Fcel ppt

05/01/2023

WAYS TO INCREASE BUYING INTENTION OF KARA WIPES IN SHIMLA AREA

Submitted by:Ms. Shivani Gupta501504033MBAThapar University

05/01/2023

05/01/2023CONTENTS:

Introduction Company’s Profile Research Methodology Distribution Channel Management Data Analysis & Interpretation Conclusion

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INTRODUCTION Title of the project: Ways to increase the buying

intention of KARA Wipes in Shimla Area. Purpose of the project: 1. To find the bottlenecks in the

market.2. Create awareness and promotion of KARA wipes.3. Strengthening distribution channel. Focused on General Trading, Modern Trading and

Business to Business.

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OBJECTIVES: Creating demand of Kara wipes in different markets.  Overall market development of Kara wipes  To know the consumer buying behavior about Kara wipes  To study how to increase the brand value of Kara wipes.  To understand retailers satisfaction and problems in distribution of Kara

wipes

05/01/2023COMPANY’S PROFILE Future Consumer Enterprise Ltd (FCEL), India’s first sourcing-to-supermarket

food company by Future Group is built on the virtue of sharing. VISION FCEL shall become the creator and provider of the Food Palate for a diverse and

evolving India. We will continuously strive to upgrade the overall food consumption.

MISSION FCEL will leverage consumer insights and cater to India's diversity by sharing

the joy of food and its bounty with all its stakeholders. BELIEF & CULTURE At FCEL, we believe in the act of celebrating and sharing the bounty of food.

This belief in sharing propels us to be fair, caring and responsible towards our consumers, associates, partners and society at large.

Kara Refreshing Facial Wipes are made from Viscose Fibre, a fibre that is 100% natural and biodegradable.

05/01/2023Key ingredients: Aloe Vera – It is a natural leaf juice of Aloe Vera plant that keeps skin

hydrated and nourished. Cucumber – It is known to soothe and soften the skin which can get you

relaxed in no time. Mint – It is known for strengthening the skin tissue and helps reduce oily skin. Refreshing Facial Wipes - Pack size (No. of wipes): 1, 5, 10, 20 & 30 wipes

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5-STEP CLEANING ACTIONClean

Hydrates

Nourishes

Disinfects

Deodorizes

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VARIANTS OF KARA:Variants Characteristic

sKara Refreshing Wipes Aloe Vera

Mint OilCucumber

Moisturizing Wipes AlmondHoney

Makeup Removal Wipes LavenderExtract of sea weed

Deep Pore Cleansing wipes JojobaAvocado

Toning Wipes RoseThyme Extract

Sunscreen Wipes Aloe VeraPlum Extracts

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KARA REFRESHING WIPES1. Kara refreshing wipes are made up of Aloevera for skin nourishment and

mint oil for effective refreshment and also with cucumber which help in

smoothening cooling and softening.

2. Kara refreshing wipes do much more than cleaning the dirt from the face.

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KARA MOISTURIZING WIPES Kara Moisturizing wipes is made up with the goodness of Almond and

Honey which help in making skin more healthy and beautiful.

It is also enriched with vitamins for skin conditioning

Moisturizing wipes, enabled by natural ingredients of honey and almond

nourishes the skin and ensure that the skin never loses moisture.

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KARA MAKE UP REMOVAL WIPES Kara make-up removal wipes are made up of lavender and extract of sea

weed that remove the makeup in just one wipes

These wipes exfoliates and protects in uniquely way

These wipes ensure that skin will get nourished and moisturize while the

makeup is removed.

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DEEP PORE CLEANSING WIPES Deep pore cleansing wipes are made up of Jojoba and Avocado extracts. It is a very gentle way to remove all the dust, grime and excess of oil from

the skin. It unclogs pores and thoroughly exfoliates dead skin cells. It remove all the impurities which came into the contact with skin and give

feel like your skin bathe in purities of cleansing milk.

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TONING WIPES Kara toning wipes are made up of rose and thyme extract.

These wipes are the most effective way for ensuring smooth, even toned,

and fresh skin at any given point of time of the day.

Thyme & Rose extract have a host of beneficial effects on the skin giving

your skin a youthful look, tone, elasticity, and even colored complexion,

along with the perfect PH balance.

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SUNSCREEN WIPES The goodness of sunscreen lotion with SPF 20 is now in an easy to carry

sunscreen wipes.

The wipes is made up of rich Aloe Vera & plum extracts nourishes the skin

with vitamin E and anti oxidant, making your skin soft and supple. So no

matter how long you r out in the sun, skin is protected and pampered in a

matter of minutes.

BRANDING

Before After

05/01/2023RESEARCH METHODOLOGY

RESEARCH METHODOLOGY

Research approach Quantitative

Research designDescriptive

Research instrument Survey, Interview (non-directive) and observation(non- participant)

Scaling Nominal & Ordinal

Sampling Non-probability sampling (convenience sampling)

Data collection Primary and Secondary

Research tool Excel (pie charts, bar-graphs)

05/01/2023DISTRIBUTION CHANNEL MANAGEMENT

Distribution channel is defined as a path or the way through which the finished

product travel from the manufacturer or vendor to the end consumers. A distribution

channel may be short so that a company can utilize the resources in best possible way

and spend less in transferring the goods to the end users. There are several

intermediaries in the distribution channel like distributors, wholesaler, dealers, and

retailers through which the product passes before going to the users of that product.

05/01/2023TYPES OF DISTRIBUTION CHANNEL:- Direct distribution channel: - it consists of.

Manufacturer ----------------------------Consumers

1-tier distribution channel: - it consists of.

Manufacturer--------------Distributors-----------Consumers.

2- tier distribution channel:- it consists of

Manufacturer-------Distributor--------Retailer---Consumer.

3-tier distribution channel: - it consists of.

Manufacturer------Distributors-----Wholesalers-------Retailers-----Consumers.

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LIST OF THE POTENTIAL OUTLET VISITEDRetailers Name Market

Him Medical Lakkar Bazaar

Shimla Medical Store Lakkar Bazaar

Gandamal Hemraj general sore The Mall

Lal & Co. The Mall

Munshi Ram Manak Chand Lower bazaar

Ram Chand Reva Nand Lower bazaar

Kali Shagun Lower bazaar

M/S KHAN CHAND STORES Lower bazaar

Gopal Medical Store Sanjauli

Decent Stores Sanjauli

P L Palace Sanjauli

Karol Medical Store Sanjauli

Dutta Medical Store Sanjauli

D R Medicos Sanjauli

Medical Point Sanjauli

Asha Medical Sanjauli

Jagdamba store Khalini

S N Gift centre Khalini

05/01/2023DATA INTERPRETATION AND ANALYSIS Are you aware of Kara Brand?

Series10123456789

10

Column1Column2Series 3

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How do we came to know about KARA?

How do you find KARA wipes?

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Fragn

ance

Refre

shment Pri

ce

Brand

Imag

e

Hygien

ic0.00%

10.00%20.00%30.00%40.00%50.00%

What attributes influence you to purchase KARA

What attributes in-fluence you to pur-chase KARA

What attributes influence you to purchase KARA?

What attributes influence you to dislike KARA?

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Quality Attractive Packaging

Utility Value for money

0.00%10.00%20.00%30.00%40.00%50.00%60.00%70.00%

What makes KARA different from other Brand?

What makes KARA different from other Brand?

What makes KARA different from others?

Recommendation of KARA among known ones ?

05/01/2023 Brand Name influences your purchase decision?

8%24%

30%

32%

6%Strongly disagree

Disagree

Neutral

Agree

Strongly Agree

05/01/2023 Quality of Kara wipes is reliable?

Price of Kara Wipes is reasonable?

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RELIABILITY ANALYSIS

Buying Intention

Availability

Trust

Price

05/01/2023Paramaters No. of items Cronbach’s alpha

Trust 5 0.795

Availability 5 0.738

Price 5 0.735

Trust + Availability + Price

15 0.881

05/01/2023 CONCLUSION & SUGGESTION

According to the analysis people in Shimla are aware about the Kara wipes but they

are not using it much. Reason behind this may be the price and non-availability of

Kara wipes in markets.

The customer based is increased as wipes got visibility in modern market such as

super markets and hyper markets. Sales of these products are more in modern

markets as in these markets customer explore more products and chances of impulse

buying increased.

As the study suggests Kara wipes is gaining popularity by publicity through words

of mouth where customers are spreading the news about this product. But company

is not making any direct efforts to promote these products in Markets.

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Distribution channel is not working effectively in Shimla market as company

adopt 2-tier distribution system due to which market coverage is very less for

Kara wipes which results in less availability of wipes in different markets

Channel intermediaries are not making proper efforts to promote the product

and enhance the sales of this product. As intermediaries work for company to

promote the product but in case of Kara retailers are not interested in doing so.

Reason behind this is they are getting lower margin and benefits from company

as compared to other brand.

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SWOT ANALYIS STRENGTHS High industry attractiveness. Premium quality product. Made up of 100% natural fibers. Biodegradable. Hygienic, Alcohol free.

WEAKNESS

•Higher price

•Low business unit strength.

•Middle class people hesitate to purchase.

•No promotional activities.

•Low profit margin to intermediaries.

OPPORTUNITIES

•Climate necessitates these types of

products

•More fashion oriented customers.

•Increased in the number of working ladies.

•This concept is getting more awareness

and attention now days.

THREATS

•Competitors.

•Chinese products such as orisis which are

very less costly than Kara.

•Baby wipes, as many customers are using

baby wipes as facial wipes.

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SUGGESTIONS

Focus on business to business

Kara needs a brand strategy

Motivating intermediaries

Company should adopt competitive pricing strategy

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LEARNING'S

Team work

Patience

Conducting Meetings

Customer Dealings

Punctuality

Cold Calling

Friendly Relationships

Delivery on time.

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BIBLIOGRAPHY Literary references• Philip Kotler; marketing management, 13th edition• Krishna K Havaldar; sales and distribution management.  Internet references • www.adityabirla.com• www.birlacellulose.com• https://www.bcps.org/offices/lis/researchcourse/

key_elements.html#designapproach• http://www.business-standard.com/article/management/grasim-forays-into-fmcg-

through-birla-cellulose-108030901051_1.html• http://www.euromonitor.com/medialibrary/pdf/samples/

sample_report_tissues_hygiene_wipes.pdf• http://www.grasim.com/ 

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