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Summer Internship Report

On

CREATION OF BRAND AWARENESS OF PURETTA IN THE MARKET

By

Mohammad Faraz

A1802011028

MBAIB 2011-13

INDUSTRY GUIDE FACULTY GUIDE

Mr. Divyankar Goel Mr. Archisman Sen

Regional Sales Manager (North) Professor

Grasim Industries & Birla Cellulose

AMITY INTERNATIONAL BUSINESS SCHOOL, AMITY UNIVERSITY

NOIDA

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DECL ARATI ON

Primary:

I, Mohammad Faraz student of Masters of Business Administration from Amity I n t e r n a t i o n a l Business School, Amity University Uttar Pradesh hereby declare that I have completed summer internship on “Creation of brand awareness of puretta in the

market”.

Secondary Objective:

Market research analysis of :

1. Kara2. Prim 3. Handy’s

I further declare that the information presented in this project is true and original to the best of my knowledge.

Date: 01-07-2012 Mohammad Faraz

Place: Noida A1802011028

MBAIB 2011-13

AMITY UNIVERSITY UTTAR PRADESHAMITY INTERNATIONAL

BUSINESS SCHOOL

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ACKNOWLE D G EM E NT

This project has been a great learning experience for me and I would like to express my sincere gratitude to all the people who guided me throughout the project and without the valuable guidance and suggestions of these people this project would not have been completed successfully.

I owe enormous intellectual debt towards my industry guide Mr. Divyankar Goel, Regional Sales Manager, North Division, Grasim Industries & Birla Cellulose, and Faculty guide Mr.Archisman Sen, Professor, Amity International Business School for their continuous support and cooperation throughout my project without which the present work would not have been possible.

Special thanks to Mr.Dushyant Dhakre, Area Sales Manager, Delhi NCR Region and My mentor Ms.Murchana Borthakur, Grasim industries and Birla Cellulose for their continuous guidance, support and cooperation during the project.

I would like to thank all the respondents whom I interacted during my project without their support and cooperation this project would not have been completed successfully.

And Last but not the least, I feel indebted to all those persons and organization who/ which have

provided helped directly or indirectly in successful completion of this project.

MOHAMMAD FARAZ

MBA IB 2011-2013

A1802011028

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TABLE OF CONTENT

Chapter No. Subject Page No.

Ch# 1 Executive Summary 6-7

Ch# 2 Literature Review 8-12

Company Profile Aditya Birla Group

Grasim Industries Ltd.

Strength and Weakness

Ch#3 Introduction: 17-39

Birla Cellulose

Products of Birla cellulose

KARA

PURETTA

PRIM

Ch# 4 Research Methodology: 42-44

Research Design

Sample and Sampling Technique

Ch# 5 Data Collection 45

Ch# 6 Data Analysis and Interpretations: 46-68

Findings and Data analysis

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Limitations

Ch# 7 Conclusion & Recommendations 69-71

Ch# 8 Bibliography: 72

Reference

Books

Internet

Ch# 9 Annexure 73-82

Questionnaire

Case Study

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C H A PT E R 1

EXECUTIVE SUMMARY

EXECUTI VE SUMMARY

The objective of the study was “To create brand awareness of puretta in the market”. The field work was conducted in Noida.

The concept of wet wipes is not new in Noida as around 60 percent of respondents. But the awareness of the brand PURETTA 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 customers & retailers revealed that the people of Noida are very loyal towards their brand they use. The product “PURETTA” is made up of pure viscous s taple f ibre . Despite the good quality, the impact on the target market is low.

Recommendations to the above problems

Need for promotion is urgent for the expansion of market share. Profit margins should increase around 10 percent. Other players are providing around 30

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

The baby wipes PURETTA has won the best baby wipes but still the sales is very low. According to the study some general problem with PURETTA:

Packaging is not attractive Less promotions High Cost Not Recommended by doctors Don’t have any brand image In Noida’s market there are various players in this category including Johnson &

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Johnson, Pigeon, Himalaya and some Chinese wipes. In this market sales wipes Pigeon is the market leader and Johnson & Johnson instead of being leader of the baby care products they are making people aware of this type of concept and they have already launched a T.V commercial on their baby wipes to promote their brand. Now Johnson & Johnson is the second best selling baby wipe in the market.

Recommendation for PURETTA

Provide displays for PURETTA. Appoint one person for doctors. In cash the brand image of Aditya Birla Group or rename the product to kara baby wipes .

On packets KARA product should be clearly visible. It has been revealed from the market that people are not aware that it is the branded product.

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C H A PTE R 2L I T R AT U R E RE V I EW

C O MPA N Y PR OF I L E

Aditya Birla group is India‟s first truly multinational corporation. The group has an

annualturnover of around US$ 24 billion, market capitalization of US$ 23 billion, and has over 100,000employees belonging to over 25 different countries.

Aditya Birla Group has its presence in 20 countries and these countries includes- India, Thailand, Laos, Indonesia, Philippines, Egypt, Canada, Australia, China, USA, UK, Germany, Hungary, Brazil, Italy, France, Malaysia, Switzerland, Korea and Luxembourg.

The Group has diversified business interests and 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 services, telecom, BPO and IT services.

The origin 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 in Rajasthan. In the early part of 20th century, Group‟s founding father, Ghanshyamdas Birla, expanded the group and set up industries in critical sectors such as textile and fibre, aluminium cement and chemicals. In 1969, the thenchairman of the group put the group on the global map. He set up 19 companies outside India, in Thailand, Malaysia, Indonesia, Philippines and Egypt. Under Aditya Birla leadership, the group attained new heights and it became world‟s largest producer of viscose staple fibre, the largestrefiner of palm oil, the third largest producer of insulators and fourth largest producer of carbonblack. After Aditya Birla demise his son Kumar Mangalam Birla took over the charge of the group and under his leadership the group has sustained the numero uno position in the sectors in which it operates.

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GLOB ALL Y THE ADITYA BIRLA GROU P

A metals powerhouse, among the world‟s most cost-efficient aluminium and copper producers.Hindalco, from its fold, is a Fortune 500 Company. It is also the largest aluminium rollingcompany and one of the 3 biggest producers of primary aluminium in Asia, with the largest single location copper smelter.

• No.1 in viscose staple fibre.

• The 3rd largest producer of insulators.

• The 4th largest producer of carbon black.

• The 11th largest cement producer globally and the 2nd largest in India.

• Among the world‟s top 15 BPO companies and among India‟s top 3.

• Among the best energy efficient fertilizers plants.

International companies

Thailand

Thai Rayon Indo Thai Synthetics Thai Acrylic Fibre Thai Carbon Black Aditya Birla Chemicals (Thailand) Ltd. Thai Peroxide

Philippines

Indo Phil Textile Mills Indo Phil Cotton Mills Indo Phil Acrylic Mfg. Corp.

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Indonesia

PT Indo Bharat Rayon PT Elegant Textile Industry PT Sunrise Bumi Textiles PT Indo Liberty Textiles PT Indo Raya Kimia

Egypt

Alexandria Carbon Black Company S.A.E Alexandria Fiber Company

China

Liaoning Birla Carbon

Canada

AV Cell Inc AV Nackawic Inc

Australia

Aditya Birla Minerals Ltd.

Laos

Birla Laos Pulp and Paper Plantation Company Ltd.

IN INDIA

• A premier branded garments player.

• The 2nd largest player in viscose filament yarn.

• The 2nd largest in the Chlor-alkali sector.

• Among the top 5 mobile telephony companies.

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• A leading player in Life Insurance and Asset

Management.

Indian companies

PSI Data Systems 894 TransWorks Essel Mining & Industries Ltd Shree Digvijay Cement Ltd Idea Cellular Ltd. Aditya Birla Insulators Limited Aditya Birla Retail Bihar Caustic and Chemicals Ltd.

Beyond businessTranscending business for over 50 years now, the Group has been and continues to be involved in meaningful welfare driven initiatives that distinctly impact the quality of life of the weaker sections of society in India, South-East Asia and Egypt.

In India, the Group's social projects span 2,500 villages. It reaches out to six million people annually through the Aditya Birla Centre for Community Initiatives and Rural Development, spearheaded by Mrs. Rajashree Birla. Its focus is healthcare, education, sustainable livelihood, infrastructure and espousing social causes.

The Group runs 42 schools, which provide quality education to over 45,000 children in India's interiors. Of these 18,000 children receive free education. An additional 8,000 students receive merit scholarships. Likewise at its 18 hospitals in India, more than 500,000 patients are given extremely subsidised medical care.

The Group transcends the conventional barriers of business and reaches out to the marginalised because of its conviction of bringing in a more equitable society.

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GRASI M INDUSTRI ES LI MI TED

Grasim Industries Limited was incorporated in 1948; Grasim is the largest exporter of Viscose Rayon Fiber in the country, with export to over 50 countries. This, along with Aditya Birla Nuvo can be considered as flagship companies of the AV Birla group. Grasimis headquartered at Nagda.

Glob al f ootstep s

Indo-Thai Synthetics Company Ltd was incorporated in 1969 in Thailand, started in 1970, this was Aditya Birla Group‟s first foray into international venture. Aditya Birla incorporated P.T. Elegant Textiles in 1973 in Indonesia. Thai Rayon incorporated in 1974, this was the secondcompany in Thailand, operating in Viscose Rayon Staple Fibre. Century Textile Co. Ltd. Is taken over by Aditya Birla Group in 1974; this company is a weaving and dyeing plant manufacturing and exporting variety of synthetic fabrics. PT Sunrise Bumi Textiles incorporated in 1979, it produces Yarn which is exported to over 30 countries in 6 continents. P.T. Indo Bharat Rayon incorporated in 1980 produces Viscose Staple Fibre in Indonesia to became a dominant player in domestic market as well as export markets. Thai Polyphosphates and chemicals was started in1984 in Thailand to produce sodium phosphates, presently merged with Thai Epoxy and Allied Products Limited Company (1992), Thai Sulphites and Chemicals Company Limited (1995) to form Aditya Birla Chemicals Ltd. This company supplies to sectors such as food, textiles, electrical and electronics, composites, leather, plastics and automobiles. PT Indo Liberty Textiles was incorporated in 1995 to manufacture synthetic spun yarn.

Focu s of Grow th Post MFA

In late 1990‟s and later, the focus was the textile business because of the end of Multi-

FibreArrangement (MFA) which opened a host of opportunities to Indian exporters. In this period,

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Aditya Birla Group took a three route strategy for growth.

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Rapidly enhance existing capacities Acquire and build garment brands for local and international markets

Jayashree textiles was acquired by Aditya Birla Nuvo (formerly Indian Rayon), is a leading producer and exporter of yarn and fabrics to 50 countries with a turnover os $413 million. It acquired Madura Garments in 2000 to enter the branded garments business. Has brands like Louis Philippe, Van Heusen, Peter England, Allen Solly, SF Jeans among others and also aglobal supplier to global buyer such as Marks and Spencer‟s, Polo etc.

Vertical integration to get cost advantage

AV Cell Inc., a joint venture between Aditya Birla Group and Tembec, Canada, established operations in 1988 to produce softwood and hardwood pulp for the purpose of internal consumption among different units of the Group.

Together, Aditya Birla Group and Tembec, Canada have acquired AV Nackawic Inc., which produces dissolving pulp, as a further step to integrate. Grasim Industries Ltd. Is a leading player in the Viscose Staple Fibre (VSF). The Aditya Birla Group‟s VSF manufacturing plants straddleThailand, Indonesia, India and China. At each of these locations, further capacity expansions areunder way – in Thailand by 31 ktpa; in Indonesia by 37ktpa; in India by 64 ktpa and in China by30 ktpa. These brownfield expansions were completed by the second half of 2008, and willfurther notch up the Group‟s VSF production from 566 ktpa to 727 ktpa and entail an investmentclose to US$ 260 million.

Grasim wants to follow a strategy of backward integration, right from plantation stage to the final VSF stage. The Group‟s VSF business operates through its three companies – Grasim Industries in India, Thai Rayon Corporation in Thailand and Indo Bharat Rayon in Indonesia,which also oversees its Chinese operations at Birla Jingwei Fibres, China.

Join t Ven tures

Thai Rayon promoted in 1974 by the Aditya Birla Group, Thai Rayon is the sole manufacturer of Viscose Rayon Staple Fibre (VSF) in Thailand. More than 50 percent of Thai Rayon‟s VSF throughput is directly exported to more than 20 countries worldwide. The VSF meets thestringent quality expectations of customers in USA, Mexico, Europe, Turkey, Canada, Israel, Australia, South Korea, Philippines, Indonesia, Pakistan, Bangladesh and Sri Lanka.

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PT Indo Bharat Rayon marketed under the brand name of „Birla Cellulose‟, the companyproduces a wide range of VSF in engineered specifications for textiles and non-woven

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applications. The company‟s strong focus on environmental protection is reflected through

itsinvestments in a sophisticated state-of-the-art waste-water treatment plant and scientific wastedisposal systems.

S ou rces of compe titive ad van tage

Cost – Grasim is the lowest cost producer of VSF in the world. It is the most integrated fibre producer with the chain stretching right from the Forest to Pulp to Fibre to Yarn. Almost all the intermediate inputs are captive. Besides, their in-house engineering division enable us to grow in a most cost effective way.

Technology – On technology front, they produce all the three generations of manmade cellulosic fibres from all in-house developed capability through research and development. Their research and development efforts are not limited to fibre stage alone but extended toentire textile value chain. While the plantation and related activities are carried out at Grasim Research Institute(GFRI, Harihar, India), the product innovations are carried out at Birla Research Institute (BRI, Nagda, India). For value chain related activities, a state of art “Textile Research and Application Development Centre” has been established at Kharach, Gujrat- India to entire textile value chain from yarn to fabric to garments.

Markets – On marketing front, their reach extend to the entire globe through marketing offices. On a global level, their major strength is in spun-dyed fabrics and now other specialties such as Non-woven, Modal and Excel have started penetrating in the global markets. Their brand “Birla Cellulose” is firmly entrenched in the market. Their value added marketing services comprising of technical, logistical, financial, marketing and informational support have enabled them toemerge as the most preferred supplier of VSF in the world. Their offerings whether from India, Thailand, Indonesia or China are all marketed under the mother brand “Birla Cellulose” and sub brands Birla Viscose, Birla Modal and Birla Excel. An umbrella brand has enabled them tocreate a common identity for their products across the globe irrespective of their production origin and creating of awareness and consumer pull.

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Strengths a nd w ea kness

Competitive Strengths

India has a large fibre base and ranks as second largest producer of cotton accounting for16 percent of world‟s total production of cotton.

India is the second largest cotton exporter after USA. In the manmade fibre sector, India is the world‟s fifth largest producer of polyester fibre

and filament yarns and third largest producer of cellulosic fibre and filament yarns. India is the world‟s second largest textile producer after China and is diversified and

is capable of producing a wide variety of textiles. India‟s textile and apparel industry benefits from a large pool of skilled workers

andcompetent technical and managerial personnel.

Competitive Weaknesses

Policies of Government of India favoring small firms have resulted in the establishment of a large number of small independent units in the spinning, weaving and processing sectors.

Discouraged investments in the new manufacturing technologies, and limited large scale manufacturing and the attendant benefits of economies of scale.

Low level of technology and produce mostly low value added goods of low quality. India‟s textile industry depends heavily on domestically produced cotton. The GOI policy reserving apparel for the SSI sector had restricted the entry of large scale

units and discouraged investment. India has high energy and capital cost, multiple taxation and low productivity all of

which add to production cost.

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Limitation s of th e stud y:

Research is based on the collection of data from both primary and secondary sources. There may be a possibility of biasness on the part of some respondents, but very much

care has been taken to make this report unbiased. Some respondents might not give the correct information due to their lack of interest and

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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CHAPTER 3INTRODUCTION

OBJ ECTI VE:

The Primary objective of the project is to study what are the promotional measures which should be taken to make the consumers aware of the Birla Cellulose product PURETTA.

The Secondary objective of the project is to study the market position and suggest promotional measures for Kara, Prim & Handy’s.

S cop e of th e stud y

The data collected gives the clearer picture of the Birla Cellulose products in the market of Noida ,under the study in this research, and gives the company an indication about whether it is feasible to move on with the persisting movements and marketing strategies, and if no, then how to go about it and make it a worthwhile for the brand as well as the company. And conclude what should be the most favored deal.

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BI RL A CEL L U L OSE

VIS I ON A N D V ALUE S : To be the world leader in man-made cellulosic fibre.

The company believes in value-creation for all its stakeholders, through innovative research and development initiatives which in turn develop the market for man-made cellulosic fibres.

COMPANY PROFILE:

Birla Cellulose is the Aditya Birla Group‟s umbrella brand for its range of cellulosic fibres. It comprises versatile sub-brands; Birla Viscose, Birla Viscose Plus, Birla Modal and Birla Excel. These brands offer a wide range of functional benefits such as soft feel, high moistureabsorbency, bio degradability and comfort to the wearer. These fibres have multiple applications including apparel, home textiles, dress material, knitwear, non-woven etc.

Fibre is one of the oldest businesses of the Aditya Birla Group that commenced in 1954. Birla cellulose is a world leader in Viscose Staple Fibre (VSF). Its production is spread over six

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countries, viz. Canada, Thailand, India, Indonesia, China and Laos. The group independentlyfulfills India‟s entire VSF requirements.

With strong focus on research and development (R&D), the Group‟s R&D initiatives span theentire value chain.

GRASIM FOREST RESEARCH INSTITUTE- pulp to plantation research. BIRLA RESEARCH INSTITUTE FOR APPLIED SCIENCES- pulp to fibre research. TEXTILE RESEARCH & APPLICATION DEVELOPMENT CENTRE (TRADC)-

value chain from fibre to garments/ made ups.

“Nature is the genesis of all that surrounds us, therefore, what other than nature could be the origin of Birla Cellulose”. Nature is the source of Birla Cellulose and herein lies the inspiration of their logo.

“Fibres from nature” is the theme and the message: Leaves fall and grow all over again, they are a renewable source of nature. Birla cellulose is much like these leaves symbolizes the key characteristics of Birla Cellulose which are “comfort and lightness”. The vibrant green indicate that Birla cellulose can take a vibrant colours. The circle signifies the cycle of natureand sustainability.

Nature remains the underlying theme for all our brands:

Viscose is symbolized by the fresh green of summer. Modal is symbolized by the burnt orange of autumn. Excel is symbolized by the deep pink of spring.

An in tegrated ou tlook

Birla Cellulose is growing by leaps and bounds through both organic and inorganic route. The efforts towards integration and self sufficiency are as follows:

Backward integration into pulp and plantation. Captive power plant at all locations. In house manufacturing of all major chemicals and auxiliaries used in VSF

manufacturing.

In house engineering division that caters to new project implementation.

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Birla Cellulose is:

Natural- Soothing, comforting and elevating, Birla Cellulose exhibits all qualities of its source nature

Stylish- The drape and fall of Birla Cellulose with its natural inheritance is a fashion statement.

Timeless- Just like nature, Birla Cellulose, is timeless and shall always remain in vogue.

A Fashion Catalyst- A hint of Birla Cellulose in your wardrobe brings in the glamour that differentiates between mundane and fashionable.

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Versatile- Birla Cellulose combines the best properties of all fibres. It is extremely bendable hence enhancing the realms of possibilities in clothing.

C h a r a ct e ristic s : Viscose is a 100 percent natural fibre sourced from wood pulp, a natural and renewable resource.Over the years it is being widely recognized as a „Fibre of choice‟ by fabric producers.

Bi rl a Cell ulos e - Fi bres fro m Na ture :

Contributing to a green world

Preserving our environment has always been the inspiration behind Birla Cellulose. It has successfully achieved this goal through the following initiatives:

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Nurturing and building the green coverOver a million plantlets are being produced from identified superior clones for development of clonal orchards and plantations.

Land conservationEfforts are on to encourage tree-farming practice on marginal, sub-marginal and fallow lands to the best advantage of the country. The yield of viscose is seven times that of cotton for the same land area. Thus significantly contributing to conservation of land, and reaping maximum results from this limited resource.

Water conservationBirla Cellulose Viscose is highly environment friendly. Every Kilogram of viscose produced saves 200 buckets of water when compared to cotton. Thus it preserves one of the most valuable natural resources.

Zinc free productsResults in many folds benefits through the value chain due to unique cross section.

Process friendlinessThe process being followed for production is environment friendly and green due to the following advantages:

Non toxic effluent as a result of replacement of zinc by alum. Less solid waste generation due to reduced lime consumption. Reduced risk of fouling biological microorganism in reactor.

Spun shadesThis variant is environment friendly and results in conservation of water throughout the value chain. It is Okeo Tex Certified, i.e. it meets the ecological requirements set for baby articles.

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Bi rl a Cell ulos e – The Fi bre of Cho ice Benefi ts

Heavy Metal Free Visc ose Plu s :

Cross Section Differentiation

Zinc Zinc Free

Despite its known toxicity, zinc has remained as indispensable input to VSF.

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Birla Cellulose is the only Heavy metal / Zinc free viscose with following green properties:

Reduced effluent load Improved fibre properties Reduced production cost Technological adaptability

Birla Cellu lose : Th e Pe rf ect Blend

Birla Cellulose fibres are the perfect blend with all type of fibres. The benefits of using BirlaCellulose as a blend are as below:

Birla Cellulose blends Benefits of blending with Birla Cellulose

Birla Cellulose-cotton Makes cotton soft and supple

Improves fabric uniformity

Imparts sheen and colour brilliance

Birla Cellulose-wool Improves wear properties

Imparts softness

Enhances skin friendliness

Adds shine and luster

Birla Cellulose-silk Maintains sheen of silk

Improves comfort

Economical and fashionable

Birla Cellulose-synthetics Improves comfort, breathability, lustre and skin friendliness

Birla Cellulose-elastane Offers excellent sheen, comfort and stretch

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Aw a rds & C e r t i f i c at i o n

2002

KHARACH unit won Chairman's Gold Award for manufacturing excellence.

2003

Birla Cellulose's HARIHAR (India) unit bagged " TE R I Co r p o r a te Env i ronm e ntal A wa rd " for cleaner production, while keeping waste generation at its lowest

Birla Cellulose's KHARACH (India) unit was awarded "G r e e nte c h Gold A wa rd" for environmental excellence, in recognition for its continuous efforts in the field of sustainable development and environmental preservation.

2004

Birla Cellulose's NAGADA (India) unit was awarded the coveted "Stockholm IndustryWater Award", a first time achievement in Asia.

Grasilene division – HARIHAR won “Greentech Environment Excellence Gold”

Award. HARIHAR unit won “Golden Peacock Environment Management” Award.

2005

KHARACH unit won PSU- Quality Circle competition for South Gujarat Industries

2007

HARIHAR Poly fibers wins 2007 “IMC Ramakrishna Bajaj award”.

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C er ti f ica t io n s: 2002

KHARACH unit was certified with Quality Management Systems (IS/ISO 9002) and its revision to IS/ISO 9001:2000.

KHARACH unit also received Environmental Management Systems Certification (EMS: 14001).

2003

HARIHAR unit received VSF (Product) certification according to Oeko-Tex Standard 100.

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PRODUCTS OF BIRLA CELLULOSE

K A R A S k in Ca r e Wi pe s

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. Sometimes your hectic schedule leaves you with little time to take care of your skin. But withKara skincare wipes in your bag, you can now take care of your skin even when you are on the go.

With the unique formulation of natural ingredients, these wipes are easy to use anytime and anywhere. What‟s more they are made from Birla Cellulose, a fibre that is 100 percent natural and biodegradable.

Kara skincare wipes are the India‟s first branded skin care product. These type of products are very popular in west but in India the category is new one. Although Indian consumers are familiar with the products which are imported, is the first time that an Indian company enteredthis segment. The brand also marks Aditya Birla Group‟s foray into the Indian FMCG

market.According to reports, wipes market is worth around Rs. 30 crore (Source: Ginni filamentwebsite). Kara skincare wipes are positioned as an essential skincare accessory.

The brand is targeting the young lady professionals who often need to meet lot of people. The brand aims to create a new category of wipes in India. Hence the challenge is to educate the target population about the usefulness of this product. This task is cot out for Kara since the target population is already exposed to such kind of products. The only task is to inculcate the habit of buying and using the wipes. The product is relevant in the Indian market for two reasons– one is the climate which necessitates such a product and second is the growing number of ladyprofessionals.

The brand has the tagline “At your best. Always” which clearly communicates the core brand

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positioning. The brand is being promoted as the anytime solution to look good.

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Characteristics of Kara sk in care w ip es

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

Varian ts of Kara

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 Alove Vera that keeps the skin moisturized.

Deep Pore Cleansing Wipes

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.

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Toning Wipes

Kara Toning Wipes is enriched with Rose and Thyme extract that tighten the skin and maintain the normal pH balance.

Moisturising Wipes

Kara Moisturising 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.

Make-Up Removal WipesKara 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 Alove 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.

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P U RE T TA Ba b y Wi p e s

Aditya Birla group announced its foray into the baby care segment in India by launching„PURETTA‟ 100 percent natural and biodegradable baby care wipes in 2009. Product portfolio includes Complete Cleansing Wipes, Germ Shield Wipes and Skin Nourishing Wipes. These wipes are safe for the baby‟s delicate skin as they are alcohol free, hygienic, hypoallergenic and dermatologically tested. Since Puretta (meaning pure and diminutive) is made from Birla Cellulose, a 100 percent natural and biodegradable fibre, it soothes the baby‟s tender skin with its soft and nature-friendly properties.

While the usage of baby wipes is growing in India, there is limited access to quality products at the right price points. Most of the products available today are imported, and are primarily regular wet wipes that do not serve the specific needs of baby care. Puretta fills this gap with its three distinct variants, aiming to satisfy the need of Smart Moms.

Most of the 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. While Puretta is made up of non-woven fabric which absorbs sweat,extra oils from the skin without scrubbing it. It doesn‟t wither when rubbed hard and doesn‟tleave lint on facial skin or stubble.

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Characteristics of Pur et ta Bab y Wip es

Safe for baby‟s skin. Hygienic. Hypoallergenic. Dermatologically tested. Alcohol free. With mild fragrance. Convenient- hassle free cleaning and application of lotions without using towel or cotton

balls. Portable. With optimized efficacy. For complete baby care range.

Varian ts of Pu ret ta

Complete Cleansing Wipes

Complete cleansing baby wipes are enriched with chamomile extracts these wipes are gentle and soothing to the baby‟s skin ensuring complete cleansing while retaining the pH balance of the skin. A smarter way to completely clean the baby anytime, anywhere.

It is basically used on baby‟s nappy area and can be used on complete body of a 0-3 years of babies. It is used for following:

Every nappy or diaper change. For cleansing in the absence of regular bath while traveling or in winters. Wipe entire body to keep baby clean and fresh at all times, day or night. Provide soothing relief.

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Skin Nourishing Wipes

Skin Nourishing Baby Wipes keeps the baby‟s skin soft and nourished always, after a bath or even during the dry season. Enhanced with Mineral oil and Pear extracts, it leaves a protective layer of moisture on the baby‟s delicate skin. A smarter way to keep the baby‟s skin nourished anytime, anywhere.

It is used on baby‟s complete body especially hands, feet, face, neck and back area. It is agood add-on or occasional substitute for baby oil massage. It is basically for babies of age0-3 years but can also be used for older children with sensitive skin. And it is used for following:

Essential to keep baby‟s skin soft and nourished always. After bath and during dry season. While travelling or exposure to air-conditioning at home.

Germ Shield Wipes

Germ Shield Baby Wipes contains antiseptic properties to protect the babies from germs always. Enriched with Lavender extracts, it leaves the baby‟s skin refreshed. A smart multipurpose option for not only sanitizing baby‟s hands and mouth but also utensils, teethers and toys, anytime anywhere.

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It is basically for 0-5 year old babies but can also be used by older children while traveling and also advisable for adults handling the babies. And it is used for:

Protecting the babies from germs throughout the day with natural antisepticproperties.

Essential to clean baby as he/she gains mobility and crawls on surface that may be contaminated.

After play time, before food and especially while travelling. To sanitize baby‟s utensils, teethers and toys.

S WOT an alysis of PUR ETTA Bab y Wip es

STRENGTH:

The product is made up of pure viscous which has a 10 times better absorbing power than cotton.

Producer of viscous fibre. 100 percent natural and biodegradable. Safe for baby skin. Hygienic. Hypoallergenic Dermatologically tested. Alcohol Free. Assurance from Aditya Birla Group.

WEAKNESS:

Lack of advertisement and promotional activities. Packaging is not very attractive and up to the mark. High cost.

OPPORTUNITIES:

Growth rate if this type of product is high in the markets as people are more educated and with higher income.

Company has the opportunity to grab the market share due to having a quality product.

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THREATS:

Chinese wipes has covered the market and slowly penetrating into different segments. New player are entering in to this field like Johnson & Johnson, Pigeon,

Himalaya, etc.

PRIMKitch en an d Mu ltipu rpose Wip es

PRIM is basically dry wipes used in Kitchen and various multipurpose household works. It can be used to wipe the utensils and cutleries. One wipe can be used for at least a month in the kitchen. There is no product in the market in this category but Scrotch brite is there which is seen as the substitute of the product. Usually cloth is used as the substitute in most of the families but if the promotion is done properly to make the consumers aware of this product it will do very good in the market because of very less competition in this category.

There are two packs available in the market one is three wipes pack and the other one in five wipes pack.

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COMPETITOR’S ANALYSIS

1. Preference of purchases

JOHNSON & JOHNSON

PIGEON

HIMALAYA

PURETTA

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2. Features

Johnson & Johnson

• Helps wipe away dirt and germs • Alcohol free• Always Mild & Gentle

Pigeon

• Made with Hypoallergenic formula • Gently clean and moisturize a baby's skin• Pleasantly scented

Himalaya

• Gently cleanse and moisturize baby’s • Mild & gentle

3. BUSINESS PORTFOLIO IN TERMS OF CONSUMER PRODUCTS:

JOHNSON & JOHNSON

Baby Care

Wound Care & Topicals Skin & Hair Care Over-the-Counter Medicines

HIMALAYA

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Pharmaceuticals Animal Health Personal care Baby care

PIGEON

Mother Care Cleaning and Sterilizing Nursing Bottle and Nipple Pacifiers and Teethers Baby Wipes and Wet Tissues Baby Diaper and Laundry Care Weaning and Accessories

Prices & Offerings

Johnson & Johnson- 59 for 20 pcs

Pigeon- 99 for 80

Himalya- 150 for 72 pcs

MARKET PLAYERS

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Facial Wipes

Fresh One

Kara

Etiquette

Good Luck

Freshia

Baby Wipes

Johnson & Johnson

Pigeon

Himalaya

Puretta

Hand sanitizers

• Dettol Liquid Handwash

• Lifebuoy Liquid handwash

• Other Chinese Products

• Cheaper local products

Kitchencare

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• Pril

• Vim Bar & Liquid

• Scrotch brite

• Other Chinese Products

MARKET DRIVERS

Key Drivers

• Increase in GDP,Disposable income and standard of living.

• Increase in literacy rate

• Awareness in middle and upper middle class

• Increase in MNC’s

• Mall culture

• Increase in working women population.

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CHAPTER 4 RESEARCH METHODOLOGYRESEARCH METHODOLOGY

Research methodology is the arrangement of condition for collection and analysis of data in a manner that aims to combine the relevance to the research purpose with economy in procedure. Research is conceptual structure within which research is conducted. It is way to systematically study and solve the research problems.

Research Design: A Research Design is a frame work or blue print for conducting the marketing research project. It details the procedures necessary for obtaining the information needed to structure or solve marketing research problem. Although a broad approach to the problem has already been developed, the research design specifies the details – the nuts and bolts – of implementing the approach. A research design lays the foundation for conducting the project. A good research design will ensure that the marketing research project is conducted effectively and efficiently. Typically, a research design involves the following components, or tasks: Design the exploratory, descriptive, and/or causal phases of the research.

Define the information needed.

Specify the measurement and scaling procedures.

Construct and pretest the questionnaire (interviewing form) or an appropriate form of data collection.

Specify the sampling process and sample size.

Develop a plan of data analysis.

The research can be viewed from the following parameters:

a) The research is exploratory in nature. Explorative studies valuable means of finding out „what is happening‟ to seek new insights to ask questions and to access phenomenon in a new light‟. Exploratory research could be used for any of the following purposes: Formulate a problem or define a problem more precisely. Identify alternative course of action. Isolate key variables and relationships for further examination. Gain insight for developing an approach to the problem. Establish priorities for further research.

The study involves finding out present data of demand for baby wipes and its prospective buyers and consumers of these wipes. b) The research is also descriptive in nature. Descriptive study is an extension of exploratory study. As the name implies, the major objective of descriptive research is to describe something – usually market characteristics or functions. Descriptive research is conducted for the following: To describe the characteristics of relevant groups, such as consumers, sales people, organizations, or market areas.

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To estimate the percentage of units in a specified population exhibiting a certain behavior. To determine the perception of product characteristics. To determine the degree to which marketing variables are associated. To make specific prediction.

Research was done to find out Market feasibility of Puretta Baby wipes, so that we can make strategies to establish our products in the market in a better way, providing more awareness and place the product properly as well as promote the brand and emerge as a competition in the market.

SAMPLE AND SAMPLING TECHNIQUES

Sample basically means a subgroup of elements of population selected for participation in study. And number of elements to be included in the study is known as sample size. Execution of the sampling process requires a detailed specification of how the sampling design decisions with respect to the population, sampling frame, sampling unit, sampling technique, and sample size is to be implemented. Sampling technique is broadly classified as: Non Probability Sampling – sampling technique that do not use chance selection procedures and rather they rely on the personal judgment of the researcher. Non probability sampling technique is further classified as:

Convenience Sampling

Judgmental Sampling

Quota Sampling

Snowball Sampling Probability Sampling – a sampling procedure in which each element of population has a fixed probabilistic chance of being selected for the sample. And probability sampling is further classified as:

Simple Random Sampling

Systematic Sampling

Stratified Sampling

Cluster Sampling

In this study basically Convenience sampling i.e. Non Probability Sampling Technique is used. Convenience sampling attempts to obtain a sample of convenient elements. The selection of the sampling unit is left primarily to the interviewer. In this type of sampling technique often the respondents are selected because they happen to be in the right place at the right time. Examples of convenience sampling includes – 1) Use of students, church groups, and other members of social organizations.

2) Mall- intercepts interviews without qualifying the respondents.

3) Department stores using charge account lists.

4) Tear-out questionnaires included in a magazine.

5) “People on the street” interviews.

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Convenience sampling is the least expensive and least time consuming of all the sampling techniques. The sampling units are accessible, easy to measure and cooperative. In spite of these advantages, this form of sampling has serious limitations. Many potential sources of selection bias are present, including respondent self-selection. Convenience sampling is not representative of any definable population. This study basically included mall-intercept as the sampling technique. And the sample size for the study taken is 100 people.

Softwares used:

A. Microsoft Excel: Used for storing the data.

B. Microsoft Word: Used for report preparation.

CHAPTER 5

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DATA COLLECTION

Primary Data: The first hand information bearing on any research is the one which has been collected by the researcher. The data here is collected through:

A structured questionnaire Personal interview of both retailer and consumers.

Secondary Data: The data which has already been collected, complied and presented earlier by any agency may be used for purpose of investigation. The data collected through:

Various publications in form of annual reports, various papers and journals published from time to time.

Through internet and Books

Limitations of the study:

Research is based on the collection of data from both primary and secondary sources. There may be a possibility of biasness on the part of some respondents, but very much care has

been taken to make this report unbiased. Some respondents might not give the correct information due to their lack of interest and

shortage of time. Time constraint. All the information, which is taken, is biased on primary and secondary data that has its own

limitations.

CHAPTER 6

50

DATA ANALYSIS AND INTERPRETATION

FINDINGS AND DATA ANALSISAnnual Household Income

Less than 2,40,000 2,40,000 - 5,00,000 5,00,000 - 10,00,000 Above 10,00,000

15%

43%

27%

15%

Annual Income

Less than 2,40,0002,40,000 - 5,00,0005,00,000 - 10,00,000Above 10,00,000

Interpretation –

Among the 100 people interviewed 43 % had an annual income between 2,40,000 to 5,00,000 i.e they were mainly middle class and upper middle class people.

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Age group

18 - 25 years 25 – 35 35 – 45 Above 45

17%

46%

29%

8%

Age Group

18-25 years25-35 years35-45 yearsAbove 45

Interpretation –

Most of the respondents are of the age group 25-35 i.e. young to middle aged women both housewives and working professionals. Of these women in the higher 20’s is the the potential customers.

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How important is to keep the skin clean?

1 2 3 4 5

Not important Very important

1

2

3

4

5

0 5 10 15 20 25 30 35 40 45

Clean skin

Clean skin

Interpretation –

Majority of the respondents feel that it is very important to keep the skin clean.

Do you consider wipes essential for a baby skin?

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Yes it is essential It is not so essential No it is not at all essesntial.

yes it

is ess

ential

It is n

ot so es

sential

no it is n

ot at a

ll esse

ntial0

10

20

30

40

50

60

70

wipes essential for baby's skin

wipes essential for baby's skin

From the data it is clear that 60% of the respondents agree that it is essential to wipe baby’s skin before bathing or for nourishing or killing germs from the skin.

What factors do you consider while purchasing baby wipes?

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Brand Hygiene Contents Cost

30

40

20

10

factors

brandhygienecontentscost

More than 40% of the respondents consider hygiene as the first priority for buying, accompanied by brand showing little interest in contents & hardly caring for the cost if it fulfills all the criteria.

What material do you use to wipe baby’s body?

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Cloth Tissue Disposable Papers Wipe Any other

Cloth

Tissue

Disposable Papers

Wipe

Any other

0 10 20 30 40 50 60

Wipe material

Wipe material

Interpretation

Among the 87% people who do wipe their baby daily most of them i.e. 57 of them use cloth as their wipe material and 28 people prefer wipes which are manufactured especially for wiping of baby. This clearly shows that cloth is still preferred over wipes in most of the Indian homes which is unhygienic.

Are you aware of the hazards of using cloth?

56

yes No Maybe

27%

22%

51%

Are you aware of the hazards of using cloth??

YesNoMaybe

Interpretation –

Most of the people i.e 51% say that they are maybe aware of the hazards of cloth. In the last question it became very clear that a lot of people use cloth hence they do not accept this directly that they are aware of the hazards of using cloth and most of them are playing innocent. 22% people claim to be totally unaware of the hazards of using cloth.

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Are you open to using anti-bacterial baby wipes which will be healthier compared to a cloth?

yes no

73%

27%

Are you open to using Wipes

yesno

Interpretation –

73% people are open to using wipes which clearly shows that yes Baby wipes definitely have potential in the market.

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Have you ever used a Baby wipe?

Yes No May be

62%

25%

13%

Have you ever used a Wipe?

Yes NoMay be

Interpretation –

70% people say that yes they have used a wipe for their baby at least once but it becomes very evident from previous data that still people go with cloth.

How familiar are you with puretta baby wipes?

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o I've never heard of ito I've heard of them, but never tried ito I buy their products occasionallyo I buy it on a regular basis

Interpretation-

As per the chart 46% of the respondents are familiar with puretta but never purchased it. Proper promotion is essential in order to generate this familiar respondents into potential customers. The product is not associated well with its packaging, branding,etc.

21

46

20

13

familiarity

never heard of themheard of them,but never tried itI buy occassionallybuy it on a regular basis

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If you purchase baby wipes then of which brand ?

Johnson & Johnson Pigeon Himalaya Puretta

0 5 10 15 20 25 30 35 40

Brand

Brand

Interpretation –

Among 79% of the people who have used a baby wipe atleast once majority people have used only Johnson & Johnson while only 5% people have used puretta. This clearly shows that Johnson & Johnson is the leader in the baby wipes segment and Puretta is very much unknown in the market even after 5 years of its launch.

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How satisfied are you with the Brand ?

1 2 3 4 5

Not satisfied Very satisfied

1 2 3 4 50

5

10

15

20

25

30

Satisfaction With the Brand

Satisfaction With the Brand

Interpretation –

The graph clearly shows that people are not very satisfied with the any of the brands and more or less they do not really feel that the brand that they have used is very good. This clearly shows that people not very satisfied with any of the brands in the market in the baby wipes segment.

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Do you feel wipes are better than cloth or tissues?

yes no all are the same

16%

35%

49%

Are wipes better than Cloth

YesNoAll are the same

Interpretation –

Most of the people believe that both cloth and wipes are the same and some of them also think that cloth is better than wipes. This shows people don’t really care if they use cloth or wipes.

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If you have used Puretta before or use it now then how often is your usage??

Rarely Often Frequently

40%

40%

20%

Puretta Usage

RarelyOftenFrequently

Interpretation –

Among the 5 people that have used Puretta before only 1 person i.e 20% of the users use Puretta frequently while rest others don’t use it much.

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Do you think Puretta is cost effective?

Yes No Satisfactory

Interpretation –

Most of the people are not satisfied with the cost and for them cost is an issue with Puretta.

Do you think Puretta is better than other wipes?

yes no may be

Cost Effective

YesNoSatisfactory

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Is Puretta better than other wipes

YesNoMay be

Interpretation –

Only 2% people feel that Puretta is better than other wipes while most of them feel that it is not better than other wipes as most of them prefer Johnson & Johnson.

Retailers

What do you prefer high margin-low Turnover or Low margin-high turnover?

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high margin low margin0

5

10

15

20

25

30

35

Profit Margin & Turnover

Profit margin & Turnover

Interpretation-

It is clear from the graph that the retailers have keen interest on profitability. They would place it if the company is offering them a good profit margin rather than low margin. It is clear they will go for a baby wipe offering them higher margins like Johnson & Johnson , Pigeon rather than fixing on its quality content.

Why do you keep Puretta baby wipes in your store?

Margin

Variety

Demand

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Price

Brand

margin variety demand price brand0

5

10

15

20

25

30

35

Preference

Preference

Interpretation-

30% of the retailers think that demand is the only factor for keeping the product in the store. The rest follows if there exists a proper demand for puretta baby wipes from the customers. Price is the second important factor with 25% retailers agreeing that if the price is inadequate then consumers would shift to cheaper alternatives like Johnson & Johnson,Pigeon,etc.

What do you think about the company policies ?

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SATISFIED UNSATISFIED0

10

20

30

40

50

60

70RETAILERS RESPONSE AS PER COMPANY POLICIES

RETAILERS RE-SPONSE AS PER COMPANY POLICIES

Interpretation-

Most of the retailers are satisfied with the policies of the company. They all are well aware of the ongoing changes in the schemes and remaining require changes in the schemes like bundle pricing, schemes for placing small orders. This smaller amount schemes should be taken seriously as the product’s demand comes from profitability of the product.

Is Advertisement essential to generate order and increase sales?

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Place the product

Not place

0 10203040506070

Dependence on Advertisement to generate an order and increase sales

advertisement

Interpretation-

It is clear from the graph that more than 50% retailers would place the product only after advertisement. It increases the awareness level of consumers and the sales follow automatically.

HYPOTHESIS

Hypothesis is of two types:

1. Null Hypothesis

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2. Alternate Hypothesis

Null Hypothesis:

The null hypothesis is a very useful tool in testing the significance of difference. It states that there is no real difference in the sample value and population value in the particular value under consideration. This means that the observed difference is due to the random fluctuations. The null hypothesis is denoted by Ho.

Alternate Hypothesis:

As against the null hypothesis the alternative hypothesis specify those values that the researcher believes to hold true, and he hopes that the sample data lead to acceptance of this hypothesis as true. It is denoted by H1.

H0 = PEOPLE ARE AWARE AND SATISFIED WIT H THE PURETTA BABY WIPES

H1 = PEOPLE PREFER JOHNSON & JOHNSON,PIGEON & HIMALAYA OVER PURETTA

From the above data analysis only 5% people feel that Puretta is better than other baby wipes while most

of them feel that it is not better than other wipes as most of them prefer Scotch Johnson & Johnson,

Pigeon & Himalaya . Among the 5 people that have used Puretta before only 1 person i.e 20% of the users

use Purettta frequently while rest others don’t use it much.

Most of the people believe that both cloth and wipes are the same and some of them also think that

cloth is better than wipes. This shows people don’t really care if they use cloth or wipes. Among the 87%

people who do wipe their utensils either sometimes or daily most of them i.e. 57 of them use cloth as

their wipe material. This clearly shows that Johnson & Johnson, Pigeon & Himalaya is still preferred over

Puretta baby wipes in most of the Indian homes.

Hence, H0 Null Hypothesis is rejected and H1 is accepted.

KEY POINTS

Puretta though is known in the market, is not preferred over Johnson & Johnson.

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People are not aware about the quality advantage of Puretta over J& J.

Advertisements of the product is the most important need of the hour.

Pigeon and Johnson & Johnson is the best selling wipes in babycare segment.

Advertisement for Puretta is missing and nothing like display’s is provided in the market for displaying the product in stores.

COMPLAINTS RECEIVED FROM THE RETAILERS

(Classified product wise)

1. KARA

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The packaging seems to be a matter of concern. The sticker once peeled off does not stick again easily and hence the wipes get damaged or dry.

Schemes offered to retailers are not affordable by most of them as they start from 2500. The Price of sunscreen wipes is another drawback for the product as customers don’t prefer

to buy wipes of Rs. 80. Packet of 5 Wipes(Refreshing Wipes) are posing a threat to other larger packets as a lot of

customers prefer to buy the pack of 5 hence in some shops sales of other bigger packs is suffering because of this.

Table Tops for the product’s display is another issue of concern. Most of the shopkeepers have either not been provided or are not satisfied with the quality of the table top.

In my daily reports I have informed the manager regarding the need for Table tops as chemists are offering good business to us provided we give them a decent table top.

The behavior of our distributor Ganesh Enterprises is a matter of concern. Lots of retailers have put up complaints regarding his unnecessary rude behavior with them, on a slight delay of payment and other matters.

Last, but not the least, big retail stores owners complaint of the fact that the company provides schemes like 1+1 to modern trade outlets. They say that the customer demands the same in their stores, which could pose a threat to the products further growth in the market.

• Many retailers were interested in bundle pricing .• Advertisement effected the sales upto a certain limit as most of the customers already knew

about the product.

2. PURETTA

Promotional efforts on the company’s side have not been sufficient for this product hence customers hardly know about the Product.

Many retailers were unaware of the product, others complaint that consumers were only aware and preferred Johnson & Johnson over all other supplementary products in the market.

Our group has made special efforts to reinsure the retailers about the superior quality of the product an upcoming advertisements role in increasing awareness.

Retailers said they would display large quantities of the product only after the ads are aired.

They said that replacement of the product on either expiry or unintentional damage of the product is a very difficult and time consuming process.

They asked the DSE to maintain a regular check on the expiry dates of the product, and make replacements, when and where required.

3. HANDYS

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In the eyes of the retailers No efforts have been made so far by the company to promote this product so far.

Most of the retailers said that the sale of the product was very slow moving. The reason being lack of awareness in the customers’ mind; about the product and the benefits of its use.

Retailers even mentioned that the above is a direct cause of low awareness in the general public mind about the hygiene. Consumers tend to blind side the need and importance of the product.

Hence, slow movement of the product has lead to losses and damages to several outlets, also owing to negligible replacement efforts on the Distributers side.

Unavailability of samples to show the retailers, with the sales personnel, has led to lower orders in many of the stores visited.

4. PRIM There has been no significant promotion of the product in all its years in existence. Scotch bright has been simultaneously “extremely well placed” in the consumers’ mind. Certain customers even tend to believe that Prim does not fulfill its stated purpose to the

desired level of customer’s satisfaction. Cheaper variants of other products serving the same purpose, pose an immense threat to the

products survival, leave aside success. Customers and retailers are unaware of the fact that it is an ADITYA BIRLA GROUP

product altogether. Lots of retailers mentioned this fact has been a huge reason for low or no sales

Certain retailers even quoted that owing to all the above stated facts and reasons- “PRIM is a failure product.

CHAPTER 7 CONCLUSION & RECOMMENDATIONS

CONCLUSION

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After conducting the research, there aroused a number of problems and respective solutions for puretta. Wipes being a price sensitive product , Puretta as a baby wipe still needs a facelift in terms of packaging, prices charged are to be reduced in order to increase the sales, removable adhesive sticker used is to be changed i.e. once it is removed then the wipes dry out. It’s competitors Johnson & Johnson, Pigeon and Himalaya are offering the similar product with differentiated contents like herbal, Anti-bacterial, etc and are keeping upto their name. In case of puretta though it’s bio-degradable, price & quantity plays an important role.

Competitors of it are offering more at the same price i.e. pigeon Rs.99 they are offering 80

wipes .Thus, it is clear that the consumers are more focused on quantity rather than on quality.

RECOMMENDATIONS

After completing the project assigned to me, I came across various things which I think would be helpful for the growth of the company. There are few of the points I would like to recommend to the company and which according to me if applied then it will be beneficial for the company and these points are as follows:

1. The product PURETTA is a quality product and it will do very good in the market especially in Noida where I conducted my study the only problem is the awareness of the products among the consumers. And this awareness can be brought about by the advertisements be it through electronic media or print media. I am very sure that once the consumers are aware of the product they will ask for the product themselves and then the retailer cannot ignore our product.

2. PURETTA does not have its own identity i.e. BRAND LOGO and according to me the product should have an attractive and eye catching logo to attract the customers and it will also help in creating a much needed brand image of the product.

3. The packaging of the product should also need to be improved according to me as there is nowhere mentioned on the packs that it is a baby wipes and also the ADITYA BIRLA GROUPS’ product written in a prominent way will add value to the product and also KARA’S logo can be included on the packs.

4. For promotion of PURETTA the company can concentrate mainly on CRECHE and KINDER GARDEN, company can make a deal to sponsor various activities there and in return they can ask the staff working in the CRECHES to use PURETTA and recommend the product to the parents mainly to the working moms who come to leave their kids there and also hoardings and banners can be put in the premises.

5. The company can approach various MATERNITY CLINICS, the OBSTECRICIAN (one who helps during & before delivery of baby) & Gynecologists. Tell, them about the Product, offer what

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they want (any rewards). It will boost the sales of the product if they recommend it to the mother of new born babies as it is normally seen that mothers of newly born babies goes for the products suggested by the doctors. 6. It will be better to target big outlets, showrooms and mall with demonstration corners to catch the eye of the consumers. Also the number of promoters in malls can be increased to make more and more people aware of the product.

7. The product can get an eye catching and handy package for various purposes, so that it attracts both the consumers and the retailers.

8. For promotion of the brand the company can sponsor various college fests, different fashion shows this will create awareness about the brand and products. Also various baby shows can be conducted to promote the baby wipes.

9. The margin given to the retailers can be increased as most of the competitors are providing with greater margins then our products and it is the main reason why retailers are not willing to keep our product.

10. During weekends promotional activities can be organized at selected malls and locations where the footfall is highest and free samples can be distributed to the consumers to create the brand awareness among them.

11. Hoardings and posters can be put over to public transports like buses, metros and railway stations where maximum number of people visits daily it will create brand awareness.

RECOMMENDATIONS FOR OTHER PRODUCTS

(Keeping in mind all the retailers recommendations & customer problems)

1. Related to the products:-

Provision of table top(of good quality durability) should be made to all the retailers who keep large stocks of the products( especially Kara)

Special efforts (either by ads or awareness campaigns) should be made in order to ensure proper awareness & need for the products, in the minds of both consumers and retailers.

Display scheme duration should be increased beyond a one month span. This makes it easier to procure large and sustainable levels of orders (pointed out by almost all the retailers).

Display scheme minimum cost should be reduced from 2500 to 1000 as most of the small retailers say it’s not affordable for them.

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Promotional efforts should be more regular and prolonged:- to ensure that efforts do not have to be made every season to try and convince the retailer to maintain stocks of the product.

Prim is a product that requires special focus; it does not have a sufficient brand following and loyalty. Special offers and schemes should introduced from time to time to boost its performance and image in the market(example-1. 1+1 purchase scheme, 2. Product availability in bundle with other prominent and complementary products, 3. Quality reassurance, not only by means of ads but also by salesman and distributers, 4. Display schemes to be provide for the product as well)

Adhesive used in the KARA packaging should be improved to ensure that the product once opened, can be used for a longer duration, before it dries up.

Special emphasis on the benefits of each sub category of KARA by means of detailed description of the need and requirement of all categories ( specially SUN SCREEN WIPES AND MINT & CUCUMBER WIPES- which tend to have the maximum sale).

2. Related to distribution and sales force=>

Larger sales force required to effectively and productively cover the huge market area Ganesh, our distributer should be warned regarding his behavior with the retailers and

should be advised not to use abusive language. This has caused us a great deal of problem in the market (the retailers have been reassured that the same will not be repeated, orders have been generated on that promise itself in many stores).

Areas where markets are smaller, with low demand and requirements should be visited on forth nightly bases to save unnecessary wastage of time and efforts. As no orders are generated due to the product being in stock already.

Salesman should automatically replace Expired and Damaged products without the retailer having to hint the same.

C H A PT E R 8

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BIBILOGRAPHY

REFRENCES

BOOKS: 1. Consumer Behaviour Analysis (critical perspectives on business and management) by G.R Foxall, Published by Routeldge Publishers.

2. Emotion in Advertising & Promotion, Stuart J. Agres.

3. Trochim M.K. William, 2006, Research Methods, II edition, Biztantra.

4. Best W. John, Kahn V. James, 2005, Research in Education, IX edition, Prentice Hall of India Pvt. Ltd.

5. Marketing Management, 12th edition, Philip Kotler, Kevin Lane Kotler, Published by Prentice Hall, USA.

6. Advertising and Integrated Brand Promotion, 4th Edition, Thomas C. O‟Guin, Chris T. Allen, Richard J. Semenik, Published by Thomson South-Western Publishing house.

INTERNET: 1. www.adityabirla.com

2. www.adityabirla.com/birlacellulose

3. www.google.com

4. www.indiamart.com/company/1606980/products.html

5. www.indiainfoline.com/Markets/News/Archived/Aditya-Birla-unveils-Puretta-baby-care-wipes/1052935807

6. http://marketingpractice.blogspot.com/2008/05/kara-skincare-wipes-at-your-best-always.html

7. http://www.ndtv.com/convergence/ndtv/aboutads/aboutads_Detail.aspx?anchor=puretta

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CHAPTER 9

ANNEXTURE

QUESTIONNAIRE

Objective: Creation of brand awareness of puretta in the market.

CONSUMERS

What is your Annual Household Income?

Less than 2,40,000 2,40,000 - 5,00,000 5,00,000 - 10,00,000 Above 10,00,000

Age group

18 - 25 years 25 – 35 35 – 45 Above 45

How important is to keep the skin clean?

1 2 3 4 5

Not important Very important

Do you consider wipes essential for a baby skin?

Yes it is essential It is not so essential No it is not at all essesntial.

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What factors do you consider while purchasing baby wipes?

Brand Hygiene Contents Cost

What material do you use to wipe baby’s body?

Cloth Tissue Disposable Papers Wipe Any other

Are you aware of the hazards of using cloth?

yes No Maybe

Are you open to using anti-bacterial baby wipes which will be healthier compared to a cloth?

yes no

Have you ever used a Baby wipe?

Yes No May be

How familiar are you with puretta baby wipes?

o I've never heard of ito I've heard of them, but never tried ito I buy their products occasionallyo I buy it on a regular basis

If you purchase baby wipes then of which brand ?

Johnson & Johnson Pigeon Himalaya Puretta

Do you feel wipes are better than cloth or tissues?

yes no all are the same

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If you have used Puretta before or use it now then how often is your usage??

Rarely Often Frequently

Do you think Puretta is cost effective?

Yes No Satisfactory

Do you think Puretta is better than other wipes?

yes no may be

Retailers

What do you prefer high margin-low Turnover or Low margin-high turnover?

o High margin

o Low margin

Why do you keep Puretta baby wipes in your store?

Margin

Variety

Demand

Price

Brand

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What do you think about the company policies?

o Satisfied

o Unsatisfied

Is Advertisement essential to generate order and increase sales?

o Place the product

o Not place the product

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CASE STUDY

Industrialization and urbanization has led to concentration of human settlement at urban centers, which are the hub of the commercial activities. Industrialization has also led to an increase in personal income levels and the consequential expansion of the middle class, allowing a greater number of folks to indulge in value added consumer disposable items like facial cleaning wipes, moist towelettes, personal hygiene wipes and time-saving products like household cleaning wipes etc. The growing use of wipes in industrial and consumer applications, combined with modernization and increased consumer awareness, has led to an increase of demand of wipes globally. This review paper gives brief information on wipes, their applications, their advantages and also about wiping fabric technologies.

Wipes can be a paper, tissue or nonwoven; they are subjected to light rubbing or friction, in order to remove dirt or liquid from the surface. Consumers want wipes to absorb, retain or release dust or liquid on demand. One of the main benefits that wipes provide is convenience – using a wipe is quicker and easier than the alternative of dispensing a liquid and using another cloth/paper towel to clean or remove the liquid.

Wipes started at the bottom or more precisely, the baby’s bottom. Yet, during the past decade, the category has grown to include hard surface cleaning, makeup applications and removal, dusting and floor cleaning.In fact, applications other than baby care now account for about 50% of sales in the wipes category.

North America continues to be the leading market, and is projected to grow from $4.5 billion in 2009 to $5.5 billion in 2014. Western Europe is second with sales of $3.6 billion in 2009, which is predicted to grow to $4.2 billion in 2014.The third major market for nonwoven wipes is Asia, which is expected to expand from $1.3 billion in 2009 to almost $2 billion by 2014. South America and Eastern Europe are predicted to grow over smaller bases, reaching $551 million and $558 million, respectively by 2014.

According to reports, China represents more than 33% of the world’s spunlace production, growing more than 33% between 2008 and 2009. More rapid gains will be linked to developing nations such as China and India; China alone will increase its demand for wipes to nearly $500 million in 2011 and will surpass Japan as the leading market in the Asia/Pacific region. 

Wipes mainly cater into 3 categories:1.Personal Care wipes2.Household & home cleaning wipes3.Industrial cleaning wipes

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As per the EDANA’s report in 2010, the total wipes deliveries in 2010, amounted to 283,058 tonnes to be compared to 250,356 tonnes in 2009. They subdivide as shown in table 1.

The personal care wipes market has increased by 15.7% compared to 2009. Nonwovens sales to industrial wipes are directly affected by the evolution of industrial production, which was peak in 2007 in Europe. The market has recorded an increase in 13% compared to 2009. The market of household wipes apparently continued to show positive development, 6.5% in 2010 following the 7.7% already observed in 2009.

Disadvantages of rags over disposable wipes (Why): 1. Rags are generally less absorbent especially if they are made of a non-cotton material, while laundered cloths often smear liquids, grease and oil, instead of absorbing them.2. There are high hidden costs involved in the collection, counting and storage of laundered cloths.3. Contamination of laundered cloths is also an issue, particularly for the food and beverage sectors, as reuse of the cloth can aide the spread of bacteria.4. Rags are losing popularity in industrial applications given the variable quality and inconsistent size, absorbency and strength of the cloth. Furthermore, rags often give poorer performance after being repeatedly laundered.

Benefits disposable wipes (Why):1. They are clean, fresh and can be precut to convenient sizes and shapes.2. Pre-cut wipes provide higher levels of convenience and mobility, as the wipes are available individually in a compact packaging and ready-folded.3. Disposable wipes are consistently clean and absorbent with no danger of wiping on rather than wiping off any contaminants. When you use a clean wipe every time, there is no need to worry about cross contamination.

Different industries and processes demand different products. Therefore, it is necessary to select the best wipe for the job with premium quality, specialist products offering improved economy through reduced wastage. For example, the plastics industry has different needs from the hygiene requirements of the food industry.

Globally preferred wiping fabric technologiesIn 2009 spunlace leads with 358,600 tones and $5.5 billion in sales, roughly half of the total market. This is followed by airlaid, which has volumes of 188,287 tones and sales amounting to $2.3 billion in 2009. Other major technologies include carded, wet laid, spun laid, needle punch and composites. In terms of CAGR projections over the 2009-14 period, composites are expected to have the highest CAGR at 8.5%, with the segment growing over a small base. Following this are spunlace at 6.7%, spun laid at 5.1% and needle punch at 4.9%.Major product through spunlace and airlaid technologies are wipes and in wipes also the major market is for wet wipes.

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Global demand for dry/wet wipesPre-moistened or wet wipes are normally supplied to the consumer already wet or pre-moistened with a liquid, while the dry wipes are supplied dry, with the understanding that the consumer will add a liquid if needed. In 2009, wet wipes contributed around 71% of the total wipes market. Over time, dry wipes are predicted to gradually gain market share, growing from 29% in 2009 to 30% in 2014. [9]

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Wipes business – Supply chain & strategy:The wiping fabric manufacturers starts the business by delivering the wipe roll goods to either the branded wipes converters or private label wipes converters. Branded wipes converters after conversion sell their products in their own name. While the private label converters do the conversion for some other branded wipes manufacturers or for some retail giants like Wal-Mart. Over the period of time the wiping fabric manufacturers also start wipes conversion in-house, again for own brand or for some leading wipes brand..

Developed regions like the U.S., Western Europe and Japan will continue to lead the global wipes market because of the large affluent population and lifestyle trends focused on time saving products. Developing regions like China and India will show a rapid growth for wipes – due to the industrial expansions leading to express economic growth.

Opportunities for growth exist however they can only be realized by continuously introducing innovative products. Wiping fabric manufacturers are working hard to make sure their wipes customers have lots of choices when it comes to environmentally friendly products.Some of the categories where we can expect to see future growth are household cleaning wipes, toddler wipes and facial wipes.

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Baby care may have marked the beginning of nonwovens market; the marketers are now moving into even more lucrative categories in an effort to expand the use of wipes beyond babies and are reaching to older kids and their parents. Their portability and convenience, coupled with the hygiene aspect of their single usage, has made them very popular with all types of consumers. Clearly wipes are a rags-to-riches success story in the household and personal products industry and we can bet that demand for these products will continue to grow.

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