SIP at Aditya birla grasim

1. Summer Internship Project Report
on
“To know consumer perception about
KARA in the market of Gorakhpur”
Submitted By:
Raja kumar
ITS, Ghaziabad
2012-14

2. Introduction
The Aditya Birla Group is an Indian multinational conglomerate
corporation headquartered in Mumbai, India. founded in 1857.
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.
Kumar Manglam Birla is the key person of Aditya Birla group.

3. Variant of KARA
Kara refreshing wipes (Aloe vera and Mint)
Kara refreshing wipes (Aloe vera and Cucumber)
Kara toning wipes (Enriched with Rose and Thyme extract)
Kara sunscreen wipes (Plum and Aloe vera)
Kara deep pore cleansing wipes (Enriched with Jojoba and
Avocado extracts)
Kara make-up removable wipes (Enriched with Lavender
and Seaweed extracts)
Kara moisturizing wipes (Enriched with Almond and Honey

4. Objective
To find out the consumer perception about KARA.
To build the brand awareness.
Maximizing the sale of KARA.
Recommendation to improve the sales in Gorakhpur.

5. SWOT ANALYSIS
Strength
Alcohol free product.
It available in a lot of variants.
Superior quality.
Portable.
Assurance of “Aditya Birla
Group”.

6. Weakness
Distribution channel is
weak.
High price.
Margin is less.
Lack of awareness.

7. Opportunity
Travel agency.
Beauty parlor.
Climate of India is favorable
for such products.

8. Threat
Chinese wipes are providing
more margin to retailers.
Chinese wipes are very low
price.
Competitors (Johnson and
Johnson & Himalaya).

9. Interpretations
Are you aware about KARA?
Yes
38%
No
46%
Not sure
16%

10. Cont.....
Do you think wipes are costly?
Yes
72%
No
28%

11. Problem faced
Consumer are not aware about
Kara.
Customer are not aware that
Kara is brand of ABG.
Retailer are not well aware
about the product.
Retailer are not satisfied with
the margin.

12. RECOMMENDATIONS
The distribution channel should be more effective.
Company should organized weekly promotional
activities and distribute free sample to the
consumer so that it creates good brand image and
also brand awareness among them.
Banner and Poster will be helpful to increase the
demand of Kara and also create awareness about
the product.

13. Learning
I brush up my sales &
marketing skill.
Team working.
Keep patience.
Keep ego aside.
Talk politely.
Delivery on Time.
Be punctual.