ADITYA BIRLA GROUP

MOHAMMAD FARAZ

MBA- IB

AMITY INTERNATIONAL BUSINESS SCHOOL

3

1 Creation of brand awareness of Puretta in the market

2 Kara

Prim

4 Handy’s

OBJECTIV

ES

PRIMARY

SECONDARY

MARKET RESEARCH ANALYSIS

OF:;

Wipes

A wipe, is a small piece of paper non-woven fabric or cloth that

often comes folded and individually wrapped for convenience. Wet

wipes are used for cleaning purposes, like personal hygiene or

household cleaning.

Wipes are made from Polyester and Non-woven fabric as its

property of excellent absorbency coupled with very high moisture

retention makes it the obvious choice where hygiene and softness

are of utmost importance.

Today wipes usage have expanded from skin care to baby care,

kitchens, Industries and changed into a system of network that can

be put to new uses.

In recent years facial wipes have become an important wipe

usage mechanism for wipes with the ubiquity of viscose staple

fibre.

wipes

Industries

Baby

Hospitals

Hotels

Wipes

WIPES MULTI-USES

MARKET PLAYERS

Strengths

•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.

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.

i•Lack of advertisement and promotional

activities.

• Packaging is not very attractive and up to the

mark.

•High cost.

Threats

•Johnson & Johnson market leader

Position.

•Chinese wipes has covered the

market and slowly penetrating into

different segments.

•New player like purple turtle,

Himalaya, etc.

WeaknessesS W

TO

SWOT ANALYSIS PURETTA:

MARKET

DRIVERS

Key Drivers

Increase in GDP,Disposable income

and standard of living.

Increase in literacy rate

Awareness in middle and upper

middle class

Increase in MNC’s

4

Mall culture

Increase in working women

population

FEATURES

Puretta Baby Wipes

Convenient to usePortability Efficacy

Dermatologically tested

Alcohol free Skin Friendly

Safe for baby’s skin.

Hygienic Hypoallergenic

FINDINGS & ANALYSIS:

Retailers preferred high margin low turnover over low margin high turnover.

When asked why do they keep Puretta baby wipes in their store, the following sequence was mostly preferred:

Margin -1Variety -5

Brand -2Demand -4 Price -3

0

10

20

30

40

50

60

70

RETAILERS RESPONSE AS PER COMPANY POLICIES

SATISFIED

UNSATISFIED

DON'T KNOW65% said satisfied,20% unsatisfied ,15% don’t know with company policies.

COMPANY

POLCIES AS

PER

SCHEMES

COMPANY POLICIES

SATISFACTION AS PER

RETAILERS

70% Retailers said

they would keep the

product only after the

ads are aired.

Remaining 10% would

keep the product.

10% were unaware of

the product and it’s

advertisement.0 50 100

Palce theproduct

Not place

Unaware

Dependence on Advertisement for placing an order

Palce the product

Not place

Unaware

ADVERTISEMENT AS A TOOL TO GENERATE ORDER:

BRAND EFFECTIVENESS & BRANDING PROBLEM:

80% retailers like to keep Johnson& Johnson , pigeon

& Himalaya

20% retailers like to keep

only Johnson & Johnson

60% retailers like to keep

only Johnson& Johnson &

Pigeon

• Increase expenditure on Advertising and Publicity

• Need to learn from competitors such as Johnson & Johnson

• Price correction if possible

• Increase quota for samples

• Fresh Advertisement campaign required

COMPETITOR’S ANALYSIS

Preference of purchases

If not

availableIf not

availabl

eIf not

available

FeaturesJohnson &

Johnson

• Helps wipe away dirt and germs

• Alcohol free

• Always Mild & Gentle

Pigeon

• Made with Hypoallergenic formula

• Gently clean and moisturize a baby's skin

• Pleasantly scented

Himalaya

• Gently cleanse and moisturize baby’s

• Mild & gentle

BUSINESS PORTFOLIO IN TERMS OF CONSUMER PRODUCTS :

Baby CareSkin & Hair Care

Wound Care & Topicals

Over-the-Counter Medicines

Animal

Health

Pharma

ceutical

s

Baby

care

Personal

care

Mothe

r Care

Nursin

g

Bottle

and

Nipple

Pacifiers

and Teethers

Weanin

g and

Access

ories

Baby

Wipes

and Wet

Tissues

Baby

Diaper

and

Laundry

Care

Cleanin

g and

Sterilizin

g

PRICES & OFFERINGS:

59

Price &

Quantity

20 Pcs

Price & Quantity

Price & Quantity

150 72 Pcs

99 80 Pcs

PROBLEMS

Less promotional activities.

Low profit margins.

Extensive and exhaustive interaction with the consumers revealed

that the people of Noida 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.

Our group has made special efforts to reinsure the retailers about the

superior quality of the product an upcoming advertisements role in

increasing awareness.

Retailers said they would display large quantities of the product only

after the ads are aired.

They said that replacement of the product on either expiry or

unintentional damage of the product is a very difficult and time

consuming process.

PROBLEMS

RECOMMENDATIONS

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 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.

FACIAL WIPES-KARA,

KITCHEN WIPES-PRIM, HAND

WIPES-HANDY ‘S

Market Players

Fresh One

Etiquette

Good Luck

Freshia

Pril

Vim Bar & Liquid

Scrotch brite

Other Chinese Products

Dettol Liquid Handwash

Lifebuoy Liquid handwash

Other Chinese Products

Cheaper local products

Kara

Prim

Handy’s

FINDINGS & ANALYSIS:

Retailers preferred high margin on low turnover.

When asked why do they keep Kara ,Prim

& Handy’s in their store, the following sequence was mostly preferred:

Variety -4 Margin -3 Brand -3Demand -3 Price-3

On asking the retailers about the response of Kara ,Prim & Handy’s in the market in comparison to other wipes/Similar Products

Near around

80% said Kara

is best, Prim &

Handy’s not

moving fast .

Around 20% said it

had mixed responses

saving it is selling on

impulse.0 50 100

Good Response

Mixed

Percentage

Responses

On asking the retailers about the Bundle Pricing Kara in the market in comparison to other wipes

Near around

65% said they

will purchase it

and it will

easily move.

Around 20% were not

interested in bundle

Pricing

0 50 100

accepted

not accepted

no say

15% have no say in

bundle pricing.Interested Retailers

BUNDLE PRICING

60% Retailers agreed

Advertisement will

boost its sale and

further increase order

placement

40% disagreed that

advertisement will

boost up sales.

0 20 40 60

agreed

disagreed

Dependence on Advertisement for placing an order

agreed

disagreed

ADVERTISEMENT AS A TOOL TO GENERATE ORDER

SALES EFFECTIVENESS

BEFORE AND AFTER

ADVERTISEMENT AIRED

50% retailers said

that sales jumped a

little after

advertisement

50% retailers said

even after

advertisement there

is no increase in

sales.

0 20 40 60

agreed

disagreed

agreed

disagreed

SALES EFFECTIVENESS BEFORE AND AFTER ADVERTISEMENT AIRED

PROBLEMS(KARA,PRIM & HANDY’S

The packaging seems to be a matter of concern. The sticker once peeled off does not

stick again easily and hence the wipes get damaged or dry.

Schemes offered to retailers are not affordable by most of them as they start from

2500.

The Price of sunscreen wipes is another drawback for the product as customers don’t

prefer to buy wipes of Rs. 80.

Packet of 5 Wipes(Refreshing Wipes) are posing a threat to other larger packets as a lot

of customers prefer to buy the pack of 5 hence in some shops sales of other bigger packs

is suffering because of this.

Table Tops for the product’s display is another issue of concern. Most of the

shopkeepers have either not been provided or are not satisfied with the quality of the table

top.

PROBLEMS(KARA,PRIM & HANDY’S

In my daily reports I have informed the manager regarding the need

for Table tops as chemists are offering good business to us provided we

give them a decent table top.

The behavior of our distributor Ganesh Enterprises is a matter of

concern. Lots of retailers have put up complaints regarding his unnecessary

rude behavior with them, on a slight delay of payment and other matters.

Last, but not the least, big retail stores owners complaint of the fact that

the company provides schemes like 1+1 to modern trade outlets. They say

that the customer demands the same in their stores, which could pose a

threat to the products further growth in the market..

•There has been no significant promotion of the product in all its years in

existence.

•Scotch bright has been simultaneously “extremely well placed” in the

consumers’ mind.

•Certain customers even tend to believe that Prim does not fulfill its

stated purpose to the desired level of customer’s satisfaction.

•Cheaper variants of other products serving the same purpose, pose an

immense threat to the products survival, leave aside success.

•Customers and retailers are unaware of the fact that it is an ADITYA

BIRLA GROUP product altogether. Lots of retailers mentioned this

fact has been a huge reason for low or no sales

•Certain retailers even quoted that owing to all the above stated facts and

reasons- “PRIM is a failure product”

PROBLEMS(KARA,PRIM & HANDY’S

Kara

Provision of table top(of good quality durability)

• Special efforts (either by ads or awareness campaigns)

• Product availability in bundle with other prominent and complementary products

Display scheme duration large and sustainable levels of orders

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

Adhesive used in the KARA packaging should be improved

RECOMMENDATIONS

Prim& Handy’s

Increase variants of Prim & Handy’s

• Change Packaging

• Offer it with handy’s (Combi Pack)

Provide Separate Displays for these Products.

• Provide Display Schemes to the retailers for smaller amounts as these are slow moving product in these segments.

Purpose of Kitchen & Hand wipes to be specific & more defined.

RECOMMENDATIONS

Beatt

Plan

(Sectors

)

Calls

Made

Calls

Producti

ve

Value(IN

R)

18,19,27,

28,29

76 63 84032

52,53,61,

62,71

23 7 43106

82,83,93,

110

37 5 21452

12,20,21,

22,23,25,

26,55,56

43 16 10098

33,34,39,

40,41,50,

51

25 6 22150

FIELD WORK DATA

0 50000 100000

•Beat Plan 5

•Beat Plan 4

•Beat Plan 3

•Beat Plan 2

•Beat Plan 1

Value(INR)

Total=180838

Se

rial

No

.

1

2

3

4

5