summer internship project

1. .
Topic: Price Comparison of Kara and its
Substitute & Consumer Preference over it.
Submitted by:
Deepak Verma
P.G.D.M (IB) 08

2. INTRODUCTION
• The Aditya Birla Group is an Indian multinational
conglomerate corporation headquartered in
Mumbai, India. founded in 1857.
• Grasim Industries Limited was incorporated in
1948.
• Birla cellulose is the Aditya Birla Group‟s umbrella
brand for its range of cellulosic fibers.
• Fiber is one of the oldest businesses of Aditya
Birla Group has commenced in 1954.
• Kumar Manglam Birla is the key person of Aditya
Birla group.

3. OBJECTIVE
• Price Comparison.
• Consumers likes and Dislikes.
• Price Margin in comparison to Competitor.
• Get to know about the Competitors.
• Recommendation to improve the sales in
Agra Region.

4. Research Methodology
• Formulating the objective of the study
• Designing the method of data collection
• Selecting the sample plan.
• Collecting the data.
• Processing and analyzing the data.
• Reporting the finding.

5. CONTD..
• Research is Exploratory and
Descriptive in nature.
• Primary Data –
Questionnaire, Personal interview.
• Secondary Data –
Books, Journals, Magazines,
websites.

6. CLASSIFICATION OF THE PRODUCT
• Kara Refreshing • Kara Refreshing
Wipes Wipes
1. Aloe Vera Mint 2. Aloe Vera
Cucumber

7. CONTD..
• Kara Toning • Kara sunscreen
• Wipes wipes
 Enriched with  It is enriched with
Rose and antioxidants like
Thyme extract plum extract and
vitamin-E .

8. CONTD..
• Kara Deep pore • Kara Make-up
cleansing Wipes. removal wipes
 Enriched with  enriched with
Jojoba and Lavender and
Avocado extracts. Seaweed extracts.

9. CONTD..
• Kara Moisturizing Wipes
 Enriched with the goodness of Almond and
Honey for beautiful radiant and glowing skin.

10. 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.
• Dermatologic ally safe.
• Assurance of “Aditya Birla Group”

11. COMPETTITORS
• Market has some competitors in relation to Kara
wipes like „Nivea‟, „L‟Oreal‟, „Berina‟ and some
more but the main competitors are the Chinese
wipes.
• If see Puretta, the two major competitor are
there in the market namely, „HIMALAYA‟ and
„JHONSON & JHONSON‟ these two player act
as the leader in the market in context of baby
wipes.

12. Brand Endorsement
• Anushka Sharma is a pretty good
ambassador, associated with being
cool hip and trendy.
• Endorsing not to much brand.
• Effectiveness as a brand ambassador
for a specific brand increases.

13. SWOT Analysis of Concerned Market (AGRA):
Strength:
• Futuristic market, because it is a tourist place.
• Markets are very wide, No. of shops are abundant.
Weakness:
• Distribution channel is very weak. Because of it ,some to fail to place the order
to the retailers.
• Retailers are linking their purchasing decision with TV commercials.
• People are not really concerned about the hygiene factor.
Opportunity:
• Since, Agra is a tourist hub so; it has a great opportunity in near future for
market expansion.
• Markets are varied; a bit of more promotional efforts will make the sales even
higher.
Threat:
• Chinese wipes are the main threat to this market, as they are providing a heavy
margin to retailers.
• „Johnson & Johnson‟ and „Himalaya‟ are the major threat in relation to puretta
baby wipes.

14. SWOT ANALYSIS
STRENGTH WEAKNESS
 Natural & Biodegradable  Retailer‟s margin is far less.
products.
 High Price as compared to
 Innovative concept in Agra. competitors.
 Segmentation of specific wipes  There is a lack of awareness at
for specific purpose. the ground level.
 Availability in more than 5  Consumer mind set about
variants. Chinese wipes
 Alcohol free product.

15. Contd..
OPPORTUNITIES THREATS
 Growing market of skin care  Competition from lower priced
products in India. Chinese wipes.
 People are gradually getting  High level of competition from
acquainted with the western main rivals like
concept of wet wipes. Mystique, Dove, Fresh
Ones, Johnson n Johnson.
 Huge untapped market.
 High pricing strategies.
 Climate of India is favorable for
such products.  The Chinese wipes have always
gained a lot of popularity and it is
 There are no other big players in very difficult to remove their mark
the market. from the customer mind.

16. INTERPRETATIONS
• Have you ever used or consider using a
wipe to clean your skin.
41%
yes
No
59%

17. CONTD..
• According to you what should be the ideal
price for the medium size wipes pack.
6%
10%
25-50 Rs
50-75 Rs
75-100 Rs
53%
above 100 Rs
31%

18. CONTD..
• For what purpose do you use wipes?
0%
8% For Refreshing
8%
4% 40% For Cleaning skin
5%
For Frafrance
14% For make-up Removal
As sunscreen
21% For Tonning
For Moisturizing
Any other

19. CONTD..
• Do you think that wipes you are using are
costly?
23%
49%
Yes
No
Partialy
28%

20. Contd..
• From where have you heard about
the product like wipes the most?
15%
11% T.V
49%
Radio
News Paper
19% Magzine
Retail
5% Friends
1%

21. FINDINGS
• Agra is a very big tourist place in the
world, and it has a huge potential in
relation to wipes because foreigners
comes to India and the weather of India
force them to use wipes.
• Mainly the retailers like Cosmetics store
are selling refreshing wipes in good
quantity.
• Many a times, retailers complaint that
sales person not visit regularly to ask
the stock.
• Customer found Kara wipes costly.

22. CONTD..
• The Chinese wipes are the major competitor and
having a good market share in the market and it
cheaper too.
• One of the major problems is that, the customer
doesn‟t know that the Kara and Puretta is the
product of renowned Aditya Birla Group.
• As the Himalaya & J&J baby wipes are running
successfully in the market, because of their brand
name on packaging.
• During the survey it ascertains that the market is
already captured by big brand like Johnson &
Johnson, which is our competitor in relation to
Puretta. Baby wipes and chinese wipes

23. RECOMMENDATIONS
• The distribution channel should be more effective.
• Emphases on appointing more sales person.
• The company should promote the scheme of “window
display offer” ,retailers more often ask for it.
• Banners , hoardings , and posture will be really proved
helpful to increase the sale because some time
retailers even don‟t know the concept of wipes.
• Company should have more emphasis on
advertisement campaign.

24. CONTD..
• A significant suggestion from my point of view is that the
company should change the name of Puretta and introduce
this product by the name of “Kara Baby Wipes”
• For promotion of the brands the company can sponsor
various college fests, different fashion shows. Also various
baby shows can be conducted to promote the baby wipes.
• During weekends promotional activities can be organized at
selected malls and free samples can be distributed to the
consumers to create the brand awareness among them.

25. Learning
• Team working.
• A sales man should have patience.
• Keep your ego aside.
• Punctuality.
• Friendly Relationship.
• Commitment should be there.
• Delivery on Time.

26. Thank you
• 