2nd Prjct Executive Summary

8/3/2019 2nd Prjct Executive Summary

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Executive Summary

This research is being conducted for Birla cellulose, Grasim Industries, Aditya Birla Group to

determine the gaps and come up with recommendations for Kara product placement activities

in modern trade outlets . The research takes into account various factors that can beconsidered as causes of different kinds of gaps. Extensive usage of primary and secondary

data has been done. My research approach involves various data collection methods,

measurement instruments, sample and analytical techniques.

To Analyse the gaps and come up with recommendations for Kara product

placement activities in modern trade outlets.

This objective was mainly aimed at finding the gaps in placement of ―KARA‖ adopted by the company at different modern trade outlets operating in the city, and

also to see how those gaps can be filled.

I went to different modern trade outlets operating in the city and therein I personally

interacted with the sales-girl for Kara so as to see how are sales when the product is placed at

particular position in the outlet. Also, tried to analyse various factors that contribute to

correct placement of the product and more so for wet wipes. And for that I interacted with

customers and tried to get their responses via questionnaires so as to get an clear idea that

what according to them should be the way of placing the wet wipes and as such based on

their responses tried to evaluate the gaps.Also, I made a visit to different modern trade outlets like major being Big Bazaar, and others

such as Harri Hyperstore, RLCR Supermarket, Peshawari Supermarket, Gift Supermarket so

as to evaluate the placement activities of theirs for different products as well as wet-wipes

that is Kara or other competing brands and compare the placement of one modern trade

outlet with others to see which is serving the purpose well by taking into account all the

aspects of good placement.

As part of this I interviewed about 150 customers mainly females visiting modern tradeoutlets operating in Chandigarh and are looking for skincare or cosmetic products and also bydifferent secondary sources available, I got the whole of relevant data according to the needof my project. My research is based on Primary Data which was collected by questionnairemethod. So, in my training period of 8 weeks, I had prepared the questionnaire for theconsumers and as such interviewed those consumers taking use of those questionnaires to gettheir responses pertaining factors that are important so as to place the product better inaccordance with what is desired by customers so that they don‘t have to make extra efforts to

look for or search for the product, as in this case ―KARA‖ wipes .



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Research Methodology

Research methodology is the arrangement of condition for collection and analysis of data in amanner 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 tosystematically study and solve the research problems.

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 toaccess phenomenon in a new light‘. It also involves formulation of hypothesis. The study involves finding out present data of sales of ―Kara‖ skincare wipes when placed atparticular place in different modern trade outlets and what consumers feel about thatplacement and what sales-girls and managers employed in those outlets have to say about thatplacement.

b) The research is also descriptive in nature. Descriptive study is an extension of exploratory study. Research was done to find out feasibility of placing Karaskincare wipes in particular way so as to cover the gaps and also result in enhanced sales, sothat we can make strategies for our product‘s placement in the modern trade outlets in a betterway, providing more enhanced visibility for customers,in correct section like skincare orpersonal hygiene and simultaneously allowing for easy reach.

Based on the research that I carried out to evaluate the placement of KARA, it is learnt that

best placement for KARA wipes should be such wherein it is easily visible that is it should be

placed in counter that is at eye level and wherein customer comes across at least once if he or

she makes a visit to modern trade outlets and at the counter where ―KARA‖ is placed in

modern trade outlets different types of mall activations can be carried out that will add on to

the the placement activity and also result in promotion for the product making customers visit

that counter. At that counter if possible sales girl can be employed to assist in sampling and

one other consideration for ―KARA‖ wipes placement is to place it according to the usage or

purpose it solves that either in section dedicated to personal hygiene, skincare or cosmeticproducts.



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INTRODUCTION

PRIMARY RESEARCH OBJECTIVE (PRO’S)

The primary research objectives of my research are

To Analyse the Kara product placement activities in modern trade outlets.

This objective was mainly aimed at analysing and finding the gaps in placement of

―KARA‖ adopted by the company at different modern trade outlets operating in the city. I

went to different modern trade outlets operating in the city and therein I personally

interacted with the sales-girl for Kara so as to see how are sales when the product isplaced at particular position in the outlet. Also, tried to analyse various factors that

contribute to correct placement of the product and more so for wet wipes. And for that I

interacted with customers and tried to get their responses via questionnaires so as to get an

clear idea that what according to them should be the way of placing the wet wipes and as

such based on their responses tried to evaluate the gaps.Also, I made a visit to different

modern trade outlets like major being Big Bazaar, and others such as Harri Hyperstore,

RLCR Supermarket, Peshawari Supermarket, Gift Supermarket so as to evaluate the

placement activities of theirs for different products as well as wet-wipes that is Kara or

other competing brands and compare the placement of one modern trade outlet with others

to see which is serving the purpose well by taking into account all the aspects of good

placement.

To evaluate the placement activities in depth, see the gaps and come up with apt

solutions for the same

For this objective visit was made to different modern trade outlets wherein kara is

available like RLCR Supermarket, Harri Hyperstore, Peshawari Supermarket and major

being Big Bazaar and therein evaluated how the product is placed and also tried to

analyze different placement activities being carried out in different stores so as to see

which serves the purpose in a best possible manner and at the same time also try to

analyse the gaps in placement activities pertaining to kara in those outlets and henceforth

look for alternatives that can make a placement of product better, as part of that task

activities involved were placing kara in a shelf that is convenient for the customer, and

also at the same time location of counter should be such that it is visible. Further,

decoration of that window or shelf space was also carried out so as to make the same

look attractive and catch the attention of the customers who are looking for wet-wipes

when they make a visit.



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SECONDARY RESEARCH OBJECTIVES (SRO’S)

1. To carry out the market study in different modern trade outlets for placement

activities.

2. To determine the effects of current placement activities adopted in modern trade

outlets and in lieu of those, adoption of new strategies for placement if necessary.

RESEARCH METHODLOGY

RESEARCH PROBLEM

RESEARCH DESIGN

SAMPLING DESIGN & TECHNIQUE

DATA COLLECTION

DATA ANALYSIS & CONCLUSION



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RESEARCH DESIGN

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 informationneeded to structure or solve marketing research problem. Although a broad approach to theproblem has already been developed, the research design specifies the details – the nuts andbolts – of implementing the approach. A research design lays the foundation for conductingthe project. A good research design will ensure that the marketing research project isconducted effectively and efficiently. Typically, a research design involves the followingcomponents, or tasks:

surement and scaling procedures.

ta

collection

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:

ght for developing an approach to the problem.



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b) The research is also descriptive in nature. Descriptive study is an extension of exploratorystudy. As the name implies, the major objective of descriptive research is to describesomething – usually market characteristics or functions. Descriptive research is conducted forthe following:

organizations, or market areas.

To estimate the percentage of units in a specified population exhibiting a certain behavior.

make specific prediction.

This is a multidimensional research and was conducted in following segments, through

PRIMARY DATA

1. Public opinion survey ( teenagers )- in depth interviews and questionnaires.

2. Housewives and working women- in depth interview and and questionnaires

3. Modern trade outlets managers and sales girl for KARA- in depth interviews.

As per the objectives given by the company to me we have planned to conduct the various

types of market survey in form of market research through various techniques such as IN

DEPTH INTERVIEW and through QUESTIONNAIRE. A questionnaire is basically being

prepared for two purposes:-

One is to analyze the behavior of consumer in terms of how they want the product named

‗KARA‘ to be placed for which the entire market research has been conducted.

Second is to analyse the behavior of consumers so as to decide on to the gaps based on

responses to questionnaire in placement activities of all the wet wipes in general and more so

for the ―KARA‖ wet wipes.

I used both the techniques i.e in depth interview method as well as questionnaire as these

surveys involves the collection of primary data about the subjects usually by selecting a

representative sample of population through the use of questionnaire.

It is one of the most popular and oldest method of collecting the data and helps in analyzing

the various results in accordance with the objectives given.



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If the questionnaires are properly designed and implemented surveys can be efficient and

accurate means, it helps in determining about a given population. Results can be analyzed

more efficiently and correctly.

SECONDARY DATA

Secondary data was collected from

1. Internet

2. News article

3. Yearly company primary and secondary sales data.

SAMPLE DESIGN

1. Population: The target population for this market survey included all the customers from

Chandigarh, Panchkula, Zirakpur and Mohali region who came at the modern trade outlets.

2. Sample size: As the population was limited in this case, a small sample of 150 respondents

was taken for the period of 20 days research was carried out.

3. Sampling techniques: for the purpose of this survey, systematic sampling technique was

employed as the sampling size was small and fixed and the sampling unit was clearly defined.

SCOPE OF STUDY

The main aim to conduct this market research or this study is to find behavior of consumer

towards the concept of wet wipes or they still believe in traditional concept of they still

believe in traditional method of using the formulized based product and even to study how

much awareness is in the market and brand image of it.

The second main aim is to conduct this study was to understand the retailers and distributors

reactions and expectations towards kara.



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LIMITATIONS OF RESEARCH

1.Time Constraint: As we had to make two research projects so we could hardly give 20 days

to each project.

2. Inaccessability: Appointments with the distributor was difficult task.

3. Inadequate And Inappropriate Data: Secondary data was sometimes not updated.

4. Some respondents might not give the correct information due to their lack of interest and

shortage of time.

Importance Of Our Research To Organisation

1. Awareness-I made the people looking after ―Kara‖ in modern trade outlets aware

in depth about the purpose Kara solves and as such make them place the product

in the section it serves that is either personal care, beauty and health (as in Viva

Chemist Stores throughout Chandigarh)

This was an important task as most of the modern trade outlets and kara sales girls

were not versed with the concept to the core and hence were not placing the

product accurately resulting in low visibility for the customers and as such lower

sales.

2. Understanding The Consumer‘ s view for placement of KARA- We performed the

factor analysis on the data collected through research.

We brought the various important factors that respondents answered about via

questionnaires into light which affect the consumer buying behaviour. The factors

that came out were the ones that customers consider important when they visit any

modern trade outlets in terms of placement of product. Customers were of the

view that placement of product is too important as until and unless product is not

visible to us how it can be expected that it would get sold. Also customers shared

that apt location of product that is at proper level and at comfortable reach goes a

long way in securing the customer s attention and many a times thus gets sold..

These factors are the are areas on which company can work to place its products

better in modern trade outlets in future to gain an edge over competitors and have

acceptance from customers when they make a visit to an outlet.

3. Financial gain- On the basis of research we were able to place product better, also

we made the counter or shelf look attractive where kara was kept in modern trade

outlets attractive which inherently resulted in increased sales over the month in

those outlets as a result of accurate and efficient placement activity .



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Company Profile

The Aditya Birla Group is a multinational corporation based in Mumbai, India and operatesin 33 countries – Australia, Austria, Bahrain, Bangladesh, Brazil, Canada, China, Egypt,

France, Germany, Hungary, India, Indonesia, Italy, Japan, Korea, Laos, Luxembourg,Malaysia, Myanmar, Philippines, Poland, Singapore, Spain, Sri Lanka, Sweden, Switzerland,Tanzania, Thailand, UAE, UK, USA and Vietnam.

A US$ 35 billion corporation, the Aditya Birla Group is in the League of Fortune 500. It isanchored by an extraordinary force of 133,000 employees, belonging to 42 differentnationalities. In the year 2009, the Group was ranked among the top six great places forleaders in the Asia-Pacific region, in a study conducted by Hewitt Associates, RBL Groupand Fortune magazine. In India, the Group has been adjudged the best employer in India andamong the top 20 in Asia by the Hewitt-Economic Times and Wall Street Journal Study2007.

Globally, the Aditya Birla Group is:

:: A metals powerhouse, among the world's most cost-efficient aluminium and copperproducers. Hindalco-Novelis is the largest aluminium rolling company. It is one of thebiggest producer of primary aluminium in Asia, with the largest single location coppersmelter

:: The largest producer of viscose staple fibre

:: The fourth-largest producer of insulators

:: The No.1 producer of carbon black

:: The fifth-largest producer of acrylic fibre:: The seventh-largest cement producer

:: Among the best energy-efficient fertiliser plants

In India:

:: Largest cement player in India

:: The top fashion (branded apparel) and lifestyle player

:: The second-largest producer of viscose filament yarn

:: The largest producer in the chlor-alkali sector

:: Among the top three mobile telecom players

:: Among top 10 BPO companies

:: A leading player in life insurance and asset management

:: Among the top two supermarket chains in India

http://www.hindalco.com/

http://www.novelis.com/

http://www.grasim.com/

http://www.adityabirlainsulators.com/

http://www.birlacarbon.com/


http://www.adityabirlanuvo.com/indogulf/index.aspx

http://www.adityabirlanuvo.com/maduragarments/index.aspx

http://www.adityabirlanuvo.com/indianrayon/index.aspx

http://www.ideacellular.com/

http://www.minacs.adityabirla.com/

http://www.birlasunlife.com/BirlaSunLife/Insurance/BSLI_MP/index5.aspx

http://www.birlasunlife.com/BirlaSunLife/Insurance/BSLI_MP/index5.aspx

http://www.minacs.adityabirla.com/

http://www.ideacellular.com/

http://www.adityabirlanuvo.com/indianrayon/index.aspx

http://www.adityabirlanuvo.com/maduragarments/index.aspx

http://www.adityabirlanuvo.com/indogulf/index.aspx


http://www.birlacarbon.com/

http://www.adityabirlainsulators.com/


http://www.novelis.com/

http://www.hindalco.com/



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BusinessesAditya Birla is organized into various subsidiaries that operate across different sectors.Among these are viscose staple fibre,viscose filament yarn, non-ferrous metals, cement,viscose filament yarn, carbon black, chemicals, Modern retail i.e Supermarkets andHypermarkets (under the 'More.' brand of Supermarkets and Hypermarkets, and also under

the Trinethra),fertilizers, sponge iron, insulators, financial services, telecom, ferro-chem,mining, non-ferrous metals, wind power BPO and IT services. The Group consists of fourmain companies, which operate in various industry sectors through subsidiaries, jointventures etc. These are Hindalco, Grasim, Aditya Birla Nuvo, and UltraTech Cement.

Non Ferrous Metals

The non-ferrous metals are under Hindalco Industries Limited, the metals flagship companyof the Aditya Birla Group. An industry leader in aluminium and copper Hindalco IndustriesLimited, is the world's largest aluminium rolling company and one of the biggest producersof primary aluminium in Asia.Its manufacturing locations are primarily in India, and it ownsmines in Australia.,

Company‘s Copper Unit, Birla Copper, produces copper cathodes, continuous cast copper rods and other by-products, such as gold, silver and DAP fertilisers.

Cement

The Groups cement business is under both Grasim and UltraTech cement. Together the twocompanies under the group account for a substantial share of the cement market in India.Grasim along with its subsidiary, UltraTech Cement Limited has a capacity of 49 million tpaand is a leading cement player in India.

Textile BusinessThe Aditya Birla Group is the world's largest producer of VSF, commanding a 24 per centglobal share. Grasim Industries Limited ,flagship company of Aditya Birla Group is a globalleader in viscose staple fibre with 11 per share and ranks among India's largest private sectorcompanies with a consolidated net revenue of Rs.202 billion and a consolidated net profit of Rs.27.6 billion (FY2010).

The Aditya Birla group is also a major player in the branded garmentsmarket in India. Its subsidiary, Madura Garments, is a major producer of textile fabric as wellas the brand licensee of Louis Phillip, Van Heusen and Allen Solly, Esprit, Peter England inIndia.

Telecom ServicesAditya Birla Group carries out its Telecommunication Services via its company Idea Cellular,a leading telecom operator in India. It ranks third in terms of wireless revenue market share at12.7 per cent and recorded a subscriber base of over 93.75 mn as of 31st May 2011.



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Other BusinessesApart from the above businesses, the group is a major player in industry sectors likeInsulators, Fertilizers, IT & ITeS (It owns Transworks Information Services and acquiredMinacs through a wholly-owned subsidiary, AV TransWorks Ltd.) Chemicals, Mining,Sponge Iron, Financial Services (A joint venture with Sunlife) and Retail.

Beyond Business

Transcending business for over 50 years now, the Group has been and continues to beinvolved 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'ssocial projects span 2,500 villages. It reaches out to seven million people annually throughthe Aditya Birla Centre for Community Initiatives and Rural Development. The Group runs42 schools, which provide quality education to over 45,000 children in India's interiors.Likewise at its 18 hospitals in India, 500,000 patients are given extremely subsidised medicalcare.

Birla Cellulose –

Birla Cellulose is the Aditya Birla Group's umbrella brand for its range of cellulosicfibres. It comprises versatile sub-brands; Birla Viscose, Birla Viscose Plus, Birla Modal andBirla Excel. These fibres have multiple applications including apparel, home textiles, dressmaterial, knitwear, nonwoven etc.

Fibre is one of the oldest businesses of the Aditya Birla Group that commenced in 1954. BirlaCellulose is a world leader in viscose staple fibre (VSF). Its production is spread across sixcountries, viz. Canada, Thailand, India, Indonesia, China and Laos. The Group independentlyfulfills India's entire VSF requirements.

With a strong focus on Research and Development (R&D), the Group's R&D initiatives spanthe entire 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

fiber to garments / made ups

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

http://www.birlacellulose.com/RnD/gfri.htm

http://www.birlacellulose.com/RnD/bri.htm

http://www.birlacellulose.com/RnD/tradc.htm

http://www.birlacellulose.com/RnD/tradc.htm

http://www.birlacellulose.com/RnD/bri.htm

http://www.birlacellulose.com/RnD/gfri.htm

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



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Nature is the source of Birla Cellulose and herein lies the inspiration of the logo.'Fibres from

Nature' is the theme and the message.Viscose is symbolized by the fresh green of summerModal is symbolised by the burnt orange of autumnExcel is symbolised by the deep pink of spring

Birla Cellulose is:

Natural

Stylish

Timeless

A fashion catalyst

Versatile

The characteristics:

Viscose is a 100 per cent natural fiber sourced from wood pulp, a natural and renewableresource. Over the years it is being widely recognized as a 'Fibre of choice' by fabricproducers.



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Birla Cellulose – The Fibre of Choice benefits

Vision and values:

To be the world leader in man-made cellulosic fibre .

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

Grasim Industries Limited, a flagship company of the Aditya Birla Group, ranks amongIndia's largest private sector companies, with consolidated net revenue of Rs.202 billion and aconsolidated net profit (before extraordinary items) of Rs.27.6 billion (FY2010).

Starting as a textiles manufacturer in 1948, today Grasim's businesses comprise viscose staplefibre (VSF), cement, chemicals and textiles. Its core businesses are VSF and cement, whichcontribute to over 90 per cent of its revenues and operating profits.



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Grasim Businesses

Viscose staple fibre Grasim is India's pioneer in viscose staple fibre (VSF), a man-made, biodegradable fibre withcharacteristics akin to cotton. Grasim's VSF plants are located at Nagda in Madhya Pradesh,

Kharach in Gujarat and Harihar in Karnataka, with an aggregate capacity of 333,975 tpa

CementGrasim‘s cement operations through its subsidiary UltraTech, span the length and breadth of India, with 11 composite plants, 11split grinding units, five bulk terminals and 74 ready-mixconcrete plants. All the plants are located close to sizeable limestone mines and are fullyautomated to ensure consistent quality.

Chemicals Rayon grade caustic soda is an important raw material in VSF production. To achieve reliableand economical supply of this chemical, Grasim set up a rayon grade caustic soda unit at

Nagda in 1972 with an initial capacity of 33,000 tpa. This has since grown to 258,000 tpa,making it the country‘s second largest caustic soda unit.

Textiles Grasim has a strong presence in fabrics and synthetic yarns, through its subsidiary, GrasimBhiwani Textiles Limited (GBTL) is well known for its branded suitings, Grasim andGraviera, mainly in the polyester – cellulosic branded menswear. GBTL's plant is located atBhiwani (Haryana).

Recent accolades

:: Forbes magazine ranks Grasim among the fabulous 50 companies in Asia.

:: Ranked second for Best Corporate Governance Practices in Asia-Pacific by IR GlobalRankings. Also ranked best company in Corporate Governance Practices in BasicMaterials Industry, globally.

:: Ranked as the Best Investor Relations Company — Building Materials in Asia byInstitutional Investors Magazine.

:: The CII - Leadership and Excellence Award in Safety, Health and Environment presentedto Staple Fibre Division, Nagda.

:: The Asian Corporate Social Responsibility Award presented to Staple Fibre Division,Nagda.

:: The 2004 Stockholm Industry Water Award presented to Staple Fibre Division, Nagda.

:: The Deming Quality Award presented to Birla Cellulosic, Kharach.

:: The IMC Ramkrishna Bajaj National Quality Award presented to Birla Cellulosic,Kharach.

:: Golden Peacock Environment Management Award presented to the VSF unit at Harihar.

:: Global Cement Award for lowest injury incidence rate presented to Grasim South,Reddipalayam.

:: National Award for Quality Excellence in Indian Cement Industry presented to Grasim

Cement, Raipur.

http://www.grasimbhiwanitextiles.com/






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PRODUCT PROFILE

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 with Kara skincare wipes in your bag, you can now take care of your skin even when youare on the go. With the unique formulation of natural ingredients, these wipes are easy to useanytime 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. Thesetype of products are very popular in west but in India the category is new one. AlthoughIndian consumers are familiar with the products which are imported, is the first time that anIndian company entered this 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 filament website). Karaskincare wipes are positioned as an essential skincare accessory. The brand is targeting theyoung 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 educatethe target population about the usefulness of this product. This task is cot out for Kara sincethe 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 relevantin the Indian market for two reasons – one is the climate which necessitates such a productand second is the growing number of lady professionals.

The brand has the tagline ―At your best. Always‖ which clearly communicates the core brand

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



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Characteristics of Kara skincare wipes

safe.

Variants of Kara

Sunscreen Wipes

Kara sunscreen wipes has a formulation of SPF 20 which protects the skin from the adverseeffects of UV A and UV B sun rays. It is enriched with antioxidants like plum extract andvitamin 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 andexcess of oil. Enriched with Jojoba and Avocado extracts, it unclogs pores, detoxifies andthoroughly exfoliates dead skin cells.

Toning Wipes

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

Moisturising Wipes

Kara Moisturising wipes is enriched with the goodness of Almond and Honey for beautifulradiant and glowing skin. It is also fortified with vitamins for skin conditioning and issuitable for use right throughout the year.



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Make-Up Removal Wipes

Kara Make-Up Removal Wipes are enriched with Lavender and Seaweed extracts thatremoves 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.

SWOT ANALYSIS

STRENGTH

Dermatologically approved

100% VSF,natural & eco friendly

Already existing brand name of the company

WEAKNESS

Quality of packing is low

Unawareness among the consumers

Totally a new concept and prices are relatively high

Non availability of product

Disputes at retailer and distributor level

OPPORTUNITY

Monopoly till today in whole skin care regime wipes.

Superior quality of product

Can create hard core customers by doing aggressive publicity of product.

THREATS

Companies like HINDUSTAN LEVER also coming up with same concept.

Huge competition from Chinese wet wipes.

Margin is very less as compared to Chinese wet wipes.

Complaints from cleansing and moisturizing wipes.



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Data Collection

Preparation of Questionnaires

Fieldwork Plan

Sampling Plan

Primary Data:

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

Primary data was collected in context to the behaviour of the consumer towards the skincarewipes and the reactions and expectations of the retailers and distributors from the companyand the product named KARA.The sample was taken from different markets of Chandigarh. The sample size was 150customers and 150 retailers as well.

Secondary Data:

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

annual reports, various papers and journals published from time to time.



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Observations in Modern Trade Outlets Pertaining Placement

Activity

In majority of the modern trade outlets it was seen that there was a dedicated shelf

for KARA Wet Wipes while for other wet-wipes like Orris and Estonia that were also

available there was no separate counter catering to only those wipes. The modern

trade outlets wherein such a placement activity for Kara was observed were Big

Bazaar, RLCR Supermarket, Harri Hyperstore.

It was also observed in some outlets like Gift Supermarket that the product was not

placed in a section dedicated to personal hygiene, though counter or shelf was

allotted but it was not in an area where it should be placed according to the survey itfulfills.

In Big Bazaar on the very first visit it was observed that Kara was kept in a location

that was at the nook of the outlet where it was neither visible nor it was in a location

where customers made a visit frequently whensoever they made a visit to outlet and

henceforth sales were not upto the mark. Thus. I had a talk with sales-girl for Kara

who then had a talk with an incharge there and thus product was allotted a new

location near to an entrance in a three-tier rack wherein Kara was placed at eye-level

in accordance with the customer comfort. As such sales showed a positive increase

and 40-50 pcs were sold in a day and on weekends about 70 pcs got sold.

Also, it was observed at many of the modern trade outlets that counters where Kara

was kept had no attractive display along and as such was not able to catch the eyes

of the customers and henceforth as part of branding exercise even those shelves or

windows were made attractive so as to have an eye-catching look such that counter

catches attention of the customer and as such many a times resulting in sale for the

product.

Also, it was observed in many modern trade outlets like Harri Hyperstore, Gift

Supermarket that there were 2-3 shelves for Kara at different locations but it was

seen that in one counter product was placed very neatly in a dedicated shelf while at

others it was seen that many other wet-wipes and baby-wipes were also kept that did

not give a good look and hindered the process of correct placement activity that was

achieved via dedicated shelves and as such uniformity was not maintained and

resulted in a shabby look.



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PESHAWARI SUPERMARKET

HAND-MADE BANNER ON THE COUNTER AT HARRI HYPERSTORE



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HARRI HYPERSTORE

RLCR SUPERMARKET



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Data Collection:

Preparation of Questionnaires

Fieldwork Plan

Sampling Plan

Primary Data:

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

A structured questionnaire

Personal interview of modern outlets managers, sales-girls and consumers.

Primary data was collected in context to the behaviour of the consumer towardsplacement of the skincare wipes and the reactions of the managers or incharges forparticular type of placement activity.The sample was taken from modern trade outlets operating in Chandigarh. Thesample size was 150 customers was taken.

Secondary Data:

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

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

Through internet

Books



23

Findings and Analysis

Data- Analysis conducted on the data that was

collected via Primary Research

Data-Analysis on Data collected via questionnaires from Retailers operating in different

markets

To determine users of wet wipes

Interpretation

Based on the survey conducted in modern trade outlets on customers visiting those outlets itwas found out that 57 percent of the respondents used wet wipes while 43 percent were non-users of wet wipes. This data varies from those observed on a survey in retail outlets asevident. In modern trade outlets it was found that customers visiting are users of wet wipes togreater extent. This is because good number of visitors to modern trade outlets belong toupper middle class and premium class and pay attention to their skin regime hence make useof wet wipes quite frequently.

use, 86, 57%

not use, 64, 43% use

not use



24

To determine the purpose for which customers normally use wet-wipes

Interpretation

It was found out from the survey that people who are users of wet-wipes, out of thosemajority of people use those wipes so as to serve the purpose of getting refreshed thatis they only look for refreshing wipes, which accounts for 69 percent of the users.Next, in line is the removal of make up i.e 16 percent of customers use wipes for thepurpose of make-up removal. As a sunscreen wipe to serve same purpose as sunscreenmany people prefer buying wipes that come with spf that is sunscreen wipes so as toprotect themselves from sunlight. Those type of customers account for 7 percent of total users. Currently only KARA and Ginni are producers of sunscreen wipes. Manyof the users also look to serve the purpose of toner and moisturizer via wipes hencelook for moisturizing and toning wipes accounting for 5 percent and 3 percent of totalusers. At this point of time KARA has monopoly in this segment.

refreshing, 59,

69%

moisturising, 4,

5%

toning

, 3, 3%

sunscreen,

6, 7%

removing make

up, 14, 16%refreshing

moisturising

toning

sunscreen

removing make up



25

To determine number of people who have heard about Kara

Interpretation

This answers that how many people have heard about KARA. And number hasimproved as now about 45 percent of the customers have heard about Kara. This isdue to the advertisement campaigns that have been running on different tv channels inthe month of July. And further various other promotion activities have made peopleatleast aware of the Kara brand. Still number of people are there who have not heardabout Kara i.e 55 percent of the customers hence more aggressive activities arerequired to be undertaken.

yes, 68, 45%

no, 82, 55%

yes

no



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To determine the source of information pertaining KARA

Interpretation

As this survey was conducted in the month of July when advertisements of Kara was visibleon T.V it can be seen that one of major source for providing information about KARA iscommercial with 23 percent of the customers come to know about KARA through TV ads.Sales Agent that work for Kara at modern trade outlets are also major source of informationwith 28 per of customers came to know through them. Company representative and family orfriend is the next biggest contributor with 18 percent each. Internet is also major source of information i.e for 13 percent of customers for KARA.

sales agent, 19,

28%

co representative,

12, 18%commercial, 16,

23%

internet, 9, 13%

friend family, 12,

18% sales agent

co representative

commercial

internet

friend family



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To determine the percentage of users of different competing brands of wet-wipes

Interpretation

Based on the survey it was found out that Kara is used most with 42 percent of customersvisiting modern trade outlets going for that. Next with 22 percent is Orris. And Good-Look and Estonia are used by 16 per and 9 percent of total users of wipes respectively, Clarus andClea are used by small group of people i.e 7 percent and 4 percent respectively. The reasonfor such a high number of people using Kara is that in most of the modern trade outlets onlyKARA is available in bulk and further it is the only brand of wipes that is given dedicatedcounter in the outlet hence it has high share among the customers of wipes making a visit tomodern trade outlets.

kara, 36, 42%

orris, 19, 22%

good-look, 14, 16%

estonia,

8, 9%

clarus

, 6,

7%

clea, 3, 4%

kara

orris

good-look

estonia

clarus

clea



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To determine ideal pack size of wet wipes customers look for when they buy the samein modern trade outlets

Interpretation

From the analysis it is clear that majority of the customers look for 30 pack size of wet wipes i.e 38 percent of customers, and then 20 pack size is desired most with 23percent of customers, In modern trade outlets low number of people demand 10 pack and 5 pack sachet i.e only 19 percent and 14 percent of customers going for that.Hence, seeing such a high level of differences in terms of customers demandingdifferent pack sizes hence placing the product in a counter according to the price isalso a viable option as we would come across the same in analaysis carried outfurther.

30 pack size, 38,

44%

20 pack size,20, 23%

10 pack size,

16, 19%

sachet, 12,

14%

30 pack size

20 pack size

10 pack size

sachet



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To determine the percentage of people who feel Kara is placed correctly in differentmodern trade outlets

Interpretation

It was evident from the survey carried out on the consumers of wet wipes in moderntrade outlets that majority of people feel that kara is placed correctly i.e 72 percent of people feel so while 28 percent of the customers do not feel so. The reason for such ahigh number of respondents giving a positive response is that in most of the moderntrade outlets kara is placed in a shelf that is easily visible, furthet that shelf is adedicated shelf. Other major thing worth consideration is that in most of the outletsonly kara is available in bulk and no other brand is there and even if there in verysmall numbers thus it ought to be more visible.

yes, 49, 72%

no, 19, 28%

yes

no



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To determine correct method of placing wet wipes in modern trade outlets accordingto customers

Interpretation

With the help of this analysis we can make out what customers have to say aboutplacing a wet wipes in modern trade outlets. As evident majority of customers feelthat in a modern trade store Kara or for that matter any wet wipe should be placedaccording to price as price is always the major influencing factor i.e 45 percent of customers for wet wipes feel so. Then other factor next in line is based on pack size asGenerally one customer is looking for particular pack size hence there should not be amess or amalgamation of all pack sizes at one place, all packs of one size should beplaced at one place and other pack sizes at some other, 30 percent of customers‘ givepack-size a weight age, and lastly placement on the basis of purpose it solves that iswhether refreshing or moisturizing or toning etc. 25 percent of customers want thatusage to be a deciding factor for product placement.

price, 39, 45%

usage, 21, 25%

pack size, 26, 30% price

usage

pack size



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To determine the level at which product should be placed in modern trade outletsaccording to customers

Interpretation

As evident from the analysis customers desire that product should be placed at eye level as atthat level product is best visible and further reaching to the product is easiest without goingthrough any discomfort thus 52 percent of customers feel that eye-level is the best level toplace the product. Then waist-level is desired by few that is by 28 percent of customers, andvery less percentage of customers i.e only 12 percent of customers look for placement of product at knee level as that is the level where customers face highest level of discomfort.

Eye-Level, 52, 60%

Waist-Level, 24, 28%

Knee Level,

10, 12%

Eye-Level

Waist-Level

Knee Level



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INTERPRETATION OF FACTOR ANALYSIS

We ran factor analysis,a spss statistical tool to find out the different factors which retailers

give importance to before keeping wet wipes, and to find out from all the factors which is the

most important factor.This analysis is usefull because the we will come to know the areas

where we can work upon to attract the retailers , encourage them to keep more and more of

our product i.e kara skin care facial wipes.

Total Variance Explained

Compone

nt

Initial Eigenvalues Extraction Sums of Squared Loadings Rotation Sums of Squared Loadings

Total

% of

Variance

Cumulative

% Total

% of

Variance

Cumulative

% Total

% of

Variance

Cumulative

%

1 1.772 35.433 35.433 1.772 35.433 35.433 1.749 34.975 34.975

2 1.034 20.683 56.115 1.034 20.683 56.115 1.057 21.140 56.115

3 .907 18.149 74.264

4 .743 14.859 89.123

5 .544 10.877 100.000

Extraction Method: Principal Component Analysis.

These two factors are selected because only values which are greater than 1.(Total column)

We asked retailers to rate the six factors (easy movement, visibility, section of placement of

product,easy reach and attractive shelf space) according to the importance they give to each

factor.

Rating being

1=strongly agree

2=agree

3=neither agree nor disagree

4=disagree

5= strongly disagree

Here we can conclude that from the given six, two factors affect the consumers buying

decision and their buying behavior largely when it comes to placement activity of a product.



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Rotated Component Matrixa

Component

1 2

easy movement .682 .228

visiblity .717 -.291

Section of placement .701 -.258

easy reach -.529 -.187

attractive shelf space .007 .905

INTERPRETATION

Percentage(%) of total variance explained cumulatively by the factor extracted with this tablewhich are greater than ―0.7‖ also which is less than „-0.7‟ and name them according to the

variables characteristics ,meaning the name which combine all the variables.Here we can see that for

1. For component one { visibility(.717>.70),and section of placement of product(.701>.70) }so we name it as‖ visiblity‖ .

2. For component two{attractive shelf space(.905>.70) so we can name it as ― attractive

placement‖.

Hence we can conclude that the three most important factors for retailers before keeping thewet wipes are1.visiblity

2.attractive placement

So to encourage the consumers to buy more of our product, we have to have the focus on

these two factors.



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Recommendations

I would like to give certain recommendations based on what I have come to know during thetenure of my internship. Based on the interviews, surveys and also personal interaction withthe consumers, modern trade outlet managers and sales girl I have come up with thefollowing recommendations –

At many of the modern trade outlets it was observed that our product is not placed atthe eye level of the customer and as such problem is encountered in selling thus, if possible via negotiations with different modern trade outlets it has to be made surethat product is kept at eye level of the customer visiting modern trade outlet.

Another thing that was observed in the placement of KARA wet wipes in moderntrade outlets is that the product is not placed accurately i.e it is not placed in the

correct section but has been placed randomly therefore need is to look for that sectionthat is in accordance with the purpose it solves like the product can be placed inpersonal hygiene or beauty and health or cosmetics section in lines of outlets of VivaChemists wherein KARA is placed either in Skincare or Personal Hygiene Section.Placement of product in right section goes a long way in making the product sell.

Also it is required that the salesman/salesgirl or the B.A i.e beauty advisor appointedfor Kara should regularly monitor the placement activity of the product and shouldnever let visibility of the product suffer and for that if required should get in touchwith manager or in charge of modern retail store so as to have their product KARA

placed in such a way that customers does not have to go on finding the product but isvisible to one on its own.

Also it is required that we place our product taking into consideration three factors i.eprice, usage and pack size. Which factor to be given due importance will vary fromoutlet to outlet like in Peshawari and RLCR Supermarket it is advisable to place theproduct according to the usage that is just the requirement is to place the product incorrect section according to usage. Then in Big Bazaar it is important to place theproduct according to pack size and not have all the pack sizes clustered, being puttogether at one place as in Big Bazaar majority of customers look for 30 and 25 pack

sizes of wipes thus it is advisable to have those pack sizes in front in good amount andrest sizes are put behind.

Also the counter or window or shelf wherein product is placed in modern trade outletsshould be made attractive so that it catches the attention of the customer and he or shemakes a move towards that counter and many a times resulting in sales too. Either theposter or small flex related to Kara can be put up there or if some promotion schemeis going on it should be mentioned there, which is visible from a distance.



35

Also it is to be seen that in the counter where product is placed is at the location fromwherein customer can easily move and it does not bring about problem for customerin terms of reaching to the KARA product counter or going from that counter. Like inGift Supermarket it was observed that one of the kara counter was at location whereinonly one person can move or stand. Thus, causing problems many a times.

Easy reach to the product is one other requirement that is desired , I mean that productshould neither be kept too low nor at too high a shelf that it is a worry for thecustomer to reach upto that Kara wet wipes.

Another thing that can be carried out in modern trade outlets that can form a part of placement activity and at the same time result in a promotion of the product. At thoseoutlets which have big spaces available, Kara Skin Zones can be put up whereincomplete rejuvenation ritual is carried out by Kara Beauticians. As such not onlyproduct would get placed properly, it would be visible but also result in enhancedsales.

Also merchandiser can be appointed for the placement of product in proper wayspecially for big modern trade outlets like Big Bazaar.

If Kara is placed in the FSU, it can create a good demand for the KARA.



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Conclusion

In the end I would like to mention some important points relating placement activities of Kara in modern trade outlets so as to brief that wherein we have a strong hold and whereinsome changes are desired.

The product placement activity for Kara in modern trade outlets if analyzed wouldcome out to be above average as in many of the areas it is good.

Like, in many modern trade outlets product is placed in the counters that are eitherdirectly at the entrance or at very small distance from the entrance, thus resulting ingood visibility for Kara.

Also in many of the modern trade outlets dedicated shelf have been allotted to Karathat is one of the major consideration for any product to be placed correctly.

Just that in some stores like Gift Supermarket one of the window where Kara is keptdue to dearth of space easy movement for customers is not possible hence resulting inlower sales as customers do not like to make a move in that area.

Also it is seen that some locations of KARA placement do not serve the purpose wellthat is good sales are not generated due to product being placed at nook or corner of

the outlet as was the case with KARA in Big Bazaar initially when it was given awindow at one corner where customers hardly made a visit. But then when windowwas allotted in a three tier rack near to entrance results improved because of highvisibility thus increased sales.

In lines of Harri Hyperstore if possible the counter should be made as much attractiveas possible as something unique always catches the attention of the customer. Thus,either a poster can be there or some flexes can be put up or whole window can begiven a new look.

Thus, based on all the analysis and study it is learnt that placement activity for KARAshould be in line with the comfort of the customer hence all those factors thatcustomer pay due weight age to in terms of placement for wet wipes should beadopted like few being, keeping KARA at eye level, near to the entrance, in a locationwhere easy movement and easy reach is possible and also all the variants not just oneshould be clearly visible.

Good placement activity not only makes the product being easily visible, it also in oneway a means of having increased sales. Thus if good placement activity is followedtaking all the factors into account increased sales is a surety.



37

Appendix

QUESTIONNAIRE

Q.1 Do you use wet-wipes?

Yes

No

Q.2 Which brand of wet-wipes do you use?

Good-Look

Estonia

Me-On

Clarus

Clea

Others (please specify)

Q.3 For what purpose do you use wet-wipes?

Refreshing

Moisturising

Toning

Sunscreen

Removing Make-Up

Q.4 Have you heard about KARA?

Yes

No



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Q.5 Please state from where you first heard about Kara?

(a) Infomercial (b) Radio-ad

(c) Newspaper-ad (d) Internet

(e) Sales Agent (f) Company Representative

(g) A Friend (h) Family Member

Q.6 How often do you visit modern trade outlets like Big Bazaar, Supermarkets, Hyperstores?

Often

Regularly

Occasionally

Rare

Q.7 What are the factors that you consider important for a good placement in a modern trade

outlets?

Visible

Easy Movement in area where product is kept

Kept in Correct Section of Goods

Easy reach to the product

Attractive shelf and Window

Q.8 Do you think increased visibility of the particular wet-wipes makes you buy that brand?

Strongly Agree

Agree

Neither agree nor disagree

Disagree

Strongly Disagree



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Q.9 When you visit to a modern trade outlet is kara more visible to you in comparison to other

brands?

Yes

No

Q.10 What is the ideal package of wet wipes you look for while buying wipes in those big outlets?

30s pack

20s pack

10s pack

Sachets

Q.11 Does float activity or various modes of promotion ( posters, hoardings, brochures ) in modern

trade outlets acts as a stimulus for buying?

Strongly Agree

Agree

Neither Agree Nor Disagree

Disagree

Neither Agree Nor Disagree

Q.12 How should wet wipes be placed in modern retail outlets according to you?

Based on price

Based on usage/function

Based on pack size

Q.13 At what level you feel wet wipes be placed in modern retail outlets according to you?

Eye Level

Waist Level

Knee Level

Q.14 Do you find any brand other than Kara better placed in modern trade outlets, if yes please

mention the name?

Yes

No



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Q.15 On basis of what factors do you think they are better in terms of placement activities in

modern trade outlets?

Visibility Accessibility

Variety

Float Activity

Sampling at the point of sale

Q.16 What changes do you think Kara should bring about to be better placed in modern trade

outlets?

DEMOGRAPHICS

Name- Age-

Gender- Phone No.-



BIBLIOGRAPHY

Books

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

Market Research, Tull and Hawkins.

Websites

www.adityabirla.com

www.grasim.com

www.wikipedia.org www.adityabirla.com/birlacellulose

http://www.adityabirla.com/




http://www.wikipedia.org/


http://www.adityabirla.com/birlacellulose






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