STUDY ON

CONSUMER AWARENESS AND PROMOTION OF KARA SKIN CARE WIPES

  AND HAND SANITIZING WIPES WITH REFFERENCE TO HORECA AND TELECOMMUNICATION.

BY AMITY BUSINESS SCHOOL

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 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.

INTRODUCTION

Birla Cellulose is the Aditya Birla Group’s 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

PRODUCTS

SWOT ANALYSIS

STRENGTHS

Aditya Birla Group Alcohol free product CONVENIENT QUALITY 100% Natural,

hygienic and Biodegradable product

VARIETY Dermatological Safe It is made up of pure

viscose which has a 10 times better absorbing power than cotton.

WEAKNESSES

AWARENESS LEVEL WITH QUALITY COMES

PRICE Less promotion

through social media.

SWOT ANALYSIS

Opportunities

Entering new markets through Contract manufacturing

Growing market of Skincare products in India

Climate of India is favorable for such products.

People getting use to western culture.

Threats

High level of competition from main rivals like Johnson & Johnson, Mystique, Fresh Ones and the Chinese wipes

MOTI MAHAL TIVOLI CHILIS SURA VIE LOUNGES OH CALCUTTA SETZ PIRATES OF GRILL PARIKRAMA HARD ROCK VEDA FIO YELLOW CHILLIES Radisson

Companies contacted

SWAGATH OLIVE SHRIO PIND BALLUCHI GOLA PUNJABI BY NATURE IBIS HOTEL SPAGHETTI KITCHEN SMOKE HOUSE TONIO LODI GARDENS THE KEBAB FACTORY

1. As per the interaction with HORECA, the clients were not happy with the size of wipes used.

2. The found the wipes not useful in removing the use of napkin and finger bowl.

3. Awareness level was low.4. Price and MOQ was also an issue.5. Some restaurant were already using other

products such as magic tissue (Punjab grill and Crazy noodles)

6. Wet tissues were already used by TGIF.7. The process of sanction of a new product was

very long.8. Time frame was less

Hurdles in HORECA

As hand sanitizers are in demand so can introduce new line of hand sanitizers.

If we try to increase the size only for HORECA. And do a test market for it.

To create the BRAND AWARENESS by 1. Free samples2. Hoardings3. T.V. ad4. Metro 5. Mall and society promotion 6. School and colleges visits7. Campus like DU’s should be visited8. Kiosk at malls , retailers and markets.

RECOMMENDATION

Promotions through social medias sites. Create a Kara website. Proper interaction with online portals Can reduce the size and use for swab

applied for injections Swabs for make up removals can be given

to kiosk in malls for removing makeup.

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

Learnings

The objective of the study was “CONSUMER AWARENESS AND PROMOTION OF KARA SKIN CARE WIPES AND HAND SANITIZING WIPES”. The work was conducted in Delhi and NCR.

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 week I questioned 70 people of Delhi and NCR. 

The concept of wet wipes is not new to the people of Delhi as around 98% percent of respondents are aware of the concept of wipes and about 80% percent of the respondents have heard of Kara and 65% use it. 

FINDINGS OF THE STUDY

Almost 87% of the sample used sanitizers and more than 50% were using Dettol. The awareness of hand sanitizing wipes was very low so and only 22% had heard of Handy. But 74% of sample were interested in using hand sanitizing wipes and replace what they are using.

People were ready to pay Rs. 30 – 50 for a pack of 25 wipes and presently the pack of 20s wipes is for Rs. 65 but in the market there are various players in this category including Johnson & Johnson, mystique, fresh ones and some Chinese wipes like Uzana etc. in this market sales wipes Kara is the market leader  

Interaction with the consumers revealed that they have many options of wet wipes to use. The advertisement done by Kara has less reach. People want Kara to advertise more on T.V. and do promotional activities such as free samples and college visits etc