STUDY THE SCOPE OF KARA WIPES IN HORECA SEGMENT Ananthu K Chandrabose GM14005 G.L.B.I.M.R
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STUDY THE SCOPE OF KARA
WIPES IN HORECA SEGMENT
Ananthu K Chandrabose
GM14005
G.L.B.I.M.R
My Sincere Thanks To:
Mr. Dushyant Dhakare and Mr.Sonal Mathur(GrasimIndustries)
Prof. Shekhar Ghose
Prof. Puneet Kumar
Prof. Hemlata Bhat
Prof. Shivendra Chaudhary
Special Thanks To:
Prof. Keshav Bhatia
Prof. Bhuvaneswari
Rajat Veer Singh and Aryan Verma 2
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A US $40 billion corporation, the Aditya Birla Group is in the
League of Fortune 500. It is anchored by an extraordinary force
of over 136,000 employees belonging to 42 different
nationalities. The Group has been ranked Number 4 in the
global ‘Top Companies for Leaders’ survey and ranked Number
1 in Asia Pacific for 2011. ‘Top Companies for Leaders’ is the
most comprehensive study of organizational leadership in the
world conducted by Aon Hewitt, Fortune Magazine, and RBL (a
strategic HR and Leadership Advisory firm).
Aditya Birla GroupGlobalConglomerate
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• Type :Private
• Founded :1857
• Founder :Ghanshyam Das Birla
• Key people :Kumar Mangalam Birla(Chairman)
• Headquarters :Mumbai, Maharashtra, India
• Products :Metals, cements, textiles, chemicals, agribusiness,
carbon black, mining, wind power, insulators,
telecommunications, financial services, information
technology, retail, trading solutions
ADITYA BIRLA GROUP
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GRASIM INDUSTRIES LIMITED
A flagship company of the Aditya Birla Group, ranks among India's largest private sector companies, with consolidated net revenue of Rs.279 billion and a consolidated net profit (before extraordinary items) of Rs.27 billion . Starting as a textiles manufacturer in 1948, today Grasim's businesses comprise viscose staple fibre (VSF), cement, chemicals and textiles. Its core businesses are VSF and cement, which contribute to over 90 per cent of its revenues and operating profits. The Aditya Birla Group is the world’s largest producer of VSF, commanding a 21 per cent global market share. Grasim is India's pioneer in Viscose Staple Fibre (VSF), a man-made, biodegradable fibre with characteristics akin to cotton. As an extremely versatile and easily blend able fibre, VSF is widely used in apparels, home textiles and dress material
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GRASIM INDUSTRIES LIMITED
Type :public company
Industry :Building materials
Founded :Mumbai (1948)
Headquarters :Mumbai, Maharashtra
Key people :Kumar Mangalam Birla(Chairman )
Products :Fibre and pulp, chemicals, cement
and textiles
Number of employees :6,568
Parent :Aditya Birla Group
Subsidiaries :UltraTech Cement,
Grasim Bhiwani Textiles6
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HORECA
HORECA (or Horeca) is an abbreviation used
in Scandinavia, Benelux and France for the sector
of the food industry that consists of establishments
which prepare and serve food and beverages (food
service). The term is a syllabic abbreviation of the
words Hotel/Restaurant/Cafe
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PRODUCT TREE
PRODUCT TREE
Refreshing wipes
Aloe vera with cucumber
Aloevera with mint
Skin care wipes
Moisturizing wipes
Deep pore cleanser
Sunscreen wipes
Makeup removal
Tonning wipes
Multipurpose
Handsanitizer
Kitchen wipes
Baby care Baby care
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TOP COMPETITORS OF KARA WIPES
John and Johnson
Himalaya
Dettol9
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CORPORATE SALES
As a Gifting purpose
Sales promotion
Useful for Hotels
Useful in Aviation
Useful in Tour & Travel Agencies, Pharmacy and
many more
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FMCG
The Indian Fast Moving Consumer Goods (FMCG),
also known as Consumer Packaged Goods (CPG),
is products that have a quick turnover and relatively
low cost
FMCG refers to non durable goods and consumer
usually spends a minimum effort to procure them
FMCG goods are all consumable items (other than
groceries/pulses) that one needs to buy at regular
intervals
These are items which are used daily, and so have
a quick rate of consumption, and a high return11
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OBJECTIVE OF THE STUDY
PRIMARY OBJECTIVE:
To study the consumer’s
awareness about Kara
Wipes in HORECA
segment
To find out the most
demanded wipes in
HORECA segment
Based on the finding to
give recommendations to
help increase sales of
Kara
SECONDARY OBJECTIVE:
To understand what factors
do consumers look for while
purchasing wipes.
To understand the nature of
competition in the market
To find out the strength of
Kara
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RESEARCH METHODOLOGY
Exploratory research
Brainstorming
Questionnaire
Sample
Microsoft office
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LIMITATIONS
Some respondents might not give the correct information due to their lack of interest and shortage of time
Many of the respondents responded more than one or two options in the same question
The casual approach of the respondents may generated unrealistic meanings
The personal interest of the respondents may affected the results incorrectly
Small sample size of 76 may not represent the true picture
Small questionnaire14
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PERCENTAGE ANALYSIS
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Q1. KINDLY TELL US THE VARIOUS TYPES OF WIPES USED AT YOUR
ESTABLISHMENT?
not using55%
using45%
Refreshing wipes
not using65%
using35%
Skin care wipes
not using40%
using60%
Hand sanitizing wipes
Not using81%
Using19%
Kitchen wipes
Not using88%
Using12%
Baby care wipes
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Q2. KINDLY NAME THE BRANDS WHOSE PRODUCTS YOU USE AS WIPES?
Not using83%
Using17%
Himalaya
Not using79%
Using21%
Dettol
Not using 84%
Using16%
Good look
Noy using96%
Using4%
Fresh one
Not using100%
Orris
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Not using99%
Using1%
So soft
Not using 88%
Using12%
Johnson and johnson
Not using57%
Using43%
Kara
Not using85%
Using15%
Unbranded
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Q3.WHAT ARE THE VARIOUS FACTORS WHICH MAKE YOU DECIDE ON
A MANUFACTURER?
Not conside
ring37%
Considering63%
Availability
Not conside
ring35%
Considering65%
Price
Not conside
ring67%
considering33%
Fragrance
Not conside
ring71%
Considering29%
Pack size
Not conside
ring85%
considering15%
Brand name
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Q4. ARE YOU AWARE OF KARA WIPES?
No13%
Yes87%
Aware
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Q5. WHICH OF THE FOLLOWING FACTORS WILL YOU ATTRIBUTE TO KARA
WIPES?
19%
81%
Quality
Not considering Considering
87%
13%
Price
Not considering Considering
94%
6%
Pack size
Not considering Considering
41%
59%
Fragrance
Not considering Considering
69%
31%
Brand name
Not considering Considering
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Q6. WHICH PRODUCTS OF KARA WIPE YOU GENERALLY USE?
Not using94%
Using6%
Kara complete cleaning wipes
Not using97%
Using3%
Prime kitchen care wipes-dry
Not using97%
Using3%
Primemulti purpose wipes - dry
Not using91%
Using9%
Kara sunscreen wipes
Not using62%
Using38%
Kara refreshing facial wipes
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Not using91%
Using9%
Kara toning wipes
Not using62%
Using38%
Kara deep pore cleaning wipes
Not using 62%
Using38%
Kara hand sanitizing wipes
Not using84%
Using16%
Kara face and eye makeup remover
wipes
Not using78%
Using22%
Kara moisturizing wipes
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Q7. ARE YOU HAPPY WITH THE CUSTOMER SERVICE PROVIDED TO
YOU BY THE MANUFACTURER’S REPRESENTATIVE(S)?
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Q8. ARE YOU HAPPY WITH THE PROMPT DELIVERY OF THE
PRODUCTS OF KARA WIPES BY THE MANUFACTURER?
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Q09. PLEASE RATE THE KARA PRODUCTS WHICH IN YOUR OPINION IS THE
BEST ON EACH OF THE PARAMETERS MENTIONED BELOW (PLEASE USE THE
FOLLOWING SCALE (5) EXCELLENT (4) GOOD (3) AVERAGE (2) FAIR (1) POOR).
PARAMETERS : PRICE, AVAILABILITY ,QUALITY, PACK SIZE, FRAGRANCE,
SMOOTHNESS
Poor1%
Fair24%
Average39%
Good25%
Excellent11%
Price
Poor
Fair
Average
Good
Excellent
Poor3%
Fair18%
Average37%
Good21%
Excellent21%
Availability
Poor
Fair
Average
Good
Excellent
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Poor1%
Fair15%
Average18%
Good42%
Excellent24%
Quality
Poor
Fair
Average
Good
Excellent
Poor1%
Fair20%
Average34%
Good33%
Excellent12%
Pack Size
Poor
Fair
Average
Good
Excellent
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Poor1%
Fair12%
Average24%
Good30%
Excellent33%
Fragrance
Poor
Fair
Average
Good
Excellent
Poor0%
Fair16%
Average20%
Good31%
Excellent33%
Smothness
Poor
Fair
Average
Good
Excellent
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RELATIVITY STUDY
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BRANDS AND VARIOUS TYPES OF WIPES
Brands NC
RW SCW HSW KCW BCW
U NU U NU U NU U NU U NU
Himalaya 13 1 12 2 11 0 13 1 12 13 0
Dettol 16 8 8 8 8 12 4 5 11 0 16
Fresh ones 4 1 3 3 1 0 4 1 3 0 4
Gook Look 12 7 5 2 10 4 8 0 12 0 12
Orris 0 0 0 0 0 0 0 0 0 0 0
So soft 1 1 0 0 1 0 1 0 1 0 1
Johnson & Johnson 9 2 7 1 8 0 9 1 8 9 0
Kara 32 14 18 10 22 22 10 2 30 0 32
Unbranded 11 0 11 0 11 7 4 4 7 0 11 30
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Q. WHICH BRAND IS COMMONLY USED FOR REFRESHING WIPES?
41%
21%
3%
23%
12%
Brands used for refreshing wipes
Kara
Good look
So soft
Dettol
Others
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Q. WHICH BRAND IS COMMONLY USED FOR SKIN CARE?
38%
31%
12%
19%
Brands used for skin care wipes
Kara
Dettol
Fresh one
Good look
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Q. WHICH BRAND IS COMMONLY USED FOR HAND SANITIZING?
49%
27%
24%
Brands used for hand sanitizing
Kara
dettol
Others
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Q. WHICH BRAND IS COMMONLY USED FOR KITCHEN CARE?
36%
14%
50%
Brands used for kitchen care
Dettol
Kara
Others
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Q. WHICH BRAND IS COMMONLY USED FOR BABY CARE?
41%
59%
Brands used for baby care wipes
Johnson and johnson
Himalaya
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Q. WHAT ARE THE FACTORS CONSIDERED BY CONSUMERS FOR
PURCHASE HIMALAYA?
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Q. WHAT ARE THE FACTORS CONSIDERED BY CONSUMERS FOR
PURCHASE DETTOL?
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Q. WHAT ARE THE FACTORS CONSIDERED BY CONSUMERS FOR
PURCHASE GOOD LOOK?
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Q. WHAT ARE THE FACTORS CONSIDERED BY CONSUMERS FOR
PURCHASE JOHNSON AND JOHNSON?
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Q. WHAT ARE THE FACTORS CONSIDERED BY CONSUMERS FOR
PURCHASE KARA?
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Q. WHAT ARE THE FACTORS CONSIDERED BY CONSUMERS FOR
PURCHASE UNBRANDED WIPES?
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FINDINGS
87% of respondents are aware about the brand Kara
Kara is the most demanded brand in central and south
Delhi. 43% of corporate are using Kara in HORECA
segment
Dettol, Himalaya and Good look are the major
competitors of Kara in HORECA segment in central and
south Delhi
In HORECA segment hand sanitizing wipes are the
most demanded wipes because it is always using at all
the departments of hotel. Skin care and refreshing wipes
has also good demand due to spa. The demand of
baby care wipes are little low because there is no
importance for baby care wipes in restaurants42
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Price and availability are the most important considering factors by a customer before decide on a manufacturer
Quality, fragrance and smoothness are the key strength of Kara
The most selling products of Kara are hand sanitizing wipes, refreshing facial wipes and deep pore cleaning wipes. Moisturizing wipes is another demanded product of Kara. Face and eye makeup remover wipes and sunscreen wipes are the other fast movable products of Kara
The usage of kitchen care wipes in HORECA segment is very low. Kara has only 14% of market share in this segment. Unbranded wipes are holding 50% of sales
The sales baby care wipes in HORECA is totally controlled by Himalaya and Johnson and Johnson
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SUGGESTIONS AND RECOMMENDATIONS
Kara can increase the sales easily by reduce the
price of the wipes or by increase the pack size
Unbranded wipes are mostly used by restaurants
and they are highly price sensitive customers so
start to make low cost wipes
Kara have to find some new strategies for compete
in baby care segment
Some of the Wipes do not have good demand
[Kara complete cleaning wipes, Prime kitchen
wipes –dry and Prime multipurpose wipes – dry] so
Kara must start some promotional activities for
boosting the sale of these wipes44
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