Professional Documents
Culture Documents
not form any part of the project undertaken previously to the best of
my knowledge.
DATE: Signature
NAME OF THE
STUDENT
ROLL
NO.___________
1
Acknowledgement
I am neither a research expert nor a trend spotter; I am a management student with
foundation of management principles and theories, who is curious about various
sectors and its latest happenings.
Definitely, I can’t ignore the technology, with internet as the backbone and those
search engines which helped me in building up this research project.
To being with, I am obliged to Mr. Manish Sharma (Area Executive, ITC Ltd.) &
Ms. Rajni
(Human Resource Manager, ITC Ltd.) who allotted me this chance and without their
guidance
and constructive criticism this report might have not been completed. I would like to
thank Agent
franchise owner, supervisor and individuals & for helping me in making project.
I would like to express my heart full gratitude to Mr. Deepak Kumar (Area
Executive, ITC Ltd.),
questions. I’m also thankful to the management & all employees of ITC LTD.
Lastly, I would like to thanks to the ALMIGHTY and my parents for their moral and
financial support and my colleagues with who
Jit
en
de
r
M
B
A
EXECUTIVE SUMMARY
The report is an earnest endeavor made to understand the present market scenario of
FMCG in Shimla region and simultaneously ascertain visibility and availability of
ITC products. I was required to conduct a market study to see the coverage by ITC
products and bring out the potential and loyal retailers so that the company could
maintain the market leadership in the existing business scenario in the FMCG
market.
During the course of study I visited around 200 retail stores and conducted personal
interviews with the retailers to find out major competitors of ITC. I also used
observation technique to ascertain penetration of the ITC products and the market
potential for the new products. Also interviews were conducted to determine major
competitors in FMCG.
3
TABLE OF CONTENT
CHAPTE PAGE
PARTICULARS
R NO. NO.
DECLARATION
CERTIFICATE
ACKNOWLEDGEMENT
EXECUTIVE SUMMARY
1. SYNOPSIS OF THE PROJECT 1
1.1 Introduction 2
1.2 Need of the Project 3
1.3 Objectives of the Study 4
1.4 Research Methodology 5
1.5 Literature Review 7
1.6 Expected Scope and Outcome of the Project 12
1.7 Limitation of the Project 14
2. 16
2.1 Xyz 19
2.2 Xyz 21
3. XYZ 22
3.1 Xyz 23
3.2 Xyz 24
3.3 Xyz 25
4 4.1 XYZ 29
4.2 Xyz 30
4.3 Xyz 30
4.4 Xyz 31
5 XYZ 32
5.1 Xyz 33
OBJECTIVES OF THE STUDY
It includes the response of ITC products from retailers at retail outlets with respect to
its competitors.
1) Observation.
8
9
Company Profile
ITC has a diversified presence in Cigarettes, Hotels, Paperboards & Specialty Papers,
Packaging, Agri-Business, Packaged Foods & Confectionery, Information
Technology, Branded Apparel, Personal Care, Stationery, Safety Matches and other
FMCG products. While ITC is an outstanding market leader in its traditional
businesses of Cigarettes, Hotels, Paperboards, Packaging and Agri-Exports, it is
rapidly gaining market share even in its nascent businesses of Packaged Foods &
Confectionery, Branded Apparel, Personal Care and Stationery.
It ranks third in pre-tax profit among India's private sector corporations. ITC is one
of India's foremost private sector companies with a market capitalization of over US
$ 22 billion and a turnover of US $ 6 billion.
ITC is rated among the World's Best Big Companies, Asia's 'Fab 50' and the World's
Most Reputable Companies by Forbes magazine, among India's Most Respected
Companies by Business World and among India's Most Valuable Companies by
Business Today. ITC ranks among India's `10 Most Valuable (Company) Brands', in a
study conducted by Brand Finance and published by the Economic Times. ITC also
ranks among Asia's 50 best performing companies compiled by Business Week.
Positioning statement
"Enduring Value. For the nation. For the Shareholder."
11
ITC’s corporate strategies are
ITC was incorporated on August 24, 1910 under the name of 'Imperial Tobacco
Company of India Limited'. A leased office on Radha Bazar Lane, Kolkata, was the
centre of the Company's existence. The Company celebrated its 16th birthday on
August 24, 1926, by purchasing the plot of land situated at 37, Chowringhee, (now
renamed J.L. Nehru Road) Kolkata, for the sum of Rs 310,000. The Company's
ownership progressively indianised, and the name of the Company was changed to
I.T.C. Limited in 1974. In recognition of the Company's multi-business portfolio
encompassing a wide range of businesses - Cigarettes & Tobacco, Hotels,
Information Technology, Packaging, Paperboards & Specialty Papers, Agri-Exports,
Foods, Lifestyle Retailing and Greeting Gifting & Stationery - the full stops in the
Company's name were removed effective September 18, 2001.
ITC's Packaging & Printing Business was set up in 1925 as a strategic backward
integration for ITC's Cigarettes business. It is today India's most sophisticated
packaging house.
In 1975 the Company launched its Hotels business with the acquisition of a hotel in
Chennai which was rechristened 'ITC-Welcome group Hotel Chola'. Since then ITC's
Hotels business has grown to occupy a position of leadership, with over 70 owned
and managed properties spread across India.
13
In 1990, ITC acquired Tribeni Tissues Limited, a Specialty paper manufacturing
company and a major supplier of tissue paper to the cigarette industry. Tribeni
Tissues Division was merged with the Bhadrachalam Paperboards Division to form
the Paperboards & Specialty Papers Division in November 2002.
In 1990, leveraging its agri-sourcing competency ITC set up the Agri Business
Division for export of agri-commodities. ITC's unique and now widely
acknowledged e-Choupal initiative began in 2000 with Soya farmers in Madhya
Pradesh. Now it extends to 9 states covering over 4 million farmers. ITC's first rural
mall, christened 'Choupal Sagaar' was inaugurated in August 2004 at Sehore. On the
rural retail front, 24 'Choupal Saagars' are now operatonal in the 3 states of Madhya
Pradesh, Maharashtra and Uttar Pradesh.
In 2000, ITC launched a line of high quality greeting cards under the brand name
'Expressions'. In 2002, the product range was enlarged with the introduction of Gift
wrappers, Autograph books and Slam books. In the same year, ITC also launched
'Expressions Matrubhasha', a vernacular range of greeting cards in eight languages
and 'Expressions Paperkraft', a range of premium stationery products. In 2003, the
company rolled out 'Classmate', a range of notebooks in the school stationery
segment.
ITC also entered the Lifestyle Retailing business with the Wills Sport range of
international quality relaxed wear for men and women in 2000. The Wills Lifestyle
chain of exclusive stores later expanded its range to include Wills Classic formal
wear (2002) and Wills Clublife evening wear (2003). ITC also initiated a foray into
the popular segment with its men's wear brand, John Players, in 2002. In 2006, Wills
Lifestyle became title partner of the country's most premier fashion event - Wills
Lifestyle India Fashion Week - that has gained recognition from buyers and retailers
as the single largest B-2-B platform for the Fashion Design industry. In 2007, the
Company introduced 'Miss Players'- a fashion brand in the popular segment for the
young woman.
14
In 2000, ITC spun off its information technology business into a wholly owned
subsidiary, ITC InfoTech India Limited, to more aggressively pursue emerging
opportunities in this area.
In 2002, ITC entered the confectionery and staples segments with the launch of the
brands mint-o and Candyman confectionery and Aashirvaad atta (wheat flour). 2003
witnessed the introduction of Sunfeast as the Company entered the biscuits segment.
ITC's entered the fast growing branded snacks category with Bingo! in 2007.
ITC forayed into the marketing of agarbattis (incense sticks) in 2003 marked the
manifestation of its partnership with the cottage sector. ITC's popular agarbattis
brands include Spriha and Mangaldeep across a range of fragrances like Rose,
Jasmine, Bouquet, Sandalwood, Madhur, Sambrani and Nagchampa.
ITC introduced Essenza Di Wills, an exclusive range of fine fragrances and bath &
body care products for men and women in July 2005. Inizio, the signature range
under Essenza Di Wills provides a comprehensive grooming regimen with distinct
lines for men (Inizio Homme) and women (Inizio Femme). Continuing with its
tradition of bringing world class products to Indian consumers the Company
launched 'Fiama Di Wills', a premium range of Shampoos, Shower Gels and Soaps in
September, October and December 2007 respectively. The Company also launched
the 'Superia' range of Soaps and Shampoos in the mass-market segment at select
markets in October 2007 and Vivel De Wills & Vivel range of soaps in February and
Vivel range of shampoos in June 2008.
15
1
1
ITC -FMCG
Cigarettes
ITC is the market leader in cigarettes in India. It’s highly popular portfolio of brands
includes
Insignia, India Kings, Classic, Gold Flake, Silk Cut, Navy Cut, Scissors, Capstan,
Berkeley, Bristol and Flake.
The Foods business strives to deliver quality food products to the consumer. All
products of ITC's Foods business available in the market today have been crafted
based on consumer insights developed through extensive market research. ITC's
state-of-the-art Product Development facility is located at Bangalore.
2. Staples
3. Confectionery
4. Snack Foods
19
Lifestyle retailing
ITC’s ventured into Lifestyle Retailing Business Division through its Wills Lifestyle
chain of exclusive specialty stores.
Wills Lifestyle, the fashion destination, offers a tempting choice of Wills Classic
work wear,
Wills Sport relaxed wear, Wills Club life evening wear, fashion accessories and
Essenza Di Wills – an exclusive range of fine fragrances.
With a distinctive presence across segments at the premium end, ITC has also
established John Players as a brand that offers a complete fashion wardrobe to the
male youth of today.
20
Education & Stationary
ITC made its entry into the stationery business in the year 2002 with its premium
range of notebooks. ITC's Education and Stationery Products are marketed under the
brands "Classmate" and "Paperkraft".
The Paperkraft range of products aims at satisfying the stationery needs & office
consumables need of office executives & working professional. The continuously
expanding product range under Paperkraft includes Premium Business Paper, Paper
Stationery, Markers & Highlighters.
21
Safety Matches
ITC’s range of Safety matches include popular brands like i Kno, Mangaldeep, Aim,
Aim Mega and Aim Metro. With differentiated product features and innovative value
additions, these brands effectively address the needs of different consumer segments.
The Aim brand is the largest selling brand of Safety Matches in India.
Aggarbattis
ITC commenced marketing Agarbattis (Incense Sticks) sourced from small-scale and
cottage units in 2003. Mangaldeep Agarbattis are available in a wide range of
fragrances like Rose, Jasmine, Bouquet, Sandalwood, Madhur, Durbar, Tarangini,
Anushri, Ananth and Mogra.Durbar Gold is a new offering from Mangaldeep
launched in Andhra Pradesh and has received wide consumer acceptance..
22
Personal care
ITC forayed into the Personal Care business in July 2005. In the short period since its
entry, ITC has already launched an array of brands, each of which offers a unique
and superior value proposition to discerning consumers. Anchored on extensive
consumer research and product development, ITC's personal care portfolio brings
world-class products with clearly differentiated benefits to quality-seeking
consumers.
ITC's Personal Care portfolio under the 'Essenza Di Wills', 'Fiama Di Wills', 'Vivel
Di Wills' 'Vivel UltraPro', 'Vivel' and 'Superia' brands has received encouraging
consumer response and is being progressively extended nationally.
23
WelcomGroup of Hotels
ITC-Welcome group: fastest growing Hospitality chain in India
First hotel chain in the world to have all its premium luxury hotels certified at
the highest LEED (Leadership in Energy and Environmental Design)
Platinum Rating
24
MARKETING STRATEGY USED BY
ITC
ITC started an earnest exercise by creating a new brand image and corporate
philosophy by investing in new business categories like personal care, premium
apparel, rural business (e-Choupal) and foods. All along using its famed distribution
strengths built through its successful past businesses like cigarettes, paperboards and
packaging, hotels and agri business, to create synergies across its verticals and help
prop up its new businesses, like personal care and foods. ITC has a well thought-out
strategic approach. Rather than acquiring weaker brands to get into these new
segments inorganically, it created a range of new personal care and branded apparel
brands.
The first step in this well-planned strategy was the launch of Wills Lifestyle, the
premium branded apparel business in 2002.
ITC then moved on to take the competition head on in the FMCG domain, through
ITC Foods in August 2001, and personal care business, which is the focal point of
this story, in 2005. It has created good impact with its well etched-out Personal Care
Brands. Under this category, brands like Essenza Di Wills, Fiama Di Wills, Vivel Di
Wills, Vivel and the Superia were designed to take care of various sets of consumer
segments.
But behind this launch was five years of intensive on ground research of market
conditions and consumer expectations. Over one lakh consumers were surveyed
across the country to test various prototypes. Acceptance benchmark was kept as
high as 90 percent for the final products. ITC called this exercise as '3E’ approach
—explore, establish and execute. As an adage goes
'if you have to win a race, you have to clearly target the No 1', ITC too aimed the
No 1 which happened to be the formidable HUL (which still reigns over 50 percent
of the FMCG market). And ITC's target was HUL and P&G only. ITC roped in its
tobacco business veteran Sandeep Kaul to spearhead the personal care launch; it also
sought help from product formulation and branding experts in Europe and America
to formulate the fragrance, aesthetics and packaging.
25
Many of the brands have also been developed at its R&D centre. The results are there
for everyone to see. In less than four years, ITC has been able to create brand
awareness and consumer acceptance for its five product lines Essenza Di Wills,
Fiama Di Wills, Vivel Di Wills, Vivel and the Superia—each targeted at the needs,
aspirations and usage behaviour of different consumer segments. Kaul informs that
the strategy for designing personal care is that everyone is a potential consumer.
ITC follows:
26
SWOT of ITC
Strengths
Cigarette market is 22,000 crore and ITC has lion’s share in it.
Distribution network.
Weaknesses
Dependence on tobacco revenues
Unrelated diversification.
Opportunities
Consumption Of personal care products
Rural Market
E-Choupal
Threats
Competition both Domestic & International
Increasing Tax on cigarettes
Ban on smoking
27
Competitive Analysis
Hindustan Unilever Limited (HUL) is India's largest fast moving consumer goods
company, touching the lives of two out of three Indians with over 20 distinct
categories in home & personal care products and food & beverages. HUL is also one
of the country's largest exporters; it has been recognized as a Golden Super Star
Trading House by the Government of India.
HUL was formed in 1933 as Lever Brothers India Limited and came into being in
1956 as Hindustan Lever Limited through a merger of Lever Brothers, Hindustan
Vanaspati Mfg. Co. Ltd. and United Traders Ltd.It is headquartered in Mumbai,
India and has employee strength of over 15,000 employees and contributes for
indirect employment of over 52,000 people. The company was renamed in June
2007 to ―Hindustan Unilever Limited‖.
HUL is the market leader in Indian consumer products with presence in over 20
consumer categories such as soaps, tea, detergents and shampoos amongst others
with over 700 million Indian consumers using its products. It has over 35 brands.
It’s a company that has consistently had the largest number of brands in the Top 50
and in the Top 10 (with 4 brands).
Hindustan Unilever's distribution covers over 1 million retails outlets across India
directly and its products are available in over 6.3 million outlets in India, i.e., nearly
80% of the retail outlets in India.
28
SWOT Analysis of
HUL
o
r
a
Strengths: t
e
• Str S
ong brand o
portfolio, c
price i
quantity & a
variety. l
• Inn
ovative R
Aspects. e
s
• P p
resence o
of n
Establish s
ed i
distributi b
on i
networks l
in both i
urban t
and rural y
areas. (
• Sol C
S
id Base of R
the )
company.
•
C
o
r
p
availabili
ty of
Weaknesses: substitut
e
products.
• "M • L
e-too"
products ow
which exports
illegally levels.
mimic the • H
labels and
brands of igh price
the of some
establishe products.
d brands. • H
• Str igh
ong Advertisi
Competito ng Costs.
rs &
Changi
ng
Lifestyl
es &
Rising
Opportunitie income
s: levels,
i.e.
increasi
•
ng per
Large
capita
dome
stic income
marke of
t – consum
over a ers.
billio • E
n xport
popul potentia
ations l and tax
. & duty
• U benefits
for
ntappe setting
d rural exports
market. units.
•
rt
restrict
ions
resulti
ng in
Threats: replaci
ng of
• T domes
ax and tic
brands
regulat
.
ory
• T
structu emporar
re. y
• M Slowdo
wn in
imic of
Econom
brands y can
• have an
Rem impact
oval on
of FMCG
impo Industry
.
29
Procter & Gamble Co. (P&G) is an American company based in Cincinnati, Ohio
that manufactures a wide range of consumer goods. In India Proctor & Gamble has
two subsidiaries: P&G Hygiene and Health Care Ltd. and P&G Home Products Ltd.
P&G Hygiene and Health Care Limited is one of India's fastest growing Fast
Moving Consumer Goods Companies with a turnover of more than Rs. 500 crores.
It has in its portfolio famous brands like Vicks & Whisper. P&G Home Products
Limited deals in Fabric Care segment and Hair Care segment. It has in its kitty
global brands such as Ariel and Tide in the Fabric Care segment, and Head &
Shoulders, Pantene, and Rejoice in the Hair Care segment.
Procter & Gamble entered Indian markets in 1951 with Vicks Product Inc. USA,
branch of P & G.
Procter & Gamble India since then has launched Whisper - the breakthrough
technology sanitary napkin, Ariel detergent, Ariel super soaker, Pantene Pro-V
shampoo, Head & Shoulders shampoo, Tide Detergent Powder - the largest selling
detergent in the world. In 2003, Procter & Gamble Home Products Limited launched
Pampers - world's number one selling diaper brand.
Today, Proctor & Gamble is the second largest FMCG Company in India after
Hindustan Lever Limited.
30
SWOT Analysis of P&G
Strengths: Weakness:
Opportunities: Threats:
32
2. Threat of substitute products:
Considering buyer power retailers, they are able to negotiate the price with the
company.
Frequency of DS
Weekly 144 (72%)
Fortnightly 44(22%)
Monthly 12 (6%)
200
144
150 Weekly
Fortnightly
100
Twice a week
44
50
12 Monthly
0
0
The graph shows that 72% of the DS goes weekly to the retail outlets for taking
orders while 6% of the DS go only once in a month.
35
Table no. 10.2.
Monthly 20(10%)
Monthly 14 (7%)
200
166
150 Weekly
100
Fortnightly
Twice a week
50
20 14 Monthly
0
The data above in table and graph shows that the83% of DS of competitor’s are
going weekly on the retail outlets while 7% of the DS go only once in a month.
36
Table no. 10.3.
Disagree 72(36%)
Agree 94(47%)
6 28
Stron
Disag
94 Agree
72 Stron
The above pie-chart shows that 14% of the retailers are strongly agree that
there product is delivered to them on time and 47% are of them agree but 36%
of the retailers told that their orders is not delivered to them on time.
37
Table no. 10.4.
Disagree 22 (11%)
Agree 106(53%)
14
58
Strongly
Agree
Disagree
Agree
Strongly
Disagree
106 22
The above pie-chart shows that 29% of the retailers are strongly agree that there
product is delivered to them on time and 53% are of them agree and only 7% of the
retailers are not happy because the product is not delivered to them on time.
38
Table no. 10.5
Excellent 16(8%)
Bad 14(7%)
Good 146(73%)
Average 24 (12%)
200
160
120
80
146
40
16 14 24
0
Excellent Bad Good Average
The data shows that 73% of the retailers said that the quality of the competitor’s
service is good while only 14% of retailers are not happy with competitor’s service.
39
Table no. 10.6
HUL 64 (32%)
Frito-Lay 60 (30%)
Britannia 16 (8%)
Nestle 42 (24%)
24%
32%
Fritolay
Godfrey
Phillips India
8%
Britannia
Nestle
9%
30%
The above chart clearly shows that HUL & Frito-Lay are the market leader in terms
services and Nestle is also providing good services to their retailers.
40
Table no. 10.7
Disagree 48 (24%)
Agree 110(55%)
200
160
110
120
80
48
30
40
12
0
Strongly Agree Disagree Agree Strongly Disagree
The table shows that the 70% (55% agreed & 15% strongly agreed) that the orders
they give are properly fulfilled while 30% (24% disagree & 6% strongly disagree) that
they orders they give are not properly fulfilled.
41
Table no. 10.8
Bad 44 (24%)
Good 74 (37%)
Average 48 (24%)
200
160
120
80
40 74
44
34 38
0
Excellent Bad Good Average
The chart above shows that the 36% retailers says that ITC’s distribution channel is
good while 17% marked it as excellent and 19% said that its average, but only 22%
retailers perception about ITC’s distribution channel is bad.
42
Table no. 10.9
Are your complaints solved properly?
Disagree 10 (5%)
Sales
8 24
10
158
The data above shows that above 90% of the respondents agree that their complaints
are properly solved, whenever they face any problem
43
Table 10.10
Growth rate of ITC
Excellent 20 (10%)
Bad 12 (6%)
Good 88 (44%)
Average 80 (40%)
90
80
70
60
50 88
80
40
30
20
20
10 12
0
Excellent Bad Good Average
The graph shows that 44% respondents said that the growth rate of ITC is good
and 40% said that its average and only 6% of the respondents think that the
growth rate of ITC is bad.
44
Table 10.11
Services of ITC
Excellent 34 (17%)
Bad 44 (24%)
Good 74 (37%)
Average 48 (24%)
Sales
36
52
62
60
The chart shows that only 31% of respondents marked services of ITC as bad while
rest of them marked ITC services as Excellent, Good & Average.
45
Table no. 10.12
Rating of ITC
1 8
2 64
3 34
4 76
5 18
80
60
40 76
52
20 35
22
14
0
1 2 3 4 5
From the data collected through questionnaire it is founded that the respondents has
give overall of 3.34 points to ITC from 5 and which is above average and can also b
called as good.
46
Findings & Recommendations
Increasing awareness for ITC products among the consumers and retailers.
Increasing the efficiency of distribution system. Ensuring every shop in the area
must have
ITC’s product.
There is vast distribution gap between ITC Bingo snacks and Frito-Lays which
has to be filled up in order to increase the sales for that ITC should consider:
(c) Ready Stock: there are many areas around the city where supply through
loading auto is not possible for that ready-stock should be made available.
47
Limitations and Conclusion
Limitations:
The time period for the study was not enough for such a vast topic.
It was difficult for the salesmen to pinpoint the sales of a particular brand in
retail stores.
As the nature of research was exploratory so it was difficult to cover each and
every
retailer.
Many retailers don’t express their original perception and views because of
biasness.
Certain questions were not answered with justice.
Conclusion:
From the above comparison it could be inferred that besides ITC is new in the
FMCG sector but
still it has managed to reach a level at which the other strong companies are. A score
of 3.34 is a
very good score at a point when the old competitors (leaders) are at a score of 3.8.
Lays has been around for a longer time and has its loyalists. Lays scores on
flavor while Bingo is crunchier. Right now Lays has the upper hand but
Bingo has a good thing going with new and innovative products like 'Mad
Angles'.
There is a need to put the image of our product Bingo in the mind of
customers before they come to purchase at shop.
48
Questionnaire
b) Fortnightly d) Monthly
c) Fortnightly d) Monthly
Q 6) Are the orders delivered to you on time?
a) Excellent c) Good
b) Bad d) Average
b) Frito-Lay e) Nestle
49
Q 10) Are your orders fulfilled properly?
a) Strongly agree c) Agree
a) Excellent c) Good
b) Bad d) Average
a) Excellent c) Good
b) Bad d) Average
a) Excellent c) Good
b) Bad d) Average
a) 1 d) 2
b) 3 e) 4
c) 5
50
Bibliography