.

Market
Market research
research and
and study
study of
of Alternative
Alternative channel
channel to
to
promote
promote Kara
Kara wipes
wipes
In
In Kanpur
Kanpur market
market
ABHINAV
ABHINAVBANSHWAR
BANSHWAR
PGDM(RM)
PGDM(RM)
JAIPURIA
JAIPURIAINSTITUTE
INSTITUTEOF
OFMANAGEMENT
MANAGEMENT
LUCKNOW
LUCKNOW

INTRODUCTION
The Aditya Birla Group is an Indian
multinational conglomerate corporation
headquartered in Mumbai, India. founded in
1857 by Seth Shiv Narayan Birla
Grasim Industries Limited was incorporated in
1948.
Birla cellulose is the Aditya Birla Groups
umbrella brand for its range of cellulosic fibers.
Fiber is one of the oldest businesses of Aditya
Birla Group has commenced in 1954.

 Birla Cellulose is the Aditya Birla Groups

umbrella brand for its range of cellulosic fibers.
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 fibers have multiple applications including
apparel, home textiles, dress material, knitwear,
non-woven etc

OBJECTIVE
The
The objective
objective of
of the
the study
study was
was CONSUMER
CONSUMER
AWARENESS
AWARENESS AND
AND PROMOTION
PROMOTION OF
OF KARA
KARA SKIN
SKIN
CARE
CARE WIPES
WIPES .. The
The work
work was
was conducted
conducted in
in Kanpur.
Kanpur.
Identify
Identify the
the behaviour
behaviour of
of different
different consumer
consumer Kara
Kara
wipes
wipes in
in Kanpur
Kanpur region.
region.
Know
Know consumer
consumer behaviour
behaviour is
is discovering
discovering what
what
people
people want
want need,
need, believe
believe or
or react
react ..
II surveyed
surveyed 140
140 people
people by
by of
of questionnaire
questionnaire and
and
collect
collect some
some secondary
secondary data
data from
from internet
internet to
to
understand
understand and
and analyze
analyze the
the exact
exact situation
situation of
of the
the
market
market through
through interview
interview and
and survey
survey

Kanpur
Kanpur
Kara
Kara retailer
retailer
Weekly
Weekly market
market in
in Kanpur
Kanpur
Mon
Mon to
to sat
sat

Arya
AryaNagar
Nagar(MON)
(MON)

Tezumzl
Tezumzl general
general
store
store
Dileep
Dileep general
general store
store
Bhag
Bhag chandra
chandra store
store
New
New kamalstore
kamalstore
Modern
Modern store
store
Shri
Shri laxmi
laxmi store
store
Maha
Maha laxmi
laxmi store
store
Shagun
Shagun store
store
Bharti
Bharti fancy
fancy

Prakash
Prakash cosmetic
cosmetic
Pick
Pick and
and pay
pay
Darmesh
Darmesh dairy
dairy
Tezal
Tezal agency
agency
Pandit
Pandit general
general
store
store
Jack
Jack and
and Jill
Jill
Sheela
Sheela ornments
ornments
Suraj
Suraj sindoor
sindoor

Naveen
Naveen market(TUE)
market(TUE)

Kohali
Kohali brothers
brothers
Hazari
Hazari Lal
Lal &sons
&sons
Kanak
Kanak cosmetic
cosmetic
Ruchima
Ruchima general
general
store
store
Hello
Hello madam
madam
The
The sazali
sazali
Jagan
Jagan brother
brother
Sonam
Sonam bangel
bangel

Kapoor
Kapoor and
and sons
sons
Megha
Megha general
general
store
store
Ram
Ram chandan
chandan and
and
sons
sons
Balaji
Balaji hoozari
hoozari
Noble
Noble place
place

Lal
Lal Bangla(WED)
Bangla(WED)

Rakesh
Rakesh store
store
Santosh
Santosh cosmetic
cosmetic
Novelty
Novelty store
store
Govind
Govind medical
medical
Vibhor
Vibhor medical
medical
New
New anupam
anupam

Rajeev
Rajeev general
general
store
store
Rinku
Rinku general
general store
store
Sanjay
Sanjay cosmetic
cosmetic
Adarsh
Adarsh beauty
beauty

P.
P. Road
Road (THU)
(THU)

Naveen
Naveen pharma
pharma
maa
maa vashno
vashno devi
devi
New
New fashion
fashion centre
centre
Pratap
Pratap general
general store
store
Roop
Roop fancy
fancy store
store
Govind
Govind medical
medical store
store
Mukesh
Mukesh fancy
fancy store
store
Rahul
Rahul cosmetic
cosmetic
Easha
Easha medical
medical store
store

Real
Real beauty
beauty world
world
Muskan
Muskan cosmetic
cosmetic
Bandana
Bandana store
store
Pandey
Pandey general
general
store
store
Fashion
Fashion point
point
Sweta
Sweta general
general
store
store

Shivala
Shivala (FRI)
(FRI)
Kalyani
Kalyani general
general
store
store
Chunni
Chunni general
general
store
store
Gappu
Gappu cosmetic
cosmetic
store
store
Amar
Amar cosmetic
cosmetic
centre
centre
Mishra
Mishra cosmetic
cosmetic
Apsana
Apsana beauty
beauty
centre
centre

Kishori
Kishori cosmetic
cosmetic
Vikky
Vikky fancy
fancy
Mahesh
Mahesh general
general
store
store
H.n.
H.n. gupta
gupta store
store
Laxmi
Laxmi bangles
bangles
Anoop
Anoop general
general
store
store
Jyoti
Jyoti cosmetic
cosmetic

Gumtee(SAT)
Gumtee(SAT)

Unique
Unique general
general store
store
New
New jewellary
jewellary
Chawla
Chawla fashion
fashion
Abhishek
Abhishek gupta
gupta
Roopali
Roopali cosmetic
cosmetic
Anamika
Anamika beauty
beauty
New
New govind
govind store
store
Arora
Arora general
general store
store
kwality
kwality store
store

Kapil
Kapil general
general store
store
Jai
Jai durga
durga store
store
Amar
Amar general
general store
store
Darshan
Darshan general
general
store
store
Surendra
Surendra general
general
store
store
Karishma
Karishma beauty
beauty
store
store

CLASSIFICATION
CLASSIFICATION OF
OF THE
THE PRODUCT
PRODUCT
Kara Refreshing
Wipes
1. Aloe Vera Mint

Kara Refreshing
Wipes
2. Aloe Vera
Cucumber

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

Contd..
Deep pore cleansing wipes
Enriched with jojoba oils.

competitors
competitors
Market
Market has
has some
some some
some competitors
competitors
in
in relation
relation to
to Kara
Kara wipes
wipes like
like Nivea,
Nivea,
L'Oreal,
L'Oreal, Berina
Berina and
and some
some more
more but
but
the
the main
main competitor
competitor are
are the
the Chinese
Chinese
wipes.
wipes.
IfIf the
the major
major competitors
competitors are
are namely
namely
Himalaya
Himalaya and
and Johnson
Johnson and
and Johnson,
Johnson,
these
these two
two players
players act
act as
as the
the leader
leader in
in
the
the market,
market, in
in context
context of
of baby
baby wipes.
wipes.

SWOT
SWOT ANALYSIS
ANALYSIS
STRENGTH

Natural
Natural && Biodegradable
Biodegradable
products.
products.

Innovative
Innovative concept
concept in
in
Kanpur.
Kanpur.

Segmentation
Segmentation of
of specific
specific
wipes
wipes for
for specific
specific purpose.
purpose.

Availability
Availability in
in more
more than
than 55
variants.
variants.

Alcohol
Alcohol free
free product.
product.

WEAKNESS

Retailers
Retailers margin
margin is
is far
far
less.
less.

High
High Price
Price as
as compared
compared to
to
competitors.
competitors.

There
There is
is aa lack
lack of
of
awareness
awareness at
at the
the ground
ground
level.
level.

Consumer
Consumer mind
mind set
set about
about
Chinese
Chinese wipes
wipes

Contd..
Contd..
OPPORTUNITIES
Growing
Growingmarket
marketof
ofskin
skincare
care
products
productsin
inIndia.
India.
People
Peopleare
aregradually
graduallygetting
getting
acquainted
with
the
western
acquainted with the western
concept
conceptof
ofwet
wetwipes.
wipes.
Huge
Hugeuntapped
untappedmarket.
market.
Climate
Climateof
ofIndia
Indiaisisfavorable
favorablefor
forsuch
such
products.
products.
There
Thereare
areno
noother
otherbig
bigplayers
playersin
inthe
the
market.
market.

THREATS
Competition
Competitionfrom
fromlower
lowerpriced
priced
Chinese
Chinesewipes.
wipes.
High
Highlevel
levelof
ofcompetition
competitionfrom
from
main
mainrivals
rivalslike
likeMystique,
Mystique,Dove,
Dove,
Fresh
Ones,
Johnson
n
Johnson.
Fresh Ones, Johnson n Johnson.
High
Highpricing
pricingstrategies.
strategies.
The
TheChinese
Chinesewipes
wipeshave
havealways
always
gained
gainedaalot
lotof
ofpopularity
popularityand
anditit
isisvery
verydifficult
difficultto
toremove
removetheir
their
mark
markfrom
fromthe
thecustomer
customermind.
mind.

Learning
Learning
Team
Team work.
work.
Patience
Patience
Conducting
Conducting meetings.
meetings.
Customer
Customer dealings
dealings
Learning
Learning negotiation
negotiation skills
skills
Cold
Cold calling
calling
Telephonic
Telephonic skills
skills
Punctuality.
Punctuality.
Friendly
Friendly Relationship.
Relationship.
Commitment
Commitment should
should be
be there.
there.
Delivery
Delivery on
on Time.
Time.

FINDINGS
FINDINGSOF
OF THE
THE STUDY
STUDY
The
The objective
objective of
of the
the study
study was
was CONSUMER
CONSUMER AWARENESS
AWARENESS
AND
AND PROMOTION
PROMOTION OF
OF KARA
KARA SKIN
SKIN CARE
CARE WIPES
WIPES AND
AND HAND
HAND
SANITIZING
SANITIZING WIPES.
WIPES. The
The work
work was
was conducted
conducted in
in Kanpur.
Kanpur.
The
The project
project was
was primarily
primarily based
based on
on primary
primary Data
Data collected
collected
through
through the
the questionnaire
questionnaire method.
method.
.. Identify
Identify the
the behaviour
behaviour of
of different
different consumer
consumer Kara
Kara wipes
wipes in
in
Kanpur
Kanpur region.
region.
Know
Know consumer
consumer behaviour
behaviour is
is discovering
discovering what
what people
people want
want
need,
need, believe
believe or
or react
react ..
II surveyed
surveyed 140
140 people
people by
by of
of questionnaire
questionnaire and
and collect
collect
some
some secondary
secondary data
data from
from internet
internet to
to understand
understand and
and
analyze
analyze the
the exact
exact situation
situation of
of the
the market
market through
through interview
interview
and
and survey
survey
..

People
People were
were ready
ready to
to pay
pay Rs.
Rs. 30
30 50
50 for
for aa pack
pack of
of 25
25 wipes
wipes
and
and presently
presently the
the pack
pack of
of 20s
20s wipes
wipes is
is for
for Rs.
Rs. 65
65 but
but in
in the
the
market
market there
there are
are various
various players
players in
in this
this category
category including
including
Johnson
Johnson && Johnson.
Johnson.
The
The concept
concept of
of wet
wet wipes
wipes is
is not
not new
new to
to the
the people
people of
of
Kanpur
Kanpur as
as around
around 98%
98% percent
percent of
of respondents
respondents are
are aware
aware of
of
the
the concept
concept of
of wipes
wipes and
and about
about 80%
80% percent
percent of
of the
the
respondents
respondents have
have heard
heard of
of Kara
Karaand
and 65%
65% use
use
The,
The, mystique,
mystique, fresh
fresh ones
ones and
and some
some Chinese
Chinese wipes
wipes like
like
Uzana
Uzana etc.
etc. in
in this
this market
market sales
sales wipes
wipes Kara
Kara is
is the
the market
market
leader.
leader.
Interaction
Interaction with
with the
the consumers
consumers revealed
revealed that
that they
they have
have
many
many options
options of
of wet
wet wipes
wipes to
to use
use
.. The
The advertisement
advertisement done
done by
by Kara
Kara has
has less
less reach.
reach. People
People
want
want Kara
Kara to
to advertise
advertise more
more on
on T.V.
T.V. and
and do
do promotional
promotional