Project Report SID
- 1. PROJECT REPORT INSTITUTIONAL MARKETING OF KARA WIPES IN PHARMACEUTICAL COMPANIES IN CHANDIGARH SUBMITTED BY: SIDDHARTH GUPTA MBA 2014-2016 UNIVERSITY BUSINESS SCHOOL PANJAB UNIVERSITY CHANDIGARH
- 2. 1 | P a g e ACKNOWLEDGEMENT The training program was designed in such a way that it provided a full learning opportunity throughout the training program. I sincerely thank the management and Mr.Inderpreet Sodhi, Deputy Sales Manager at Aditya Birla Group Grasim Ltd and Birla Cellulose, Chandigarh, for giving me the opportunity to undergo summer training in their prestigious organization. I hereby acknowledge ABG providing the constant guidance for encouragement which helped me a lot to be successful in my efforts. This formal acknowledgement will hardly be sufficient to express my deep sense of gratitude to all of them. It was a memorable experience while doing my summer training project on Institutional Marketing of Kara Wipes. I would also like to thank Mr. Rajeev, Sales Officer Chandigarh, for his valuable inputs. Above all, I would like to thank almighty God, who helped me in successfully completing my summer training project. SIDDHARTH GUPTA
- 3. 2 | P a g e DECLARATION This is to certify that Summer Training Report entitled “Institutional Marketing of Kara wipes in Pharmaceutical Companies in Chandigarh” which is submitted by me in partial fulfillment of the requirement for the award of degree Master of Business Administration (MBA), at University Business School, Panjab University, Chandigarh comprises only my original work and due acknowledgement has been made in the text to all other material used. SIDDHARTH GUPTA
- 4. 3 | P a g e EXECUTIVE SUMMARY: Kara is brand name of Wet wipes from the house of Grasim Industries, Aditya Birla Group. Among its different variants, Refreshing facial wipes are the most selling wipes in the consumer market and is also a potential product for gifting in various Corporates. Pharmaceutical manufacturing companies was my target account to whom I presented our product, state its advantages over conventional wipes and tell them how our product can help the doctors associated with companies. My main emphasis was on smaller pharmaceutical companies based in Chandigarh, Panchkula and Manimajra. On the basis of my experience, it was clear that our product was appreciated as a better product than others in terms of quality. However, very few companies showed a positive response. The reasons for this are Small scale pharmaceutical companies tended to be more price sensitive, thus they could not afford our product at company’s discounted prices. 50% of the local pharmaceutical companies visited said the perceived value of the product won’t be much by doctors. 40% companies were not happy with the discount schemes offered to them. Few 5-star hotels were also targeted. However the management policy didn’t allow the product to be used. The awareness of the product Kara wipes was very low, only one-third of the companies visited knew about the product.
- 5. 4 | P a g e CONTENTS ACKNOWLEDGEMENT.............................................................................................................. 0 DECLARATION............................................................................................................................ 2 EXECUTIVE SUMMARY: ........................................................................................................... 3 CONTENTS.................................................................................................................................... 4 ABOUT ADITYA BIRLA GROUP............................................................................................... 6 VISION AND VALUES............................................................................................................. 7 MAJOR COMPANIES............................................................................................................. 10 GRASIM INDUSTRIES LIMITED ............................................................................................. 12 OVERVIEW OF GRASIM'S BUSINESSES........................................................................... 13 FMCG IN INDIA:..................................................................................................................... 14 BIRLA CELLULOSE................................................................................................................... 16 VISION..................................................................................................................................... 16 MISSION.................................................................................................................................. 16 VALUES................................................................................................................................... 17 BRAND ESSENCE .................................................................................................................. 17 BRAND VALUES.................................................................................................................... 17 PRODUCTS OF BIRLA CELLULOSE................................................................................... 18 PRODUCTS OF BIRLA CELLULOSE................................................................................... 20
- 6. 5 | P a g e KARA FACE CARE WIPES ................................................................................................... 20 KARA SKIN CARE WIPES .................................................................................................... 21 KARA HAND CARE WIPES.................................................................................................. 26 KARA BABY CLEANSING WIPES ...................................................................................... 27 INSTITUTIONAL MARKETING OF KARA WIPES................................................................ 29 SWOT ANALYSIS OF KARA WIPES................................................................................... 32 WEEKLY REPORT ..................................................................................................................... 33 WEEK 1:................................................................................................................................... 33 WEEK 2:................................................................................................................................... 34 WEEK 3:................................................................................................................................... 34 WEEK 4:................................................................................................................................... 34 WEEK 5 & WEEK 6 ................................................................................................................ 35 WEEK 7 & WEEK 8 ................................................................................................................ 35 CONCLUSION............................................................................................................................. 36 BIBLIOGRAPHY......................................................................................................................... 37
- 7. 6 | P a g e ABOUT ADITYA BIRLA GROUP Aditya Birla Group is one of the India’s multinational corporation and a global conglomerate. Its annual turnover is US $41 billion (Rs. 2,50,000 crores) corporation, the Aditya Birla Group is in the League of Fortune 500. It is anchored by an extraordinary force of over 120,000 employees, belonging to 42 nationalities. The Aditya Birla Group has been ranked fourth in the world and first in Asia Pacific in the ‘Top Companies for Leaders’ study 2011, conducted by Aon Hewitt, Fortune Magazine and RBL (a strategic HR and leadership Advisory firm). The Group has topped the Nielsen's Corporate Image Monitor 2014-15 and emerged as the Number one corporate, the 'Best in Class', for the third consecutive year. Over 50 per cent of the Group’s revenues flow from its overseas operations. It operates in 36 countries.
- 8. 7 | P a g e VISION AND VALUES Vision To be a premium global conglomerate, with a clear focus on each of the businesses. Mission To deliver superior value to our customers, shareholders, employees and society at large. Values Integrity: Acting and taking decisions in a manner that is fair and honest. Following the highest standards of professionalism and being recognized for doing so. Integrity for us means not only financial and intellectual integrity, but encompasses all other forms as are generally understood. Commitment: On the foundation of Integrity, doing all that is needed to deliver value to all stakeholders. In the process, being accountable for our own actions and decisions, those of our team and those in the part of the organization for which we are responsible. Passion: An energetic, intuitive zeal that arises from emotional engagement with the organization that makes work joyful and inspires each one to give his or her best. A voluntary, spontaneous and relentless pursuit of goals and objectives with the highest level of energy and enthusiasm.
- 9. 8 | P a g e Seamlessness: Thinking and working together across functional groups, hierarchies, businesses and geographies. Leveraging diverse competencies and perspectives to garner the benefits of synergy while promoting organizational unity through sharing and collaborative efforts. Speed: Responding to internal and external customers with a sense of urgency. Continuously striving to finish before deadlines and choosing the best rhythm to optimize organizational efficiencies. Globally, the Aditya Birla Group is: A metals powerhouse, among the world's most cost-efficient aluminium and copper producers. Hindalco-Novelis is the largest aluminium rolling company. It is one of the three biggest producers of primary aluminium in Asia, with the largest single location copper smelter No.1 in viscose staple fibre No.1 in carbon black The fourth-largest producer of insulators The fifth-largest producer of acrylic fibre Among the top 10 cement producers globally Among the best energy-efficient fertiliser plants The largest Indian MNC with manufacturing operations in the USA, wherein 95 per cent of the workforce comprises of Americans
- 10. 9 | P a g e Aditya Birla Group – The Indian Scenario A top fashion (branded apparel) and lifestyle player The second-largest player in viscose filament yarn The largest producer in the chlor-alkali sector Among the top three mobile telephony companies A leading player in life insurance and asset management Among the top two supermarket chains in the retail business Aditya Birla Group – Beyond Business Reaches out annually to 7 million people in 3,000 villages in India through the Aditya Birla Centre for Community Initiatives and Rural Development, spearheaded by Mrs.Rajashree Birla. Focuses on: health-care, education, sustainable livelihood, infrastructure and espousing social reform. Runs 42 schools which provide quality education to 45,000 children. Of these 18,000 students belong to the underprivileged segment. Merit Scholarships are given to an additional 12,000 children from the interiors. Its 18 hospitals tend to more than a million villagers. Ongoing education, healthcare and sustainable livelihood projects in Philippines, Thailand, Indonesia, Egypt, Korea and Brazil, lift thousands of people out of poverty. Set up the Aditya Birla India Centre at the London Business School. The Aditya Birla Group transcends conventional barriers of business because we believe it is our duty to facilitate inclusive growth.
- 11. 10 | P a g e MAJOR COMPANIES The major companies of the Groupare among India's leading corporate. These include: Grasim: Cement, viscose staple fibre, rayon grade pulp, ready mix concrete, chemicals, textiles UltraTech Cement Ltd: Cement, ready-mix concrete Hindalco: Aluminium, copper, aluminium rolled products (sheet and foil), cans, primary metal, recycling, caustic soda, aerospace alloys, alumina, power generation and aluminium smelting Aditya Birla Nuvo:Branded garments, viscose filament yarn, fertilizers, insulators, textiles, life insurance, asset management, non-banking financial services, distribution and wealth management, broking, general insurance advisory and broking, private equity investment, advisory and management services, cellular services, branded apparel retailing Idea Cellular Ltd.: Telecom Birla Sun Life Insurance Co. Ltd.: Life insurance Birla Sun Life Asset Management Company Ltd.:Mutual fund Aditya Birla Money Mart Limited: Mutual fund distribution Aditya Birla Capital Advisors Private Limited (ABCAP): Private equity advisory and investment management, for Indian and offshore investors Aditya Birla Money Limited:Leading player in broking space Aditya Birla Minacs IT Services Ltd.: Application development, maintenance and enhancement solutions Aditya Birla Minacs Worldwide Limited: Customer relations management (CRM), integrated marketing services, knowledge process outsourcing Aditya Birla Finance Limited: Asset-based finance, corporate finance and investment banking, capital market and treasury
- 12. 11 | P a g e Birla Insurance Advisory & Broking Services Ltd: Non-life insurance advisory and broking services Non-life insurance advisory and broking services: Apparel retail Peter England Fashions and Retail Ltd:Apparel retail Madura Garments Exports Limited: Apparel export Aditya Birla Retail Limited:Multi-format stores Tanfac Industries Ltd.: Fluorine chemicals Essel Mining & Industries Ltd.: Iron and manganese ore mining, noble Ferro alloys.
- 13. 12 | P a g e GRASIM INDUSTRIES LIMITED Grasim Industries Limited is a global leader in viscose staple fibre and ranks among India's largest private sector companies with a consolidated net revenue of Rs.293 billion and consolidated net profit of Rs.21 billion (FY 2014). Starting as a textiles manufacturer in 1948, Grasim's businesses today comprise viscose staple fibre (VSF), cement, chemicals and textiles. Its core businesses are VSF and cement, which contribute over 90 per cent of its revenues and operating profits at a consolidated level. The Aditya Birla Group is the world's largest producer of VSF, commanding a 19 per cent global share. Grasim, with an aggregate capacity of 454,425 TPA has a global share of 9 per cent.It is also the largest player in India in chlor alkali with caustic capacity of 452K TPA (which is used in the production of VSF) in India. As a result of restructuring in FY 2010 and FY 2011, the cement business has been consolidated with Grasim's subsidiary, UltraTech Cement Limited. UltraTech has a capacity of 63.15 million TPA and is a leading cement player in India and eighth largest in the world.
- 14. 13 | P a g e Grasim has a strong presence in fabrics and synthetic yarns in India through its subsidiary, Grasim Bhiwani Textiles Limited, and is well known for its branded suitings, Grasim and Graviera, mainly in the polyester-cellulosic branded menswear. Its textile plants are located at Bhiwani (Haryana) and Malanpur (Madhya Pradesh). OVERVIEW OF GRASIM'S BUSINESSES Grasim has its presence in the following businesses: VISCOSE STAPLE FIBRE Grasim is India's pioneer in viscose staple fibre (VSF). An extremely versatile and easily blendable fibre, VSF is widely used in apparels, home textiles, dress material, knitted wear and non-woven applications. Grasim's VSF plants are located at Nagda in Madhya Pradesh; at Kharach in Gujarat and at Harihar in Karnataka. CEMENT Grasim made its foray into cement production in the mid-1980s. The company set up its first cement plant at Jawad in Madhya Pradesh and since then it has grown to become a leading cement player in India. Grasim's subsidiary UltraTech Cement is the largest selling single brand cement in India and the largest cement clinker exporter. UltraTech's products include Ordinary Portland Cement, Portland Pozzolana Cement and Portland Blast Furnace Slag cement. UltraTech is the most trusted and preferred brand of engineers, builders, contractors and individual house builders.
- 15. 14 | P a g e CHEMICALS Grasim set up a rayon grade caustic soda unit at Nagda in 1972 to achieve reliable and economical supply of rayon grade caustic soda, which is an important raw material in viscose staple fibre production. As one of the leading caustic soda manufacturers in India, Grasim uses cost-effective membrane cell technology and is 100 per cent self-sufficient in power. TEXTILES Grasim, through its subsidiary, Grasim Bhiwani Textiles Limited has a strong presence in fabrics and synthetic yarns. Grasim Bhiwani Textiles is well known for its branded suiting’s, Grasim and Graviera, mainly in the polyester – cellulosic branded menswear segment. It has its textile plants located at Bhiwani in Haryana and at Malanpur in Madhya Pradesh. FMCG IN INDIA: Fast moving consumer goods (FMCG) is the fourth largest sector in the Indian economy The overall FMCG market is expected to increase at a compound annual growth rate (CAGR) of 14.7 per cent to touch US$ 110.4 billion during 2012-2020, with the rural FMCG market anticipated to increase at a CAGR of 17.7 per cent to reach US$ 100 billion during 2012-2025. The FMCG sector has grown at an annual average of about 11 per cent over the last decade. Food products is the leading segment, accounting for 43 per cent of the overall market. Personal care (22 per cent) and fabric care (12 per cent) come next in terms of market share. Growing awareness, easier access, and changing lifestyles have been the key growth drivers for the sector.
- 16. 15 | P a g e The Government of India's policies and regulatory frameworks such as relaxation of license rules and approval of 51 per cent foreign direct investment (FDI) in multi-brand and 100 per cent in single-brand retail are some of the major growth drivers in this sector. The government has also amended the Sugarcane Control Order, 1966, and replaced the Statutory Minimum Price (SMP) of sugarcane with Fair and Remunerative Price (FRP) and the State Advised Price (SAP). There is a lot of scope for growth in the FMCG sector from rural markets with consumption expected to grow in these areas as penetration of brands increases. Also, with rising per capita income, which is projected to expand at a CAGR of 7.4 per cent over the period 2013-19, the FMCG sector is anticipated to witness some major growth.
- 17. 16 | P a g e BIRLA CELLULOSE 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 fibres have multiple applications including apparel, home textiles, dress material, knitwear, non-woven etc. Fibre is one of the oldest businesses of the Aditya Birla Group that commenced in 1954. Birla Cellulose is a world leader in viscose staple fibre (VSF). Its production is spread across six countries, viz. Canada, Thailand, India, Indonesia, China and Laos. The Group independently fulfils India's entire VSF requirements. VISION To be the Global Leader in the Man-made Cellulosic Fibre Industry MISSION We aim to create Superior & Sustainable Value for all our stakeholders, maintaining the largest market share in the Man-made Cellulosic Fibre Industry globally through: Innovation in Products & Processes Excellence in Quality, Service, People Development &
- 18. 17 | P a g e Focus on Environment Friendliness in all our activities VALUES Integrity Commitment Passion Seamlessness Speed BRAND ESSENCE Much like the naturally grown trees that they are made from, our fibers are imbued with unique natural properties like breathability, good absorption and comfort. This is what sets us apart from artificial fibers like polyester. BRAND VALUES NATURAL - Nature is the source of Birla Cellulose. Our fibers come with the soothing, comforting, elevating properties of nature. STYLISH - Nothing is more fashionable than a natural fibre. With its superior drape and fall, our cellulosic fibers make a bigger fashion statement than any other man-made fibre. TIMELESS - With its unique properties that are engineered to evolve with the changing requirements of both, our customers and the fashion world, we promise that our fibres are timeless.
- 19. 18 | P a g e LIFESTYLE CATALYST - With strong roots in R&D, we're always finding new ways to make fibres that are more sustainable, and more technologically powerful. A constantly evolving fibre, Birla Cellulose make fibers that become a part of your lifestyle. VERSATILE - Combining the best properties of all fibers into one super fibre, Birla Cellulose’s versatility is what makes it so very good at expanding the possibilities of both textile and non-textile applications. PRODUCTS OF BIRLA CELLULOSE Grasim Industries, an Aditya Birla Group Enterprise has started its Consumer Product Division with various personal care & home care dry & wet wipes products. This marks the company’s foray into the Indian FMCG market. The Indian FMCG market is of US$13.1 billion and is the fourth largest sector in the economy. FMCG Sector is expected to grow by over 60% by 2015. That will translate into an annual growth of 10% over a 5-year period.
- 20. 19 | P a g e Birla Cellulose: The perfect blend Birla Cellulose fibres are the perfect blend with all types of fibres. The benefits of using Birla Cellulose as a blend are as below: Birla Cellulose blends Benefits of blending with Birla Cellulose Birla Cellulose-cotton Makes cotton soft and supple Improves fabric uniformity Imparts sheen and colour brilliance Birla Cellulose-wool Improves wear properties Imparts softness Enhances skin friendliness Adds shine and luster Birla Cellulose-silk Maintains sheen of silk Improves comfort Economical and fashionable Birla Cellulose-synthetics Improves comfort, breathability, luster and skin friendliness Birla Cellulose-elastane Offers excellent sheen, comfort and stretch Birla Cellulose-elastane Offers excellent sheen, comfort and stretch
- 21. 20 | P a g e PRODUCTS OF BIRLA CELLULOSE KARA FACE CARE WIPES Kara Refreshing Facial Wipes are made from Birla Cellulose, a fibre that is 100% natural and biodegradable, derived directly from the Aditya Birla Plantations. Essential Features: These skin wipes ensure effective cleansing to remove dirt, excess oil and grime from the face and neck area, leaving behind a lingering fragrance. With every use, it gives you a guaranteed boost of freshness wherever you are. Key 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.
- 22. 21 | P a g e Refreshing Facial Wipes - Pack size (No. of wipes): 1, 5, 10, 20 & 30 wipes KARA SKIN CARE WIPES Kara Deep Pore Cleansing Wipes Kara Deep Pore Cleansing Wipes Cleans, exfoliates and refreshesthe skin. Essential Features: Kara Deep Pore Cleansing Wipes are enriched with natural ingredients like Jojoba & Avocado extracts. It helps get rid of all the impurities that come in contact with the skin, naturally. Key ingredients: Jojoba - It is known to be very effective in preventing and treating infections of the skin. Avocado - These are known to be rich in essential nutrients that soothe and moisturize skin.
- 23. 22 | P a g e Deep Pore Cleansing Wipes - Pack size (No. of wipes): 10 & 25 wipes Kara Toning Wipes Tone your skin while maintaining a perfect pH balance with Kara Toning Wipes. Kara Toning wipes are an effective way of ensuring smooth, even-toned and fresh skin at any time of the day. Essential Features: Thyme & Rose extracts have a host of beneficial effects on the skin, giving your skin a youthful look, tone and elasticity. Key ingredients: Thyme – This fragrant herb is known to treat acne prone skin. It is also known for its astringent properties. Rose – It imparts a fresh feel and is good for treating acne prone skin.
- 24. 23 | P a g e Toning Wipes - Pack size (No. of wipes): 10 & 25 wipes Kara Moisturizing Wipes Enjoy the feel of moisturizing lotion with the convenient, hassle-free Kara Moisturizing wipes. Essential Features: It nourishes the skin.It also ensures that the skin never loses moisture. Key ingredients: Honey – It is known for softening moisturizing and protecting delicate skin.Almonds – These are known for reducing signs of ageing like wrinkles and fine lines. Moisturizing Wipes - Pack size (No. of wipes): 10 & 25 wipes
- 25. 24 | P a g e Kara Make-up Removal Wipes When it comes to getting rid of that layer of make-up on your skin, Kara Make-up Removal wipes are the best solution. Essential Features: Enriched with extracts of Lavender & Seaweed, the wipe exfoliates and protects in a uniquely natural way.These wipes ensure that the skin gets its nourishment and moisture while the make- up is being removed. Key ingredients: Seaweed extract – It is known to be packed with vitamins, minerals, trace elements, and amino acids that are essential in maintaining healthy and youthful skin. Lavender – It is famous for its anti-bacterial and deodorizing properties. Make-up Removal Wipes - Pack size (No. of wipes): 10 & 25 wipes
- 26. 25 | P a g e Kara Sunscreen Wipes Kara Sunscreen Wipes with SPF 20 ensures protection The goodness of sunscreen lotion with SPF 20 is now in an easy to carry sunscreen wipe. Essential Features: The wipe, enriched with rich Aloe Vera & Plum extracts nourishes the skin with vitamin E and anti-oxidants, making your skin soft & supple.So, no matter how long you’re out in the sun, your skin is protected and pampered in a matter of minutes. Key ingredients: Aloe Vera – It is a natural leaf juice of Aloe Vera plant that keeps skin hydrated and nourished.Plum – It is known to help clear build up of buildup of lifeless pores, skin cells and grime.Vitamin E (Acetate) – Prevents premature ageing of skin and protects from adverse effects of UV radiation. Sunscreen Wipes - Pack size (No. of wipes): 10 & 25 wipes
- 27. 26 | P a g e KARA HAND CARE WIPES Hand Sanitizing Wipes Kara Hand Sanitizing Wipes not only sanitize but also clean your hands effectively. Essential Features: Ensure 99% germ kill and effective cleansing of hands. Made from Birla Cellulose, a fibre that is 100% natural and biodegradable. Key ingredients: Triclosan – It is a potent anti-bacterial and anti-fungal agent that effectively disinfects hands. Aloe Vera - It is a natural leaf juice of Aloe Vera plant that keeps skin hydrated and nourished. Hand Sanitizing Wipes - Pack size (No. of wipes): 1 & 10 wipes
- 28. 27 | P a g e KARA BABY CLEANSING WIPES Kara Baby wipes are unique as they come with a 5 Step cleaning action, which ensures complete cleansing for your baby in one wipe. Essential Features: All baby wipes cleanse, moisturize and deodorize, but Kara Baby Wipes also disinfect and nourish. These are 100% natural and biodegradable, and so are not only gentle on your baby’s skin but also environment friendly. Kara Baby wipes also come with the trust and assurance of the Aditya Birla Group.
- 29. 28 | P a g e Key ingredients: Chamomile – Chamomile is known to have antiseptic and anti-inflammatory capabilities. Baby Wipes - Pack size (No. of wipes): 80 wipes
- 30. 29 | P a g e INSTITUTIONAL MARKETING OF KARA WIPES Kara wet wipes have emerged as one of the most useful and preferred gifting in many Corporate and Institutional Segments for various occasions viz. Gifts to Doctors/Business Associates/Clients, Brand Promotion, Merchandise for Trade promotion & Consumer Schemes, Office amenities, Conference & Seminar amenities , Tool for providing better Customer/Guest experience etc. In profile of Corporate Sales, we had to target the clients for bulk purchase of our product, offering them discounts and customization of our packaging to promote their brand. The corporate sales can be divided into eight different sectors which are: i) Pharmaceuticals: Many pharmaceutical companies which have manufacturing and marketing in domestic market do gifting to Doctors to promote their brand and relations with Doctors. The gifting may range from pen, key chains to laptops and other luxurious items. The companies buy in bulk with customization options and keeps on changing their gifting portfolio every season. Wet wipes are a smart gifting option as they are different from conventional items, easily customizable and have usefulness in summer season. Generally these companies buys 10’s and 20’s pack with their brand name on reseal able sticker. Some of our clients are DR. Reddy, Torrent, Pfizer, Panacea Biotec, Wockhardt, Ranbaxy, Fresenius Kabi, Abbot, Blue Cross etc. ii) Aviation: Every airline gives a small kit to their passengers which have some utilities. Among these utilities, wet wipes are also given which gives a refreshing feeling to passengers coming in flight after long check-in queues and security hassles. The wipe is given in a single sachet which has customized printing as per airlines requirements. The shelf life of these wipes are around 6 months after which they start getting dry however can still be used without any worries.
- 31. 30 | P a g e Currently, Kara wipes are being supplied to Kingfisher and Jet Airways. Talks are on with Indigo airlines and very soon they will be using our product in their flights. iii) Hotels, Restaurants and Catering (HORECA): In hospitality sector, Hotels are a prime constituent which offers numerous amenities to its guests. When the guests arrive at a Hotel, they are greeted with complimentary drinks. Wet wipes can be given to guests so that when they come from outside to Hotel, they can use it to clean their face giving them a pleasant feel. These wipes can also be kept in there on a daily basis when housekeeping staff cleans the room. Single customized sachets can be used here. The wipes can also be pitched for caterers in marriages, high profile events, Sport events etc. They can offer single sachets to guests as a welcome gesture. In Hotel industry, TajVivante, Chariot Beach resort, Intercontinental Mumbai are our prestigious clients. iv) Tour and Travels: Since wet wipes are very commonly used product in foreign countries, when tourists come in our country they need such product to fight off the tropical weather in summers. Tours and Travels prepare kits for tourists of which wet wipes can become an important part. Single sachets or 10’s pack can be used by tours operators for their kit. Orange Tours & Travels Ltd, Cabs Cool v) Auto and Allied: Car service centres and showrooms can gift wet wipes to its customers as a token of goodwill and to retain customer loyalty. In summers, car owners generally use dry tissue papers in their cars. With the growing awareness of wet wipes, they are realizing the advantage of wet wipes over dry tissue. The Automobile OEM’s or allied industries do gifting for various distributors and dealers in their distribution channel. Kara wet wipes can be used by them for their brand promotion as they can customize 10’s and 20’s pack with their brand name on it.
- 32. 31 | P a g e vi) Service: Hospitality sector is incomplete without Spa, Saloons and Beauty Centres. Apart from refreshing wipes, other variants like Make-up removal wipes , Toning wipes ,Moisturizing wipes, Cleansing wipes can be used here as a replacement of conventional cotton ball and lotions. VLCC buys Kara products to offer a pleasant experience to its customers. vii) Consumer Goods and durables: In FMCG sector, Kara products can be used as in product promotion (Bundle packing along with their product) and Trade promotion(gifting for channel partners). It can also be given as gifts to consumers buying expensivedurables like Air conditioners, Microwaves etc. Some of our clients are Whirlpool and Dabur. viii) Retail: In premium retail outlets, guests are treated warmly and are offered with teaor coffee as a kind gesture. Single sachet wipes can be given to guests when they entershowroom so they it can lighten up their mood and give them a happy feel. This productshould be pitched at showrooms where conversion rate is high. Jewellery showrooms, outlets having expensive watches, furniture, mobile phones etc. can be targeted for ourproduct. Amongst them Titan is our esteemed client.
- 33. 32 | P a g e SWOT ANALYSIS OF KARA WIPES Strengths Renowned Brand image Alcohol free products Convenient Provide best quality products 100% Natural, hygienic and biodegradable product Variety of product range Dermatological Safe It is made up of pure viscose which has a 10 times better absorbing power than cotton. Weaknesses Awareness level High price Less promotion through social media. Low Margin available for retailers. Opportunities Entering new markets through Contract manufacturing. Diversification of products like introducing dry skin tissues. Growing market of Skincare products in India. Climate of India is favorable for such products. Threats High levels of competition from main rivals like Good Looks, So Soft, Soft and pure and other Chinese wipes.
- 34. 33 | P a g e WEEKLY REPORT In the first week of Internship, I had gone through an induction program. Where I was given a briefing about the product Kara wipes and its Distributional Channel by Mr.Inderpreet Sodhi and Sales officer. After the Induction program, I had a choice of selecting a profile among General Trade, Modern trade and Institutional Marketing. I chose Institutional Marketing. I was assigned the task of Institutional Marketing of Kara wipes in Pharmaceutical Companies in Chandigarh. We created the database of Pharmaceutical Companies in Chandigarh, Panchkula and Manimajra. Then we started calling and fixing the appointment with the Purchase Manager (or) Managing Director (or) other concerned authority. At the meeting, we gave product presentation of Kara Wipes. Then negotiated on the margins. WEEK 1: Induction program Prepared Product Presentation of Kara wipes for Pitching in Pharmaceutical Companies Prepared database of Pharmaceutical Companies in Chandigarh.
- 35. 34 | P a g e WEEK 2: In the second week, I started contacting Pharmaceutical Companies on Phone and fixed meeting with the concerned authority for product presentation. No of Companies Contacted – 12 No of Companies Visited – 5 No of Companies, who gave purchase order – 2 WEEK 3: No of Companies Contacted – 13 No of Companies Visited – 7 No of Companies, who gave purchase order - 4 WEEK 4: No of Companies Contacted – 13 No of Companies Visited – 8 No of Companies, who gave purchase order – 5
- 36. 35 | P a g e WEEK 5 &WEEK 6 During these 2 weeks, the production of Hand Sanitizing wipes was shut down because of Machine failure. I was asked to mentor few Interns and work on General Trade. General Trade: I visited retail stores along with the sales officer and other interns to check Kara Products are available in the store, are the retailers happy about the response of the product, sufficient inventory levels are maintained etc. If the retail outlets didn't have any wet wipes and apprehensive about our product. In that case, I along with other interns had to clarify misconception or any doubts which retailer has about the product. WEEK 7 &WEEK 8: No of Companies Contacted – 10 No of Companies Visited – 9 No of Companies, who gave purchase order – 6 Along with calling, meeting and taking orders. I have also ensured the delivery of the order to companies as per the timelines committed.
- 37. 36 | P a g e CONCLUSION During the tenure of Internship, I visited more than – Pharmaceutical Companies, out of which 14 companies got associated with Aditya Birla Group (Kara Wipes). The companies received good response from the doctors and 3 companies placed repeat orders. The most common reasons given by the companies for not considering Kara Wipes for corporate gifting are The Company doesn’t do ethical marketing The Company manufactures their own product for gifting The Company have already done gifting for this month/quarter The Company thought the perceived value of Wipes by doctors won’t be much The Company were not happy with discounts provided The Company said they are in discussion with management COMPANIES WHICH PLACED ORDER VIBDRUGS BIOSCIENCES INNOVEXIA LIFE SCIENCES PVT LTD UNIPURE BIOTECH IND SWIFT PHARMACUETICALS LTD THEON PHARMACUETICALS Ltd. AVEROL LIFESCIENCES MDC PHARMACUETICALS PVT. LIMITED BIOPHAR LIFESCIENCES EVERWELL PHARMA Private Limited DM PHARMACUETICALS FARLEX PHARMACUETICALS Pvt. Ltd. MEDISYS BIOTECH PVT. LTD. VIBCARE PHARMA ZENACTS PHARMA
- 38. 37 | P a g e BIBLIOGRAPHY http://www.ibef.org/industry/fmcg-presentation www.adityabirla.com www.birlacellulose.com http://www.grasim.com/ http://www.karawipes.com/