Summer Internship Report-GRASIM

STUDY OF CONSUMER BEHAVIOUR OF PURETTA A PRODUCT OF BIRLA CELLULOSE OF GRASIM INDUSTRIES LIMITED WITH REPORT ON SALES OF KARA BY ROBIN
BARUA ROLL NO. 45 PGDM BATCH 2011
INDUSTRY GUIDE
Mr. Divyankar Goel Regional Sales Manager (North) Grasim Industries & Birla Cellulose
FACULTY GUIDE
Mrs. Jyoti Arora Faculty JIMS, Kalkaji
JAGANNATH INTERNATIONAL MANAGEMENT SCHOOL JIMS, KALKAJI
Jagannath International Management School
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DECLARATION
I, Robin Barua student of PGDM from Jagannath International Management School, JIMS, Kalkaji hereby declare that I have completed summer internship on STUDY OF BIRLA CELLULOSE & GRASIM INDUSTRIES LIMITED PRODUCTS PURETTA WITH STUDY IN SALES OF KARA as part of the course requirement. I, further declarethat the information presented in this project is true and original to the best of my knowledge.
Date: Place: New Delhi
Robin Barua Roll No: 45 PGDM
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ACKNOWLEDGEMENT
This project has been a great learning experience for me & I would like to express my sincere gratitude to all the people who guide me through the project and without the evaluable guidance and suggestions of these people this project would not have been completely successful.
I owe enormous intellectual debt towards my industry guide Mr Divyankar Goel, Regional Sales Manager, North, Grasim Industries & Birla Cellulose, & Faculty guide Jyoti Arora, faculty, JIMS, Kalkaji, for their continuous support & cooperation throughout my project without which the present work would not have been possible.
I also want to give special thanks to Mr Mohan, Area Sales Manager, South Delhi & my mentor Ms Manali Aggarwal, Grasim Industries & Birla Cellulose for their continuous guidance, support & cooperation during the whole tenure.
I would like to thank all the respondents whom I interacted during my project & all the retailers for their cooperation without this I may not able to complete it successfully.
ROBIN BARUA PGDM-2011 JIMS, Kalkaji
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TABLE OF CONTENT
Chapter No. Chapter 1 Chapter 2 2.1 2.2 2.3 Subject Executive Summary Introduction Birla Cellulose Awards & Certificates Product profile (a) Kara Skin Care Wipes (b) Puretta Baby Care Wipes (c) Prim Kitchen Wipes 2.4 Chapter 3 3.1 3.2 Chapter 4 Chapter 5 Chapter 6 Chapter 7 Chapter 8 Chapter 9 Chapter 10 Chapter 11 Swot analysis of Kara & Puretta Company Profile Aditya Birl a Group Grasim Industries Consumer Behaviour Research Methodology Data Collection Data analysis & interpretation Recommendations Report on sales of Kara Bibliography Annexures 21 24 27 28 30 31 35 38 42 46 48 70 72 75 77 Page No . 7 10 11 20
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CHAPTER 1 EXECUTIVE SUMMARY
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EXECUTIVE SUMMARY
The objective of the study was CONSUMER BEHAVIOUR OF PURETTA WITH STUDY ON SALES OF KARA in order to create & generate awareness & demand to consolidate the market share. The field work was conducted in south Delhi, which includes market like Chittaranjan Park, Alaknanda, Amar Colony Market, Sarita Vihar Market & many more.
The concept of wet wipes is not new to the people of South Delhi except for few markets around 70% of respondents are aware of wipes & 54% of the respondents uses wipes in markets like G.K.II, Kalkaji & East Of Kailash. But the awareness of the brands PURETTA & PRIM is very low it is mainly because of the less promotional activities in the markets. The major factors which acts against the performance of these brands are:
y y
Low promotional activities. Very low profit margin with respect to the margin offered by other brands.
The product Kara though is giving satisfactory result as far as the sales & consideration by the consumers are considered but products like PRIM & PURETTA are made up of pure viscous & quality is way better than any other wipes available in the market. Despite the good quality, the impact on the target market is low.
The baby wipes PURETTA has won the best baby wipes but still the sales is very low. Few problems which I think the brand is facing are 1. 2. 3. 4. Very low promotional activity. Packaging is bit on dull side as compared with the packaging of J&J is concerned. No steps are taken for making product as Brand. Advertisement with the approval & recommendations by doctor will definitely help this product in future to boost up.
Recently from around 26th May 2011, promotional activity in the form of media has started for the product Kara, but on asking retailers & consumers about the effect of advertisement on their mind, there were very few people who actually recall the advertisement, hence if the frequency of the viewing of the advertisement can increase then it might help to increase the consumer awareness towards this product.
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In market there are various players present in this category including Johnson & Johnson which can be considered as the market leader, other than that there are brands like Pigeon, Nuby Mammy Poko & some Chinese wipes like Mee Mee etc. One thing which I liked the most in promotional activity of Johnson & Johnson about their baby wipes products is that they are making people aware of this concept by their beautiful presentation in their advertisement.
Recommendation for Kara

y y y y y
Increase in the efficiency of the supply chain management while delivering the order. If possible the company can appoint their own personnel in few shops of cosmetics which may help to increase the awareness about the product among the consumers. Need rigorous level of promotional activity in order to expand market share Can telecast the advertisement on prime time slot to increase the viewership of the advertisement. Profit margin is very low for the retailers as compared to other wipes, can increase it to 30-35% so that they do not hesitate while ordering the wipes.
Recommendation for Puretta

y
y y
Packaging of Puretta needs a make-over in order to establish itself as a brand because there are many competitors in this segment & their packaging attracts themselves very easily. Can use the brand image & name of Aditya Birla Group, in their packets it is not visible properly. Clinically approved or approved by doctors can help to gain trust within the minds of Parents as they are the target customers here.
The project was primarily based on primary data collected through the questionnaire method. The questionnaire was constructed keeping the project title in mind i.e. the consumer behaviour towards this product & how to increase the awareness in the minds of the consumers.
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CHAPTER 2 INTRODUCTION
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BIRLA CELLULOSE
Vision and values

Vision To be the Global Leader in the Man-made Cellulosic Fibre Industry
Mission The company aim to create Superior & Sustainable Value for all our stakeholders, maintaining the largest market share in the Man-made Cellulosic Fibre Industry globally through:
y y y
Innovation in Products & Processes Excellence in Quality, Service, People Development & Focus on Environment Friendliness in all our activities
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A global corporation rooted in Indian soil A US $29.2 billion corporation, the Aditya Birla Group is in the league of Fortune 500. It is anchored by an extraordinary force of 130,000 employees, belonging to 30 different nationalities. In India, the Group has been adjudged "The Best Employer in India and among the top 20 in Asia" by the Hewitt-Economic Times and Wall Street Journal Study 2007. Over 50 per cent of its revenues flow from its overseas operations. The Group operates in 25 countries India, UK, Germany, Hungary, Brazil, Italy, France, Luxembourg, Switzerland, Australia, USA, Canada, Egypt, China, Thailand, Laos, Indonesia, Philippines, Dubai, Singapore, Myanmar, Bangladesh, Vietnam, Malaysia and Korea. Globally the Group is: A metals powerhouse, among the world's most cost-efficient aluminium and copper producers. Hindalco-Novelis is the largest aluminium rolling company. It is one of the three biggest producers of primary aluminium in Asia, with the largest single location copper smelter No.1 in viscose staple fibre The fourth largest producer of insulators The fourth largest producer of carbon black The eleventh largest cement producer globally and the second largest in India Among the best energy efficient fertiliser plants Among the world's top 15 BPO companies and among India's top four In India, the Group holds a frontrunner position as: A premier branded garments player The second largest player in viscose filament yarn The second largest in the core alkali sector Among the top five mobile telephony players A leading player in life insurance and asset management Among the top three supermarket chains in the retail business
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Beyond business Working in 3,700 villages Reaching out to seven million people annually through the Aditya Birla Centre for Community Initiatives and Rural Development, spearheaded by Mrs Rajashree Birla Focusing on: health care, education, sustainable livelihood, infrastructure and espousing social causes Running 41 schools and 18 hospitals Transcending the conventional barriers of business to send out a message that "We care
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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 moisture absorbency, bio degradability and comfort to the wearer. These fibres have multiple applications including apparel, home textiles, dress material, knitwear, nonwoven 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 across six countries, viz. Canada, Thailand, India, Indonesia, China and Laos. The Group independently fulfils India's entire VSF requirements. With a strong focus on Research and Development (R&D), the Group's R&D initiatives span the 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
"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 our logo. 'Fibres from Nature' is our theme and our message: Leaves fall and grow all over again; they are a renewable resource of nature. Birla Cellulose is much like these leaves and is made from the same trees. The floating leaves symbolise the key characteristics of Birla Cellulose which are "comfort and lightness". The vibrant green indicates that Birla Cellulose can take on vibrant colours. The circle signifies the cycle of nature and sustainability.
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Nature remains the underlying theme for all our brands: Viscose is symbolised by the fresh green of summer Modal is symbolised by the burnt orange of autumn Excel is symbolised by the deep pink of spring.
An integrated outlook 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.
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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.
Versatile- Birla Cellulose combines the best properties of all fibres. It is extremely bendable hence enhancing the realms of possibilities in clothing.
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CHARACTERISTICS:
Viscose is a 100 per cent natural fibre sourced from wood pulp, a natural and renewable resource. Over the years it is being widely recognised as a 'Fibre of choice' by fabric producers.
Birla Cellulose - Fibres from Nature 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: Nurturing and building the green cover Over a million plantlets are being produced from identified superior clones for development of clonal orchards and plantations.
Land conservation Efforts 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.
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Water conservation Birla 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.
Process friendliness The process being followed for production is environment friendly and green due to the following advantages: y Non toxic effluent as a result of replacement of zinc by alum y Less solid waste generation due to reduced lime consumption y Reduced risk of fouling biological microorganism in reactor
Spun Shades This 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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Birla Cellulose: The perfect blend Birla Cellulose fibres are the perfect blend with all types of fibres. The benefits of using Birla Cellulose as a blend are as below:
Birla Cellulose blends Birla Cellulose-cotton
Benefits of blending with Birla Cellulose 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 Birla Cellulose-elastane
Improves comfort, breathability, lustre and skin friendliness Offers excellent sheen, comfort and stretch
Birla Viscose - Feel the comfort

"Comfort is a fibre called Birla Viscose" Birla Viscose has a unique cross-section and a brilliant lustre. Birla Viscose fibres are more absorbent and softer, and therefore more pleasant to the skin. They have a flowing fall and are extremely well suited for blending with other fibres. Birla Viscose fibres are available in a wide range of cut lengths and titre combinations. Birla Viscose product range also includes anti-bacterial, chlorine-free and hollow flat super absorbent fibres.
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AWARDS & CERTIFICATIONS
2002 KHARACH unit won Chairman's Gold Award for manufacturing excellence.
2003 Birla Cellulose's HARIHAR (India) unit bagged "TERI Corporate Environmental Award" for cleaner production, while keeping waste generation at its lowest Birla Cellulose's KHARACH (India) unit was awarded "Greentech Gold Award" 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 Industry Water 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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PRODUCTS OF BIRLA CELLULOSE
KARA Skin Care Wipes Aditya Birla Group launched this product i.e. KARA skincare wipes in 2008. It is basically a solution to skin care regime out of home a convenient way to be at your best always. 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 you are on the go. With the unique formulation of natural ingredients, these wipes are easy to use anytime and anywhere. Whats more they are made from Birla Cellulose, a fibre that is 100 per cent natural and biodegradable. Kara skincare wipes are the Indias 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 entered this segment. The brand also marks Aditya Birla Groups foray into the Indian FMCG market. According to reports, wipes market is worth around Rs. 30 crore (Source: Ginny filament Website). 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 cut 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 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
Jagannath International Management School Page 21
Characteristics of Kara skincare wipes Convenient. Hassle free application of lotion without using cotton balls. Portable Optimized efficacy. 100 per cent natural and biodegradable. Hygienic. Alcohol free. Dermatologically safe. Assurance of Aditya Birla Group
Variants of KARA 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.
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.
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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.
Toning Wipes
Kara Toning Wipes is enriched with Rose and Thyme extract that tighten the skin and maintain the normal pH balance.
Make Up Removal Wipes
Kara Make-Up Removal Wipes are enriched with Lavender and Seaweed extracts that removes the make-up in just one swipe.
Refreshing Facial Wipes
Kara Refreshing wipes are enriched with 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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Puretta Baby Wipes
Aditya Birla group announced its foray into the baby care segment in India by launching PURETTA 100 per cent 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 babys 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 per cent natural and biodegradable fibre, it soothes the babys 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 doesnt wither when rubbed hard and doesnt leave lint on facial skin or stubble.
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Characteristics of Puretta Baby Wipes Safe for babys 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.
Variants of Puretta Complete Cleansing Wipes
Complete cleansing baby wipes are enriched with chamomile extracts these wipes are gentle and soothing to the babys 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 babys nappy area and can be used on complete body of a 03 years of babies. It is used for following: y Every nappy or diaper change. y For cleansing in the absence of regular bath while traveling or in winters. y Wipe entire body to keep baby clean and fresh at all times, day or night. y Provide soothing relief. 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 t leave lint on facial skin or stubble.
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Skin Nourishing Wipes
Skin Nourishing Baby Wipes keeps the babys 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 babys delicate skin. A smarter way to keep the babys skin nourished anytime, anywhere. It is used on babys complete body especially hands, feet, face, neck and back area. It is a good add-on or occasional substitute for baby oil massage. It is basically for babies of age 0-3 years but can also be used for older children with sensitive skin. And it is used for following: y Essential to keep babys skin soft and nourished always. y After bath and during dry season. y 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 babys skin refreshed. A smart multipurpose option for not only sanitizing babys hands and mouth but also utensils, tethers and toys, anytime, anywhere. 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 antiseptic properties. y Essential to clean baby as he/she gains mobility and crawls on surface that may be contaminated. y After play time, before food and especially while travelling. y To sanitize babys utensils, tethers and toys.
PRIM Home & Kitchen Care Wipes 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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SWOT Analysis of all the products

SWOT Analysis of KARA Skin Care Wipes STRENGTH:
y y y y y y y
Fabric used is VSF which has a good absorbing power. 100% natural & bio-degradable Safe for skin. Dermatologically tested Alcohol free Cleans, nourishes & hydrates the skin. Assurance of Aditya Birla Group
WEAKNESS:
y y y y
Ample measures for advertising & promotion are not done. Awareness for the use of such products by the company is missing. Way costly than other wipes available. Retailers find it a product with very low margin hence, hesitate to order.
OPPORTUNITIES:
y y y
This segment has potential to widen up as the concept of wipes is very new in Indian market. People are becoming more hygienic & consciences towards themselves. Growth rate for this can be high as people are becoming more educated with higher income.
THREATS:
y y
Facing immense competition from Chinese wipes which are slowly penetrating into this segment. Major threats are: Dove, Nivea, Mee Mee, Claurius.
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SWOT ANALYSIS SWOT Analysis of PURETTA Baby Skin Care Wipes STRENGTH:
y y y y y y y y y y
Safe for baby skin. Leaves no rashes & gentle cleaning. Acts as an overall baby cleansing product. Hygienic. 100% natural & bio-degradable. The fabric is made up of pure VSF i.e. good absorbing power. Hastle free cleaning. Hypoallergenic. Alcohol free. Assurance from Aditya Birla Group.
WEAKNESS:
y y y
Lack of printing as well as media advertisement & promotional activities. Cost is high. Packaging is dull.
OPPORTUNITIES:
y y y
Parents are getting more serious regarding the hygiene factor of the baby. The fabric quality of Puretta is good hence the company has the opportunity to grab the market share. Awareness & income is gaining in India, ample opportunity for target advertisement.
THREATS:
y
Competitors like Johnson & Johnson, Purple, Mammy Poko & Himalaya is giving immense competition for Puretta.
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CHAPTER 3 COMPANY PROFILE
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COMPANY PROFILE
A US$ 30 billion corporation, the Aditya Birla Group is in the League of Fortune 500. It is anchored by an extraordinary force of 130,600 employees, belonging to 40 different nationalities. In the year 2009, the Group was ranked among the top six great places for leaders in the Asia-Pacific region, in a study conducted by Hewitt Associates, RBL Group and Fortune magazine. In India, the Group has been adjudged the best employer in India and among the top 20 in Asia by the Hewitt-Economic Times and Wall Street Journal Study 2007. Over 60 per cent of the Group's revenues flow from its overseas operations. The Group operates in 27 countries Australia, Bahrain, Bangladesh, Brazil, Canada, China, Egypt, France, Germany, Hungary, India, Indonesia, Italy, Korea, Laos, Luxembourg, Malaysia, Myanmar, Philippines, Singapore, Sri Lanka, Switzerland, Thailand, UAE, UK, USA and Vietnam. 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, Groups 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 then chairman 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 worlds largest producer of viscose staple fibre, the largest refiner of palm oil, the third largest producer of insulators and fourth largest producer of carbon black. 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.
GLOBALLY THE ADITYA BIRLA GROUP
A metals powerhouse, among the worlds most cost-efficient aluminium and copper producers. Hindalco, from its fold, is a Fortune 500 Company. It is also the largest aluminium rolling company and one of the 3 biggest producers of primary aluminium in Asia, with the largest single location copper smelter.
y y y y y y y
No.1 in viscose staple fibre. The 4th largest producer of insulators. The 5th largest producer of carbon black. The 5th largest producer of acrylic fibre. The 11th largest cement producer globally and the 2nd largest in India. Among the worlds top 15BP O companies and among Indias top 3. Among the best energy efficient fertilizers plants.
International companies Thailand

o o o o o o
Thai Rayon Indo Thai Synthetics Thai Acrylic Fibre Thai Carbon Black Aditya Birla Chemicals (Thailand) Ltd. Thai Peroxide
Philippines
o Indo Phil Textile Mills o Indo Phil Cotton Mills o Indo Phil Acrylic Mfg. Corp
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Indonesia
o o o o o
PT Indo Bharat Rayon PT Elegant Textile Industry PT Sunrise Bumi Textiles PT Indo Liberty Textiles PT Indo Raya Kimia
Egypt
o Alexandria Carbon Black Company S.A.E o Alexandria Fiber Company
China
o Liaoning Birla Carbon Canada o AV Cell Inc. o AV Nackawic Inc.
Australia
o Aditya Birla Minerals Ltd. Laos o Birla Laos Pulp and Paper Plantation Company Ltd.
IN INDIA
o o o o o o o
One of the leading cement producers. The 2nd largest player in viscose filament yarn. The 2nd largest in the Chlor-alkali sector. Among the top 4 mobile telephony companies. A leading player in Life Insurance and Asset Management. Among the top three supermarket chains in the retail business. The top fashion (branded apparel) and lifestyle player.
Rock solid in fundamentals, the Aditya Birla Group nurtures a culture where success does not come in the way of the need to keep learning afresh, to keep experimenting.
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Beyond business
Transcending 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 3,000 villages. It reaches out to seven 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, over 18,000 children receive free education. An additional 8,000 students receive merit scholarships. Likewise at its 18 hospitals in India, more than a million patients are given extremely subsidised medical care. To embed corporate social responsibility as a way of life in organisations, the Group has set up the FICCI Aditya Birla CSR Centre for Excellence, in Delhi.
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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GRASIM INDUSTRIES LIMITED
GLOBAL LEADER IN VISCOSE STAPLE FIBRE Grasim Industries Limited, a flagship company of the Aditya Birla Group, ranks among India's largest private sector companies, with consolidated net revenue of Rs.202 billion and a consolidated net profit (before extraordinary items) of Rs.27.6 billion (FY2010). Starting as a textiles manufacturer in 1948, today Grasim's businesses comprise viscose staple fibre (VSF), cement, chemicals and textiles. Its core businesses are VSF and cement, which contribute to over 90 per cent of its revenues and operating profits.
The Aditya Birla Group is the worlds largest producer of VSF, commanding a 21 per cent global market share. Grasim, with an aggregate capacity of 333,975 tpa has a global market share of 10 per cent. It is also the second largest producer of caustic soda (which is used in the production of VSF) in India. Global footsteps Indo-Thai Synthetics Company Ltd was incorporated in 1969 in Thailand, started in 1970, this was Aditya Birla Groups first foray into international venture. Aditya Birla incorporated P.T. Elegant Textiles in 1973 in Indonesia. Thai Rayon incorporated in 1974, this was the second company 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 in 1984 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,
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electrical, electronics, composites, leather, plastics and automobiles. PT Indo Liberty Textiles was incorporated in 1995 to manufacture synthetic spun yarn. Focus of Growth Post MFA In late 1990s and later, the focus was the textile business because of the end of MultiFibre Arrangement (MFA) which opened a host of opportunities to Indian exporters. In this period, Aditya Birla Group took a three route strategy for growth. 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 $413 million. It acquired Madura Garments in 2000 to enter the branded garments business. Has brand like Louis Philippe, Van Heusen, Peter England, Allen Solly, SF Jeans among others and also a global supplier to global buyer such as Marks and Spencers, Polo etc. Vertical integration to get cost advantage AV Cell Inc., a joint venture between Aditya Birla Group and Tembec, Canada, established operations in 1988 to produce softwood and hardwood pulp for the purpose of internal consumption among different units of the Group. Together, Aditya Birla Group and Tembec, Canada have acquired AV Nackawic Inc., which produces dissolving pulp, as a further step to integrate. Grasim Industries Ltd. Is a leading player in the Viscose Staple Fibre (VSF). The Aditya Birla Groups VSF manufacturing plants straddle Thailand, Indonesia, India and China. At each of these locations, further capacity expansions are under way in Thailand by 31 ktpa; in Indonesia by 37ktpa; in India by 64 ktpa and in China by 30 ktpa. These brownfield expansions were completed by the second half of 2008, and will further notch up the Groups VSF production from 566 ktpa to 727 ktpa and entail an investment close to US$ 260 million. Grasim wants to follow a strategy of backward integration, right from plantation stage to the final VSF stage. The Groups 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.
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Joint Ventures 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 per cent of Thai Rayons VSF throughput is directly exported to more than 20 countries worldwide. The VSF meets the stringent quality expectations of customers in USA, Mexico, Europe, Turkey, Canada, Israel, Australia, South Korea, Philippines, Indonesia, Pakistan, Bangladesh and Sri Lanka. PT Indo Bharat Rayon marketed under the brand name of Birla Cellulose, the company produces a wide range of VSF in engineered specifications for textiles and non-woven applications. The companys strong focus on environmental protection is reflected through its investments in a sophisticated state -of-the-art wastewater treatment plant and scientific waste disposal systems. Sources of competitive advantage 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. TechnologyOn 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 to entire 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. MarketsOn 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 to emerge 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 to create a common identity for their products across the globe irrespective of their production origin and creating of awareness and consumer pull.
CHAPTER 4 CONSUMER BEHAVIOUR
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WHAT IS CONSUMER BEHAVIOUR
Consumer behaviour is the study of when, why, how, and where people do or do not buy a product. It blends elements from psychology, sociology, social anthropology and economics. It attempts to understand the buyer decision making process, both individually and in groups. It studies characteristics of individual consumers such as demographics and behavioural variables in an attempt to understand people's wants. It also tries to assess influences on the consumer from groups such as family, friends, reference groups, and society in general. Customer behaviour study is based on consumer buying behaviour, with the customer playing the three distinct roles of user, payer and buyer. Relationship marketing is an influential asset for customer behaviour analysis as it has a keen interest in the rediscovery of the true meaning of marketing through the re-affirmation of the importance of the customer or buyer. A greater importance is also placed on consumer retention, customer relationship management, personalisation, customisation and one-to-one marketing. Social functions can be categorized into social choice and welfare functions. There are basically 6 steps in consumer decision process which helps to determine the consumer behaviour for a particular product. The steps are discussed below.
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1) Information search Consumer first search for information on products and services that can solve their problem. The search can be divided into both an internal (memory) and an external search. Sources of information include:
y y y y
Personal sources Commercial sources Public sources Personal experience
The relevant internal psychological process that is associated with information search is perception. Perception is defined as "the process by which an individual receives, selects, organises, and interprets information to create a meaningful picture of the world". 2) Information evaluation At this time the consumer compares the brands and products that are in their evoked set. How can the marketing organization increase the likelihood that their brand is part of the consumer's evoked (consideration) set? Consumers evaluate alternatives in terms of the functional and psychological benefits that they offer. The marketing organization needs to understand what benefits consumers are seeking and therefore which attributes are most important in terms of making a decision. It also needs to check other brands of the customers consideration set to prepare the right plan for its own brand. 3) Purchase decision Once the alternatives have been evaluated, the consumer is ready to make a purchase decision. Sometimes purchase intention does not result in an actual purchase. The marketing organization must facilitate the consumer to act on their purchase intention. The organization can use variety of techniques to achieve this. The provision of credit or payment terms may encourage purchase, or a sales promotion such as the opportunity to receive a premium or enter a competition may provide an incentive to buy now. The relevant internal psychological process that is associated with purchase decision is integration. Once the integration is achieved, the organization can influence the purchase decisions much more easily. 4) Post purchase evaluation This step suggests the importance of the post purchase evaluation and that the post purchase evaluation is key due to its influences on future purchase patterns.
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5) Internal influences Consumer behaviour is influenced by: demographics, psychographics (lifestyle), personality, motivation, knowledge, attitudes, beliefs, and feelings. Consumer behaviour concern with consumer need consumer actions in the direction of satisfying needs leads to his behaviour of every individual depend on thinking 6) External influences Consumer behaviour is influenced by: culture, sub-culture, locality, royalty, and ethnicity, and family, social class, past experience reference groups, lifestyle, and market mix factors.
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CHAPTER 5 RESEARCH METHODOLOGY
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RESEARCH 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:
o o o o
Design the exploratory, descriptive, and/or causal phases of the research. Define the information needed. Specify the measurement and scaling procedures. Construct and pre-test the questionnaire (interviewing form) or an appropriate form of data collection. o Specify the sampling process and sample size. o 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: o Formulate a problem or define a problem more precisely. o Identify alternative course of action. o Isolate key variables and relationships for further examination. o Gain insight for developing an approach to the problem. o Establish priorities for further research.
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The study involves finding out present data of demand for baby wipes and multipurpose household wipes and 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: o To describe the characteristics of relevant groups, such as consumers, sales people, organizations, or market areas. o To estimate the percentage of units in a specified population exhibiting a certain behaviour. o To determine the perception of product characteristics. o To determine the degree to which marketing variables are associated. o To make specific prediction. Research was done to find out the analysis of consumer behaviour on 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 designs 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: o Convenience Sampling o Judgmental Sampling o Quota Sampling o Snowball Sampling
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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: o Simple Random Sampling o Systematic Sampling o Stratified Sampling o 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
y y y y y
Use of students, church groups, and other members of social organizations. Mall- intercepts interviews without qualifying the respondents. Department stores using charge account lists. Tear-out questionnaires included in a magazine. People on the street interviews.
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. Soft wares used: 1. Microsoft Excel: Used for storing the data. 2. SPSS: Used for analyse the collected data. 3. Microsoft Word: Used for report preparation.
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CHAPTER 6 DATA COLLECTION
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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:
y y
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:
y y
Various publications in form of annual reports, various papers and journals published from time to time. Through internet and Books
Limitations of the study:

y y y y 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 7 DATA ANALYSIS AND INTERPRETATION
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FINDINGS & DATA ANAL SIS
Awareness about t e concept of baby wipes
Interpretati n: From t e above pie chart it is clear that the awareness about the concept of baby wipes among the consumers in south part of Delhi is quite high, this shows that the concept of baby wipes is not new to the consumers.
th I t r
ti
Do you think it is safe for the skin of baby?
Interpretati n: The above pie chart shows that 45% of the total sample feels that it is absolutely safe in using baby wipes for the skin of their baby, 30% feels that there are some chemicals included in wipes hence they may harm babys skin & rest of the 25% consumers have no opinion whether they are safe or not.
th I t r
ti
Which brand of baby wipes are you using?
Interpretation: From the above bar chart it is clear that 48% of consumers are using baby wipes of Johnsons & Johnsons Company with respect to 28% who prefers Puretta Baby wipes, 17% who prefers Himalaya baby wipes & the rest to baby tender wipes. It is clearly visible that Johnsons & Johnsons baby wipes is a clear market leader in this segment & the 2nd best baby wipes available in the market is Puretta.
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Where do you prefer to buy the baby wipes from?
Interpretati n: From the above bar chart it is very clear that the consumers of baby wipes mainly buy these products from the medical stores. We can see from the chart that nearly 52 per cent of the respondents prefer to buy baby wipes from medical stores. So it can be that the products related to baby is generally preferred to be bought from medical stores & den from general stores & malls.
th I t r
ti
Are you aware that there are natural & bio-degradable baby wipes are available in the market?
Interpretation: The above pie chart shows that around 48 per cent respondents were not aware that whether there are any wipes available in the market which are natural & bio degradable hence this shows that whether the wipe is natural & biodegradable matters very little in consumer buying decision process. Only 25% of the respondents were aware that there are wipes which are natural as well as biodegradable.
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For what purpose do use Baby care wipes
Interpretati n: From the collected above in this research the bar chart clearly shows that the mainpurpose which the respondents feel that can be the purpose of buying baby wipes is hygiene factor, consumers now feel that baby wipes is better than using the traditional way using clothes nd & they are also portable in nature which can be stated as the 2 best purpose explained by the respondents.
th I t r
ti
Would you keep in mind the quality or the nature of fabric of the wipes before buying it?
Interpretati n: Above pie chart depicts that around 46% respondents are very caution about the quality of the baby wipes before buying that for their baby because if the quality is not good hence that may affect the skin but when they are satisfied with the quality of a particular brand then they dont check regularly (19%) on the other hand 35% dont give any attention to the quality of the fabric.
th I t r
ti
Are you aware of the fabric called Viscose Staple Fibre (VSF)
Interpretati n: The above bar graph shows that VSF viscose staple fiber which absorbs water 10 times much faster than normal fiber is not pretty much known to the respondents, only 35% of the total respondents know what VSF is & the rest 65% dont know abo the fabric called ut VSF.
th I t r
ti
If there is a wipes for baby which is made up of pure VSF will you think to buy it
Interpretati n: The above pie chart helps to know that after explaining what VSF is actually, then whether they are agree to buy wipes made up of pure VSF, the result shows that 41% respondents feel that they will at least for one time will buy this wipe but 33% of the respondents were still confused whether to buy it for their child or not.
th I t r
ti
Does the baby skin gets dry or do they have complaint about getting rashes after using the wipes
Interpretation: The above pie chart shows that more than 50% of the respondents dont have any kind of complaint regarding drying up of the skin or getting rashes on the skin.
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Factors which are preferred by respondents while buying wipes for their baby 1. Natural & bio degradable
2. Nature of the fiber
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3. Hygienic & Hypoallergic
4. Price
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5. Fragnance
6. Portability
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Interpretation: From all the above data we can easily interpret that the factor like Hygienic & hypoallergic is strongly preferred by the respondents while buying baby wipes rather than focusing on price. Which can be interpreted as, when it comes to the hygiene, consumers are not very concern about the price but gives priority to the safety of the baby. Other factors which they prefer to be in their wipes are portability & nature of the fiber of the wipes.
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Awareness for the brand Puretta
Interpretation: The above pie chart shows that around 42% of the respondents are aware that Puretta is a baby wipes which is available in the market which is quite encouraging.
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How do they get to know about this brand
Interpretation: From the data collected from the above pie chart we can interpret that most of the respondents came to know about this brand through magazines (32%), then via friend which plays very important role as the word of mouth factor is very important for these products, other sources are via newspaper & hoardings which are their in medical shops.
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Have you ever used Puretta for your baby?
Interpretation: The above data can referred as around 40% of the respondents had actually used Puretta baby wipes for their baby, but in my previous analysis it is shown that very few people actually prefer using Puretta hence this shows that there is awareness amongst the respondents but they do not stick to this brand.
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How do you rate Puretta?
Interpretation: For the above pie chart it can be clearly visible that out of the 40% respondents who had used Puretta 42% are satisfied with the quality of the product & around 34% respondents are in average satisfaction
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FACTOR ANALYSIS
Factor analysis of the factors which are preferred by the respondents KMO measure is above .556 hence the readings are appropriate
KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy. Bartlett's Test of Sphericity Approx. Chi-Square df Sig. .556 30.518 21 .082
Extraction of communalities
Communalities Initial Price Fragnance Alcohol free Portable Hygienic & Hypoallergic Nature of the fiber Natural & biodegradable wipes Extraction Method: Principal Component Analysis. 1.000 1.000 1.000 1.000 1.000 1.000 1.000 Extraction .333 .621 .611 .579 .688 .542 .564
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Component Matrix
Component 1 Price Fragnance Alcohol free Portable Hygienic & Hypoallergic Nature of the fiber Natural & biodegradable wipes Extraction Method: Principal Component Analysis. a. 3 components extracted. -.385 -.780 .480 .180 .087 .040 .728 2 -.420 .074 -.490 -.382 .445 .671 .185 3 .092 -.087 -.374 .632 .695 -.300 -.021
Interpretation: The above data shows that Price, fragrance, portability, price, hygiene & hypoallergic, nature of the fiber & the fact of natural & biodegradable are the factors which can be related as the KMO measure is above 0.5, hence the analysis is valid and it is seen that 3 components can be extracted also which are price, portability & hygiene factor which is very important in process of making decision while buying baby wipes.
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CROSS TABS
Cross tabulation between which brands of baby wipes are you using & for what purpose
Which brand of baby wipes are you using * For what purpose do you use baby care wipes Cross tabulation Count For what purpose do you use baby care wipes portable in nature Which brand of baby wipes are you using Baby tender wipes Himalaya baby wipes Johnson & Johnsons baby wipes Puretta baby wipes Total 5 27 7 39 6 19 5 15 23 100 4 7 11 hygienic 2 9 21 convinient in use all of the above Total 1 8 4 1 2 7 8 26 43
Interpretation: From the above chart it is visible that the respondents who prefer using Johnsons & Johnsons baby wipes actually prefer the safety provided by hygiene factor by their wipes around 21 respondents had actually liked the hygiene level provided by the J&J wipes, & 11 respondents liked the portability but this is quite satisfying by reading the data of Puretta as it is seen that out of 23 respondents most of them prefer the hygiene factor hence, we can conclude that this product has potential to be a market leader in this segment if proper steps is taken to promote it.
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CHAPTER 8 RECOMMENDATIONS
Page 70
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:
y
The product PURETTA is a quality product and it will do very good in the market especially in South Delhi where I conducted my study the only problem is that the awareness of the product among the consumers. And this awareness can be brought by constant visibility of the product via advertisements be it through electronic media or print media. The logo of Puretta is not very attractive it should have an eye catching logo to attract the customers and it will also help in creating a much needed brand image of the product. For promotion of PURETTA the company can concentrate mainly on CRECHE and PLAY SCHOOL, 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. The company can approach various clinics & Gynaecologists. Inform them about the Product. It will help to spread awareness of the product if they recommend it to the mother of new born babies as it is generally considered that mothers of newly born babies goes for the products suggested by the doctors. 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.
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CHAPTER 9 REPORT ON SALES OF KARA
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REPORT ON SALES OF KARA
In my whole term of my internship programme besides concentrating on the study of consumer behaviour for Puretta I had also been assigned to promote the brand awareness for the Kara skin care wipes & if possible to place the product in few stores. This job actually helped me a lot in learning the thinking & deciding process which a retailer does & to persuade him to trust the performance of the product.
In this training period I had also came across with the margin scheme & to study the effect of the competitor brand towards the growth of our own product in the same category. I had visited to more than 120 shops in various markets of South Delhi which includes INA market, Madangiri market, Amar colony market, G.K. II, Sarita Vihar market, Maharani Bagh market, NFC market, Kalkaji market, Alaknanda market, Chittaranjan Park market, East Of Kailash market, Garhi market, Khanna market, Govindpuri market, Sarai Jullena market, Batla market & many more & even managed to place the product Kara Skin Care wipes & Prim in more than 23 shops with combined number of more than 50 packs. I came across with few findings about the product which I would like to share for the benefit of the product in future. 1. The first thing which acts as a gatekeeper between the product & the retailers is the margin provided by the company. As there are other local wipes available in the market with more margins to offer than offered by us as a result of this retailer hesitate at a first go to keep the product into their shelf. 2. The concept of wet wipes as targeted by the company which will be act as an replacement of handkerchief is very far away because this is a new concept in Indian market & unless & until the company take initiative to spread awareness to the consumers about the benefit & plus points of wet wipes the product will always be on back sit. 3. The only way to spread awareness to the consumer is via advertisement this may be done with the printing media or by the electronic media, & this is for sure that once the consumers shows interest in this product (as this product has capability to be the market leader as there are still no major company who acts as an threat) the demand will definitely rise, which will compel the retailers to place order for Kara. 4. Another point which I think is very shocking to see is the duration of time for the delivery of the order from the distributor to the retailers, in my very short span of
period I came across with many complaints from the retailers stating that they had placed their order but the consignment has not been delivered or it took more than 2 weeks to get the delivery, this may act against the products brand value or the retailer may lose interest from the product.
RECOMMENDATION FOR KARA After completing my field work I came up with few ideas which may help the product Kara to be more popular & may also help to increase its sale. First & the foremost step will be to increase the frequency of the advertisement in print & electronic media. It is very important for a product with a new concept to get the attention of the consumers & this can only be achieved by spreading awareness about the product & the best means is advertisement. Another idea which I think may help the product is that if the company can tie up with CAB SERVICES like Merru & many more & provide samples inside the cab this may help to at least a chance where the consumers may actually use the wipe & can judge it & a display in the cab itself will help a lot for promotional factor. It is found that more than 40% of the population of South Delhi prefers cab for commuting. Kara is a product that can be easily understood & adapted by the youth & the admission season in Delhi University starts from May-June at the time of admission we can appoint at least with 2 employees with a canopy & with a few samples outside the colleges in North Campus & in South Campus this will definitely help to spread the awareness about the product amongst the youngsters. Kara skin care wipes is a product which can be placed in a cosmetic store also, hence if we can with the permission & by providing few benefits to the owner of the retail shop can appoint one sales person with a uniform with the tag line of Kara & a small section to display the whole range of varieties to the customers will help to attract female customers in that section which can be helpful as building brand as well as spreading awareness about the product. Display schemes to the retailers should be provided which should include posters & an halogen board with the name of the shop written on it. The last important segment here is the margin problem with the retailers, I think company should for a time being raise the margin level from 20% (18%+2%) to around 30% & should concentrate more on advertisements hence as a result of which the consumers will get attracted to towards this product this will raise the demand for this product & retailers will also started keeping this product in their shelf & then they can again come back to the original margin offered.
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CHAPTER 10 BIBLIOGRAPHY
Page 75
REFRENCES BOOKS:
o Consumer Behaviour Analysis (critical perspectives on business and management) by G.R Foxall, Published by Routeldge Publishers. o Emotion in Advertising & Promotion, Stuart J. Agres. o Marketing Research by Naresh K. Malhotra. o Marketing Management, 12th edition, Philip Kotler, Kevin Lane Kotler, Published by Prentice Hall, USA
INTERNET:
o www.adityabirla.com o www.adityabirla.com/birlacellulose o www.google.com o www.indiamart.com/company/1606980/products.html o www.indiainfoline.com/Markets/News/Archived/Aditya-Birla-unveils-Purettababy-care-wipes/1052935807 o http://marketingpractice.blogspot.com/2008/05/kara-skincare-wipes-at-your-bestalways.html o http://www.ndtv.com/convergence/ndtv/aboutads/aboutads_Detail.aspx?anchor=P uretta.html o http://www.wikipedia.com
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CHAPTER11 ANNEXURES
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QUESTIONAIRE
Q 1: Are you aware about the concept of baby wipes?
a) Yes b) No Q 2: Do you think using baby wipes is safe for baby skin? a) Agree b) Disagree c) Cant say Q 3: Which brand are you using for your baby wipes? a) b) c) d) e) Baby tender wipes Himalaya baby wipes Johnsons & Johnsons Baby wipes Puretta baby wipes If using other brand please specify ___________
Q 4: Where do you prefer to buy the baby wipes from? a) b) c) d) General stores Medical stores Malls Convenient stores
Q 5: Are you aware that natural and biodegradable baby wipes are available in the market? a) Yes b) No c) No idea
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Q 6: For what purpose do you use baby skin care wipes? a) Portable in nature b) Hygienic c) Convenient in use d) All of the above Q 7: Would you keep in mind the quality or nature of the fabric of the wipes before buying it? a) Yes b) No c) Not every time Q 8: Are you aware of the fabric called Viscose Staple Fiber (VSF)? a) Yes b) No Q 9: If there is a baby wipes product in the market which states to be made by 100% pure VSF would you like to buy it? a) Agree b) Disagree c) May be Q 10: Does your babys skin get dry or get rashes after using the wipe? a) Yes b) No Q 11: What are the attributes which you consider before buying any baby skin care wipes? Please tick S.No Natural & biodegradable wipes Nature of fiber Hygenic & Hypoallergenic Price Fragrance Alcohol free Portable Strongly preferred Preferred Average Least preferred
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Q12: Are you aware of the brand Puretta? a) Yes b) No Q 13: If yes how do you know about this brand? a) b) c) d) Newspaper advertisement Magazines Hoardings Through a friend
Q 14: Have you ever used Puretta for your baby? a) Yes b) No Q 15: If yes how satisfy are you with the result of this product? a) b) c) d) Extremely satisfied Satisfied Average Unsatisfied
Q 16: How would you rate Puretta baby skin care wipes? a) b) c) d) Excellent Good Average Satisfactory
Q 17: Would you like to recommend this product to your friends who are not using this? a) Yes b) No c) May be
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DETAILS Name: ____________________________________________________________ Gender: a) Male _____ b) Female ______
Which age group do you belong to? a. (19-25) b. (26-35) c. (36-40) d. Above 40 Which income group (per month) do you fall into? a. (15,000-20,000) b. (20,000-25,000) c. (25,000-30,000) d. Above 30,000 What is your educational qualification? a. Under-graduate b. Graduate c. Post-graduate Contact No: Email-id
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Summer Internship Report-GRASIM

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STUDY OF CONSUMER BEHAVIOUR OF PURETTA A PRODUCT OF BIRLA CELLULOSE OF GRASIM INDUSTRIES LIMITED WITH REPORT ON SALES OF KARA BY ROBIN

BARUA ROLL NO. 45 PGDM BATCH 2011

JAGANNATH INTERNATIONAL MANAGEMENT SCHOOL JIMS, KALKAJI

Jagannath International Management School

Date: Place: New Delhi

Robin Barua Roll No: 45 PGDM

Jagannath International Management School

Jagannath International Management School

ROBIN BARUA PGDM-2011 JIMS, Kalkaji

Jagannath International Management School

Jagannath International Management School

Jagannath International Management School

CHAPTER 1 EXECUTIVE SUMMARY

Jagannath International Management School

Jagannath International Management School

Recommendation for Kara

Recommendation for Puretta

Jagannath International Management School

Jagannath International Management School

Vision and values

Jagannath International Management School

Jagannath International Management School

Jagannath International Management School

Jagannath International Management School

Jagannath International Management School

Jagannath International Management School

Jagannath International Management School

Jagannath International Management School

Birla Cellulose blends Birla Cellulose-cotton

Maintains sheen of silk Improves comfort Economical and fashionable

Birla Cellulose-synthetics Birla Cellulose-elastane

Birla Viscose - Feel the comfort

Jagannath International Management School

AWARDS & CERTIFICATIONS

Jagannath International Management School

PRODUCTS OF BIRLA CELLULOSE

Variants of KARA  Deep Pore Cleansing Wipes

Jagannath International Management School

 Make Up Removal Wipes

 Refreshing Facial Wipes

Jagannath International Management School

Puretta Baby Wipes

Jagannath International Management School

Variants of Puretta  Complete Cleansing Wipes

Jagannath International Management School

 Skin Nourishing Wipes

 Germ Shield Wipes

Jagannath International Management School

SWOT Analysis of all the products

Jagannath International Management School

Jagannath International Management School

CHAPTER 3 COMPANY PROFILE

Jagannath International Management School

GLOBALLY THE ADITYA BIRLA GROUP

International companies Thailand

Jagannath International Management School

Jagannath International Management School

Jagannath International Management School

GRASIM INDUSTRIES LIMITED

Jagannath International Management School

Jagannath International Management School

CHAPTER 4 CONSUMER BEHAVIOUR

Jagannath International Management School

Variants of KARA Deep Pore Cleansing Wipes

Make Up Removal Wipes

Refreshing Facial Wipes

Variants of Puretta Complete Cleansing Wipes

Skin Nourishing Wipes

Germ Shield Wipes

Awareness about t e concept of baby wipes

Do you think it is safe for the skin of baby?

Which brand of baby wipes are you using?

Where do you prefer to buy the baby wipes from?

For what purpose do use Baby care wipes

Awareness for the brand Puretta

How do they get to know about this brand

Have you ever used Puretta for your baby?

How do you rate Puretta?

DETAILS Name: __________________________________________________________ Gender: a) Male _ b) Female ____