EFFECTIVE SHAMPOO BOTTLE DISTRIBUTION OF ITC LTD

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THE PROJECT IS ALL ABOUT NEW PRODUCT OF ITC THAT IS SHAMPOO AND THE REASON OF NOT DOING WELL IN KOLKATA MARKET

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EFFECTIVE SHAMPOO BOTTLE DISTRIBUTION OF ITC LTD

  1. 1. PERSONAL CARE PRODUCT OF ITC SUBMITTED TO PROF.DR.GEETA JOSHI A REPORT SUBMITTEDIN PARTIAL FULFILLMENT OF THE REQUIREMENT OF POST GRADUATE DIPLOMA IN MANAGEMENT COURSE SESSION: 20010-11 BY SUDIPTO SINHA DAYANANDA SAGAR BUISNESS SCHOOL
  2. 2. DAYANANDA SAGAR BUSINESS SCHOOL DECLARATIONI hereby declare that the information presented here is true to the best of my knowledge. Also, the report has not been published anywhere else.
  3. 3. SUDIPTO SINHA EMAIL:sudiptosinhaa@gmail.com PREFACEPGDM is the one of the most reputed professional course in the Fieldof Management. It includes theory as well as its practical application.Training is an integral part of PGDM- Program, for successfulcompletion of this program requires two month training inorganization.So after the third trimester each student at Dayananda sagerbusiness school, Bangalore needs to undergo two month’s training inan organization. This training serves the purposes of acquainting thestudent with Environment of an organization in which student haveto work hard in future .Only theoretical knowledge is not enough butits practical application is also required to be learned.I was fortunate enough to have an opportunity of doing training atITC KOLKATA Every trainee was required to prepare a report of hisworking in the organization. I was assigned a project on“ITC PERSONAL CARE.”In this report, all the important findings of the project are included;over and above an overall profile of the company (ITC) is also given. It
  4. 4. is hoped that this report will make the readers familiar with the storeand also give the idea about the product and services offered By theCompany. ACKNOWLEDGEMENT The project of this magnitude would not have beencompleted singly. Firstly I want to give my hearty thanks to all mighty who made the world and me also. There are many other people without whom the completion of the project would not have been possible. Some have contributed towards this directly while other have provided indirectly. It gives me immense pleasure to thank Mr.G.VIJAY KUMAR, MR.GALI KALYANand Mr.SAIRIKMUKHARJEE for providing me training in this reputed organization and giving me a chance to have the experience of actual retail operations. I am indebted toMr.GALI KALYA (ASM) of ITC for hisguidance and cooperation in completing this project. Last but not the least I would like
  5. 5. to convey my heartiest gratitude to all Members of ITCwho helped a lot during my training.SUDIPTO SINHA Dayananda Sagar Business School CERTIFICATE BY GUIDEThis is to certify that the project report entitled “STUDY OFSHAMPOO BOTTLES DISTRIBUTION FOR ITC” is an authentic reportof the project report, prepared by SUDIPTO SINHA under myguidance in partial fulfilment of the requisite for the award of POSTGRADUATE DIPLOMA IN MANAGEMENT (AICTE) for the year 2010-2012.
  6. 6. PROF.DR GEETA JOSHI (PROJECT GUIDE)Place: Bangalore Objective of the studyThe main objective of the study is that as ITC ltd is new inFMCG business they want to know their position in themarket as well as know the position of the competitors. 1. To know the visibility of both the bottles as well as sachets in the market. 2. To know where itc shampoo stands compare to the competitors. 3. What is the preference of the customer and why. 4. Comparison of bottles and sachets in the Kolkata market.
  7. 7. Scope of the study1. Gaining knowledge about the process of sales.2. Exchange of facts, opinions, idea while interacting.3. Helping to analyse situations and for the company for the purpose of growth.4. Helping to build strategy for the company to tackle the competitors.5. To find out the potential area and outlets in the market.
  8. 8. LIMITATIONPreparation of a project report and concluding a research is a wholeprocess which is carried out in a number of steps. Thereforethroughout the whole process of research there are a number ofdifficulties encountered by researcher, at every step. In the presentstudy we may assume following limitation.  Data don’t represent entire population behavior.  It is very difficult to measure perception by means of mathematical calculation.  This research was done in Kolkata city only hence this Conclusion is valid only for Kolkata.
  9. 9.  It was assumed that respondent have the knowledge about ITC but if he do not have proper knowledge then result may come wrong. The respondent view point on the study/questionnaire purely judgment and may be induced by other reasons also
  10. 10. Company BackgroundITC was incorporated on August 24, 1910 under thename Imperial Tobacco Company of India Limited. Asthe Companys ownership progressively Indianised, thename of the Company was changed from ImperialTobacco Company of India Limited to IndiaTobacco Company Limited in 1970 and then toI.T.C. Limited in 1974. In recognition of theCompanys multi-business portfolio encompassing awide range of businesses - Cigarettes & Tobacco,Hotels, Information Technology, Packaging,Paperboards & Specialty Papers, Agri-business, Foods,Lifestyle Retailing, Education & Stationery and PersonalCare - the full stops in the Companys name wereremoved effective September 18, 2001. The Companynow stands rechristened ITC Limited.The Company’s beginnings were humble. A leasedoffice on Radha Bazar Lane, Kolkata, was the centre ofthe Companys existence. The Company celebrated its16th birthday on August 24, 1926, by purchasing theplot of land situated at 37, Chowringhee, (nowrenamed J.L. Nehru Road) Kolkata, for the sum of Rs310,000. This decision of the Company was historic inmore ways than one. It was to mark the beginning of along and eventful journey into Indias future. TheCompanys headquarter building, Virginia House,
  11. 11. which came up on that plot of land two years later,would go on to become one of Kolkatas mostvenerated landmarks.Though the first six decades of the Companysexistence were primarily devoted to the growth andconsolidation of the Cigarettes and Leaf Tobaccobusinesses, the Seventies witnessed the beginnings ofa corporate transformation that would usher inmomentous changes in the life of the Company.ITCs Packaging & Printing Business was set up in1925 as a strategic backward integration for ITCsCigarettes business. It is today Indias mostsophisticated packaging house.In 1975 the Company launched its Hotelsbusiness with the acquisition of a hotel in Chennaiwhich was rechristened ITC-Welcomgroup HotelChola. The objective of ITCs entry into the hotelsbusiness was rooted in the concept of creating valuefor the nation. ITC chose the hotels business for itspotential to earn high levels of foreign exchange,create tourism infrastructure and generate large scaledirect and indirect employment. Since then ITCs Hotelsbusiness has grown to occupy a position of leadership,with over 100 owned and managed properties spreadacross India.In 1979, ITC entered the Paperboards business bypromoting ITC Bhadrachalam Paperboards Limited,which today has become the market leader in India.
  12. 12. Bhadrachalam Paperboards amalgamated with theCompany effective March 13, 2002 and became aDivision of the Company, Bhadrachalam PaperboardsDivision. In November 2002, this division merged withthe Companys Tribeni Tissues Division to form thePaperboards & Specialty Papers Division. ITCspaperboards technology, productivity, quality andmanufacturing processes are comparable to the best inthe world. It has also made an immense contribution tothe development of Sarapaka, an economicallybackward area in the state of Andhra Pradesh. It isdirectly involved in education, environmental protectionand community development. In 2004, ITC acquiredthe paperboard manufacturing facility of BILT IndustrialPackaging Co. Ltd (BIPCO), near Coimbatore, TamilNadu. The Kovai Unit allows ITC to improve customerservice with reduced lead time and a wider productrange.In 1985, ITC set up Surya Tobacco Co. in Nepal as anIndo-Nepal and British joint venture. Since inception,its shares have been held by ITC, British AmericanTobacco and various independent shareholders inNepal. In August 2002, Surya Tobacco became asubsidiary of ITC Limited and its name was changedto Surya Nepal Private Limited (Surya Nepal).In 1990, ITC acquired Tribeni Tissues Limited, aSpecialty paper manufacturing company and a majorsupplier of tissue paper to the cigarette industry. Themerged entity was named the Tribeni Tissues Division
  13. 13. (TTD). To harness strategic and operational synergies,TTD was merged with the Bhadrachalam PaperboardsDivision to form the Paperboards & SpecialtyPapers Division in November 2002.Also in 1990, leveraging its agri-soucing competency,ITC set up the Agri Business Division for export ofagri-commodities. The Division is today one of Indiaslargest exporters. ITCs unique and now widelyacknowledged e-Choupal initiative began in 2000 withsoya farmers in Madhya Pradesh. Now it extends to 10states covering over 4 million farmers. ITCs first ruralmall, christened Choupal Saagar was inaugurated inAugust 2004 at Sehore. On the rural retail front, 24Choupal Saagars are now operational in the 3 statesof Madhya Pradesh, Maharashtra and Uttar Pradesh.In 2000, ITC forayed into the Greeting, Gifting andStationery products business with the launch ofExpressions range of greeting cards. A line of premiumrange of notebooks under brand “Paperkraft”waslaunched in 2002. To augment its offering and to reacha wider student population, the popular range ofnotebooks was launched under brand “Classmate” in2003. “Classmate” over the years has grown tobecome India’s largest notebook brand and hasalso increased its portfolio to occupy a greater share ofthe school bag. Years 2007- 2009 saw the launch ofChildren Books, Slam Books, Geometry Boxes, Pensand Pencils under the “Classmate” brand. In 2008,ITC repositioned the business as the Education and
  14. 14. Stationery Products Business and launched Indiasfirst environment friendly premium businesspaper underthe “Paperkraft” Brand. “Paperkraft” offers adiverse portfolio in the premium executive stationeryand office consumables segment. Paperkraft enterednew categories in the office consumable segment withthe launch of Textliners, Permanent Ink Markers andWhite Board Markers in 2009.ITC also entered the Lifestyle Retailing business withthe Wills Sport range of international quality relaxedwear for men and women in 2000. The Wills Lifestylechain of exclusive stores later expanded its range toinclude Wills Classic formal wear (2002) and WillsClublife evening wear (2003). ITC also initiated aforay into the popular segment with its mens wearbrand, John Players, in 2002. In 2006, Wills Lifestylebecame title partner of the countrys most premierfashion event - Wills Lifestyle India Fashion Week -that has gained recognition from buyers and retailersas the single largest B-2-B platform for the FashionDesign industry. To mark the occasion, ITC launched aspecial Celebration Series, taking the event forward toconsumers.In 2000, ITC spun off its information technologybusiness into a wholly owned subsidiary, ITC InfotechIndia Limited, to more aggressively pursue emergingopportunities in this area. Today ITC Infotech is one ofIndia’s fastest growing global IT and IT-enabled
  15. 15. services companies and has established itself as a keyplayer in offshore outsourcing, providing outsourced ITsolutions and services to leading global customersacross key focus verticals - Manufacturing, BFSI(Banking, Financial Services & Insurance), CPG&R(Consumer Packaged Goods & Retail), THT (Travel,Hospitality and Transportation) and Media &Entertainment.ITCs foray into the Foods business is an outstandingexample of successfully blending multiple internalcompetencies to create a new driver of businessgrowth. It began in August 2001 with the introductionofKitchens of India ready-to-eat Indian gourmetdishes. In 2002, ITC entered the confectionery andstaples segments with the launch of the brands mint-o and Candyman confectionery and Aashirvaadatta(wheat flour). 2003 witnessed the introductionof Sunfeast as the Company entered the biscuitssegment. ITCs entered the fast growing brandedsnacks category with Bingo! in 2007. In eight years,the Foods business has grown to a significant size withover 200 differentiated products under six distinctivebrands, with an enviable distribution reach, a rapidlygrowing market share and a solid market standing.In 2002, ITCs philosophy of contributing to enhancingthe competitiveness of the entire value chain found yetanother expression in the Safety Matches initiative.ITC now markets popular safety matchesbrands
  16. 16. like iKno, Mangaldeep, Aim, Aim Mega and AimMetro.ITCs foray into the marketing of Agarbattis (incensesticks) in 2003 marked the manifestation of itspartnership with the cottage sector. ITCs popularagarbattis brandsinclude Spriha and Mangaldeepacross a range offragrances like Rose, Jasmine, Bouquet, Sandalwood,Madhur, Sambrani and Nagchampa.ITC introduced Essenza Di Wills, an exclusive rangeof fine fragrances and bath & body care products formen and women in July 2005. Inizio, the signaturerange under Essenza Di Wills provides acomprehensive grooming regimen with distinct lines formen (Inizio Homme) and women (Inizio Femme).Continuing with its tradition of bringing world classproducts to Indian consumers the Companylaunched Fiama Di Wills, a premium range ofShampoos, Shower Gels and Soaps in September,October and December 2007 respectively. TheCompany also launched the Superia range of Soapsand Shampoos in the mass-market segment at selectmarkets in October 2007 and Vivel De Wills &Vivelrange of soaps in February and Vivel range ofshampoos in June 2008.
  17. 17. PRODUCTS
  18. 18. zAreas of Diversification
  19. 19. ITC has transformed itself from a leading cigarette manufacturer toan umbrella group that offers a diversified product mix to enhance itsbrand image and reduce dependency on tobacco related products. Ithas forayed into the hospitality service industry and has become amajor player in the hotels segment. Its position in the FMCG (fastmoving consumer goods) business is also on a growth curve;especially its confectionery and biscuits which are slated to achievethe top ranks among its peers. It has made heavy investments tostrengthen its IT (information technology) segment and to competewith the big players like Infosys and Wipro. Although the ITC group ismarketing its image as an ideal corporate citizen and a company thattakes its social responsibility seriously, it still earns 80% of revenuesfrom selling cigarettes and other tobacco related products.The major areas in which ITC has diversified are: FMCG Pams • Cigarettes • Food • Lifestyle Retailing • Greetings and stationery • Safety Matches • Incense sticks Hotels Paperboards and Packaging • Paperboards and specialty papers • Packaging  Agri-Business • Agri- exports • E-choupal  Information Technology
  20. 20. MAJOR PLAYERS
  21. 21. Hindustan Unilever Limited• Unilever is lowering its expenditure on packaging across itsportfolio of food brands as part of a wider cost-cutting drive. HUL haspared down the colour palette used for print-ing across manyproducts. The system has been used to reduce printed packaging costsfor Unileverʹ products. It is also eco-friendly because it reduces swaste in the printing process. HUL is taking different steps to reducethe cost and increase the margin.• Hindustan Unilever‟s product - Pureit (a water purifier) has receivedThe UNESCO Water Digest Water Award 2008-2009 in the categoryof best domestic non-electric water purifier. Pureit received the awardfor outstanding contribution in the field of water in India. The productis available across 21 Indian states and has reached more than 1million homes in India giving them access to microbiologically safedrinking water. Pureit‟s performance has been tested by leadinginternational &national medical, scientific & public health institutionsand meets the germ-kill criteria of the Environmental Pro tectionAgency, the drinking water regulatory agency in the USA.
  22. 22. Procter & Gamble Hygiene & Health Care Limited (P&G)• The Company has 21 product categories out of which only 8 producthave presence in India. The company is planning to launch the rest 13product in India. The company expects to see a growth in otherCategories.• The company has an aggressive plan to set up 20 new factoriesacross the World out of which 19 is expected to come in emergingmarkets and most of them would be seen in Brazil, Russia, India, andChina (BRIC) nations.• Whisper which is one of the company‟s power brands has recorded50 per cent market share in urban India.
  23. 23. Godrej Consumer Products Limited (Godrej)• The Board of Directors of Godrej Consumer Products Limited(GCPL) has approved the acquisition of 50 per cent stake of its jointventure partner SCA Hygiene Products‟ stake in Godrej SCA HygieneLimited. After the transaction, the Joint Venture which owns the„Snuggly‟ brand of baby diapers will become a 100 per centsubsidiary of GCPL.• Godrej Consumer Products Limited has acquired 100 per cent stakein the Kinky Group Limited, South Africa. Kinky is among one of thelargest brand into hair segment with product portfoli
  24. 24. Dabur India Limited (Dabur)• Dabur has entered into the malted food drink market with the launchOf a new health drink “Dabur Chyawan Junior”. According to thecompany, they expect to capture a market share of 10 per cent of theRs. 1,900 Crores malted food drink market over the next two years.• Dabur has acquired 72.15 per cent of Fem Care Pharma Ltd(FCPL),a leading player in the women‟s skin care products market,for Rs 203.7 Crores in an all-cash deal. The Company is expected tocreate synergy by this deal.• Dabur got approval from Government of Himachal Pradesh to set upanother medicine manufacturing unit. The project has an expectedInvestment of Rs. 130 Crores.
  25. 25. ITCPersonal CareIn line with ITCs aspiration to be Indias premier FMCGcompany, recognised for its world-class quality andenduring consumer trust, ITC forayed into the PersonalCare business in July 2005. In the short period since itsentry, ITC has already launched an array of brands,each of which offers a unique and superior valueproposition to discerning consumers. Anchored onextensive consumer research and productdevelopment, ITCs personal care portfolio bringsworld-class products with clearly differentiated benefitsto quality-seeking consumers.ITCs Personal Care portfolio under the Essenza DiWills, Fiama Di Wills, Vivel UltraPro,Vivel andSuperia brands has received encouragingconsumer response and is being progressivelyextended nationally.ITCs state-of-the-artmanufacturing facility meets stringent requirements ofhygiene and benchmarked manufacturing practices.Contemporary technology and the latest manufacturingprocesses have combined to produce distinctly superiorproducts which rank high on quality and consumerappeal.Extensive insights gained by ITC through itsnumerous consumer engagements have provided theplatform for its R&D and Product Development teamsto develop superior, differentiated products that meetthe consumers stated and innate needs. The product
  26. 26. formulations use internationally recognised safeingredients, subjected to the highest standards ofsafety and performance.ITC SHAMPOO
  27. 27. RESEARCH METHODOLOGYTechnology and customers tastes and preferences play a vital role in today’s generation. Research Methodology is a set of variousmethods to be followed to find out various information regarding market strata of different products. Research Methodology is
  28. 28. required for every industrial service industries for getting acquire knowledge of their products.PERIOD OF STUDY:This study has been carried out for a maximum 60 days.AREA OF STUDY:The study is exclusively done in the area of marketing. It is a processrequiring care, sophistication, experience, business judgment andimagination for which there can be no mechanical substitutes.This study was done in 5ITC WHOLE SALE DEALER IN THE AREA OFGIRISH PARK, TELANGABAGAN,RABINDRA SAROBAR, KESTOPUR, andDUMDUM. IN KOLKATADATA:The term data refers to groups of information that represent thequalitative or quantitative attributes of a variable or set of variables.Data are typically the results of measurements and can be the basisof graphs, images, or observations of a set of variables. Data are
  29. 29. often viewed as the lowest level of abstraction from whichinformation and knowledge are derived. Raw data refers to acollection of numbers, characters, images or other outputs fromdevices that collect information to convert physical quantities intosymbols that are unprocessed.DATA COLLECTION:PRIMARY DATA:Data is collected from various customers through personalinteraction as well as visiting the various itc outlets with differentdifferent sales man and supervisor. Data is collected by survey,formal discussion and observation with different respondents.SURVEY METHOD: Data are usually collected through the use ofquestionnaires as well as visiting the store. The data is collected bymean of simple survey done in the retail store of the customers.OBSERVATION OF CONSUMER: Observation of customers is often apowerful tool. Looking at how consumers select products may yield
  30. 30. insights into how they make decisions and what they look for.Observing consumers, tells about:-Awareness regarding the brands?What is he looking in the product?Is he brand loyal?Is he more or less price sensitive?Is he more interested in packaging, manufacturing, etc.?Observation may help us determine how much time consumersspend comparing prices, or whether brand loyal or quality conscious.SECONDARY DATA:Secondary data was collected through internet sources, researchpapers, and published reports by various institutionsRESEARCH TECHNICT-TESTCHI-SQUARE TEST
  31. 31. RESEARCH DESIGN–The research work is exploratory in nature, and is meant to providethe basic information required by research objectives. It is apreliminary study based on primary data and the findings can beconsolidated after a detailed conclusive study has been carried out
  32. 32. ANALYSISTotal availability of the sachets in the 250 outletsBy using this pie chart it show that the availability of thevarious sachets of various companies present in differentoutlets.
  33. 33. Chart Title FIAMA garnier 10% vatika 2% 9% sunsilk 14% clinic vivel 14% 11% pantene h&s 13% 14% dove 13%Sachets availability in 250 outletsSACHETSSunsilk 241Clinic 246pantene 236Dove 237h&s 240Vivel 198Vatika 30Garnier 154FIAMA 173Total availability of the bottles in the 250 outletsBy using this pie chart pie chart it show the availability ofthe various sachets of various companies present indifferent outlets in five WD POINTS.
  34. 34. FIAMA Chart Title 8% garnier 8% sunsilk vatika 16% 0% vivel clinic 11% 13% h&s pantene 15% 15% dove 14%Bottle availability in 250 outletsBOTTLEsunsilk 215clinic 181pantene 202dove 197h&s 207vivel 149vatika 7garnier 116FIAMA 110SPOT TEST DONE IN 10 OUTLET IN SEALDHA BAZAR
  35. 35. Chart Title SUNSILK SACHETS 5% 1% 0% 1% 5% 14% 3% SUNSILK BOTTLES 8% 1% 11% 5% DOVE SACHETS 8% 2% 8% DOVE BOTTLES 5% 15% 5% CLINICK SACHETS 3% CLINICK BOTTLES Spot test in cream outlet for 3 hoursSPOT TEST 3 HRS SUNSILK DOVE CLINICK PANTEEN HEAD&SHOLDERS SACHETS BOTTLES SACHETS BOTTLES SACHETS BOTTLES SACHETS BOTTLES SACHETS BOTTLESPROMOD STORES 52 12 41 18 32 10 55 19 31 9A.T.STORES 46 10 33 22 40 8 30 6 43 19GOUTAM 79 27 55 19 62 19 59 17 51 21UDAY SANKAR 60 10 19 10 55 11 41 14 59 31ASISH 49 21 23 5 21 17 35 12 61 21GANESH BHANDER 45 17 37 12 31 3 49 21 19 12MAHAMAYA 19 12 49 15 33 17 52 20 31 19CHARU BHANDER 41 11 21 26 39 19 61 21 28 15SHIBANI 55 9 33 12 29 14 40 19 33 10SHOBHA STORES 71 6 39 9 36 12 31 25 28 8 VIVEL VATIKA GARNIER FIAMA SACHETS BOTTLES SACHETS BOTTLES SACHETS BOTTLES SACHETS BOTTLES
  36. 36. 20 3 4 1 32 18 19 219 0 0 0 23 2 17 131 5 0 0 35 8 10 022 9 0 1 21 4 15 012 6 0 0 31 19 13 319 5 0 0 22 12 17 733 2 5 0 16 11 21 317 0 8 0 17 10 10 113 8 12 0 12 9 7 812 2 0 0 0 3 9 2
  37. 37. By using this pie chartit show that awareness regarding thefollowings brands among customers. FIAMA Chart Title 8% GARNIER 9% SUNSILK VATIKA 13% 6% DOVE 14% PANTEEN VIVEL H&S 12% 9% 14% CLINICK 15%Awareness regarding the brandSUNSILK 22DOVE 20PANTEEN 21CLINICK 20H&S 17VIVEL 9VATIKA 3GARNIER 12FIAMA 10
  38. 38. By using this pie chart we can analyses that which brand is popularamong the ladies. Chart Title SUNSILK DOVE PANTEEN CLINICK H&S VIVEL VATIKA GARNIER FIAMA 3% 7% 5% 16% 8% 15% 11% 17% 18% BRAND POPULAR AMONG THE LADIES AGE BETWEEN 15 TO 33SUNSILK 23DOVE 21PANTEEN 24CLINICK 16H&S 15VIVEL 10VATIKA 5GARNIER 16FIAMA 7
  39. 39. By using this pie chart we can analyses the brand preferable amongboys. Chart Title SUNSILK FIAMA 6% 8% GARNIER DOVE VATIKA 15% 17% 2% PANTEEN VIVEL 12% 8% H&S CLINICK 18% 14% BRAND POPULAR AMONG THE BOYS AGE BETWEEN 15 TO 40SUNSILK 15DOVE 19PANTEEN 17CLINICK 22H&S 23VIVEL 12VATIKA 2GARNIER 17FIAMA 8
  40. 40. By using this pie we can analyses that what are the reasons forbuying the product. Chart Title QUQLITY PRICE PACKAGING AD STORE DISPLAY 9% 29% 24% 13% 25%REASON BEHIND BUYING THESE PRODUCTSQUQLITY 23PRICE 19PACKAGING 15AD 19STORE 12DISPLAY
  41. 41. By using this pie we can analyses what are the reasons for notbuying the product. Chart Title STORE DISPLAY 12% QUQLITY 35% AD 27% PACKAGING 21% PRICE 5%REASON BEHIND NOT BUYING THE ITC PRODUCTQUQLITY 22PRICE 15PACKAGING 17AD 18STORE 15DISPLAY
  42. 42. By using the pie we can analyses that which are the mostpreferable brands. FIAMA Chart Title 3% GARNIER VATIKA 9% 3% SUNSILK 16% VIVEL DOVE 8% 16% H&S 14% PANTEEN CLINICK 16% 15% MOST PREFERABLE BRANDSSUNSILK 24DOVE 22PANTEEN 23CLINICK 23H&S 21VIVEL 14VATIKA 6GARNIER 19FIAMA 9
  43. 43. By using the pie chart we can analyses which are thebrands which people like to purchase again. FIAMA 4% Chart Title GARNIER VATIKA 10% 3% SUNSILK VIVEL 16% 7% DOVE 15% H&S 15% PANTEEN CLINICK 15% 15%BRANDS WHICH PEOPLE LIKE TO PURCHASE AGAINSUNSILK 22DOVE 24PANTEEN 21CLINICK 20H&S 21VIVEL 9VATIKA 5GARNIER 15FIAMA 10
  44. 44. H0= there is no significant difference between thesunsilk pouch and the sunsilk bottlesH1=there is a significant difference between sunsilkpouch and bottles.T testS.no Sample Mean variance TCAL Dof Value of Test Statistic1. X1 4.8 4.807 .945 482. X2 3.32 5.8417 48 0.945S=120/25=4.8,B=83/25=3.32S2 = n1xs12 + n2s22/n1=n2-2 = 29.80S=√29.80 =5.4tcal= - 2/s√1/n1+1/n2 = .945Dof = n1+n2-2=48.DOF with 5%level ttab is3.28.Hence ttab>tcal accept H0
  45. 45. There is no significant difference between the sunsilk bottles andsunsilk shampooH0= the nul hypothesis there is no association between thefeatures of the product and the different brands of product.H1= there is a relation between the features of the productand the various brand.Chi-square test Quality Price Packaging Ad Totalclinic 0 1 0 3 3sunsilk 3 1 1 2 7Fiama 5 0 0 3 8vivel 4 0 1 1 6Total 12 2 2 8 24 A. = 1.44 B. =0.24 C. =0.24
  46. 46. D. =0.96 E. =3.36 F. =0.56 G. =0.56 H. =2.24 I. =3.84 J. =0.64 K. =0.64 L. =2.56 M. =2.88 N =0.48 O =0.48 P =1.92 M 2 M 2 2 Oi Ei Ni n piX i 1 Ei i 1 n pi 0I EI 0I-EI (OI-EI)2 (OI-EI)2/EI A 0 1.44 -1.44 2.0736 1.44 B 1 0.24 0.76 0.5776 2.4067 C 0 0.24 -0.24 0.5776 1.2976 D 3 0.96 2.04 4.1616 4.335 E 3 3.36 -0.36 0.1296 1.038 F 1 0.56 0.44 0.1936 0.3457 G 1 0.56 0.44 0.1936 0.3457 H 2 2.24 -0.24 0.0576 0.257 I 5 3.84 1.16 1.3456 0.3504 J 0 0.64 -0.64 0.0494 0.64 K 0 0.64 -0.64 0.0496 0.64
  47. 47. L 3 2.56 0.44 0.1936 0.0756 M 4 2.88 1.12 1.2544 1.435 N 0 0.48 -0.48 0.2304 1.48 O 1 0.48 0.52 0.2704 1.5633 P 1 1.92 -0.92 0.8463 1.440 (OI-EI)2/EI = 18.858 CHI SQUARE CALCULATED DEGREE OF FREEDOM (r-1) (c-1) (4-1) (4-1) 9 dof 5% level = 16.919. The calculated value =18.858 The tabulated value = 16.919 Chi2 calculated > chi2 tabulated accept H1 It implies the two variable are not independent the features ofshampoo and the different brands of shampooSo we accepted the H1 and reject H0.
  48. 48. My experienceIt has been a wonderful experience to work with thepeople in itc they are wonderful people with goodamount of experience to share with the new peoplewho are entering into the corporate life.The journey of my internship started on 25th April theobjective of my study is to find out the position of itcshampoo in the market of Kolkata with comparisonwith the competitors like hul and p&g my target was tosurvey 250 out which is situated in different parts ofKolkata with five different whole sale distributers .As the day progress I find that the position of itcshampoo was very poor compare to the other brandsand the was lot of problem regarding the delivery ofthe product though the various sku have lot of stockbut it is not been deliver to the wd also the wrongestimation of the ae of the particular area ,under cutwas a serious problem with the itc products the
  49. 49. grooming of the sales man need to be done there arevarious good outlet that are cream outlet known as theLP outlet this are the best outlet of the itc as there aretrue value shop for HUL , the salary of the sales manare very poor as compare with the other company inthe market.The main drawbacks of the itc product are their poorquality and lack of supply the shampoo doesn’t meetthe expectations of the customer as compare with thesoap of the itc ,the marketing strategy of the itc fmcgproducts are purely on the soap and the agarbatti andmatch box the they need concentrate on the shampoosegments because they are lacking the shampoobusiness.The experience working with the itc people was veryhelpful for my course I am thankful to my collage whohas given me this opportunity to carry out anwonderful project which will help me in future.
  50. 50. RecommendationCompany need to focus on certain areas which I haveobserved while working. Stock problem need to be curbed out though they having the stock in the godown it is unable to reach the dealers The timing delivery is very necessary. The packaging need to be upgraded The quality of the product need to be enhanced The must give free samples with the hot product like ashirwad atta and vivel soap. Every variant need to have RS 1 sachets. Need to tap the rural market. Need to focus on advertisement like T.V, NEWSPAPER, RADIO, AS WELL AS PAMPLETES. Off seasons campaign in rural area Need to create two separate team name fiama and vivel which will only deal with shampoo. Need to promote more LP outlets. Live workshop in different malls to attracts customers
  51. 51. CONCLUSIONIt has been a great pleasure working with organization like ITC ltd,because in these two mounts I learnt a lot right from marketingactivity to promotional activity and all the seniors helped me tolearn the basis of marketing in ITC ltd, these are huge opportunitiesfor growth.I can also conclude I also conclude that ITC ltd. Follows open doorpolicy i.e. anyone is free to give any kind of suggestions regardingthe development of the organization. The working environment isabsolutely friendly and ever one is ready to guide help right fromsales executive to area manager.ITC promote their brands through advertisement campaign as wellas door to door promotion.ITC I and also focusing on retailers and wholesalers to promotetheir brands.The demand of the product is very low, becausepeople don’t knowabout their brands very well.ITC known their strength and weakness in the personal caremarket, so they are applying new concepts to overcome theirweakness.ITC now offering more margins, exiting offers and scheme toretailers and wholesalers.
  52. 52. This over all study reveals the fact that it is the functionality interms of efficiency & effectiveness of the product which overallaffects the consumer purchase decision making brand promotions,advertisements celebrity endorsement only cannot attract aconsumers .so the marketer should use more effective tools tocommunicate the same to its target customer apart from attractingfor additional benefits & offers
  53. 53. QUESTIONNAIRES AWARENESS REGUARDING THE ITC SHAMPOO SUDIPTO SINHA MANAGEMENT TRANIE DAYANANDA SAGAR INSTITUTION QUESTIONNAIRES1. ARE YOU AWARE OF THE FOLLOWING BRANDS? VIVEL FIAMA SUNSILK DOVE CLINICK PANTEEN GARNIER HEAD&SHOLDERS2.HAVE YOU USED ANY OF THE PRODUCTS BEFORE? VIVEL FIAMA DOVE CLINICK PANTEEN GARNIER HEAD&SHOLDERS3. WHICH ONE OF THESE ARE YOU USING CURRENTLY AND WHY? VIVEL
  54. 54. FIAMA SUNSILK DOVE CLINICK PANTEEN GARNIER HEAD&SHOLDERS4.WHAT ATTRACT YOU TO BUY THE PRODUCT?QUIATITY PRICE PACKAGING IN STORE DISPLAYAD5 .MOUNTHLY INCOME5000-10000 SSS 1000-15000 15000-20000 20000-30000 30000-ABOVE6. WHICH ONE OF THOSE YOU WOULD LIKE TO PURCHASE AGAIN? VIVEL FIAMA SUNSILK DOVE CLINICK PANTEEN GARNIER HEAD&SHOLDERS7. -------------------- TELL US A LITTLE MORE ABOUT YOUR SELF ------NAME…………………………………………. AGE……… SEX:M/F……………………. MOB NO…………………................ OCCUPATIONEMAIL ………………………………8.ANY SUGGESTION?
  55. 55. ……………………………………………………………………………… REFERENCES Mr Sairik Mukherjee (09163324397) Area executive. Sontu (09748244986) supervisor. Eden enterprise(kestopur) Heritage enterprise (dumdum) Gopal enterprise(belghoria) Supra distributer(rabindra sarovar) www.wikipedia.com http://www.itcportal.com/

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