Drivers and Challenges of Modern Retail Channels

1. Grasim Industries

2. Company profile
 Vision: To be a premium global conglomerate
with a clear focus on each business.
 Mission: To deliver superior value to our customers,
shareholders, employees and
society at large.
 Values:
– Integrity
– Commitment
– Passion
– Seamlessness
– Speed
Grasim Industries

3.  US $29.2 billion Corporation.
 Is in the league of Fortune 500 Companies.
 Work force of 130,000 employees.
 "The Best Employer in India and among the top 20 in Asia"
 The Group operates in 25 countries
 No.1 in viscose staple fibre.
 The fourth largest producer of insulators.
 The fourth largest producer of carbon black.
 The 11th largest cement producer globally, the seventh largest
in Asia and the second largest in India
 Among the top five mobile telephony companies.
 A premier branded garments player.
 Among the top three supermarket chains in the retail business.
Grasim Industries

4. Grasim
 Incorporated on 25 August 1947, exactly 10 days after India
achieved independence.
 Originally a textile manufacturer, Grasim has successfully
diversified into VSF, cement and chemicals.
 Grasim has following divisions
– VSF
– CEMENT
– TEXTILE
– CHEMICALS
Grasim Industries

5. Product Review
 KARA: Kara in Greek means pure, pristine, innocent and
unblemished beauty and is an outcome of the in-house
research and development at the Aditya Birla Centre for
Science and Technology, Taloja, Maharashtra near Mumbai.
 Kara range include refreshing, moisturizing, toning,
cleansing, sunscreen and makeup removal wipes.
Grasim Industries

6.  Puretta: Puretta meaning pure and diminutive is made from
Birla Cellulose, a 100% natural and biodegradable fiber, it
soothes the babies tender skin with its soft and nature-friendly
properties.
 Puretta portfolio include Skin nourishing, cleaning and germ
shield wipes.
 Prim: “SMART, MODERN, HYGIENE, CONVINIENT”
 PRIM Home Care Wipes ensures that your home remains
clean and germ free. It comes in two variants Multi purpose
and Kitchen wipes
Grasim Industries

7. Market analysis
 The global wet wipes market for personal care reached an
estimated $6 billion
 We Indian still spend only 0.0001 % of our disposable income
on disposable products.
 The skin care market is valued at $180 million in India
 Total wipe market of India accounts for Rs 30 crore
 annual growth of 7%.
 Market dominate by organized sector
Grasim Industries

8. Grasim Industries

9. DRIVERS
 Increase in disposable income.
 Birth rate
 Climate
 Increasing working women population
 Introduction of innovative products and reduction in prices.
Grasim Industries

10. CHALLENGES
 Category is nascent with very low awareness of the product.
 To create awareness about the usefulness of the product among
the target group
 Cultural aspect
 Threat from cheaper substitute like private label of Vishal and
Big Bazaar
 Stiff competition from cheap imports
Grasim Industries

11. Work done
 Sahara Mall Big Bazaar
Worked as a promoter
Done customer survey through questionnaire
Outlet review
Received a PO of worth Rs 3000.
 Modern trade South Delhi
Supervision of following stores:
– Big Bazaar Vasant Kunj
– Dabur New U Vasant Kunj
– Dabur New U Saket
– Food Bazaar Saket
– Vishal Mathura Road
– Vishal Mega Mart Mahipalpur
Grasim Industries

12. Supervision done under following points
 Placement
 Visiblity and facing
 Shelf space
 Stock availability
 Condition of stock
 FIFO
 Hygiene
 Guiding the promoter
 Getting the PO`s. Got PO`s of worth Rs 4000 and Rs 11000 from Food
Bazaar Saket.
 Sending additional PIR
 Follow up on Stock delivery
 Customer survey
 Competitive analysis
Grasim Industries

13. Religare Wellness Saket
Delivery of Terms of Trade document
Delivery of TDS certificate
Got a cheque of pending amount
Got a PO of worth Rs 17,000
Follow up on debit note of May and June
Store branding.
Grasim Industries

14. Area covered
 Sahara Mall Gurgoan
 Mahipalpur South Delhi
 Vasant Kunj South Delhi
 Saket South Delhi
 Mathura Road Sarita Vihar South Delhi
Grasim Industries

15. Questionnaire
 Have you ever heard about skin care wipes?
 Have you ever heard about KARA?
 Which other brand have you heard of?
 Have you ever purchased a Skin care wipe product?
 Which brand you have bought?
 Reason behind the purchase. Thick the appropriate option.
– Price
– Quality of product
– Variants
– Brand value
– Trail
Grasim Industries

16. Have you ever heard about skin care
wipes?
Grasim Industries

17. Have you ever heard about KARA?
Grasim Industries

18. Which other brand have you heard of?
Grasim Industries

19. Have you ever purchased a Skin care
wipe product?
Grasim Industries

20. Which brand you have bought?
Grasim Industries

21. Reason behind the purchase.
KARA
Grasim Industries

22. Etiquette
Grasim Industries

23. Skin & Body
Grasim Industries

24. Dove wet wipes
Grasim Industries

25. Learning's
 Importance of shelf space
 Placement
 Visibility and facing
 Importance of FIFO
 Availability of stock
 In-house promotions
 Brand awareness
 Importance of promoter
Grasim Industries

26.  Offers and discounts
 Refreshing mint and cucumber are the highest selling products
 Competitive analysis
 PO and back office operations
 MBQ
 TOT
Grasim Industries

27. Recommendations
 Create awareness about the concept then the product
 Convey the message that it is a product from aditya birla group
 Communicate effectively that Kara is a complete skin range
brand and not just any other refreshing wipes. Our variants are
our competitive strength.
 Dedicate a whole website for the product.
 OOH advertising should be given more emhasis. Moving van
can be a good option.
 In-house promotion
 Signage
Grasim Industries

28.  Placing the promoter
 Placement of products
 Availability of stocks
 Periodic review of stores
 Special discounts and offers once stock gets old.
 Packaging
 Pricing
 New distribution channels
 Kara should be given more importance
Grasim Industries

29. Grasim Industries