PRESENTATION BY

SHYAM AGARWALLA
AMITY BUSINESS SCHOOL
OBJECTIVE:

“TO STUDY THE MARKET FOR KARA AND

DEVELOP STRATEGIES TO PLACE IT IN STORES.”

TERRITORY GIVEN:

GHAZIABAD

AREAS TARGETTED IN GHAZIABAD:

TURAP NAGAR
KAVI NAGAR
RAJ NAGAR
GHANTAGHAR
BAJERIA
ASHOK NAGAR
GANDHI NAGAR

MODERN SALES TARGETTD IN GHAZIABAD:

VISHAL, SILVER CITY

STORE 99, PACIFIC MALL
AN OVERVIEW OF GHAZIABAD MARKET FOR WIPES:

• Unlike other cities of NCR which are recently developed,

Ghaziabad is very different in terms of practices in market. It
is basically a ‘LALLA’ type market with old established
markets.

• For wipes it is a very potential target as it is a city with many

specialist stores for cosmetics.

• It is basically a seller driven market where the success of

the product depends upon the acceptability of the retailers.

• Here the primary factor which influences the retailers to

stock wipes is the margin which they get on the product.

• As KARA is a product for the upper class and upper middle

class, the only disappointment lies in the fact that Ghaziabad
has only few areas with A+ surroundings and people.
MARKET PLAYERS IN THE FACIAL WIPES SEGMENT IN
GHAZIABAD:

KARA
L’oreal
Estonia
Freshia
Dove
Godrej
Fresh ones
Other imported wipes
FINDINGS AND ANALYSIS:

• Out of 100 respondents interviewed by me, 71 said that they use

skincare wipes which is an encouraging figure for the wipes
industry.

• when asked which factors are most important while buying wipes,
the customers responded in the following way:

Quality- 5
Natural- 4
Price- 3 (5 being the highest rank and 1 lowest)
FARAGRANCE-2
Packaging- 1

• when asked which brand they prefer the most, the response was a
mixed one but still the most preferred was freshia .
• Surprisingly almost 48% said that they don’t know whether their
wipes are 100% natural and biodegradable.

• almost 53% said that they prefer to buy wipes at specialty stores
and 40% preferred super stores.

• when asked whether they have used/tried KARA, 57.75% said

yes and 42.25% said no.

•69.01% said that they find KARA a good product.

• when asked what difference they find in KARA and other wipes,
46.48% said quality, 39.44% said variety.

• 61.97% respondents said they don’t think that KARA is a

replacement for general bottled products. Only 32.39% said yes.

•66.20% respondents rated the packaging of KARA as good and

23.94% said excellent.
56.34% said they think KARA a expensive product, 43.66% said
its affordable.

ANALYSIS BASED ON THE RESPONSE OF THE

RETAILERS:

• Retailers preferred ‘high margin low turnover’ over ‘low margin

high turnover.’

• when asked which is the most selling wipe at your store, the
answer was mostly Freshia, Estonia and other imported wipes.

• When asked why do they keep KARA in their store, the

following sequence was mostly preffered:
Margin -5
Demand -4
Price -3
Brand -2
Variety -1
80% of the retailers said they are satisfied with the policies of the
company.
PROBLEMS FACED BY THE PRODUCT:

• A new concept

• Awareness

• Promotion

• Availability

• Margin

• Price factor

• Odd pricing

• Strong fragrance

• Other observations
RECOMMENDATIONS:

• The product needs rigorous advertisement in television, print

media and radio.

• Outdoor campaign for high visibility through hoardings, bus

shelters and utilities etc.

• Installing KARA skin zones at malls in the form of canopies will

help to educate the customers.

• Tie up with automobile industry, pharmaceutical industry,

aviation industry, saloons and gyms.

• Use of van operation for promotion of the product.

• In order to target the young girls, free samples of KARA can be

distributed at colleges and schools specially girls colleges.
• Kara can target Indian Railways for brand building and
promotion. The company can get the product into an customized
and eye catching handy package specially made for the railways
according to their needs.

• Kara is a brand of Aditya Birla group but the packaging of Kara

does not speak much about it. The packaging needs to improve
with the inscription of Aditya Birla logo and the name of the
group in bigger fonts than the current size used in the packaging.

• Some of the retailers and customers also complained about the

opening lid of the packaging. They complained that the opening
lid looses its adhesiveness after a number of usage. Some also
reported that the lid sometimes completely pills off and does not
stick anymore. So there is need to improve the quality of the
opening lid and come up with something new which lasts long.
• There is a strong resistance for the high price of Kara sunscreen
wipes. The retailers resist to stock this particular variant and even
the customers are hesitant to buy it. So the price of sunscreen
wipes needs to be decreased to gain more acceptability in the
market.
• The company has provided displays in many modern stores but
in all those stores where display is not provided, the placing of
Kara is not suitable. In such places Kara is stocked in corners
where the customers visit rarely thus making the product away
from visibility. So there is a need to provide slotting allowances
to those modern stores to place Kara in the shelves which catch
the eyes of the customers.
• In order to penetrate in the market of Ghaziabad, KARA needs to
introduce single sachet of facial wipes as trial packs for the
customers.
THANK YOU