Summer internship report BIRLA CELLULOSE

AMITY BUSINESS SCHOOL, NOIDA

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


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 20th

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.

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




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?

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.

54.3

45.7

Yes

No


For what purpose do you generally use wipes?

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.

106

89

32

49Personal Hygiene

Hygiene of Baby

Use in Kitchen

Multipurpose in Household


You prefer to buy these wipes from?

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.

34

108

35

46General Store

Medical Store

Malls

Convenient 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?

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.

64.50%

23%

4.30%3.90% 4.30%

Features (Hygienic etc.)

Quality

Price

Packaging

Advertisement


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?

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.

18.75%

30.08%

1.17%

26.56%

24.21%Hygenic

Safe For Baby

Lower Price

Alcohol Free

Soft


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?

Total

Yes No

Are you aware of the

concept of wipes?

Yes 139 17 156

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

Total

Male Female

Is your buying decision change if

your favorite star is there in the

advertisement of that product?

Yes 53 76 129

No 63 64 127

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?

Total 15000-20000 20000-25000 25000-30000 Above 30000

Is your buying decision

change if your favorite

star is there in the

advertisement of that

product?

Yes 34 45 32 18 129

No

44

51

14

18

127

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

Total

Male Female

For what purpose do you use wipes?-

Personal hygiene

Yes 32 74 106

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?

Total Yes No

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

http://www.adityabirla.com/

http://www.adityabirla.com/birlacellulose

http://www.google.com/

http://www.indiamart.com/company/1606980/products.html

http://www.indiainfoline.com/Markets/News/Archived/Aditya-Birla-unveils-Puretta-baby-care-wipes/1052935807

http://www.indiainfoline.com/Markets/News/Archived/Aditya-Birla-unveils-Puretta-baby-care-wipes/1052935807

http://marketingpractice.blogspot.com/2008/05/kara-skincare-wipes-at-your-best-always.html

http://marketingpractice.blogspot.com/2008/05/kara-skincare-wipes-at-your-best-always.html

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

Documents

Transcript of Summer internship report BIRLA CELLULOSE