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SUMMER TRAINING REPORT SUBMITTED TOWARDS THE

PARTIAL FULFILLMENT OF POST GRADUATE DEGREE IN

INTERNATIONAL BUSINESS

Submitted by:

MANMEET RANDHAWA

MBA IB(2007-2009)

A1802007231

INDUSTRY GUIDE FACULTY GUIDE

Mr. Divyankar Goel Mr. Nishant Rai

Manager,

Grasim Industries & Birla Cellulose,

New Delhi

AMITY INTERNATIONAL BUSINESS SCHOOL,

NOIDA

AMITY UNIVERSITY UTTAR PRADESH

- 1 -Amity International Business School, Noida

BRAND PROMOTION, PLACING OF THEPRODUCT, MARKET ANALYSIS

&CONSUMER BEHAVIOUR ANALYSIS OF

KARA SKINCARE WIPESIN CHANDIGARHI

(A Quality Product of Aditya Birla Group)

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ACKNOWLEDGEMENT

This project has been a great learning experience for me and I would like to express mygratitude towards all the people who guided me throughout, and without whose guidanceand support, this project would not have been completed successfully.

I express my sincere gratitude to my industry guide Mr Divyankar Goel, Regional SalesManager, North Division, Grasim Industries & Birla Cellulose, for his able and continuoussupport and cooperation throughout my project, without which the present work would nothave been possible.

Special thanks to Mr Inderpreet Sodhi, Area Sales Manager, Punjab & Chandigarh, GrasimIndustries & Birla Cellulose, for his continuous guidance and assistance throughout thetraining.

I would also like to thank the entire CFA team of Garsim Industries & Birla Cellulose(Chandigarh), for the constant support and help in the successful completion of my project.

Also, I am thankful to my faculty guide, Mr Nishant Rai, of my institute, for his continuedguidance and immense support as well as invaluable encouragement.

Manmeet Randhawa


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CERTIFICATE OF ORIGIN

This is to certify that Ms. MANMEET RANDHAWA, a student of Post Graduate Degreein International Business with dual specialization in Marketing, Amity InternationalBusiness School, Noida has worked in the GRASIM INDUSTRIES & BIRLACELLULOSE, A unit of ADITYA BIRLA GROUP under the able guidance andsupervision of Mr. Divyanakar Goel, Regional Sales Manager, North Division,GRASIM INDUSTRIES & BIRLA CELLULOSE.

The period for which she were on training was for7 weeks, starting from 23rd May08 to15th July08. This Summer Internship report has the requisite standard for the partialfulfillment the Post Graduate Degree in International Business. To the best of our,knowledge no part of this report has been reproduced from any other report and thecontents are based on original research.

Mr Nishant Rai Manmeet Randhawa

(Faculty guide) (Student)

TABLE OF CONTENTS


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Chapter No. Subject Page No.

Ch. # 1.0 Executive Summary 5Ch. # 2.0 Research Methodology 7

1.1 Primary Objective 81.2 Research Design 81.3 Sample Design 91.4 Scope of the Study 91.5 Limitations 9

Ch. # 3.0 Critical Review of Literature 11Ch. # 4.0 Industry Profile 19

4.1 Company Profile 304.2 SWOT Analysis 424.3 Product Profile 45

Ch. # 5.0 Brand AnalysisCh. # 6.0 Data 46

6.1 Primary Data 476.2 Secondary Data 47

Ch. # 7.0 Findings & Analysis 48Ch. # 8.0 Recommendations 67Ch. # 9.0 Bibliography 62

9.1 References 63Ch. # 10.0 Annexure 64

10.1 Questionnaire 6510.2 Tables

Ch. # 11.0 Case Study 67Ch. # 12.0 Synopsis 75


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CHAPTER 1

EXECUTIVE SUMMARY


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CHAPTER 2

RESEARCH METHODOLOGY


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Objective of the study:

To study, the current situation of Kara skincare wipes in the markets ofChandigarh from March 2008 till the current date, how to place the newly launched

product keeping other brands already established in the market in mind and how to

promote the brand.

Research Design:

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

The research can be viewed from the following parameters:

a) The research is exploratory in nature. Explorative studies valuable means offinding out what is happening to seek new insights to ask questions and to accessphenomenon in a new light. It also involves formulation of hypothesis.The study involves finding out present data of demand for skincare wipes andprospective buyers and consumers of the skincare wipes.

b) The research is also descriptive in nature. Descriptive study is an extension ofexploratory study. Research was done to find out Market feasibility of Kara

skincare wipes, so that we can make strategies to establish our products in themarket in a better way, providing more awareness and place the product properly aswell as promote the brand and emerge as a competition in the market.

Sample Size:

The data was collected through filling up the questionnaires, getting data from retailers andthorough market survey and market research study. The sample size for the study taken is320.

Scope of study:

The data collected gives the clear picture of the product in the markets of Chandigarh,under study in this research, and gives the company an indication about whether it isfeasible to move on with the persisting movements and marketing strategies, and if no, thenhow to go about it and make it worthwhile for the brand as well as the company. Andconclude on what should be the most favored deal.


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Sampling Technique:

A close end questionnaire was constructed for my survey. A questionnaire consisting a

set of questions was presented to respondents for their answers.

Data Collection:

Primary Data:

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

A structured questionnaire


Research

Problem

Research

Design

Sampling

DesignSamplingTechnique

Data

Collection

Method

Data

Analysis

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Personal interview of both retailer and consumers.

Secondary Data:

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

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

Through internet and BooksLimitations of the study:

Research is based on the collection of data from both primary and secondarysources.

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 thathas its own limitations.


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* Note: Secondary data is taken only for the purpose of Industry profile and Companyprofile. Rest of the data collected is primary and exclusively of the beholder of thisproject.

CHAPTER 3

CRITICAL REVIEW OF

LITERATURE


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CHAPTER 4

INDUSTRY PROFILE


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Company Profile:

The Aditya Birla Group is a multinational corporation based in Mumbai, India andoperations in 20 countries includingThailand,Laos, Indonesia, Philippines, Egypt, Canada,Australia, China, USA, UK, Germany, Hungary, Brazil, Italy, France, Luxembourg,Switzerland, Malaysiaand Korea.

A US$ 24 billion conglomerate, with a market capitalization of US$ 23 billion. Over 50 percent of its revenues flow from its operations across the world. The group is a major player

in all the industry sectors it operates in. The Group has been adjudged the best employer inIndia and among the top 20 in Asia by the Hewitt-Economic Times and Wall Street JournalStudy 2007.

Globally the Aditya Birla Group is:

A metals powerhouse, among the worlds most cost-efficient aluminium and copperproducers. Hindalco, from its fold, is a Fortune 500 Company. It is also the largestaluminium rolling company and one of the 3 biggest producers of primary aluminium inAsia, 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.

http://en.wikipedia.org/wiki/Mumbaihttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Thailandhttp://en.wikipedia.org/wiki/Thailandhttp://en.wikipedia.org/wiki/Thailandhttp://en.wikipedia.org/wiki/Laoshttp://en.wikipedia.org/wiki/Indonesiahttp://en.wikipedia.org/wiki/Philippineshttp://en.wikipedia.org/wiki/Egypthttp://en.wikipedia.org/wiki/Canadahttp://en.wikipedia.org/wiki/Australiahttp://en.wikipedia.org/wiki/People's_Republic_of_Chinahttp://en.wikipedia.org/wiki/USAhttp://en.wikipedia.org/wiki/UKhttp://en.wikipedia.org/wiki/UKhttp://en.wikipedia.org/wiki/Germanyhttp://en.wikipedia.org/wiki/Germanyhttp://en.wikipedia.org/wiki/Hungaryhttp://en.wikipedia.org/wiki/Brazilhttp://en.wikipedia.org/wiki/Italyhttp://en.wikipedia.org/wiki/Italyhttp://en.wikipedia.org/wiki/Francehttp://en.wikipedia.org/wiki/Francehttp://en.wikipedia.org/wiki/Luxembourghttp://en.wikipedia.org/wiki/Switzerlandhttp://en.wikipedia.org/wiki/Malaysiahttp://en.wikipedia.org/wiki/Malaysiahttp://en.wikipedia.org/wiki/Koreahttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Thailandhttp://en.wikipedia.org/wiki/Laoshttp://en.wikipedia.org/wiki/Indonesiahttp://en.wikipedia.org/wiki/Philippineshttp://en.wikipedia.org/wiki/Egypthttp://en.wikipedia.org/wiki/Canadahttp://en.wikipedia.org/wiki/Australiahttp://en.wikipedia.org/wiki/People's_Republic_of_Chinahttp://en.wikipedia.org/wiki/USAhttp://en.wikipedia.org/wiki/UKhttp://en.wikipedia.org/wiki/Germanyhttp://en.wikipedia.org/wiki/Hungaryhttp://en.wikipedia.org/wiki/Brazilhttp://en.wikipedia.org/wiki/Italyhttp://en.wikipedia.org/wiki/Francehttp://en.wikipedia.org/wiki/Luxembourghttp://en.wikipedia.org/wiki/Switzerlandhttp://en.wikipedia.org/wiki/Malaysiahttp://en.wikipedia.org/wiki/Koreahttp://en.wikipedia.org/wiki/Mumbai

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Among the worlds top 15 BPO companies and among Indias top 3.

Among the best energy efficient fertilisers plants.

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.

Businesses

Aditya Birla is organized into various subsidiaries that operate across different sectors.Among these are viscose staple fibre, non-ferrous metals, cement, viscose filament yarn,branded apparel, carbon black, chemicals, Modern retail(under the 'More.' brand ofSupermarkets, and also under the Trinethra, and Fabmall brands until recently), fertilizers,sponge iron, insulators, financial services, telecom, BPO and IT services. The Groupconsists of four main companies, which operate in various industry sectors throughsubsidiaries, joint ventures etc. These are Hindalco, Grasim, Aditya Birla Nuvo, andUltraTech Cement.

Non Ferrous Metals

The groups non-ferrous metals are under Hindalco. It is a dominant player in aluminumand copper. Its manufacturing locations are primarily in India, and it owns mines inAustralia. On February 11, 2007, the company entered into an agreement to acquire theCanadian companyNovelis for U$6 billion, making the combined entity the world's largestrolled-aluminium producer. OnMay 15,2007, the acquisition was completed with Novelisshareholders receiving $44.93 per outstanding share of common stock.

Hindalco has also recently acquired Alcan's stake in the Utkal Alumina Project Jointventure in Orissa ,India. Hindalco is a Fortune500 company. Hindalco makes aluminachemicals, primary aluminum, rolled products, alloy wheels, roofing sheets, wire rods, Castcopper rods, copper cathodes and several other products. But the project has faced massiveprotests from locals. On 16 Dec 2001 three tribal people were shot dead because they wereopposed to the project. Pro company police, administration and goons have cause massiverepression in the area and gross human rights violations.

http://en.wikipedia.org/wiki/Viscosehttp://en.wikipedia.org/wiki/Non-ferroushttp://en.wikipedia.org/wiki/Cementhttp://en.wikipedia.org/wiki/Cementhttp://en.wikipedia.org/w/index.php?title=Filament_yarn&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Filament_yarn&action=edit&redlink=1http://en.wikipedia.org/wiki/Chemicalshttp://en.wikipedia.org/w/index.php?title=Modern_retail&action=edit&redlink=1http://en.wikipedia.org/wiki/Fertilizershttp://en.wikipedia.org/wiki/Sponge_ironhttp://en.wikipedia.org/wiki/Sponge_ironhttp://en.wikipedia.org/wiki/Insulatorshttp://en.wikipedia.org/wiki/Financial_serviceshttp://en.wikipedia.org/wiki/Telecomhttp://en.wikipedia.org/wiki/Telecomhttp://en.wikipedia.org/wiki/BPOhttp://en.wikipedia.org/wiki/Information_technologyhttp://en.wikipedia.org/wiki/Information_technologyhttp://en.wikipedia.org/wiki/Hindalcohttp://en.wikipedia.org/wiki/Grasimhttp://en.wikipedia.org/w/index.php?title=Aditya_Birla_Nuvo&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=UltraTech_Cement&action=edit&redlink=1http://en.wikipedia.org/wiki/February_11http://en.wikipedia.org/wiki/February_11http://en.wikipedia.org/wiki/February_11http://en.wikipedia.org/wiki/2007http://en.wikipedia.org/wiki/2007http://en.wikipedia.org/wiki/Novelishttp://en.wikipedia.org/wiki/May_15http://en.wikipedia.org/wiki/May_15http://en.wikipedia.org/wiki/2007http://en.wikipedia.org/wiki/2007http://en.wikipedia.org/w/index.php?title=Alcan%27s&action=edit&redlink=1http://en.wikipedia.org/wiki/Viscosehttp://en.wikipedia.org/wiki/Non-ferroushttp://en.wikipedia.org/wiki/Cementhttp://en.wikipedia.org/w/index.php?title=Filament_yarn&action=edit&redlink=1http://en.wikipedia.org/wiki/Chemicalshttp://en.wikipedia.org/w/index.php?title=Modern_retail&action=edit&redlink=1http://en.wikipedia.org/wiki/Fertilizershttp://en.wikipedia.org/wiki/Sponge_ironhttp://en.wikipedia.org/wiki/Insulatorshttp://en.wikipedia.org/wiki/Financial_serviceshttp://en.wikipedia.org/wiki/Telecomhttp://en.wikipedia.org/wiki/BPOhttp://en.wikipedia.org/wiki/Information_technologyhttp://en.wikipedia.org/wiki/Hindalcohttp://en.wikipedia.org/wiki/Grasimhttp://en.wikipedia.org/w/index.php?title=Aditya_Birla_Nuvo&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=UltraTech_Cement&action=edit&redlink=1http://en.wikipedia.org/wiki/February_11http://en.wikipedia.org/wiki/2007http://en.wikipedia.org/wiki/Novelishttp://en.wikipedia.org/wiki/May_15http://en.wikipedia.org/wiki/2007http://en.wikipedia.org/w/index.php?title=Alcan%27s&action=edit&redlink=1

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Cement

The Groups cement business is under both Grasim and UltraTech cement. Together the twocompanies under the group account for a substantial share of the cement market in India.UltraTech cement comprises the erstwhile cement business ofL&T which was acquired bythe group. UltraTech announced an increase in sales by 17% and Profit After Tax by 46%for the quarter ending September 30, 2007

Carbon Black

The Group is the fourth largest manufacturer of Carbon Black worldwide. It operates out offacilities in Egypt, Thailand, India and China.It is a major supplier to several majorautomobile tyre manufacturers worldwide.

Textile Business

The Aditya Birla Group is the world's largest player in the Viscose Staple Fiber industry. Itoperates out of India, Laos, Thailand, Malaysia and China. It owns the Birla Cellulosebrand. Apart from viscose staple fiber, the group also ownsacrylic fiber businesses inEgypt and Thailand, viscose filament yarn businesses and spinning mills at severallocations all over India and South East Asia.

The group has pulp and plantation interests in Canada and has recently invested inplantations in Laos The Aditya Birla group is also a major player in the branded garmentsmarket in India. Its subsidiary, Madura Garments, is a major producer of textile fabric aswell as the brand licensee of Louis Phillip, Van Heusen and Allen Solly in India. Itoperates company owned retail outlets in several cities in India.and now planning to go toPakistan as well.

Telecom Services

Aditya Birla Group holds a 98.3% stake in Idea Cellular, a leading telecom operator inIndia. Idea Cellular started off as a joint venture with the group, AT&T and the TataGroup. However the stakes of the remaining partners was eventually acquired by the group.After an Initial Public Offering on the Indian Stock Markets, Idea Cellular now accountsfor a third of the group's market capitalization.

Other Businesses

Apart from the above businesses, the group is a major player in industry sectors likeInsulators, Fertilizers, IT (It owns PSI Data Systems Limited - http://www.psidata.com),ITeS (It owns Transworks and recently acquired the Canadian BPO Firm Minacs),Chemicals, Mining, Sponge Iron, Financial Services (A joint venture with Sunlife) andmore recently, Retail.

http://en.wikipedia.org/wiki/Cementhttp://en.wikipedia.org/wiki/Grasimhttp://en.wikipedia.org/w/index.php?title=UltraTech&action=edit&redlink=1http://en.wikipedia.org/wiki/L%26Thttp://en.wikipedia.org/wiki/September_30http://en.wikipedia.org/wiki/2007http://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Laoshttp://en.wikipedia.org/wiki/Thailandhttp://en.wikipedia.org/wiki/Malaysiahttp://en.wikipedia.org/wiki/Chinahttp://en.wikipedia.org/w/index.php?title=Birla_Cellulose&action=edit&redlink=1http://en.wikipedia.org/wiki/Acrylic_fiberhttp://en.wikipedia.org/wiki/Acrylic_fiberhttp://en.wikipedia.org/wiki/Egypthttp://en.wikipedia.org/wiki/Thailandhttp://en.wikipedia.org/w/index.php?title=Viscose_filament_yarn&action=edit&redlink=1http://en.wikipedia.org/wiki/Canadahttp://en.wikipedia.org/wiki/Laoshttp://en.wikipedia.org/w/index.php?title=Madura_Garments&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Madura_Garments&action=edit&redlink=1http://en.wikipedia.org/wiki/Idea_Cellularhttp://en.wikipedia.org/wiki/AT%26Thttp://en.wikipedia.org/wiki/Tatahttp://en.wikipedia.org/wiki/Initial_Public_Offeringhttp://en.wikipedia.org/wiki/Insulatorshttp://en.wikipedia.org/wiki/Fertilizershttp://www.psidata.com/http://en.wikipedia.org/w/index.php?title=Transworks&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Transworks&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Minacs&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Minacs&action=edit&redlink=1http://en.wikipedia.org/wiki/Chemicalshttp://en.wikipedia.org/wiki/Mininghttp://en.wikipedia.org/wiki/Mininghttp://en.wikipedia.org/wiki/Mininghttp://en.wikipedia.org/w/index.php?title=Sponge_Iron&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Sunlife&action=edit&redlink=1http://en.wikipedia.org/wiki/Cementhttp://en.wikipedia.org/wiki/Grasimhttp://en.wikipedia.org/w/index.php?title=UltraTech&action=edit&redlink=1http://en.wikipedia.org/wiki/L%26Thttp://en.wikipedia.org/wiki/September_30http://en.wikipedia.org/wiki/2007http://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Laoshttp://en.wikipedia.org/wiki/Thailandhttp://en.wikipedia.org/wiki/Malaysiahttp://en.wikipedia.org/wiki/Chinahttp://en.wikipedia.org/w/index.php?title=Birla_Cellulose&action=edit&redlink=1http://en.wikipedia.org/wiki/Acrylic_fiberhttp://en.wikipedia.org/wiki/Egypthttp://en.wikipedia.org/wiki/Thailandhttp://en.wikipedia.org/w/index.php?title=Viscose_filament_yarn&action=edit&redlink=1http://en.wikipedia.org/wiki/Canadahttp://en.wikipedia.org/wiki/Laoshttp://en.wikipedia.org/w/index.php?title=Madura_Garments&action=edit&redlink=1http://en.wikipedia.org/wiki/Idea_Cellularhttp://en.wikipedia.org/wiki/AT%26Thttp://en.wikipedia.org/wiki/Tatahttp://en.wikipedia.org/wiki/Initial_Public_Offeringhttp://en.wikipedia.org/wiki/Insulatorshttp://en.wikipedia.org/wiki/Fertilizershttp://www.psidata.com/http://en.wikipedia.org/w/index.php?title=Transworks&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Minacs&action=edit&redlink=1http://en.wikipedia.org/wiki/Chemicalshttp://en.wikipedia.org/wiki/Mininghttp://en.wikipedia.org/w/index.php?title=Sponge_Iron&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Sunlife&action=edit&redlink=1

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Philanthropy

The Group actively involves itself in several community development initiatives -inparticular around its manufacturing locations . The group also supports developmentactivities in areas like healthcare, education, sustainable livelihood, infrastructure andsocial causes. It works in 3700 villages, reaching out to 7 million people annually throughthe Aditya Birla Centre for Community Initiatives and Rural Development.It runs 45Schools and 18 Hospitals.

Birla Cellulose:

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, highmoisture absorbency, bio degradability and comfort to the wearer. These fibres havemultiple applications including apparel, home textiles, dress material, knitwear, non-wovenetc.

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 spreadacross six countries, viz. Canada, Thailand, India, Indonesia, China and Laos. The Groupindependently fulfills 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 chainfrom fiber to garments / made

http://www.birlacellulose.com/RnD/gfri.htmhttp://www.birlacellulose.com/RnD/bri.htmhttp://www.birlacellulose.com/RnD/tradc.htmhttp://www.birlacellulose.com/RnD/gfri.htmhttp://www.birlacellulose.com/RnD/bri.htmhttp://www.birlacellulose.com/RnD/tradc.htm

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"Nature is the genesis of all that surrounds us, therefore, what other than nature could bethe origin of Birla Cellulose." Nature is the source of Birla Cellulose and herein lies theinspiration of their logo.

'Fibres from Nature' is the theme and the message:Leaves fall and grow all over again, they are a renewable resource of nature. BirlaCellulose is much like these leaves and is made from the same trees. The floating leavessymbolise the key characteristics of Birla Cellulose which are "comfort and lightness". Thevibrant green indicates that Birla Cellulose can take on vibrant colours. The circle signifiesthe cycle of nature and sustainability.

Nature remains the underlying theme for all the brands:

Viscose is symbolized by the fresh green of summer

Modal is symbolised by the burnt orange of autumn

Excel is symbolised by the deep pink of spring

Birla Cellulose is:

Natural - Soothing, comforting and elevating, Birla cellulose exhibits all qualitiesof its source nature.

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

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

A fashion catalyst - A hint of Birla Cellulose in your wardrobe brings in theglamour that differentiates between mundane and fashionable

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

The characteristics:

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

Birla Cellulose - Fibres from Nature : Contributing to a green world


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

Nurturing and building the green cover

Over a million plantlets are being produced from identified superior clones fordevelopment 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 ofcotton for the same land area. Thus significantly contributing to conservation of land, andreaping maximum results from this limited resource.

Water conservation

Birla Cellulose Viscose is highly environment friendly. Every kilogram of viscoseproduced saves 200 buckets of water when compared to cotton. Thus it preserves one of themost valuable natural resources.

Zinc free product

Results in, manifold benefits through the value chain due to the unique cross section.

Process friendliness

The process being followed for production is environment friendly and green due to thefollowing advantages:


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Cross section differentiation

Zinc Zinc free

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

Birla Cellulose is the only heavy metal / zinc free viscose with the following greenproperties:

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 types of fibres. The benefits of usingBirla 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 friendlinessAdds shine and luster

Birla Cellulose-silk Maintains sheen of silk

Improves comfort

Economical and fashionable

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


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friendliness

Birla Cellulose-elastane Offers excellent sheen, comfort and stretch

Vision and values:

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

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

cellulosic fibres.

Companies and units:

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

A global corporation rooted in Indian soil:

The Aditya Birla Group is India's first truly multinational corporation. Global in vision,rooted in values, the Group is driven by a performance ethic pegged on value creation forits multiple stakeholders. A US$ 24 billion conglomerate, with a market capitalization ofUS$ 31.5 billion and in the League of Fortune 500, it is anchored by an extraordinary forceof 100,000 employees belonging to over 25 different nationalities. Over 50 per cent of itsrevenues flow from its operations across the world.

The Group's products and services offer distinctive customer solutions worldwide. Its 85state-of-the-art manufacturing units and sectoral services span 20 countries India,Thailand, Laos, Indonesia, Philippines, Egypt, Canada, Australia, China, USA, UK,Germany, Hungary, Brazil, Italy, France, Luxembourg, Switzerland, Malayasia and Korea.


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PT Indo Bharat Rayon Marketed under the brand name of 'Birla Cellulose', the companyproduces a wide range of VSF in engineered specifications for textiles and non-wovenapplications. The company's strong focus on environmental protection is reflected throughits investments in a sophisticated state-of-the-art waste-water treatment plant and scientificwaste disposal systems.

Sources of competitive advantage

Cost Grasim is the lowest cost producer of VSF in the world. It is the most integrated fibreproducer with the chain stretching right from Forest to Pulp to Fibre to Yarn. All most allthe intermediate inputs are captive. Besides, their in-house engineering division enables usto grow in a most cost effective way.

Technology On technology front, they produce all the three generations of man madecellulosic fibres from an in-house developed capability through research and development.Their research and development efforts are not limited to fibre stage alone but extend toentire textile value chain. While the plantation and related activity is carried out at GrasimResearch Institute (GFRI, Harihar, India), the Product innovations are carried out at BirlaResearch Institute (BRI, Nagda, India). For value chain related activities, a state of artTextiles Research & Application Development Centre has been established at Kharach,Gujarat-India to entire textile value chain from yarn to fabric to garments.

Markets On marketing front, their reach extends to the entire globe, through marketingoffices. On a global level, their major strength is in spun-dyed fibres and now otherspecialities such as Non-woven, Modal and Excel have started penetrating in globalmarkets. Their brand Birla Cellulose is firmly entrenched in the market. Their valueadded marketing services comprising of technical, logistical, financial, marketing andinformational support have enabled us to emerge as the most preferred supplier of VSF inworld.Our offerings whether from India, Thailand, Indonesia or China are all marketedunder the mother brand Birla Cellulose and sub brands Birla Viscose, Birla Modal &Birla Excel. An umbrella brand has enabled us to create a common identity for our productacross the globe irrespective of its production origin and creating of awareness andconsumer pull.u have to come in kiet.


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SWOT Analysis of the Industry: Competitive Position of Indian Textile Industry

Competitive strengths

1. India has a large fiber base, and ranks as the worlds second-leading producer ofcotton, accounting for 16 percent of the worlds cotton crop.

2. India is the second largest cotton exporter after the U.S.A3. In the manmade fiber sector, India is the worlds fifth-largest producer of polyester

fibers and filament yarns and the third-largest producer of cellulosic fibers andfilament yarns

4. India is the worlds second-largest textile producer (after China), and is diversifiedand capable of producing a wide variety of textiles.

5. Indias textile and apparel industry benefits from a large pool of skilled workersand competent technical and managerial personnel

Competitive Weaknesses

1. Policies of the Government of India (GOI) favoring small firms have resulted in theestablishment of a large number of small independent units in the spinning,weaving, and processing sectors.

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

3. Low levels of technology and produce mostly low value-added goods of lowquality

4. Indias textile industry depends heavily on domestically produced cotton.5. The GOI policy reserving apparel production for the SSI sector had restricted the

entry of large-scale units and discouraged investment6. India has high energy and capital costs, multiple taxation, and low productivity, all

of which add to production costs.


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Product Profile:

Aditya Birla Group, has recently launched its new product Kara Skincare Wipes. KaraSkincare wipes is a solution to skin care regime out of home a convenient way to be atyou best always. Sometimes your hectic schedule leaves you with little time to take care ofyour skin. But with Kara Skincare wipes in your bag, you can now take care of your skineven when youre on the go.

With a unique formulation of natural ingredients, these wipes are easy to use anytime,anywhere. Whats more, they are made from Birla Cellulose, a fiber that is 100% naturaland biodegradable.

Kara Skincare wipes are:

Convenient

Hassle free application of lotion without using cotton balls.

Portable

Optimized Efficacy 100% Natural and Biodegradeble

Hygenic

Alcohol free

Dermatologically Safe

Assurance of The Aditya Birla Group

Variants of the Product:

REFRESHING FACIAL WIPES:

Kara Refreshing wipe is enriched with Aloe Vera for skin nourishment and Mint Oil

for effective freshening. It ensures effective cleansing to remove dirt, excess oil and grimefrom the face and neck and also leaves a lingering fragrance.

DEEP PORE CLEANSING WIPES:

Kara Deep Pore Cleansing is a gentle, effective way to clean your skin of dirt, grimeand excess oil. Enriched with Jojoba and Avocado extracts, it unclogs pores, detoxifiesand thoroughly exfoliates dead skin cells.


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MOISTURIZING WIPES:

Kara Moisturizing wipes is enriched with the goodness of Almond and Honey for

beautiful radiant and glowing skin. It is also fortified with vitamins for skinconditioning and is suitable for use right throughout the year.

TONING WIPES:

Kara Toning wipes is enriched with Rose and Thyme extracts that tighten the skinand maintain the normal pH balance.

SUNSCREEN WIPES:

Kara Sunscreen wipes has a formulation of SPF 20* which protects the skin fromthe adverse effects of UVA and UVB sunrays. It is enriched with antioxidants likePlum extract & Vitamin E that nourish the skin and Aloe Vera extract that keeps the

skin moisturized.


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CHAPTER 5

BRAND ANALYSIS


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Kara Skincare wipes is a new product to hit the Indian market. The brand is now running

heavy print campaigns announcing the launch. Kara Skincare wipes can be called as

India's first branded skincare wipe product. Skincare wipes are popular in the west but in

India the category is a new one. Although Indian consumers are familiar with the products

which are imported, its the first time that an Indian company has entered in this segment.

Kara means care . 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 filaments

website).

Kara Skincare wipes is positioned as an essential skincare accessory. The brand is being

launched in five variants

Refreshing

Deep Pore Cleansing

Toning

Moisturizing

Sunscreen Wipes

The brand should target the young lady professionals who often need to meet alot of

people and have to work in outdoors.

The brand aims to create a new category of wipes in India . Hence the challenge is to

educate the targetted consumers about the usefulness of this product. This task is cut out for

Kara since the targetted consumer is already exposed to such products. The only task is to

inculcate the habit of buying and using the wipes. The product is relevant in the Indian


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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.

Kara has a good potential to create and own a new category. The brand already has the first

mover advantage. But the category does not have much entry barriers. It can face stiff

competition from cheap imports. But Kara has the financial backing of Birla group and the

investment in building this brand will pave the way for another successful marketing story.


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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 collectedby 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 anyagency may be used for purpose of investigation. The data collected through:

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

Through internet

Books


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* Note: Secondary data is taken only for the purpose of Industry profile and Companyprofile. Rest of the data collected is primary and exclusively of the beholder of thisproject.

CHAPTER 7

FINDINGS & ANALYSIS


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Ques 1: Do you use skincare wipes??

Interpretation:

According to the survey conducted in different sectors of Chandigarh, It is clearlyvisible that 93% of the women in the city, use wipes for their skin on daily basis.Where as 7% of them dont use it, reason being they do not want to take chances withskin and believe that their skin will get an oily look due to humidity.


No - 7%

Yes - 93%

yes

no

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Ques 2: Is your wipe safe on your skin??

Interpretation:

254 women out of 320 feel that their wipes are safe to their skin, where as 24 of themdont even have a clue whether the wipes they use are safe for their skin or not, but stillthey use it. But 42 out of 320 women in Chandigarh say that their wipes are not safe fortheir skin. This shows that approximately 20% of the women are not fully aware aboutthe product they are using.


No - 13%

Dont Know -

7.50%

Yes - 79.50%

Yes

No

Dont Know

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Ques 3: Which Brand do you prefer the most??

Interpretation:

According to the survery conducted, among all the competing brands in the market ofChandigarh, women prefer mostly Dove and LOreal. And on interviewing thempersonally, it came into notice that consumers using these brands are loyal to them,reason being long existence of the brand in the market. Where as other brands likeGinni and Clarus have a share of 3% and 9% only.


None of the

Above - 7% Ginni - 3%

Clarus - 9%

Dove - 43%L'Oreal - 38%

L'Oreal

Dove

ClarusGinni

None of the above

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Ques 4: Does your wipe get dry after opening the

seal??

Interpretation:

61% of the consumers, surprisingly complained about their wipes getting dry duehumidity, where as the rest 39% of the women were satisfied with their wipes with all

means.


Yes - 61%

No - 39%

yes

no

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Ques 5: Are your wipes 100% natural and

biodegradable??

Interpretation:

As mentioned before, majority of the consumers in Chandigarh, do not have completeawareness about their product. Surprisingly, 55% of the respondents i.e 176 women,had no clue whether their wipes were 100% natural and biodegradable. Though 33% ofthem, use wipes which are 100% natural and biodegradable.


Dont Know -55%

Yes - 33%

No - 12% yes

No

Dont Know

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Ques 6: Are your wipes dermatologically safe??

Interpretation:

Again, majority of the consumers have low knowledge about the product they use. 71%Dont know which means 227 women out of 320 fall in this category. This meansthat there is a huge need to bring awareness in the markets of Chandigarh.


Dont Know -

71%

Yes - 26%No -

3%

Yes

No

Dont Know

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Ques 7: For how long are you using wipes??

Interpretation:

It is clear from this response that theres has been a long term usage of wipes in thiscity. So theres a good scope for the product to establish itself in the markets ofChandigarh, but at the same time brand loyalty is a reason for concern in terms ofplacing of the product.


34%

27%

13%26% 1 yr2 yr

more than 2yrs

None of the above

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Ques 8: Does your skin get dry after using wipes??

Interpretation:

67% of the women, 215 out of 320 said that their skin gets dry because of humidity.Where as rest seemed to have no problems with skin getting dry.


67%

33%

yes no

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Ques 9: Does your wipes come under skincareproducts category??

Interpretation:

Majority i.e 62% dont know whether their wipes come under skincare productscategory. Where as 18% of them say that their wipes do come under the skincarecategory


62%

20%

18%

0%

10%

20%

30%

40%

50%60%

70%

Yes

No

Dont

Know

Yes

No

Dont Know

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Ques 10: Do you use sunscreen before stepping out ofyour home and carry it with yourself??

Interpretation:

94.7% of the women prefer using sunscreen before stepping out of their homes andcarry along with themselves. This shows that majority of them are conscious abouttheir skin. Where as 5.3% of them do not use it.


94.7%

5.3%

yes

no

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Ques 11: Do you wash your face before applying

sunscreen while working outside??

Interpretation:

Again, 189 out 320 women are habitual to wash their face before applying sunscreen.Where as 41% straightly said no.


41%

59% Yes

No

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Ques 13: Have you ever used or heard of KARA

skincare wipes?

Interpretation:

This question is an eye-opener for the company, as almost 90% of the womenrespondents out 320, had not heard or tried KARA skincare wipes. This means thatin-spite of its existence in the market since March 2008, majority of the consumers donot know about the brands existence.


10.50%

89.50%

Yes

No

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Ques 14: How did you find KARA skincarewipes??

Interpretation:

This survey is out of those 10.5% of the respondents who have used Kara skincarewipes. Sample size here becomes 34 respondents. Out of which 75% found the wipesto be good, 14% average and 8% found it to be excellent. Sadly 3% of therespondents found it to be just satisfactory


75%

14%

3%

8%

Excellent

Good

Average

Satisfactory

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Ques 15: What is the difference that you found in

KARA skincare wipes and other wipes??

Interpretation:

Among these 34 respondents, 54% of them found fragrance to be the USP of thewipes. Where as 29% chose quality and rest 14% chose variety provided by thebrand in terms of moisturizing wipes, toning wipes, sunscreen wipes, deep-porecleansing wipes, and two variants within the refreshing wipes


54% 17%

29% Quality

Fragrance

Variety

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Ques 16: Is KARA giving you something new toexperience/difference in form of wipes??

Interpretation:

In terms of new experience or difference in comparison with other wipes theres not

much difference of opinion as 48% said NO and 41% said DONT KNOW. Yet11% of them said that they found the quality of the product was unbeatable incomparison with other brands and also favored the concept of having variants.


11%

41%48%

yes

No

Don't Know

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Ques 17: What do you feel unique about the concept

behind KARA skincare range by ADITYA BIRLA

Group??

Interpretation:

Now here ons, again the sample size is 320 respondents. And among them, 74% feelthat concept of Aditya Birla group is worth admiring, were as 22% felt that the idea isunique and rest 2% chose superiority because of the brand name attached to it.


76%

22%2%

Superiority

Concept

Idea

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Ques 18: What do you relate to the word KARA?

Interpretation:

According to the survey conducted, maximum respondents feel that KARA is only aname, 2% feel it means way to success, 13% feel its something related to skin.Where as 21% of the 320 respondents dont know.


64%

2%

13%

21%

Only Name

Way to Success

Something related to skin

Dont Know

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PROBLEMS FACED BY THE PRODUCT:

Now what has happened in the market is that the product is launched with a newconcept, and any new concept takes time to establish itself in the market. Especiallyin terms of a skincare product, consumers prefer the products which are alreadyestablished in the market and are little hesitant to use a new product for their skin.

Consumers especially women, prefer buying the products of brands like Loreal,Dove, Ponds, Himalaya, etc. But in facial wipes, there are just the refreshing wipeswhich are being marketed as well as sold in the market. Only facial wipes till nowknown were, Fresh Ones, Dove wet wipes, Nivea Wipes, Loreal Refreshing andCleansing wipes.

Since Kara Skincare wipes have been launched recently, and the only companyproviding a wide range of variants in wipes like sunscreen, moisturizing, toning,deep-pore cleansing, Consumers are not much aware about the product.

Due to very less advertising of the product by the company, the awareness aboutthe product has not spread among both retailers and consumers.

If the product had been launched abroad, it would have worked as they welcomeinnovative products, whereas certain study and research says that Asian marketsespecially Indian market does not cater to new products as they are more inclinedtowards tried and tested products. So looking at this scenario, it would take little

longer for the product to establish itself in the market as the advertising done tillnow had been in print media only.

Theres a huge demand for the product among the new-generation workingwomen as they prefer handy products for convenient and easy accessibility. Sofocusing on the right consumer group is necessary.

It is important to make it clear to the consumers that it is not just another refreshingwipe but it is the entire skincare range of wipes.

Retailers are not well aware about the product and are unable to explain the details

about the product to the consumers, as they themselves do not have the completeunderstanding about the product.

Due to this, Retailers are not very keen on having the stock and demand theadvertisement on air i.e television ads.

Convincing the consumers and retailers is the main issue.


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CHAPTER 8

RECOMMENDATIONS


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*6) BLACK BRAND OPERATION FOR KARA SKINCARE WIPES:

This small exercise can be performed at outlets, malls and even within the markets. Allwe have to do, is to get consumers to use our brand with a twist that they do not knowwhich brand it is that they are using. Our wipes, can be placed in a black colouredpacket, where the customer doesnt know which brand is it, and on the other hand wecan have the brand of facial wipes, sunscreens, moisturizers and toners which they areusing. Demonstration by the company person and self-application by the users on theirright cheek and left cheek, can help them feel and experience the difference. Once thecustomer is satisfied with the application and usage of our product, the brand name ofKara Skincare Wipes can be revealed and proper awareness about the product can begiven. And also by giving away free samples to both the satisfied and unsatisfiedcustomers would help in brand building for the product.

Investment: Approx Rs 2000/- Rs 5000/- (Depending on the scale of the place ofperforming activity)Requirement:

1) Team (approx 2-3 persons)2) Samples of the product3) Leaflets & Brochures

Team:

Supervisior The supervisor will be responsible for handling the wholeactivity and rate the performance as well.

Demonstrators Two demonstrators will be required from the company, inorder to display the product, conduct the demonstration, and explain thecustomer regarding the product and distribute the samples as well asleaflets/brochures of the product.

REASON:

Since Kara Skincare Wipes is a quality product with the new concept, it is very

important for the brand to get awareness among the target consumers which are

between 18-35 age group of women. This activity would bring that awareness,

which will be helpful in Brand Building exercise of the product in Chandigarh, as

the main focus is just not on few Sectors like Sec 8,10,11,17, the main aim here is

to target all the markets of the city, so that demand for the product raises.

OUTCOME:

Brand would get a boost in the market, and its establishment will be benefited for

sure.

*7) VAN OPERATION FOR KARA SKINCARE WIPES :


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Approx Cost Rs 1,00,000/-

REQUIREMENTS:1. Van Tata 470 Van2. Team of atleast 5-6 persons3. Flex marketing sheets4. Audio/Video application material5. Printed leaflets/brochures6. Questionnaires7. Public Addresal System8. DVD/CD of products advertisements9. Mirrors10. Painting Cost

POTENTIAL CITIES:

Amritsar Ludhiana Jalandhar Chandigarh Bhatinda Ambala Panchkula

Best time for the Van Operation: APRIL - SEPTEMBER

REASON:

Since KARA Skincare Wipes include products like Refreshing wipes with two

variations, sunscreen wipes, toning wipes, deep-pore cleansing wipes, these six

months are high on humidity, heat and pollution, and have more inclination of

consumers towards skincare products and refreshing wipes.

0

10

2030

40

50

60

70

80

Jan Feb M ar April May June July Aug Sept Oct Nov Dec

level of humidity, heat and

pollution

HOW TO GO ABOUT IT:


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The van would have flex marketing sheets with the logo and different products of

the brand printed on it, so that the product is clearly visible in the market. Colors of the van should be same as the colors used for the product. Printed leaflets and brochures attached with the samples would be required for the

consumers.

TEAM: (would require atleast six persons)

Team Leader: He/She will be responsible for the whole operation, setting thetarget and achieving it, and sending the report on daily basis.

Supervisor: He/She will be responsible for vehicle, sales and to achieve targets.

Helping Hands (atleast 2 persons or more)

Driver

Technical Support: In order to fix the technical problems occurring during the

van operation.

OUTCOME:

Positive Outcome: If the sales are 100%, this would bring the van operation to have a break-even

point, i.e the cost incurred for the van operation would be earned back. After achieving the Break-even point, if there are further sales, that will be taken as

the profit earned, i.e if total sales achieved comes to Rs 1, 10,000 and total costincurred for the operation is Rs 1, 00,000, then Rs 10,000 would be the profitearned.

Negative Outcome:

Operation fails to achieve the break-even point.

CONCLUSION: WIN-WIN SITUATION FOR KARA SKINCARE WIPES

HOW???

In either of the cases, it will be a win-win situation for Kara skincare wipes. If it yields profits, target achieved. If the operation does not yield profits or total cost incurred is not retrieved, even

then the company doesnot face much loss. Reason Being -:Enough advertising for the product would be done, awareness among retailers and

consumers would increase, placing of the product in the market would get benefit andbrand would get an increase in the face-value.


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CHAPTER 9

BIBLOGRAPHY

Books:


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

Advertising and Integrated Brand Promotion, 4th Edition, Thomas C. OGuin,Chris T. Allen, Richard J. Semenik, Published by Thomson South-WesternPublishing house.

Consumer Behaviour Analysis (critical perspectives on business andmanagement) by G.R Foxall, Published by Routeldge Publishers.

Emotion in Advertising & Promotion, Stuart J. Agres

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

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

Websites:

www.times100.co.ukwww.en911.comwww.wikipedia.comwww.adityabirla.comwww.adityabirla.com/birlacellulosewww.google.com

Other Sources:

Ginni filament site (article published)Harvard Business Review Journal

http://www.times100.co.uk/http://www.a1books.com/http://www.wikipedia.com/http://www.adityabirla.com/http://www.adityabirla.com/birlacellulosehttp://www.times100.co.uk/http://www.a1books.com/http://www.wikipedia.com/http://www.adityabirla.com/http://www.adityabirla.com/birlacellulose

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CHAPTER 10

ANNEXURE

QuestionnaireQ.1: Do you use wipes?


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a) yes.b) no.

Q.2: Is your wipes are safe to your skin?a) yes.b) no.c) don`t know.

Q.3: Which brand do you prefer most?a) L`oreal.b) Dove.c) Clarus.d) Ginni.e) None above.

Q.4: Does your wipes get dry after opening its seal?a) yes.b) no.

Q.5: Are your wipes are 100% natural and biodegradable?a) yes.b) no.c) don`t know.

Q.6: Are your wipes are dermatologically safe?a) yes.

b) no.c) don`t know.

Q.7: How long you are using wipes?a) 1 yr.b) 2 yr.c) more than 2years.d) none above.

Q.8: Does your skin get dry after using wipes?a) yes.

b) no.

Q.9: Do your wipes comes under skin care products category?a) yes.b) no.c) don`t know.

Q.10: Do you use sunscreen while step out of the home and carry with yourself?


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a) yes.b) no.

Q.11: Do you wash your face before applying sunscreen while working outside?a) yes.b) no.

Q.12: Do your wipes gives you effect of sunscreen that too SPF20?a) yes.b) no.

Q.13: Have you ever used/ try KARA skin care wipes?a) yes.b) no.

Q.14: How you find KARA skin care wipes?a) excellent.b) good.c) average.d) satisfactory.

Q.15: What difference you find out in KARA skin care wipes and other wipes?a) quality.b) fragrance.c) variety.

Q.16: Is KARA is giving you something new experience / difference in form of wipes?a) yes.b) no.c) don`t know.

Q.17: What do you feel unique about the concept behind KARA skin care range byADITYA BIRLA group?

a) superiority.b) concept.c) idea.

Q.18: What you find out from the word KARA?a) only name.b) way to success.c) something related to skin .d) don`t know.


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CHAPTER 11

CASE STUDY

How market research supports the new product development process


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Introduction:Market research is the process by which businesses find out about customers needs, wants

and desires. It makes possible the successful development of new products. This studyshows how an international company, combines market research with new productdevelopment to provide exciting new products that better meet consumer requirements.

Aditya Birla Group Birla Cellulose has a clear goal - to be as close as possible toconsumers, regardless of which country they live in. Developing superior consumerinsights is fundamental to the continued future success of the company and its productswith viscose staple fibre. These are the result of more than 60 years of experience inresearch and development.Aditya Birla Group has launched many new brands and products into a variety of countriesand categories. Being an innovation leader has allowed the company actively to shape its

markets and set new trends. These product launches have led to long-term global growth.

The key stages of market research and new product development:

Market research involves the systematic gathering, recording and analyzing of data aboutcustomers, competitors and the market. This links marketers to consumers by supplyingessential information to solve marketing challenges and help with marketing decisions.

Market research helps a company create and develop an up-to-date and relevant portfolio ofproducts. For example - Beiersdorfs international Market Research team is based atcompany headquarters in Hamburg, Germany. The teams objective is to be the voice ofthe consumers within the organization. High-quality market research has helped secure thelong-term future of the business. Analyzing and understanding the data gathered onconsumers behaviors, needs, attitudes and opinions minimizes the risks involved inmaking marketing decisions.

Market research in a global organization needs the help and support of the companysoverseas affiliate companies. Most affiliate companies (in the UK for example) havededicated Market Research Managers. They help the central research team in gathering andinterpreting consumer views. These views provide information or insights that ultimatelyresult in the development of new products suitable for a global market.


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This case study follows the development of a new product KARA skincare wipes aimed at

young women. This case study will give you a clear picture of how market research hashelped New Product Development (NPD).

Identifying consumer views and product needs where to start?

Market research should start with the consumer and serves two purposes:1) To inform companies about consumer needs and desires. What are the trends in themarket? What do consumers want?2) To give consumers the opportunity to talk to the providers of products and services sothat their views are taken into account.

Businesses exist in a fast-moving world with increased consumer choice. It is essential thata company knows its market and its consumers before developing any new product. Lots ofquestions need answering:

Who is the target market?

What do they exactly need out of the product?

Is there a gap between the products available and consumer needs?

What is the competition doing?

What position do we have in the market?

Consumer insights drive New Product Development. This information takes into account

their behaviors, attitudes and beliefs. It is an expression of their wishes and desires.Businesses use consumer insights to create opportunities for their brands. It is the startingpoint that enables brands to fit meaningfully into consumers lives. Across countries,consumers are different in terms ofculture and lifestyle. In terms of products concerningpersonal care theres a challenge to find similar insights among the consumers, which canbe further used to optimizeproduct development.


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If we take on the deodorant category, NIVEA used many secondary research sources todiscover consumers views and their need for deodorants. These related to differentmarkets and were supplied by local country market researchers.

These included:i) A consumer Usage and Attitude study. This had been conducted a few years earlieracross various markets (UK, France and USA).ii) An external study by Fragrance Houses. This covered the importance of scent andfragrance to peoples well-being and mood.

The research team felt therefore there was not enough recent knowledge about theconsumer in the secondary research. They commissioned some primary qualitativeresearch in key markets (Germany, France, UK and USA). This was aided by the localMarket Research Manager.

Now similar research needs to be done for KARA Skincare Wipes as the aim here is tounderstand the motivations for using skincare wipes amongst the female consumer.

Primary research is used when there is no existing data available to answer yourquestions. The research involves small discussion groups of females. This helps researchersunderstand the beliefs and motivations of this group.

There were several main findings:

There is steady growth in females for their skin. They wanted to look after their skin inthe most convenient way.

Women cared increasingly about the condition of their skin. Women desired attractive, neat skin. This symbolized sensuality and femininity. The skincare segment remained focused on functional rather than beautifying products.

The market research revealed an unexplored market potential for the brand. No directcompetitor was offering a product to meet these needs. So there was a clear opportunity todevelop a new product. This would fit across different markets and with the currentSkincare wipes range.

Turning consumer insights into product concepts:

Consumers showed a need for an anytime solution to look good. The team generated

ideas on how to address the consumer need.


Product ConceptAt Your Best Always

Look of theproduct

Packaging Ingredients Fragrance Quality

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From these ideas the marketing team created product concepts. These describe theproduct benefits and how they will meet the consumer needs. Several concepts werewritten in different ways. These explained and expressed unique product attributes.

The company needed to know which concept was preferred by prospective consumers. Itcarried out market research to test whether the concepts would work. The research wasconducted amongst the desired target market. For Kara Skincare wipes, the desired targetmarket was 18-35 year-old women, both college going and professionals who were beauty-orientated, followed fashion and looked for products with extra benefits.

Quantitative research on the concept was carried out in the test markets. An internationalcompany like Aditya Birla must test products in more than one market to assess properlythe global appeal.The concepts were tested monadically. Monadic testing means that the respondent of thetest is only shown one concept. This stops the respondent being biased by seeing manyvariations of the same product concept.

A number of criteria were used to test the concepts:

1) Skincare wipes category performance measures. These included wetness, dryness, andfragrance. The new concept must delivergeneric core benefits.2) Product attributes specific to the new product and companys core values. The newproduct has additional benefits to a regular facial wipes. For example, it has differentvariants for different purposes, like sunscreen, moisturizing, toning, deep-pore cleansingand additional USP like it leaves your skin feeling silky and gives you beautiful you,anytime, anywhere. Consumers needed to understand and see these benefits.

3) The product needed to be relevant and motivate a consumer to purchase it.

Next, the research team tested various name ideas for the product and developed differentdesigns for the packaging. Packaging design plays a very important role in helping tocommunicate the image of the product. Kara Skincare wipes needed to communicatefemininity and sophistication. Different variants got different colors, Pink was a naturalcolor choice for the packaging for toning wipes with rose and thyme, Sky Blue forrefreshing wipes, Chrome for deep-pore cleansing wipes with jojoba and avocado, Peachfor moisturizing wipes with honey and almond, Orange for sunscreen wipes. Variousdesign ideas were tested using quantitative market research. In addition, this helped topredict the volume of the new products that would be sold, the optimal selling price and

the level of switching from existing products and competitor products. Though KaraSkincare wipes in Indian market are one of its kind, though there is existence of cheapimports in this segment and other established brands in terms of refreshing wipes only.

Testing the product, brand positioning, and advertising:

The stages described so far produced a product concept that consumers felt will be relevantand which they will be willing to buy. The next stage was to test the product on actualcustomers.


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Many product launches fail, despite great advertising. A big reason is because the productfails to live up to the promises made. The Market Research Team conducted a productusage test. A de-branded sample of the proposed new product was given to the targetconsumer of females in several places.

De-branded means the wipes were in a blank package so that the consumers did not knowwho made the product or what type it was. Very often consumers form opinions aboutproducts and services from advertising and packaging. This can sometimes be very strongand creates a bias in what they think of a product before trying it. The consumers wereasked to use the new product for a week. They kept a diary of when they used it and scoredthe performance of the wipes against a list of criteria.These included:

Did it keep you dry all day? Did you have to reapply it? Did you like the fragrance? Did it last all day? Was the wipe reliable?

Consumers applied the de-branded wipe on their right cheek and continued to use theircurrent wipe on their left cheek. This helped the users gauge if it was as good as or betterthan the brand they normally used. This gave a measure of how likely the consumer wouldbe to swap brands.The results of the test were very positive. Most consumers loved the fragrance and the feelof the product on their skin. They felt it performed well. Most said they would swap their

brands after trying the product.Now the marketing team had a new product idea that consumers liked. It had a name andpackaging design that were well received. They now needed to check how this fitted withthe rest of the brand positioning and range. The brand position is the specific niche in themarket that the brand defines itself as occupying.The Kara Skincare wipes adds a touch of feminine sophistication and elegance to thebrands personality. This built on the core wipes positioning. It made Kara skincare wipesmore appealing, modern and unique to trendy, young female consumers.

The next stage was to brief an advertising agency to develop communication to support thelaunch of the new product. Through market research the team could check whether the

advertisements positively supported and communicated the new product. The companyconducted qualitative research on some advertising ideas amongst various groups of thetarget consumers. It presented ideas in the form of storyboards of what a TV advert couldlook like.

The objective was to evaluate which were the best ideas in terms of: Did they stand out as exciting or different? Were they relevant to the consumer?


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Did they communicate the right things about the new product? Did they persuade the consumer to want to purchase the product?

Once the product is launched and the consumer can actually purchase it, the researchprocess does not stop. Continuous consumer tracking can be carried out to find outconsumers views of the new product. This involves interviewing people every day to findout whether they are using the product, what they think of it and why they would purchaseit.

For example, Beiersdorf uses other, secondary data sources such as consumer panel dataand EPOS (electronic point of sale) data. These monitor the sales effectiveness of theproduct throughout the launch phase and through the product life cycle.


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CHAPTER 12

SYNOPSIS


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BRAND PROMOTION, MARKET ANALYSIS& CONSUMER BEHAVIOUR ANALYSIS OF KARA

SKINCARE WIPESIN CHANDIGARH

_________________________________________________________________

STUDENTS NAME:MANMEET RANDHAWA

INDUSTRY GUIDE:MR. DIVYANKAR GOELFACULTY GUIDE:MR. NISHANT RAI

_______________________________________________________________________

OBJECTIVE:

To bring awareness among consumers about the newly launched productby the company and placing of the product in the markets of Chandigarh.

Brand Promotion of the product in Chandigarh.

To study the market for the competitors and establishment of theproduct.

FINDINGS:

The product comes with a unique concept which is well-accepted in the west, but in Indianmarket, its one of its kind, though there is the existence of cheap imports and other wellknown brands existing in Facial wet wipes like LOreal, Dove and Nivea.

Theres lack of awareness among the potential consumers as well as the retailers in themarkets of Chandigarh.

Lack of marketing and advertising in this region, only advertising in print media prevails.

New concept is taking long time to establish itself in the market in spite of having monopoly

Grasim Industries & Birla Cellulose, Aditya Birla Group

18929515 Final Report

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