Summer Internship Report BIRLA CELLULOSE

Summer Internship Report
On
PROMOTIONAL MEASURES TAKEN TO MAKE THE CONSUMERS

AWARE OF THE BIRLA CELLULOSE & GRASIM INDUSTRIES
LIMITED PRODUCTS PURETTA AND PRIM IN FARIDABAD
By
Anil Kumar Yadav
A0101909394
MBA Class of 2011
INDUSTRY GUIDE FACULTY GUIDE
Mr. Divyankar Goel Dr. S.K Laroiya
Regional Sales Manager (North) Professor
Grasim Industries & Birla Cellulose Amity Business School
AMITY BUSINESS SCHOOL

AMITY UNIVERSITY
NOIDA
AMITY BUSINESS SCHOOL, NOIDA Page 1

DECLARATION
I, Anil Kumar Yadav student of Masters of Business Administration from Amity Business
School, Amity University Uttar Pradesh hereby declare that I have completed summer internship
on “PROMOTIONAL MEASURES TO MAKE THE CONSUMER AWARE OF GRASIM
INDUSTRIES & BIRLA CELLULOSE PRODUCTS PURETTA AND PRIM” as part of the
course requirement.
I further declare that the information presented in this project is true and original to the best of
my knowledge.
Date: 01-07-2010 Anil Kumar Yadav
Place: New Delhi A0101909394
MBA Class of 2011

AMITY UNIVERSITY UTTAR PRADESH
AMITY BUSINESS SCHOOL
CERTIFICATE
I hereby certify that Anil Kumar Yadav student of Masters of Business Administration at Amity
Business School, Amity University Uttar Pradesh has completed internship on
“PROMOTIONAL MEASURES TAKEN TO MAKE THE CONSUMERS AWARE OF
THE BIRLA CELLULOSE & GRASIM INDUSTRIES LIMITED PRODUCTS
PURETTA AND PRIM IN FARIDABAD”, under my guidance.
Dr. S.K. Laroiya
Professor
Dept. of Economics
Amity Business School

ACKNOWLEDGEMENT
This project has been a great learning experience for me and I would like to express my sincere
gratitude to all the people who guided me throughout the project and without the valuable
guidance and suggestions of these people this project would not have been completed
successfully.
I owe enormous intellectual debt towards my industry guide Mr. Divyankar Goel, Regional
Sales Manager, North Division, Grasim Industries & Birla Cellulose, and Faculty guide Dr.
S.K Laroiya, professor, Amity Business School for their continuous support and cooperation
throughout my project without which the present work would not have been possible.
Special thanks to Mr. Naval Kishore, Area Sales Manager, Delhi NCR Region and My
mentor Ms. Alisha Bakshi, Grasim industries and Birla Cellulose for their continuous
guidance, support and cooperation during the project.
I would like to thank all the respondents whom I interacted during my project without their
support and cooperation this project would not have been completed successfully.
And Last but not the least, I feel indebted to all those persons and organization who/ which have
provided helped directly or indirectly in successful completion of this project.
ANIL KUMAR YADAV
MBA (GEN) 2009-2011
A0101909394

CERTIFICATE
This is to certify that Mr. ANIL KUMAR YADAV (A0101909394) student of MBA (Gen)
with specialization Marketing and sales and International Business as minor of 2009-2011 batch
in Amity Business School, Noida has worked in BIRLA CELLULOSE and GRASIM
INDUSTRIES, A unit of ADITYA BIRLA GROUP under the guidance and supervision of
Mr. DIVYANKAR GOEL, Regional Sales Manager (North India), GRASIM
INDUSTRIES and BIRLA CELLULOSE.
He was on training for a period of 8 weeks starting from 28th April 2010 and his topic was –
“PROMOTIONAL MEASURES TO MAKE THE COMSUMERS AWARE OF THE
BRAND PURETTA AND PRIM”.
I further declare that the information and data presented in the project is true and original to the
best of my knowledge.
Mr. Divyankar Goel
Regional Sales Manager

Grasim Industries & Birla Cellulose

TABLE OF CONTENT
Chapter No. Subject Page No.
Ch# 1 Executive Summary 7

Ch# 2 Introduction 10
Objective 11
Birla Cellulose 12
Products of Birla cellulose 21
KARA 21
PURETTA 24
PRIM 28
Ch# 3 Literature Review 29
Company Profile Aditya Birla Group 30
Grasim Industries Ltd. 34
Strength and Weaknesses 37
Ch# 4 Research Methodology 38
Research Design 39
Sample and Sampling Technique 40
Ch# 5 Data Collection 43
Ch# 6 Data Analysis and Interpretations 45
Findings and Data analysis 46
Limitations 67
Ch# 7 Recommendations 68
Ch# 8 Bibliography 71
Reference Books 72
Internet 72
Ch# 9 Annexure 73
Questionnaire 74

CHAPTER 1
EXECUTIVE SUMMARY

EXECUTIVE SUMMARY
The objective of the study was “Promotional Measure to be taken in order to create and generate
awareness and demand to consolidate the market share”. The field work was conducted in
Faridabad, which is located in Haryana near by Delhi.
The concept of wet wipes is not new to the people of Faridabad as around 60 percent of
respondents are aware of the concept of wipes and about 54 percent of the respondents uses
wipes in Faridabad market. But the awareness of the brands PURETTA and PRIM is very low it
is mainly because of the less promotional activities in the markets. Two major factors for lower
awareness in the market are:
 Less promotional activities.

 Low profit margins.
Extensive and exhaustive interaction with the consumers revealed that the people of Faridabad
are very loyal towards their brand they use. The products “PRIM” and “PURETTA” are made up
of pure viscous and a quality one. Despite the good quality, the impact on the target market is
low.
Recommendations to the above problems
 Need for promotion is urgent for the expansion of market share.

 Profit margins should increase around 10 percent. Other players are providing around 30
to 35 %.So to compete in a price margins should increase.
The baby wipes PURETTA has won the best baby wipes but still the sales is very low.
According to the study some general problem with PURETTA:
 Don‟t have any brand image.

 Packaging is not attractive.
 Less promotions.
 High Cost.
 Not Recommended by doctors.

In the Faridabad market there are various players in this category including Johnson & Johnson,
Pigeon, Nuby and some Chinese wipes like Mee Mee etc. in this market sales wipes Pigeon is
the market leader and Johnson & Johnson instead of being leader of the baby care products they
are making people aware of this type of concept and they have recently launched a T.V
commercial on their baby wipes to promote their brand.
Recommendation for PURETTA
 Provide displays for PURETTA.

 Appoint one person for doctors.
 In cash the brand image of Aditya Birla Group.
 On packets Aditya Birla Group product should be clearly visible. I has been revealed
from the market that people are not aware that it is the branded product. In cash the brand
image.
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. it was mainly based on
the how to promote the brand and make the consumers aware of the brand. During the training of
8 weeks I personally interviewed around 256 people and various retailers of almost all the
markets of the Faridabad.

CHAPTER 2
INTRODUCTION

OBJECTIVE:
The main objective of the project is to study what are the promotional measures which should be
taken to make the consumers aware of the Birla Cellulose products PURETTA and PRIM
through market research and to increase the sales of these products in Faridabad (HARYANA).
Scope of the study
The data collected gives the clearer picture of the Birla Cellulose products in the market of
Faridabad, under the study in this research, and gives the company an indication about whether it
is feasible to move on with the persisting movements and marketing strategies, and if no, then
how to go about it and make it a worthwhile for the brand as well as the company. And conclude
what should be the most favored deal.

BIRLA CELLULOSE
VISION AND VALUES:

To be the world leader in man-made cellulosic fibre.
The company believes in value-creation for all its stakeholders, through innovative research and
development initiatives which in turn develop the market for man-made cellulosic fibres.
COMPANY PROFILE:
Birla Cellulose is the Aditya Birla Group‟s umbrella brand for its range of cellulosic fibres. It
comprises versatile sub-brands; Birla Viscose, Birla Viscose Plus, Birla Modal and Birla Excel.
These brands offer a wide range of functional benefits such as soft feel, high moisture
absorbency, bio degradability and comfort to the wearer. These fibres have multiple applications
including apparel, home textiles, dress material, knitwear, non-woven etc.
Fibre is one of the oldest businesses of the Aditya Birla Group that commenced in 1954. Birla
cellulose is a world leader in Viscose Staple Fibre (VSF). Its production is spread over six

countries, viz. Canada, Thailand, India, Indonesia, China and Laos. The group independently
fulfills India‟s entire VSF requirements.
With 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 fibre to garments/ made ups.
“Nature is the genesis of all that surrounds us, therefore, what other than nature could be the
origin of Birla Cellulose”. Nature is the source of Birla Cellulose and herein lies the
inspiration of their logo.
“Fibres from nature” is the theme and the message: Leaves fall and grow all over again, they
are a renewable source of nature. Birla cellulose is much like these leaves symbolizes the key
characteristics of Birla Cellulose which are “comfort and lightness”. The vibrant green
indicate that Birla cellulose can take a vibrant colours. The circle signifies the cycle of nature
and sustainability.
Nature remains the underlying theme for all our brands:
 Viscose is symbolized by the fresh green of summer.

 Modal is symbolized by the burnt orange of autumn.
 Excel is symbolized by the deep pink of spring.
An 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.
In house engineering division that caters to new project implementation.

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.
Characteristics:
Viscose is a 100 percent natural fibre sourced from wood pulp, a natural and renewable resource.
Over the years it is being widely recognized as a „Fibre of choice‟ by fabric producers.
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.
 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.
 Zinc free products

Results in many folds benefits through the value chain due to unique cross section.
 Process friendliness
The process being followed for production is environment friendly and green due to the
following advantages:
 Non toxic effluent as a result of replacement of zinc by alum.
 Less solid waste generation due to reduced lime consumption.
 Reduced risk of fouling biological microorganism in reactor.
 Spun 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.

Birla Cellulose – The Fibre of Choice Benefits
Heavy Metal Free Viscose Plus:
Cross Section Differentiation
Zinc Zinc Free
 Despite its known toxicity, zinc has remained as indispensable input to VSF.
 Birla Cellulose is the only Heavy metal / Zinc free viscose with following green
properties:
 Reduced effluent load
 Improved fibre properties
 Reduced production cost
 Technological adaptability
Birla Cellulose : The Perfect Blend
Birla Cellulose fibres are the perfect blend with all type of fibres. The benefits of using Birla
Cellulose as a blend are as below:
Birla Cellulose blends Benefits of blending with Birla Cellulose
Birla Cellulose-cotton Makes cotton soft and supple
Improves fabric uniformity
Imparts sheen and colour brilliance
Birla Cellulose-wool Improves wear properties
Imparts softness
Enhances skin friendliness
Adds shine and luster
Birla Cellulose-silk Maintains sheen of silk
Improves comfort
Economical and fashionable
Birla Cellulose-synthetics Improves comfort, breathability, lustre and skin friendliness
Birla Cellulose-elastane Offers excellent sheen, comfort and stretch

Awards & Certification
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”.

Certifications:
2002
KHARACH unit was certified with Quality Management Systems (IS/ISO 9002) and its revision
to IS/ISO 9001:2000.
KHARACH unit also received Environmental Management Systems Certification (EMS: 14001).
2003
HARIHAR unit received VSF (Product) certification according to Oeko-Tex Standard 100.

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. What‟s more they are made from Birla Cellulose, a fibre that is 100 percent natural
and biodegradable.
Kara skincare wipes are the India‟s first branded skin care product. These type of products are
very popular in west but in India the category is new one. Although Indian consumers are
familiar with the products which are imported, is the first time that an Indian company 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). Kara skincare wipes are positioned as an essential skincare accessory.
The brand is targeting the young lady professionals who often need to meet lot of people. The
brand aims to create a new category of wipes in India. Hence the challenge is to educate the
target population about the usefulness of this product. This task is cot out for Kara since the
target population is already exposed to such kind of products. The only task is to inculcate the
habit of buying and using the wipes. The product is relevant in the Indian market for two reasons
– one is the climate which necessitates such a product and second is the growing number of 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.

Characteristics of Kara skincare wipes
 Convenient.
 Hassle free application of lotion without using cotton balls.
 Portable
 Optimized efficacy.
 100 percent natural and biodegradable.
 Hygienic.
 Alcohol free.
 Dermatologically safe.
 Assurance of “Aditya Birla Group”
Variants of Kara
 Sunscreen Wipes
Kara sunscreen wipes has a formulation of SPF 20 which protects the skin from the
adverse effects of UV A and UV B sun rays. It is enriched with antioxidants like plum
extract and vitamin E that nourishes the skin and Alove Vera that keeps the skin
moisturized.
 Deep Pore Cleansing Wipes
Kara Deep Pore Cleansing is a gentle, effective way to clean your skin of dirt, grime and
excess of oil. Enriched with Jojoba and Avocado extracts, it unclogs pores, detoxifies and
thoroughly exfoliates dead skin cells.

 Toning Wipes
Kara Toning Wipes is enriched with Rose and Thyme extract that tighten the skin and
maintain the normal pH balance.
 Moisturising Wipes
Kara Moisturising wipes is enriched with the goodness of Almond and Honey for
beautiful radiant and glowing skin. It is also fortified with vitamins for skin conditioning
and is suitable for use right throughout the year.
 Make-Up Removal 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.

PURETTA Baby Wipes
Aditya Birla group announced its foray into the baby care segment in India by launching
„PURETTA‟ 100 percent natural and biodegradable baby care wipes in 2009. Product portfolio
includes Complete Cleansing Wipes, Germ Shield Wipes and Skin Nourishing Wipes. These
wipes are safe for the baby‟s delicate skin as they are alcohol free, hygienic, hypoallergenic and
dermatologically tested. Since Puretta (meaning pure and diminutive) is made from Birla
Cellulose, a 100 percent natural and biodegradable fibre, it soothes the baby‟s tender skin with
its soft and nature-friendly properties.
While the usage of baby wipes is growing in India, there is limited access to quality products at
the right price points. Most of the products available today are imported, and are primarily
regular wet wipes that do not serve the specific needs of baby care. Puretta fills this gap with its
three distinct variants, aiming to satisfy the need of Smart Moms.
Most of the other wet wipes in the market today are made from Polyester-Viscose blended non-
woven fabric or paper. Polyester is not skin friendly and its repeated use on the skin is not
advisable. Paper tissues tear off when rubbed over skin and leave lint on face in a way that can
often embarrass the user. While Puretta is made up of non-woven fabric which absorbs sweat,
extra oils from the skin without scrubbing it. It doesn‟t wither when rubbed hard and doesn‟t
leave lint on facial skin or stubble.

Characteristics of Puretta Baby Wipes
 Safe for baby‟s skin.

 Hygienic.
 Hypoallergenic.
 Dermatologically tested.
 Alcohol free.
 With mild fragrance.
 Convenient- hassle free cleaning and application of lotions without using towel or cotton
balls.
 Portable.
 With optimized efficacy.
 For complete baby care range.
Variants of Puretta
 Complete Cleansing Wipes
Complete cleansing baby wipes are enriched with chamomile extracts these wipes are
gentle and soothing to the baby‟s skin ensuring complete cleansing while retaining the
pH balance of the skin. A smarter way to completely clean the baby anytime, anywhere.
It is basically used on baby‟s nappy area and can be used on complete body of a 0-3 years
of babies. It is used for following:
 Every nappy or diaper change.
 For cleansing in the absence of regular bath while traveling or in winters.
 Wipe entire body to keep baby clean and fresh at all times, day or night.
 Provide soothing relief.

 Skin Nourishing Wipes
Skin Nourishing Baby Wipes keeps the baby‟s skin soft and nourished always, after a
bath or even during the dry season. Enhanced with Mineral oil and Pear extracts, it leaves
a protective layer of moisture on the baby‟s delicate skin. A smarter way to keep the
baby‟s skin nourished anytime, anywhere.
It is used on baby‟s complete body especially hands, feet, face, neck and back area. It is 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:
 Essential to keep baby‟s skin soft and nourished always.
 After bath and during dry season.
 While travelling or exposure to air-conditioning at home.
 Germ Shield Wipes
Germ Shield Baby Wipes contains antiseptic properties to protect the babies from germs
always. Enriched with Lavender extracts, it leaves the baby‟s skin refreshed. A smart
multipurpose option for not only sanitizing baby‟s hands and mouth but also utensils,
teethers and toys, anytime anywhere.

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.
 Essential to clean baby as he/she gains mobility and crawls on surface that may
be contaminated.
 After play time, before food and especially while travelling.
 To sanitize baby‟s utensils, teethers and toys.
SWOT analysis of PURETTA Baby Wipes
STRENGTH:
 The product is made up of pure viscous which has a 10 times better absorbing power than
cotton.
 Producer of viscous fibre.
 100 percent natural and biodegradable.
 Safe for baby skin.
 Hygienic.
 Hypoallergenic
 Dermatologically tested.
 Alcohol Free.
 Assurance from Aditya Birla Group.
WEAKNESS:
 Lack of advertisement and promotional activities.

 Packaging is not very attractive and up to the mark.
 High cost.
OPPORTUNITIES:
 Growth rate if this type of product is high in the markets as people are more educated and
with higher income.
 Company has the opportunity to grab the market share due to having a quality product.

THREATS:
 Chinese wipes has covered the market and slowly penetrating into different segments.
 New player are entering in to this field like Johnson & Johnson, purple turtle,
Himalaya, etc.
PRIM
Kitchen and Multipurpose 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.

CHAPTER 3
LITRATURE REVIEW

COMPANY PROFILE
Aditya Birla group is India‟s first truly multinational corporation. The group has an annual
turnover of around US$ 24 billion, market capitalization of US$ 23 billion, and has over 100,000
employees belonging to over 25 different countries.
Aditya Birla Group has its presence in 20 countries and these countries includes- India, Thailand,
Laos, Indonesia, Philippines, Egypt, Canada, Australia, China, USA, UK, Germany, Hungary,
Brazil, Italy, France, Malaysia, Switzerland, Korea and Luxembourg.
The Group has diversified business interests and dominant player in all the sectors in which it
operates such as Viscose staple fibre, Metals, Cement, Viscose filament yarn, Branded apparel,
carbon black, chemicals , fertilizers, insulators, financial services, telecom, BPO and IT services.
The origin of Aditya Birla Group can be traced back to the 19th century when Seth Shiv Narayan
Birla started trading in cotton in the town of Pilani in Rajasthan. In the early part of 20 th century,
Group‟s founding father, Ghanshyamdas Birla, expanded the group and set up industries in
critical sectors such as textile and fibre, aluminium cement and chemicals. In 1969, the 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 world‟s 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 world‟s 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.
• No.1 in viscose staple fibre.
• The 3rd largest producer of insulators.
• The 4th largest producer of carbon black.
• The 11th largest cement producer globally and the 2nd largest in India.
• Among the world‟s top 15 BPO companies and among India‟s top 3.
• Among the best energy efficient fertilizers plants.
International companies
Thailand
 Thai Rayon
 Indo Thai Synthetics
 Thai Acrylic Fibre
 Thai Carbon Black
 Aditya Birla Chemicals (Thailand) Ltd.
 Thai Peroxide
Philippines
 Indo Phil Textile Mills

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

Indonesia
 PT Indo Bharat Rayon

 PT Elegant Textile Industry
 PT Sunrise Bumi Textiles
 PT Indo Liberty Textiles
 PT Indo Raya Kimia
Egypt
 Alexandria Carbon Black Company S.A.E

 Alexandria Fiber Company
China
 Liaoning Birla Carbon
Canada
 AV Cell Inc
 AV Nackawic Inc
Australia
 Aditya Birla Minerals Ltd.
Laos
 Birla Laos Pulp and Paper Plantation Company Ltd.
IN INDIA
• A premier branded garments player.
• The 2nd largest player in viscose filament yarn.
• The 2nd largest in the Chlor-alkali sector.
• Among the top 5 mobile telephony companies.

• A leading player in Life Insurance and Asset Management.
Indian companies
 PSI Data Systems 894

 TransWorks
 Essel Mining & Industries Ltd
 Shree Digvijay Cement Ltd
 Idea Cellular Ltd.
 Aditya Birla Insulators Limited
 Aditya Birla Retail
 Bihar Caustic and Chemicals Ltd.
Beyond 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 2,500 villages. It reaches out to six million people
annually through the Aditya Birla Centre for Community Initiatives and Rural
Development, spearheaded by Mrs. Rajashree Birla. Its focus is healthcare, education,
sustainable livelihood, infrastructure and espousing social causes.
The Group runs 42 schools, which provide quality education to over 45,000 children in India's
interiors. Of these 18,000 children receive free education. An additional 8,000 students receive
merit scholarships. Likewise at its 18 hospitals in India, more than 500,000 patients are given
extremely subsidised medical care.
The Group transcends the conventional barriers of business and reaches out to the marginalised
because of its conviction of bringing in a more equitable society.

GRASIM INDUSTRIES LIMITED
Grasim Industries Limited was incorporated in 1948; Grasim is the largest exporter of Viscose
Rayon Fiber in the country, with export to over 50 countries. This, along with Aditya Birla Nuvo
can be considered as flagship companies of the AV Birla group. Grasimis headquartered at
Nagda.
Global footsteps
Indo-Thai Synthetics Company Ltd was incorporated in 1969 in Thailand, started in 1970, this
was Aditya Birla Group‟s first foray into international venture. Aditya Birla incorporated P.T.
Elegant Textiles in 1973 in Indonesia. Thai Rayon incorporated in 1974, this was the 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,
electrical and 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 1990‟s and later, the focus was the textile business because of the end of Multi-Fibre
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 $413 million. It
acquired Madura Garments in 2000 to enter the branded garments business. Has brands like
Louis Philippe, Van Heusen, Peter England, Allen Solly, SF Jeans among others and also a
global supplier to global buyer such as Marks and Spencer‟s, Polo etc.
 Vertical integration to get cost advantage
AV Cell Inc., a joint venture between Aditya Birla Group and Tembec, Canada, established
operations in 1988 to produce softwood and hardwood pulp for the purpose of internal
consumption among different units of the Group.
Together, Aditya Birla Group and Tembec, Canada have acquired AV Nackawic Inc., which
produces dissolving pulp, as a further step to integrate. Grasim Industries Ltd. Is a leading player
in the Viscose Staple Fibre (VSF). The Aditya Birla Group‟s VSF manufacturing plants straddle
Thailand, Indonesia, India and China. At each of these locations, further capacity expansions are
under way – in Thailand by 31 ktpa; in Indonesia by 37ktpa; in India by 64 ktpa and in China by
30 ktpa. These brownfield expansions were completed by the second half of 2008, and will
further notch up the Group‟s VSF production from 566 ktpa to 727 ktpa and entail an investment
close to US$ 260 million.
Grasim wants to follow a strategy of backward integration, right from plantation stage to the
final VSF stage. The Group‟s VSF business operates through its three companies – Grasim
Industries in India, Thai Rayon Corporation in Thailand and Indo Bharat Rayon in Indonesia,
which also oversees its Chinese operations at Birla Jingwei Fibres, China.
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 percent of Thai Rayon‟s 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 company‟s strong focus on environmental protection is reflected through its
investments in a sophisticated state-of-the-art waste-water 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.
Technology – On technology front, they produce all the three generations of manmade cellulosic
fibres from all in-house developed capability through research and development. Their research
and development efforts are not limited to fibre stage alone but extended toentire textile value
chain. While the plantation and related activities are carried out at Grasim Research Institute
(GFRI, Harihar, India), the product innovations are carried out at Birla Research Institute (BRI,
Nagda, India). For value chain related activities, a state of art “Textile Research and Application
Development Centre” has been established at Kharach, Gujrat- India to entire textile value chain
from yarn to fabric to garments.
Markets – On marketing front, their reach extend to the entire globe through marketing offices.
On a global level, their major strength is in spun-dyed fabrics and now other specialties such as
Non-woven, Modal and Excel have started penetrating in the global markets. Their brand “Birla
Cellulose” is firmly entrenched in the market. Their value added marketing services comprising
of technical, logistical, financial, marketing and informational support have enabled them 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.

Strengths and weakness
Competitive Strengths
 India has a large fibre base and ranks as second largest producer of cotton accounting for
16 percent of world‟s total production of cotton.
 India is the second largest cotton exporter after USA.
 In the manmade fibre sector, India is the world‟s fifth largest producer of polyester fibre
and filament yarns and third largest producer of cellulosic fibre and filament yarns.
 India is the world‟s second largest textile producer after China and is diversified and is
capable of producing a wide variety of textiles.
 India‟s textile and apparel industry benefits from a large pool of skilled workers and
competent technical and managerial personnel.
Competitive Weaknesses
 Policies of Government of India favoring small firms have resulted in the establishment
of a large number of small independent units in the spinning, weaving and processing
sectors.
 Discouraged investments in the new manufacturing technologies, and limited large scale
manufacturing and the attendant benefits of economies of scale.
 Low level of technology and produce mostly low value added goods of low quality.
 India‟s textile industry depends heavily on domestically produced cotton.
 The GOI policy reserving apparel for the SSI sector had restricted the entry of large scale
units and discouraged investment.
 India has high energy and capital cost, multiple taxation and low productivity all of
which add to production cost.

CHAPTER 4
RESEARCH METHODOLOGY

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:
 Design the exploratory, descriptive, and/or causal phases of the research.

 Define the information needed.
 Specify the measurement and scaling procedures.
 Construct and pretest the questionnaire (interviewing form) or an appropriate form of
data collection.
 Specify the sampling process and sample size.
 Develop a plan of data analysis.
The research can be viewed from the following parameters:
a) The research is exploratory in nature. Explorative studies valuable means of finding out
„what is happening‟ to seek new insights to ask questions and to access phenomenon in a
new light‟. Exploratory research could be used for any of the following purposes:
 Formulate a problem or define a problem more precisely.
 Identify alternative course of action.
 Isolate key variables and relationships for further examination.
 Gain insight for developing an approach to the problem.
 Establish priorities for further research.

The study involves finding out present data of demand for baby wipes and 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:
 To describe the characteristics of relevant groups, such as consumers, sales
people, organizations, or market areas.
 To estimate the percentage of units in a specified population exhibiting a certain
behavior.
 To determine the perception of product characteristics.
 To determine the degree to which marketing variables are associated.
 To make specific prediction.
Research was done to find out Market feasibility of Puretta Baby wipes and Prim
Multipurpose wipes, so that we can make strategies to establish our products in the
market in a better way, providing more awareness and place the product properly as well
as promote the brand and emerge as a competition in the market.
SAMPLE AND SAMPLING TECHNIQUES
Sample basically means a subgroup of elements of population selected for participation in study.
And number of elements to be included in the study is known as sample size.
Execution of the sampling process requires a detailed specification of how the sampling design
decisions with respect to the population, sampling frame, sampling unit, sampling technique, and
sample size is to be implemented.
Sampling technique is broadly classified as:
 Non Probability Sampling – sampling technique that do not use chance selection
procedures and rather they rely on the personal judgment of the researcher. Non
probability sampling technique is further classified as:
 Convenience Sampling
 Judgmental Sampling
 Quota Sampling
 Snowball Sampling

 Probability Sampling – a sampling procedure in which each element of population has a
fixed probabilistic chance of being selected for the sample. And probability sampling is
further classified as:
 Simple Random Sampling
 Systematic Sampling
 Stratified Sampling
 Cluster Sampling
In this study basically Convenience sampling i.e. Non Probability Sampling Technique is used.
Convenience sampling attempts to obtain a sample of convenient elements. The selection of the
sampling unit is left primarily to the interviewer. In this type of sampling technique often the
respondents are selected because they happen to be in the right place at the right time. Examples
of convenience sampling includes –
1) Use of students, church groups, and other members of social organizations.

2) Mall- intercepts interviews without qualifying the respondents.
3) Department stores using charge account lists.
4) Tear-out questionnaires included in a magazine.
5) “People on the street” interviews.
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 256 people.
Soft wares used:
A. Microsoft Excel: Used for storing the data.
B. SPSS: Used for analyze the collected data.
C. Microsoft Word: Used for report preparation.

RESEARCH PROBLEM
RESEARCH DESIGN
SAMPLING DESIGN
SAMPLING TECHNIQUE
DATA COLLECTION METHOD
DATA ANALYSIS AND INTERPRETATION

CHAPTER 5
DATA COLLECTION

DATA COLLECTION
Primary Data:
The first hand information bearing on any research is the one which has been collected by the
researcher. The data here is collected through:
 A structured questionnaire
 Personal interview of both retailer and consumers.
Secondary Data:
The data which has already been collected, complied and presented earlier by any agency
may be used for purpose of investigation. The data collected through:
 Various publications in form of annual reports, various papers and journals

published from time to time.
 Through internet and Books
Limitations of the study:
 Research is based on the collection of data from both primary and secondary sources.
 There may be a possibility of biasness on the part of some respondents, but very much
care has been taken to make this report unbiased.
 Some respondents might not give the correct information due to their lack of interest and
shortage of time.
 Time constraint.
 All the information, which is taken, is biased on primary and secondary data that has its
own limitations.

CHAPTER 6
DATA ANALYSIS AND
INTERPRETATION

FINDINGS AND DATA ANALSIS
 Awareness of the concept of wipes
Interpretation:
From above bar chart it is clear that the awareness about the concept of wipes among the
consumers of the Faridabad are very high this means that the concept of wet wipes is not new to
the consumers in Faridabad. Nearly 61 percent of the total sample size taken knows about the
concept of wipes.

 Do you use wipes?
45.7
54.3 Yes
No
Interpretation:
The above pie chart clearly indicates that the people here do like to use the wipes. From the data
collected it is seen that 54 percent of the respondents already uses the wipes for various purposes
which includes personal hygiene, hygiene of their babies etc. and according to me the main
reason for this is that the people there are well educated and are mostly middle class and higher
middle class and upper class people are there in Faridabad and they are hygiene cautious.

 For what purpose do you generally use wipes?
49
Personal Hygiene
106
32 Hygiene of Baby
Use in Kitchen
89 Multipurpose in Household
Interpretation:
According to the survey conducted in various markets of Faridabad it is seen that the consumers
in Faridabad mainly use the wipes for personal hygiene and hygiene of babies as both together
are about 71 percent and rest two is 29 percent. And also it is seen that most of the respondents
who use wipes for personal hygiene are female respondents and same is the case with the that
females should be targeted for products of these category.

 You prefer to buy these wipes from?
34 General Store
46
Medical Store
35 Malls
108 Convenient Stores
Interpretation:
From the above pie char it is very clear that the consumers of wipes mainly buy these products
from the medical stores. We can see from the chart that nearly 50 percent of the respondents
prefer to buy wipes from medical stores. So it can be that the products like skincare wipes and
baby wipes should be more concentrated to the medical stores and malls and products like
kitchen wipes in general stores.

 Are you aware of the brand PRIM?
Interpretation:
From the above bar char it is very clear that the consumers of Faridabad are not aware of the
brand just 21 percent of the respondents know about the PRIM. And the one who knows about
the brand either know it by a promoter or through a friend. So to make the consumers aware of
the brand the company needs to give advertisement in print and electronic media if possible and
they can also increase the number of promoters for the brand.

 You prefer to buy the kitchen wipes due to its?
3.90% 4.30%
4.30% Features (Hygienic etc.)
Quality
23%
Price
64.50%
Packaging
Advertisement
Interpretation:
From the data collected in this research this pie chart above shows that the consumers of
Faridabad prefer to buy the kitchen wipes due to its features and the quality of the product this
means they give importance to the features and quality of product and least importance to other
factors like price, packaging and advertisement. If we go by this data then our product will do
very good in this market but for this we need to make the consumers aware of our products.

 Would you like to buy the biodegradable wipes?
Interpretation:
From the above bar chart it is very clear that consumers would prefer to buy biodegradable wipes
and other products which causes least of damage to the environment this is mainly because the
people are educated and know the harms of non-biodegradable products.

 Do you use baby wipes?
Interpretation:
From above bar chart it can be clearly seen that people of Faridabad that uses baby wipes are
around 39 percent but the growth of this segment is quite high and the people using these type of
baby wipes are expected to increase further as people don‟t want to take chances for their babies
skin. And also the one who are using the baby wipes uses because doctors prescribed it for the
babies.

 Are the baby wipes used by you are safe for baby’s skin?
Interpretation:
From the research it is seen that the consumers who are using the baby wipes who are very
confident that the baby wipes they use is safe for their baby‟s skin but the number of people who
don‟t know whether the product they use is safe for baby‟s skin or not.

 Are you aware of the brand PURETTA?
Interpretation:
From the above bar chart it is clear that the consumers of Faridabad are not aware of the brand
PURETTA only 26 percent of the respondents know about the brand. But a very good thing we
came to know that out of these 26 percent 23 percent of the people uses this brand are satisfied
with the product so only the awareness among the consumers is the problem with the brand not
the features and quality. And also many of them came to know through promoters, their friends
or relatives and magazine advertisement and on asking whether they will suggest it to their
friends and relatives then most of them said yes they will suggest it to their friends and relatives.

 While buying the baby product which of the factors is most
important for you?
18.75%
24.21%
Hygenic
Safe For Baby
Lower Price
30.08%
26.56% Alcohol Free
Soft
1.17%
Interpretation:
From the above pie chart it is very clear that most of the consumers while buying the baby
product most important factor for them are that the product should be safe for baby 30.08
percent. Other factors like alcohol free, softness and hygienic are also important for the
consumers, while lower price is least important factor in buying decision for baby product. So it
can be concluded that if the product is safe for baby, alcohol free and hygienic it will sell in the
market even if its price is a bit higher than the products which lacks these features.

CROSSTABS
Some of the important crosstabs from this project is being discussed below:
 Awareness about the concept of wipes and with its usage by

people:
Do you use wipes?
Yes No Total
Are you aware of the Yes 139 17 156

concept of wipes?
No 0 100 100
Total 139 117 256
Interpretation:
From the above table it is very clear that around 61 percent of the respondents in Faridabad are
aware of the concepts of wipe and out of these 61 percent respondents i.e. 156 people who are
aware of concept of wipes 139 people use these type of wipes for various purposes. So it can be
concluded that if people will be aware of the product they will use the product for sure and hence
it is very motivating figure for the company.

BAR CHART SHOWING CROSSTAB BETWEEN AWARENESS OF WIPES AND ITS
USAGE

 Buying decision of the customer changes if his/her favorite star is
there in the advertisement of that product with gender:
Sex
Male Female Total
Is your buying decision change if Yes 53 76 129

your favorite star is there in the
No 63 64 127
advertisement of that product?
Total 116 140 256
Interpretation:
From the above table it can be seen that 50 percent of respondent‟s buying decision is
determined by the presence or absence of their favorite stars in the advertisement of that product
and rest 50 percent respondents do not change their buying decision. Also it is seen that 46
percent of males are influenced by their favorite starts in the advertisement and changes their
buying decisions while in case of female respondents the number is higher i.e. more than 54
percent of females get influenced by their favorite stars in the advertisement and changes their
buying decision. And hence it can be concluded that females get influenced easily and their
buying decisions can be changed.

 Buying decision of the customer changes if his/her favorite star is
there in the advertisement of that product with the income group
of the respondents:
Which income group (per month) do you fall into?
15000-20000 20000-25000 25000-30000 Above 30000 Total
Is your buying decision Yes 34 45 32 18 129

change if your favorite
star is there in the
No 44 51 14 18 127
advertisement of that
product?
Total 78 96 46 36 256
Interpretation:
From the above table it ca n be seen that the respondents having income group 15000-20000
around 44 percent of respondent‟s buying decision changes, in case of income group 20000-
25000 it increases to 47 percent and for income group 25000-30000 it increases to about 69
percent and for above 30000 income it is 50 percent. Hence it can be concluded as the income of
the customer goes up their buying decision changes and customers having higher income are
highly influenced by their favorite star in advertisement of a product and tends to change their
buying decisions.

 Using the wipes for personal hygiene with the gender:
Sex
Male Female Total
For what purpose do you use wipes?- Yes 32 74 106

Personal hygiene
No 84 66 150
Total 116 140 256
Interpretation:
From the above table it can be seen that very few male respondents uses the wipes for personal
hygiene as compared to the female respondents. Only 28 percent of the male respondents use the
wipes for their personal hygiene while in case of the female respondents it is about 53 percent.
And hence it can be concluded that in personal hygiene category of wipes women are more
prominent consumers than men.

 Respondents using baby wipes and awareness about the brand
PURETTA.
Are you aware of the brand PURETTA?
Yes No Total
Do you use baby wipes? Yes 47 53 100
No 20 136 156
Total 67 189 256
Interpretation:
From the above table it can be seen that total of 100 respondents uses baby wipes out of 256
respondents i.e. 39 percent people uses baby wipes. And out of these people using baby wipes
the awareness about the brand PURETTA is 47 percent which is a very encouraging figure for
the company.

LIMITATIONS:
1. Research is based on the collection of data from both primary and secondary sources.
2. 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.
3. Some respondents might not give the correct information due to their lack of interest and
shortage of time.
4. Time constraint.
5. All the information, which is taken, is biased on primary and secondary data that has its
own limitations.
6. Most of the respondents especially female respondents are reluctant to share some
personal information like contact details.
7. This research was conducted in sector 31 Faridabad and most of the respondents are local
so it is very difficult to judge the whole of Faridabad‟s consumer behavior and
perceptions on the bases of only small sample and that too of only few areas of
Faridabad.

CHAPTER 7
RECOMMENDATIONS

RECOMMENDATIONS
After completing the project assigned to me, I came across various things which I think would be
helpful for the growth of the company. There are few of the points I would like to recommend to
the company and which according to me if applied then it will be beneficial for the company and
these points are as follows:
1. The products PURETTA and PRIM are quality product and it will do very good in the
market especially in Faridabad where I conducted my study the only problem is the
awareness of the products among the consumers. And this awareness can be brought
about by the advertisements be it through electronic media or print media. I am very sure
that once the consumers are aware of the products they will ask for the products
themselves and then the retailer can‟t ignore our products.
2. PURETTA does not have its own identity i.e. BRAND LOGO and according to me the
product should have an attractive and eye catching logo to attract the customers and it
will also help in creating a much needed brand image of the product.
3. The packaging of the product should also need to be improved according to me as there is
nowhere mentioned on the packs that it is a baby wipes and also the ADITYA BIRLA
GROUP‟S product written in a prominent way will add value to the product and also
Aditya Birla‟s logo can be included on the packs.
4. For promotion of PURETTA the company can concentrate mainly on CRECHE and
KINDER GARDEN, company can make a deal to sponsor various activities there and in
return they can ask the staff working in the CRECHES to use PURETTA and recommend
the product to the parents mainly to the working moms who come to leave their kids there
and also hoardings and banners can be put in the premises.
5. The company can approach various MATERNITY CLINICS, the OBSTECRICIAN (one
who helps during & before delivery of baby) & Gynecologists. Tell, them about the
Product, offer what they want (any rewards). It will boost the sales of the product if they
recommend it to the mother of new born babies as it is normally seen that mothers of
newly born babies goes for the products suggested by the doctors.

6. It will be better to target big outlets, showrooms and mall with demonstration corners to
catch the eye of the consumers. Also the number of promoters in malls can be increased
to make more and more people aware of the product.
7. The products can get an eye catching and handy package for various purposes, so that it
attracts both the consumers and the retailers.
8. For promotion of the brands the company can sponsor various college fests, different
fashion shows this will create awareness about the brand and products. Also various baby
shows can be conducted to promote the baby wipes.
9. The margin given to the retailers can be increased as most of the competitors are
providing with greater margins then our products and it is the main reason why retailers
are not willing to keep our products.
10. During week ends promotional activities can be organized at selected malls and locations
where the footfall is highest and free samples can be distributed to the consumers to
create the brand awareness among them.
11. Hoardings and posters can be put over to public transports like buses, metros and railway
stations where maximum number of people visits daily it will create brand awareness.

CHAPTER 8
BIBLIOGRAPHY

REFRENCES
BOOKS:
1. Consumer Behaviour Analysis (critical perspectives on business and management) by

G.R Foxall, Published by Routeldge Publishers.
2. Emotion in Advertising & Promotion, Stuart J. Agres.
3. Trochim M.K. William, 2006, Research Methods, II edition, Biztantra.
4. Best W. John, Kahn V. James, 2005, Research in Education, IX edition, Prentice

Hall of India Pvt. Ltd.
5. Marketing Management, 12th edition, Philip Kotler, Kevin Lane Kotler, Published by
Prentice Hall, USA.
6. Advertising and Integrated Brand Promotion, 4th Edition, Thomas C. O‟Guin, Chris
T. Allen, Richard J. Semenik, Published by Thomson South-Western Publishing
house.
INTERNET:
1. www.adityabirla.com
2. www.adityabirla.com/birlacellulose
3. www.google.com
4. www.indiamart.com/company/1606980/products.html
5. www.indiainfoline.com/Markets/News/Archived/Aditya-Birla-unveils-Puretta-
baby-care-wipes/1052935807
6. http://marketingpractice.blogspot.com/2008/05/kara-skincare-wipes-at-your-best-
always.html
7. http://www.ndtv.com/convergence/ndtv/aboutads/aboutads_Detail.aspx?anchor=puretta

CHPTER 9
ANNEXURE

Questionnaire
Objective: Promotional measures to make the consumer aware of
PRIM/PURETTA
1. Are you aware about the concept of wipes?

a. Yes
b. No
2. Do you use wipes?
a. Yes
b. No
3. For what purpose do you use wipes? (can choose more than one options)
a. Personal hygiene
b. Hygiene of baby
c. Use it in kitchen
d. Multipurpose in household
4. You prefer to buy these wipes from…………………………..?
a. General stores
b. Medical stores
c. Malls
d. Convenient stores
5. Are you aware of the brand PRIM?
a. Yes
b. No
6. If yes then how you come to know about this brand?
a. Newspaper advertisement
b. Magazine advertisement
c. Hoardings
d. Through a friend
e. promoters
7. You prefer to buy kitchen and multipurpose wipes due to………….? (Rank them (1-5)
according to your preference)
a. Features ( Hygienic etc.)
b. Quality

c. Price
d. Packaging
e. Advertisement
8. Is your buying decision of a product changes if your favorite star is there in the
advertisement of that product?
a. Yes
b. No
9. Would you like to buy the biodegradable wipes?
a. Yes
b. No
10. Do you use baby wipes?
a. Yes
b. No
11. While buying the baby product which of the following factors is most important to you?
(Rank the factors (1-5) where 1- very important and 5- less important)
a. Hygienic
b. Safe for baby
c. Lower price
d. Alcohol free
e. Soft
12. Are the baby wipes used by you are safe for your baby‟s skin?
a. Yes
b. No
c. Don‟t know
13. Are you aware of the brand PURETTA?
a. Yes
b. No
14. If yes then how do you know about this brand?
a. Newspaper advertisement
b. Magazine advertisement
c. Hoardings
d. Through a friend
e. Promoters
15. Have you ever used this brand?
a. Yes
b. No
16. How satisfied are you with this brand?

a. Extremely satisfied
b. Satisfied
c. Neutral
d. Unsatisfied
e. Extremely unsatisfied
17. Will you suggest this brand to your friends who are not using this?
a. Yes
b. No
c. Can‟t say
 Name:
 Sex:
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:

Summer Internship Report BIRLA CELLULOSE

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Summer Internship Report

PROMOTIONAL MEASURES TAKEN TO MAKE THE CONSUMERS

Anil Kumar Yadav

MBA Class of 2011

INDUSTRY GUIDE FACULTY GUIDE

Mr. Divyankar Goel Dr. S.K Laroiya

Regional Sales Manager (North) Professor

Grasim Industries & Birla Cellulose Amity Business School

AMITY BUSINESS SCHOOL

AMITY BUSINESS SCHOOL, NOIDA Page 1

Date: 01-07-2010 Anil Kumar Yadav

Place: New Delhi A0101909394

MBA Class of 2011

AMITY BUSINESS SCHOOL, NOIDA Page 2

Dr. S.K. Laroiya

Amity Business School

AMITY BUSINESS SCHOOL, NOIDA Page 3

ANIL KUMAR YADAV

MBA (GEN) 2009-2011

AMITY BUSINESS SCHOOL, NOIDA Page 4

Mr. Divyankar Goel

Regional Sales Manager

AMITY BUSINESS SCHOOL, NOIDA Page 5

Chapter No. Subject Page No.

Ch# 1 Executive Summary 7

AMITY BUSINESS SCHOOL, NOIDA Page 6

AMITY BUSINESS SCHOOL, NOIDA Page 7

 Less promotional activities.

Recommendations to the above problems

 Need for promotion is urgent for the expansion of market share.

 Don‟t have any brand image.

AMITY BUSINESS SCHOOL, NOIDA Page 8

Recommendation for PURETTA

 Provide displays for PURETTA.

AMITY BUSINESS SCHOOL, NOIDA Page 9

AMITY BUSINESS SCHOOL, NOIDA Page 10

Scope of the study

AMITY BUSINESS SCHOOL, NOIDA Page 11

VISION AND VALUES:

AMITY BUSINESS SCHOOL, NOIDA Page 12

 GRASIM FOREST RESEARCH INSTITUTE- pulp to plantation research.

Nature remains the underlying theme for all our brands:

 Viscose is symbolized by the fresh green of summer.

 Backward integration into pulp and plantation.

In house engineering division that caters to new project implementation.

AMITY BUSINESS SCHOOL, NOIDA Page 13

AMITY BUSINESS SCHOOL, NOIDA Page 14

Birla Cellulose- Fibres from Nature:

AMITY BUSINESS SCHOOL, NOIDA Page 15

 Zinc free products

AMITY BUSINESS SCHOOL, NOIDA Page 16

Heavy Metal Free Viscose Plus:

Cross Section Differentiation

Zinc Zinc Free

Birla Cellulose : The Perfect Blend

Birla Cellulose blends Benefits of blending with Birla Cellulose

Birla Cellulose-cotton Makes cotton soft and supple

Improves fabric uniformity

Imparts sheen and colour brilliance

Birla Cellulose-wool Improves wear properties

Enhances skin friendliness

Adds shine and luster