filled up by the retailers of the corresponding retail outlets
to understand their perception about these wet wipes of Kara.
4.3 SOURCES OF DATA COLLECTION
35 | P a g e

Primary Sources
The primary sources were the 115 respondents visiting the modern retail outlets of
Lucknow such as Big Bazaar, Spencers, and Family Bazaar etc. The questionnaire was
filled up by random people offline. 100 people filled the survey. This Survey was
conducted to get an idea about what consumers look for when they go to purchase wet
wipes for themselves, what factors effect there buying decisions etc.
Through observation at the stores we could see the behavior of the customers where does
customer first looks when he/she enters the store. Whether they see the Branding of the
product.
The second questionnaire was filled up by the retailers of the corresponding retail
outlets.The Survey Sheet was filled by us when we used to interview the Store Manager
or an Salesmen.
I have taken the interview of Store Manager of every store .They gave us idea about the
sales of Kara skincare wet wipes both value and volume wise ,how is the customers
response towards these wet wipes, their profit margin, and their own feedback about Kara
skincare wet wipes.
Secondary Sources
The help from the internet was taken in order to have complete knowledge about the
product .The data which was already been collected, compiled and presented earlier may
be used as a purpose of this research. The data has been collected from:

Books
Journals
Magazines
websites

4.4 PRESENTATION AND PROCESSING OF THE DATA FOR ANALYSIS

The data was mainly collected by the help of questionnaire and interview method. All the
questionnaires were administered personally, and during the administration or after the
administration, interactions with the respondents were made to facilitate the depth of
interview. The data collected through questionnaire were subject to computations in the
form of excel file which made the calculations and analysis part very easy.
Simultaneously, during interpretation of the collected data, the statements, observations
or recommendations/suggestions made mainly by the respondents visiting the modern
retail outlets and their corresponding Store managers during personal interview were used
to get a single conclusion.

36 | P a g e

CHAPTER 5: DATA ANALYSIS AND INTERPRETATION

My analysis is based on the study of both:

Consumer
Retailer

Questionnaire Analysis to know about Consumers Perception:

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Q1.

Do

you

use

wet

facial

Figure 4: Response count for the usage of wet wipes

Response Count
100
80
Response Count

60
40
20
0
Yes

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No

wipes?

Interpretation:
Out of 115 respondents 95 of them uses wet facial wipes i.e. a large percentage of people
are in a habit of using the wet wipes and 20 people dont use wet wipes because:

They are not able to afford these wipes.

Lack of awareness was a major issue which reduces the use of these wipes.
Poor availability was another problem faced by these wet wipes.
Poor distribution.
Lack of promotion.
Some people think that these wipes are of no use and they dont require them. It is
simply wastage of money.

Q2. How often do you use these wipes?

How often use in a day

20. 25%

Once
Twice
> twice

7. 9%
53. 66%

Figure 5: Showing wet wipes usage in a day

39 | P a g e

When required

Interpretation:
Out of 80 respondents 25% of the people use Kara skincare wet wipes once in a day,9%
people uses them twice in a day, no one use these wet wipes more than twice in a
day.66% people which is a large number use these wet wipes when required.
Which means that most of the people uses wet wipes only when they feel its requirement.

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Q3. From where you prefer to purchase most of your skincare products?
40
35
30
25
Purchase

20

Average

15
10
5
0
Mall

cosmetic shop General store

Medical store

Figure 6: Showing from where people prefer to purchase skin care products

Interpretation:
45% people prefer to purchase their skincare products from cosmetic shops and 43%
people purchases from Mall. Very less number of people hardly 6% and 5% respectively
purchases from general store and medical store. Therefore the availability of the product
should be improved in malls and cosmetic shops of Lucknow.

41 | P a g e

Q4. Which size pack do you think is ideal pack to purchase?

Pack size people prefer to purchase

2. 3%

8. 10%

13. 16%
17. 21%

5 wipes
10 wipes
20 wipes
30 wipes
More than 30

40. 50%

Figure 7: Showing pack size people prefer to purchase

Interpretation:
30wipes pack is purchased by 50% of the people i.e. large number of people prefers to
purchase 30 wipes pack. 21% people prefer to purchase 20 wipes pack. And 16% of the
people purchases more than 30wipes pack. 5wipes and 10wipes pack is purchased by
very less number of people 3% and 10% respectively.
Which means that 30wipes and 20wipes pack demand are more as compared to more than
30 wipes, 10wipes and 5wipes pack.

42 | P a g e

Q5.According to you what should be the price of a medium size wipes pack (20 wipes)?

Ideal price
Depend on the variant

15

50 - 70

Ideal price

48

30 - 50

17
0

10

20

30

40

50

60

Figure 8: Showing the price of a medium size pack

Interpretation:
21% people said that price of a medium size wipes pack should be between 30 to 50 .60%
people said that its price should be between 50 to 70 .18% people said that its price
depends on the type of the variant of the wet wipes of Kara.
Which means that ideal price of a medium size pack should be between 50 to 70.
Q6. Have you heard of Kara wet wipes?

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Awareness of KARA wet wipes

80
70
60
50
40
30
20
10
0
Yes

No

Figure 9: Response for knowing about Kara wet wipes

Interpretation:
As shown in (Fig.9 )16% of the respondents still have no idea about the Kara wet wipes,
they never heard about the product. The only single reason behind this is unawareness ,
heavy advertisement should be done for making consumers aware about the product.
Q7. If yes, which all Kara wipes variants do you prefer for yourself?

Variants
13
67
34

hi
ng

15

Re
fre
s

12

65

re
m
ov
al

Cl
ea
ns

in
g

15

46

M
ak
eu
p

22

68

Su
ns
cr
ee
n

65

To
ni
ng

58

M
oi
st
ur
iz
in
g

90
80
70
60
50
40
30
20
10
0

Figure 10: Showing the variants people prefer to purchase

Interpretation:
44 | P a g e

No
Yes

Among all the variants refreshing wipes with Aloe vera and mint has the highest
popularity with 67 people recalling it i.e. 83.75%. 16% people still dont use it.
The next favorite is Sunscreen with 42.5% 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. 57.5% people are still unaware about this variant of Kara.
Moisturizing wipes are recalled by 27% of sample.
Cleansing wipes and makeup removal are known by 19% of the sample.
Least awareness is of toning wipes with only 15% knowing about it.

Q8. Do you think after purchasing Kara wipes you get value for money?
Store 99 0

Family bazaar

3
9

Big bazaar-SM 0

0%

6
2

2 0
0

40%

Disagree
Neutral
Highly agree

1 0
3

60%

Highly disagree

Agree

4
12

20%

Big Bazaar-PM 0

Big Bazaar- SG

Spencers-SM 0
Spencers-FR

80%

1
100%

Figure 11: Showing satisfaction after the purchase of wet wipes

Interpretation:

45 | P a g e

The data shows that large number of people agree and are satisfied with the product but
still there are some people who think that after purchasing Kara wet wipes they dont get
value for money. So the company should focus on those people and try to clear their
doubts.

Q9.What makes KARA different from other brands?

Difference
7

Packaging

Brand name

Difference

30

variety
20

Fragrance
15

Quality
0

10

15

20

25

Figure 12: Kara differentiation from other brands

46 | P a g e

30

Interpretation:
Among all respondents 38% people feel that Kara has variety in wipes and other brand
Dont have these many variety. And 25% of respondents feel that Kara has various
fragrances in its variants, and 18% observe that there is quality difference between Kara
and other wipes which they have ever used.
So this is a good sign of success for Kara.

Q10. How would you rate the attributes which influence you to like and purchase
KARA wipes?

Very Good
Fragrance

Softness of wipe

Price

Availability

47 | P a g e

Good

Ok

Poor

Very Poor

Alcohol Free

Quality

Packaging

Packaging
Quality
Alcohol Free

Very Poor
Poor

Availability

Ok
Good

Price

Very Good

Softness of wipes
Fragrance
0%

20%

40%

60%

80%

100%

Figure 13: Rating given to the attributes

Answer
Options

Very good
(5)

Good
(4)

Ok
(3)

Poor
(2)

Very Poor
(1)

Response
Count

Total

Fragrance
Softness of
wipes

48*5

18*4

11*3

2*2

1*1

80

350

29*5

30*4

14*3

7*2

0*1

80

321

48 | P a g e

Price

1*5

14*4

42*3

15*2

8*1

80

225

Availability
Alcohol
free

13*5

26*4

23*3

14*2

4*1

80

270

6*5

43*4

20*3

9*2

2*1

80

282

Quality

18*5

48*4

11*3

3*2

0*1

80

321

Packaging

6*5

43*4

20*3

9*2

2*1

80

282

Interpretation:
80 Respondents uses wet wipes and are also aware about KARA skincare wipes. Likert
Scale has been used to analyze the above question where Rating Point 1 has been given to
the option Very Poor, Rating Point 2 has been given to the option poor and so on.
Rating Point 5 has been given to the option Very good. Fragrance, Quality and softness
of wet wipes are the best things offered by the company. But the company needs to work
upon the availability and pricing of the KARA skincare wet wipes.
Q11. Gender?

Gender

19. 24%

Male
Female

61. 76%

Figure 14: Gender

Interpretation:
As shown in (fig.14) Above chart clearly shows that 76% of respondents are females and
24% of respondents are male who use facial wet wipes. Therefore company should try to
create awareness among males also.
49 | P a g e

Q12. Age?

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Figure 15: Age group

Age group
40
35
30
25

Age

20
31

15

36

10
5

9
3

0
15 - 25

25 - 35

35 - 40

Above 40

I
nterpretation:

51 | P a g e

Above fig. clearly shows that most of the customers who use Kara lies between age group
25 to 35 years and 15 to 25. Therefore the company should mainly target the customers of
this age group.

52 | P a g e

Q13. What is your profession?

Profession

33

Profession

23
13

pl
oy
ed

avg

Se
lf
em

e
H
om

pr
of
es
W
or
ki
ng

m
ak
er

si
on
al

11
St
ud
en
t

35
30
25
20
15
10
5
0

Figure 16: Profession

Interpretation:
Out of total 41% respondents are working professionals and 29% are students . Therefore
the company should focus more on targeting Working professionals and Students.

53 | P a g e

Questionnaire Analysis to know about Retailers Perception:

Q1.Which brands of wet wipes are offered by you?

Brands offered by the stores

Care&essentialz
Nivea
Kara
Zuci
Etiquette
Fresh Ones
Caremate
0

Figure 17: Showing brands offered by the stores

Interpretation:

Caremate is a private label brand offered of Big Bazaar and is available in two
retail outlets one is Big Bazaar of Saharaganj and other is Big Bazaar of Shalimar
at a lower price and offers like buy one get one.
Fresh Ones wetwipes are less costly than KARA wetwipes but they are available
in good packaging and its economy pack is available at a reasonable price. It is
offered by two retail outlets one is Spencers of Fun Mall and other is Spencers of
Shalimar.
Etiquette by Built is available in four retail outlets:
1)Big Bazaar Shalimar
2)Big Bazaar Saharaganj
3)Spencers of Fun Mall
4)Spencers of Shalimar
Zuci is offered by two retail outlets one is Store 99 of Fun Mall and other is Store
99 of Phoenix Mall.
Kara is available in all the modern retail outlets of Lucknow which I visited.
Nivea is offered by one retail outlet Big Bazaar of Phoenix Mall.
Care & essentialz is a private label brand of Spencers and is available in two retail
outlets Spencers of Fun Mall and Spencers of Shalimar.

54 | P a g e

Q2.No of packets of Kara wetwipes are sold by you in one week on an average?

No. of packets sold

140
120
100
80
60
40
20
0
99
(P
M
)
St
or
e

Bi
g

Bi
g

Ba
za
ar
(S
G
)

Ba
za
ar
(S
ha
lim
ar
Sp
)
en
ce
rs
(S
ha
lim
ar
)

No. of packets sold

Figure 18: Showing no. of packets sold

Interpretation:
Above chart shows that Big Bazaar of Saharaganj and Store 99 of Fun Mall are the
largest selling retail outlets of KARA wetwipes.
Around 100 packets are sold in these two retail outlets in a week on an average.
Q3. How is the customers response towards Kara wetwipes?

Customers Response
4
3.5
3
2.5
2
1.5
1
0.5
0

Customers Response

Excellent

Good

Average Below Average

Figure 19: Showing customer response towards Kara

55 | P a g e

Interpretation:
As shown in (fig.19) According to the retailers of the modern retail outlets customers
response towards Kara is good in four retail outlets which is a positive sign of success for
Kara. In three retail outlets the response is just average.
Q4. What is your opinion for brand Kara?

Opinion
5
4
Opinion

3
2
1
0
Excellent

Good

Average

Below Average

Figure 20: Showing retailers opinion about Kara brand

Interpretation:
The opinion of the retailers of five retail outlets was good towards brand Kara. The
opinion of three retailers was just average.

56 | P a g e

Q5. What age of people do you think purchase Kara wet wipes the most?
9
8
7
6
5
4
3
2
1
0
Less than 20

20-30

30-40

40&Above

Figure 21: Showing age group of people purchasing wet wipes the most
Interpretation:
According to the retailers of the eight retail outlets these wipes are purchased by the
people having age between 20 to 30 the most.
Q6. Your opinion about the delivery of stock as per your order by the distributor?

5
4
3
2
1
0
Excellent

Good

Average

Below Average

Figure 22: Showing opinion about the delivery of stock

57 | P a g e

Interpretation:
As shown in (fig.22) In three retail outlets the delivery of stock by the distributor was just
average and below average.So the company should focus on delivering the stock on time.
Q7. How are the marketing efforts of KARA compared to its competitors?

4
3
2
1
0
Excellent

Good

Average

Below Average

Figure 23: Showing marketing efforts of Kara

Interpretation:
Most of the retailers said that marketing efforts of Kara are just average comapred to its
competitors.
Q8. Is there any promotional support provided by the company?

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6
5
4
3
2
1
0
Yes

No

Figure 24: Showing promotional support given by the company

Interpretation:
As shown in (fig.24) Majority of the retailers said that company has provided no
promotional support to them . So they want from the company promotional support such
as:

Brand Promoter
Price off
Offers such as buy 2 get 1

Q9. How much you are satisfied with the offers you get from the Kara products ?

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Satisfaction with profit margin

4
3.5
3
2.5
2
1.5
1
0.5
0

D
is
s

at
is
fe
d

eu
tr
al
N

H
ig
hl
y

H
ig
hl
y

sa
tis
fe
d

Satisfaction with proft

margin

Figure 25: Showing satisfaction with the profit margin

Interpretation:
The above graph shows that half of the retailers are not satisfied with the profit margin
which they get from the KARA products. They just get 21% profit margin while other
brands give more profit margin.

CHAPTER 6: RECOMMENDATIONS
I would like to suggest few things which would help Kara to improve its sales. These are
as follows:

Some competitors of KARA are the cosmetic brands, so in order to make strong
position in the market, KARA should enter into a new range of cosmetics.

Advertisement should be done print and digital media so that the awareness about
different variants of Kara can be improved in the eyes of the customers.

People think that Kara is a women oriented product so company should focus
more on increasing awareness that it is a unisex product.

60 | P a g e

Prices should be reasonable and affordable for the customers. There are many
competitors available which are providing wet wipes with offers and at a cheaper
price.

Customers mainly visit modern retail outlets like Big Bazaar to buy things having
offers. So the

In stores like BIG BAZAR, customers visit to buy things on which there is some
offer. So offers should be given like Buy 2 get 1 free

Buy 1 get 1 free

Price off

Extra quantity

Combo Pack

Sample of any new product launch

I observed in Big days that stock finishes due to high volume of traffic and
increase in demand for the product and the P.O. is generated after 1 to 2 weeks
which is very bad in terms of opportunity cost for the Kara brand . So P.O. should
be done immediately so that loss of sale can be recovered.

Some posters should be there in the outlets promoting Kara so that the availability
of the product is known to the customers and more and more customers gets
attracted.

The placing of the product in the retail outlets should be improved as it is a part of
cosmetic product. So, it should be placed in the cosmetic section and clearly
visible to the customers.

The demand of the product is more by the working professionals and those who
go to Gym therefore the company should focus more on them.

There should be logo of Aditya Birla Group on the product packaging. The Brand
name and loyalty can be used to promote Kara.

Proper instructions to open the packet should be mentioned on the product

packaging for customer convenience.

There should be a cap instead of flap to open the packet, because flap doesnt
remain sticky for longer time and wipes get dried.
I observed that only the wet wipes of Etiquette were available in the retail outlet
like Good Bakery. So, still there are many retail outlets in Lucknow where the
availability of Kara is missing. Therefore, the company should look into this
matter.

61 | P a g e

The profit margin which the retailers are getting from Chinese and other brand
wet wipes are very high as compared to Kara. So, the company should focus on
retailers expectations to make them satisfied.
The company should directly contact with the retailers to know the consumer
reaction as well as the retailers opinion about the product.
Social networking sites can also be utilizes for promoting KARA range of
products.

62 | P a g e

CHAPTER 7:CONCLUDING RERMARK

7.1 GAINS FROM THE PROJECT

Learn how to represent myself in front of the customers .How to deal with the
customers and comment on the product.
Learn how to place the product in front of the customers in the retail stores and
negotiate them to purchase it.
I brush up my sales and marketing skills through continuous given inputs on soft
skills and business communication during my summer internship program.
Visibility of the product plays a major role. Its placing should be done at the right
place and in a proper manner.
Learn how to get through modern trade business.
Learn how the promotion and sales techniques plays a major role in FMCG sector.
Advertising is very important in order to create awareness about the brand and the
product.
Learn what attributes consumers look while purchasing a product.
Learn that a salesman should have patience.
Learn that environmental scanning plays a very important role for any company.
Learn that a salesperson should have a good observation power.
Importance of promoter.
About competitive analysis
About Offers and discounts

7.2 CONCLUSION

In this interim survey of KARA wet wipes demonstrate that the company has a good
market in wipes or we can say its a market leader, but if it will not work on pricing,
63 | P a g e

availability and offers people will switch to other brands or cheaper Chinese wipes.
Prices should be affordable and all the variants should be available in all the modern
retail outlets and the company should focus on giving better offers to its customers
compared to its competitors. Still there are lots of opportunities to grab through
increasing awareness among the people and only awareness is not beneficial the
importance must also be told so that they purchase it.
The product needs rigorous advertising. Putting the logo of Aditya Birla on the product
packaging for consumers to trust the brand and have quality assurance. The company
should refine its target customers and use proper distribution channels. Retailers
feedback is very important so the retailers should be contacted frequently to know the
actual response of the customers towards the product. The company should improve its
marketing efforts.
At last, I can say that, the attributes which influence the customers the most while
purchasing wet wipes are:
Quality
Packaging
Price
Fragrance
Availability
Brand name
So the company should concentrate on all these attributes for the successful performance
of the product in the market of Lucknow.

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REFERENCES
(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.htp

arora, s. (2012). why do indian women buy facial skincare wet wipes? TATTVA ,
88.

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.

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

Vora, M. B. (n.d.). FMCG sector in India . Retrieved from www.iseindia.com:

www.iseindia.com/ResearchPDF/FMCG_Update1.pdf

Schiffman, & Kanuk. (2010). Consumer Behaviour.

Goldsmith, & Foxall. (1994).
Assael. (1998).
Euromonitor. (2012). itc-takes-the-conglomerate-route-to-capitalise-on-fmcggrowth-in-india.htm. Retrieved from Euromonitor : at:
http://blog.euromonitor.com/2011/12/itc-takes-the-conglomerate-route-tocapitalise-on-fmcg-growth-in-india.htm

Euromonitor. (2010). Retrieved from Euromonitor.

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APPENDICIES
Questionnaire for Consumers
I will appreciate you taking the time to complete the following survey. It will take hardly
five minutes. The survey is based on FACIAL WETWIPES by Grasim industries, Aditya
Birla. This questionnaire is designed to study the consumer perception about the Kara
brand. Your answers will be completely confidential.
Note: Tick ( ) the option of your choice.
1. Do you use wet facial wipes?
a) Yes

b) No

2. If yes, which brand of wet wipes do you use?

a)Kara

b)Nivea

c)Fresh Ones

d)Zuci

e)Other

3. How often do you use these wipes?

a)Once in a day b)Twice in a day c)More than twice d)When required
4. From where you prefer to purchase most of your skin care products?
a)Mall b)Cosmetic shop

c)General store d)Medical store

5. Which size pack do you think is ideal pack to purchase?

a)5wipes

b)10 wipes

c)20 wipes

d)30 wipes e)More than 30 wipes

6. According to you what should be the price of a medium size wipes pack(20
wipes) ?
a)30-50

b)50-70 c)70-90 d)More than 90

e)Depend on the variant

7. Have you heard of Kara wet wipes?

a)Yes

b)No

8. If yes, which all Kara wipes variants do you prefer for yourself?
(Please feel free to tick on multiple))
a)Toning (rose)

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b)Cleansing (Avocado)

c)Sunscreen protection(Plum)

d)Makeup removal

e) Refreshing wipes

9. Do you think after purchasing Kara wipes you get value for your money?
a)Highly agree

b)Agree

c)Neutral

d)Disagree e)Highly disagree

10. What makes Kara different from other brands?

( Please feel free to tick on multiple)
a)Quality b)Packaging

c)Is from aditya birla group d)Value for money

e)Fragrance f) All of these

Rate it from 1-5

1- very good
2-good
3-ok
4-poor
5-very poor

11. How would you rate the attributes which influence you to like and
purchase Kara wipes?
Fragrance
Softness of wipe
Price
Availability
Alcohol free
Quality
Packaging
12. Do you think company should give some offers on these wipes?
a) Yes

b)No

If yes, what type of offers you want?

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13. Would you like to recommend Kara to your friends and family who are not
using it?
a)Yes

b)No

The following are some personal questions about you that will be used for statistical
purpose only.
14. Gender
a)Male b)Female
15. Age
a)(15-25) b)(25-35)

c)(35-40)

d)Above 40

16. Which income group do you fall under?

a)(0-10,000) b)(10,000-20,000) c)(20,000-30,000) d)Above 30,000
17. What is your profession?
a)Student b)Working professional

c)Home make d)Self employed

18. Contact No./Email id:

(Thank you so much for your time and cooperation ,have a good day!!)

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Questionnaire for Retailers

Objective :- To study the retailer perception about the Kara wet wipes.
Name of the retailer:
Name of the retail outlet:
Note: Tick ( ) the option of your choice.
Q1. Which brands of wet wipes are offered by you?
a) Caremate b) Fresh Ones c) Etiquette d) Zuci e) Kara f) Nivea
If you are not providing Kara then please specify reason-

Q2. No. of packets of Kara wet wipes sold by you in one week on an average?
a) 0 30 b) 31 60 c) 61 90 d) 91 & above
Q3. How is the customers response towards Kara wet wipes?
a) Excellent b) Good c) Average d) Below average
Q4. What is your opinion for brand Kara ?
a) Excellent b) Good c) Average d) Below average
Q5. What age of people do you think purchase Kara wet wipes the most?
a) Less than 20 b) 20-30 c) 30-40 d) 40 & above
Q6. Your opinion about the delivery of stock as per your order by the distributor?
a) Excellent b) Good c) Average d) Below average
Q7. How are the Marketing efforts of Kara compared to its competitors?
a) Excellent b) Good c) Average d) Below average
Q8. Is there any promotional support provided by the company?
If yes, please specify:
If no, what kind of support you want from them:

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Q9. What attributes do you consider are most important for any facial wet wipes?
a) Price b) Quality c) Packaging d) Fragrance e) Brand image f) All of these
Q10. How much you are satisfied with the margin you get from the Kara products?
a) Highly satisfied b) satisfied c) Neutral d) Dissatisfied e) Highly dissatisfied

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