My project final (recovered)


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My project final (recovered)

  1. 1. EXECUTIVE SUMMERYIn the world where only permanent thing is “the change”, the market for everyproduct is changing at a nano second pace. Markets for every product categoryhas become highly competitive added with the increasing awareness of theconsumer. In such scenario the importance of market study by doing surveybecome indispensable. With this importance in consideration I was assigned thework of market study of stationery products.The project is done for “ITC Ltd, Pune”. The main objectives of this project are tounderstanding the market of stationery product of Pune for ITC‟s brand Classmateand also to find out the preferences, quality, taste, awareness and satisfaction levelof retailer for this product.Initially, a survey to ascertain the position and availability of ITC‟s brandClassmate in the retail outlets and study about competitive brands of Classmate inthe market was conducted in Pune city which served as a source of primary data.Other source like internet, company broaches the purpose of secondary data.Collection of maximum first hand information was the prime objective of thevarious activities of data collection. The data was collected, analysed, representedin the form of various facts and figures. A series of informal talks with theretailers helped to judge their perception about the availability and distribution. Itwas also found that the Classmate products did not exist in some areas, whichgave an opportunity to competitors to capitalize on classmate‟s absence from 1
  2. 2. these areas. Research and methodology part includes the type of research which isused i.e., Survey Method. It again has method of data collection through whichdata is collected for this project. i.e. Primary and Secondary data. The Primarydata includes questionnaire for retailers , which is structured .Every project has some limitations and this survey is not apart from that . one ofthe major limitations of this survey is the time limit for the project. It is notpossible to cover a large sample size to get the exact results.Analysis part includes the detailed analysis of the whole data collected during theproject. Analysis is done after considering each and every question of thequestionnaire and based on that graphs and tables are drawn which ultimatelyhelped to draw the final conclusion of the project. Comparison is done betweenthe different stationery brand with the Classmate and the results are carried out .Based on the analysis of the survey, the conclusion is drawn which matches theobjective of the project and based on the conclusion, the suggestions are givenwhich is the ultimate result of the survey.The questionnaire designed forcollecting the data is attached with this report which is questionnaire for retailersis structured and it gives the essential information required for the furtherresearch. On the basis of collected information from the retailers, it was easy toidentify the problems and solutions. Time to time suggestions and their querieshelped a lot to jot down the final suggestions required for ITC Company. Theessence of whole project demands on the analysis, suggestions and conclusion. 2
  3. 3. INTRODUCTION1.1 INTRODUCTIONThe project intends to decipher the satisfaction level as well as the preferences of retailerspertaining to the various stationery brands launched by ITC. We aim to analyse thesuccess, marketability and future growth prospects stationery brands. Basically we intendto find out the most popular stationery brand in the market from our sample.Stationery brands as such are a very minor part of the FMCG industry because FMCGsector is largely organized. Here we will also look into the market trends in stationerybrands.For this a survey was conducted in Pune where respondents were asked to fill aquestionnaire. The data was collected and analysed to obtain conclusions. This reportcarries an introduction of the company profile, detail of the methodology followeddetailed data analysis and the results so obtained with the variety of graphs along withgiven.Summer training gives us an insight into the working of the real corporate world. It givesus the practical knowledge of the working of the organizations. During the short timewithin the industry, we get to learn the various aspects of an organizations like the culturefollowed, the functional aspects etc.The main objective of the summer internship is to experience the various concepts thatwe learn in our first year of management course, as learning the concepts is verydifferent from experiencing them at a concrete level. We learn to face the varioussituations by establishing relationships between real and significant factors in a situation.We also learn that in a given situation all the functional aspects are inter-related; one 3
  4. 4. functional aspect cannot be isolated from the organization. We learn to be more confidentby judging the various situations based on our reasoning and by the application of ourknowledge in these situations. 4
  5. 5. 1.2 CONCEPTUAL BACKGROUND:What is Retailing?Retailing is a distribution channel function where one organization buys products fromsupplying firms or manufactures the product themselves, and then sells these directly toconsumers. A retailer is a reseller (i.e., obtains product from one party in order to sell toanother) from which a consumer purchases products. In the US alone there are over1,100,000 retailers according to the 2002 US Census of Retail Trade.In the majority of retail situations, the organization from which a consumer makespurchases is a reseller of products obtained from others and not the product manufacturer.But as we discussed in the Distribution Decisions tutorial, some manufacturers alsooperate their own retail outlets in a corporate channel arrangement. While consumers arethe retailer‟s buyers, a consumer does not always buy from retailers. For instance, when aconsumer purchases from another consumer (e.g., eBay) the consumer purchase wouldnot be classified as a retail purchase. This distinction can get confusing but in the US andother countries the dividing line is whether the one selling to consumers is classified as abusiness (e.g., legal and tax purposes) or is selling as a hobby without a legal businessstanding.As a reseller, retailers offer many benefits to suppliers and customers as we discussed inthe Distribution Decisions tutorial. For consumers the most important benefits relate tothe ability to purchase small quantities of a wide assortment of products at prices that areconsidered reasonably affordable. For suppliers the most important benefits relate to 5
  6. 6. offering opportunities to reach their target market, build product demand through retailpromotions, and provide consumer feedback to the product marketer.Definition of Retail AuditStudy of a selected sample of retail outlets, provided as subscription-based service bymarket research firms. Retail-audit service providers gather information on a brandssales volume, sales trends, stock levels, effectiveness of in-store display and promotionefforts, and other associated aspects 6
  7. 7. 1.3 PROBLEM STATEMENT  Statement of the Problem is “To study of retail audit of stationery product of ITC ltd”  Today‟s word is changing rapidly either economically, technologically or politically due to the globalization. It‟s become difficult for any type of company to sustain in the market, face the challenges, fulfill the needs and wants of the customer and at the same time increase the market share.1.4 OBJECTIVES 1) To verify the physical location of the outlets. 2) To find out availability of stationery product of ITC in the retail outlet. 3) To find out the competitors. 4) To study about the competitor brands in study segments. 5) To find out trade margin for stationery product. 6) To find the problem of retailers with the distributor or the company. 7) To suggest majors for improving the availability of stationery product of ITC in the retail outlet. 7
  8. 8. 1.5 SCOPE OF THE STUDY  It covers the market survey with the help of which market potential is carried out.  It compares the major players of the stationery products on various aspects such as price, quality, durability, brand image.  Analyzing the gap among the various competitors in the market.  It is also useful for finding out actual expectations of the existing customer.1.6 LIMITATIONS OF THE STUDY:  Exact data collection is not possible by sub-dealer  Response error, interview error and based answers in some cases were the other limitation of study.  Due to unavailability of time and reluctance on the part of the interviewee there may be some minor problem.  The major problem of the survey was that most of the respondents being very loyal to their brands didn‟t give exact answers .like they didn‟t talk much about what problems they are facing, what are the different marketing schemes of the brand in which they deal etc. 8
  9. 9. COMPANY PROFILEITC is one of Indias foremost private sector companies with a market capitalization ofnearly US $ 19 billion and a turnover of over US $ 5.1 billion. ITC is rated among theWorlds Best Big Companies, Asias Feb 50 and the Worlds Most Reputable Companiesby Forbes magazine, among Indias Most Respected Companies by Business World andamong Indias Most Valuable Companies by Business Today. ITC ranks among Indias`10 Most Valuable (Company) Brands, in a study conducted by Brand Finance andpublished by the Economic Times. ITC also ranks among Asias 50 best performingcompanies compiled by Business Week. 9
  10. 10. ITC India LimitedType Public (BSE:ITC)Founded August 24, 1910 Radha Bazar Lane, Kolkata, IndiaHeadquarters Virginia House, Kolkata, IndiaKey people Y C Deveshwar, Chairman K Vaidyanath, Director, CFO: Partho ChatterjeeIndustry Tobacco, Foods, Hotels, Stationery, Greeting Cards, Product Cigarettes, Packaged Food, apparelRevenue $4.75 billion USD (2006)Employees 20,000 (2007)Website 10
  11. 11. 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 evenin its nascent businesses of Packaged Foods & Confectionery, Branded Apparel, PersonalCare and Stationery.As one of Indias most valuable and respected corporations, ITC is widely perceived to bededicatedly nation-oriented. Chairman Y C Deveshwar calls this source of inspiration "acommitment beyond the market". In his own words: "ITC believes that its aspiration tocreate enduring value for the nation provides the motive force to sustain growingshareholder value. ITC practices this philosophy by not only driving each of itsbusinesses towards international competitiveness but by also consciously contributing toenhancing the competitiveness of the larger value chain of which it is a part." ITCsdiversified status originates from its corporate strategy aimed at creating multiple driversof growth anchored on its time-tested core competencies unmatched distribution reach,superior brand-building capabilities, effective supply chain management andacknowledged service skills in hoteling. Over time, the strategic forays into newbusinesses are expected to garner a significant share of these emerging high-growthmarkets in India.ITCs Agri-Business is one of Indias largest exporters of agricultural products. ITC is oneof the countrys biggest foreign exchange earners (US $ 3.2 billion in the last decade). 11
  12. 12. The Companys e-Choupal initiative is enabling Indian agriculture significantly enhanceits competitiveness by empowering Indian farmers through the power of the Internet.This transformational strategy, which has already become the subject matter of a casestudy at Harvard Business School, is expected to progressively create for ITC a hugerural distribution infrastructure, significantly enhancing the Companys marketing reach.ITCs wholly owned Information Technology subsidiary, ITC Infotech India Limited, isaggressively pursuing emerging opportunities in providing end-to-end IT solutions,including e-enabled services and business process outsourcing.ITCs production facilities and hotels have won numerous national and internationalawards for quality, productivity, safety and environment management systems. ITC wasthe first company in India to voluntarily seek a corporate governance rating.ITC employs over 25,000 people at more than 60 locations across India. The Companycontinuously endeavors to enhance its wealth generating capabilities in a globalizingenvironment to consistently reward more than 3,72,000 shareholders, fulfill theaspirations of its stakeholders and meet societal expectations. This over-arching vision ofthe company is expressively captured in its corporate positioning statement: "EnduringValue. For the nation. For the Shareholder."ITC has transformed itself from a leading cigarette manufacturer to an umbrellagroup that offers a diversified product mix to enhance its brand image and reducedependency on tobacco related products. It has forayed into the hospitality serviceindustry and has become a major player in the hotels segment. Its position in the FMCG(fast moving consumer goods) business is also on a growth curve; especially its 12
  13. 13. confectionery and biscuits which are slated to achieve the top ranks among its peers. Ithas made heavy investments to strengthen its IT (information technology) segment and tocompete with the big players like Infosys and Wipro. Although the ITC group ismarketing its image as an ideal corporate citizen and a company that takes its socialresponsibility seriously, it still earns 80% of revenues from selling cigarettes and othertobacco related products. 13
  14. 14. 2.1 The major areas in which ITC has diversified are:Fig.2.1 Major brands of ITCFMCG CigarettesFood Lifestyle Retailing Greetings and stationery Safety Matches Incense sticksHotelsPaperboards and Packaging Paperboards and specialty papers packaging 14
  15. 15. Agri-Business Agri exports -E-choupalInformation Technology2.3 Our Corporate Vision:Our corporate vision is to merge the latest in technology with the best of naturalingredients to create innovative color products. We consistently combine tradition withscientific ingenuity to provide the market with products that deliver verifiable results.2.4 VISION:Sustain ITCs position as one of Indias most valuable corporations through world classperformance, creating growing value for the Indian economy and the Company‟sstakeholders.2.5 MISSION:To enhance the wealth generating capability of the enterprise in a globalizingenvironment, delivering superior and sustainable stakeholder value. 15
  16. 16. PRODUCT PROFILEITC made its entry into the stationery business in the year 2002 with its premium range ofnotebooks, followed in the year 2003 with the more popular range to augment itsoffering.Today, ITC continues to blend its core capabilities to market a growing range ofeducation and stationery products. These capabilities include, a. Manufacturer of India‟s first Ozone treated environment friendly Elemental ChlorinFree (ECF) pulp, paper and paperboard. b. Knowledge of image processing, printing & conversion garnered from its Packaging & Printing Business. c. Brand Building & Trade Marketing & Distribution strengths resident in its FMCG Business.ITC‟s stationery Brands are marketed as “Classmate” and “Paperkraft”, withClassmate addressing the needs of students and Paperkraft targeted towards collegestudents and executives. 16
  17. 17. Classmate - India’s truly largest National brand, reaching 65,000 outlets across the country, has over 300 variants in its range which comprises notebooks, long books, practical books, drawing books, scrap books, reminder pads etcFig.2.2 Classmate note booksThe Classmate Fun N Learn range of children books targeting pre-school learners,comprising categories like Pre School Learner, Active Minds and Read Aloud Taleswith features like Wipe n Use again, Trace & Color and Puzzles ensure that a childs firstlessons are truly enjoyable. Classmate Invento Geometry Boxes, launched for school students comprise a world-class precision compass and high quality plastic instruments coupled with interesting triviaand useful information, to makegeometry more fascinating for students.Aesthetically designed, Classmate pensoffer the consumer a smoother andmore comfortable writing experiencethrough use of ergonomic design,reducing the effort required for writing. The initial launch comprises ball pens - 17
  18. 18. Classmate Safari and Classmate Ilet - and gel pens - Classmate Glider andClassmate Octane. A new entry to the Classmate portfolio is its range of HB Jet Black pencils. Designed attractively for school kids, the pencils offer a unique advantage of lesser lead wear out and thus, “Stay Sharper forLonger”.Dark and smooth writing coupled with Strong – Bonded lead offer an enjoyablewriting experience.The Classmate Notebook range builds in regional preferences and caters to therequirements of All India & State Education Boards. Every Classmate notebookcarries ITCs Corporate Social Responsibility message on its back. For every fourClassmate Notebooks, ITC contributes Re. 1 to its rural development initiative thatsupports, among other projects, primary education in villages. 18
  19. 19. Classmate has successfully run the “Classmate YoungAuthor & Artist Contest” for 5 years. The contest is anational level event going across 34 cities and gettingparticipation from 5000 schools. The Paperkraft range consists of premium stationery with a wide variety for executives to choose from. The assortment consists of notepads & multi subjectnotebooks in hard, soft covers & multiple binding formats including spirals, wires etc.The Paperkraft brand recently launched premiumbusiness paper–an environment friendlymultipurpose paper for office and home use. Thepaper has been crafted by ITC‟s Bhadrachalamunit using a pioneering technology, called “Ozone Treated Elemental Chlorine Freetechnology”. Paperkraft business paper is the whitest and brightest 75 & 70 GSMpapers manufactured in India and provides consumers an opportunity to “Go Green”.In recognition of its quality products & processes, the business has been awarded withISO 9001:2000 by Messrs Det Norske Veritas. 19
  20. 20. Research Methodology3.1 Research:Market research is defined as a systematic gathering, recording and analysis of the dataconcern with an objective. This whole activity is divided into various parts & aftercompilation of that we reach at certain findings, which enable us to take marketingdecisions. It involves the diagnosis of information needed and the selection of relevantand interrelated variables.Redman and More defined research as a “systematized effort to gain new knowledge.”The purpose of research is to discover answers to questions through the application ofscientific procedures. The main aim of research is to find out the truth which is hiddenand has not been discovered as yet. 3.2 Significance Of ResearchResearch inculcates scientific and inductive thinking and it promotes the development oflogical habit of thinking and organization. Research provides the basis for nearly allGovt. policies on our economic system. Research has its special significance in solvingvarious operational and planning problems of business and industry.3.3 Research DesignSurvey method has been used for the data collection with the help of questionnaire as theresearch instrument . It was a field research method where consumers visit were made togather the information needed for the market survey. The source for the information wasthe consumers of the desired product. 20
  21. 21. 3.4 Type of ResearchMarket research is being used to measure the characteristics of market, to obtaininformation needed for forecasting to evaluate new product ideas and improve existingproduct . There are number of decisions or alternatives in the market, one course ofaction is to be selected from them. 3.5 Method of ResearchThe study falls under the category of Descriptive research and uses survey method.Descriptive research includes survey and fact finding enquiries of different kinds. It isdescription of state of affairs, as it exists at present. Main characteristics of this methodare that, the researcher has no control over the variables. He can only report what ishappening. The method of research used in this research was Survey method.Researchmethodology is the process which helps in selecting the tools to achieve the objectives.3.6 General Methodology:The methodology adopted for this project was completely base on primary information.The location of the study was in Pune dist. The first stage included gathering informationabout the stationery product of the Pune market. That was, to find out which are themajor players, what is general distribution pattern, what is the buying behaviour ofcustomers. The second stage comprised determining the objective of the study anddrafting the questionnaire. The questionnaire was designed keeping in mind the objectiveof the study. It was designed with due guidance of the company guide. It was assured thatthe questionnaire prepared Keeping in mind the education level of the respondents whowere mainly retailers the questionnaire was kept simple and precise. 21
  22. 22. The methodology consists of : Need and objective of research Collecting the facts/data Analysis of the data. Conclusion and solution1) Sampling design:A definite plan developed to obtain a sample from a given population is called samplingplan.Designing the sample Based on two decisions. First, who is to be surveyed? Second, howmany people in the sample are chosen?Sample unit: Retailers of stationery product in Pune dist. Of Maharashtra.Sample size: The larger the size, the more accurate the result would be. But practically,it‟s not feasible to survey the entire target outlets. The sample size of the survey done byme was 130 outlets.Sampling ProcedureI try to find out most of the retailers in the market.Contact MethodI personally visited most of the retailers. Few shopkeepers due to their busy schedule orloyalty for their brand refused to respond at all. 22
  23. 23. 2) Sources of data collection:Primary data:Data obtained from the first hand by the researcher is called the primary data.Here themain source of primary data collection was interviews, discussion and interaction withcustomers by using the Questionnaire.Secondary data:Secondary data refers to the data available in some form or another and may include theresult of the previously performed research or the available materials such as newspaper,reports may be from the internet. Various sources of secondary data used in this researchare: Internet Interaction with the dealers.Questionnaire as an instrument of data collections:Questionnaires were used as an instrument for data collection for primary data collection.P. V. Young has classified the questionnaire in two groups ,1) Structured questionnaire2) Non- structured questionnaire 23
  24. 24. Structured questionnaire contain definite, concrete questions with additional questionslimited to those necessary to classify inadequate answers or to elicit a more detailedresponse. Structured questionnaire can be of two types, namely “disguised” and “non-disguised”. This classification is based on whether the object or purpose of study isrevealed or undisclosed to the respondent. Thus a structured non-disguised questionnaireis one where the listing of questions is in a pre-arranged order and object of the study isrevealed to the respondent. In a structured disguised questionnaire, researcher doesn‟tdisclose the object of the study.Non-structured questionnaire, often known as interview guide is used for focused, depthand non directive interviews. It contains definite subject matter areas, the coverage whichis required during the interview, but the interviewer is largely free to arrange the formand timing of enquiry.Types of questions:  Open-end questions:  Close-end questions: An open-ended or simply „open‟ or „free answer‟ question gives the respondent complete freedom to decide the form, length and detail of answers. Open questions are preferred when the researcher is interested in knowing what is uppermost in the mind of the respondent. Close end questions has only two answers in the form „yes‟ or „no‟, „true‟ or „false‟ or „do not use‟ etc. 24
  25. 25. 3) Analytical tools:The data, which was collected, was summarized and tabulated on MS-excel forfurther analysis. The analysis performed was mainly comparative analysis usingstatistical analytical tools.The tools that have been used are as follows:  Bar Chart  Pie Chart 25
  26. 26. DATA ANALYSIS & INTERPRETATIONIn order to extract the meaningful information from the data collected an analysis of datais done using pie charts, bar graphs etc.1. Do the ITC distributer visit your outlet?a) Yes b) NoTable no.4.1.1 Retail outlets visited by the distributer Yes No 67 63Graph No.4.1.1 Retail outlets visited by the distributer 67 66 No of outlets 65 64 63 62 61 Yes No Series1 67 63Interpretation:From above graph it is clear that out of 130 outlets only 67 (52%) outlet visited bydistributers and 63(48%) not visited by distributers. 26
  27. 27. 2. If No, Is Distributor visited your outlet earlier?Table no.4.2.1 Retail outlets covered by the distributer earlier Yes No 5 58Graph No.4.2.1 Retail outlets covered by the distributer earlier 60 50 40 58 30 20 10 5 0 Not visited visited earlier Series2Interpretation:Out of 63 outlets which were not visited by the distributors, 5 outlets were covered by thedistributors earlier. From the total outlets which were not visited by the distributor, 10%outlets were visited by the distributor earlier. 27
  28. 28. 3. Which of the following stationery products do you keep in your outlet?Table no.4.3.1 Stationery products available in outlets CATEGORIES NO. OF OUTLETS Note Book 124 Long Book 123 Graph Book 110 Drawing Book 113 Reminder Pad 98 Pocket Memo 97 Scrap Book 95 Pencil 119 Geometry Box 102 Copier Paper 91Graph no. 4.3.1 Stationery products available in outlets Stationery product available in Outlets 140 120 100 No. of outlets 80 60 40 20 0 28
  29. 29. Interpretation:Out of 130 sample size, 124 outlets keep note books,123 outlets keep long books,110 outlets keep graph books,113 outlets keep drawing books,98 outlets keepreminder pad,97 outlets keep pocket memo,95 outlets keep scrap book,119 outletskeep pencils,102 outlets keep geometry box,91 outlets keep copier paper. 29
  30. 30. 4. Which stationery items of ITC do you keep in your outlet? Table no.4.4.1 Stationery products of ITC available in outlets CATEGORIES NO. OF OUTLETS Note Book 73 Long Book 80 Graph Book 50 Drawing Book 54 Reminder Pad 45 Pocket Memo 43 Scrap Book 40 Pencil 42 Geometry Box 45 Copier Paper 15Graph no. 4.4.1 Stationery products of ITC available in outlets Stationery product of ITC available in Outlets 90 80 70 60 50 40 30 20 10 0 30
  31. 31. Interpretation:Out of 130 sample size, 73 outlets keep classmate note books, 80 outlets keep classmatelong books, 50 outlets keep classmate graph books, 54 outlets keep classmate drawingbooks, 45 outlets keep classmate reminder pad, 43 outlets keep classmate pocket memo,40 outlets keep classmate scrap book, 42 outlets keep classmate pencils, 45 outlets keepclassmate geometry box, 15 outlets keep paperkraft (copier paper of ITC). 31
  32. 32. 5. What are the margins given by companies on the stationery product?Graph no. 4.5.1 Trade margins on stationery products Trade Margins 50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% CLASSMAT NAVNEET SUNDARA CELLO CAMLIN LOCAL E M BRANDS Series1 20% 25% 45% 32% 38% 50%Interpretation:According to above graph, it is clear that local brands are giving 50% margin which ishigher .Trade margin of ITC is20%,Navneet is 25%,Cello is 32%, Camlin is 38%,Sundaram is 45%and the retailer gets the maximum margin in local brand that is 50%. 32
  33. 33. 6. Are you satisfied with the margin given by ITC?Table no.4.6.1 satisfaction level with respect to margin Yes NO Total 8% 92% 100%Graph no. 4.6.1 satisfaction level with respect to margin Satisfaction level with respect to margin 8% Yes NO 92%Interpretation:According to above graph, 92% retailers are not satisfied with the margins offered tothem by the company. While only 8 % retailers are satisfied with margins.So company should rethink over trade margin policy. 33
  34. 34. 7. Do you have any problem with the distributor Or Company?Table no.4.7.1Problems of retailers with the distributer Yes NO Total 54% 46% 100%Graph no.4.7.1Problems of retailers with the distributer Problem with the distributor or company No YES 46% 54%Interpretation:According to above chart, almost more than half i.e.54% respondents have problem withcompany or the service of distributer. 46% respondents are satisfied. 34
  35. 35. CONCLUSION  A survey of the people has been conducted to know the liking pattern of the ITC Stationery products . It is observed that overall retailers like to buy Stationery products of other companies because of the margins given by them.  It is concluded that mostly people preferred Classmate of ITC due to its high quality and image . Some people often like to have good Quality at lower price that‟s why they prefer other brands. Due to quality and brand image the ITC have they are able to attract the customers.  It is thus concluded from the facts collected most of the market covered by the ITC but the concentration on advertisement & promotional activities will help them to become a market leader in stationery products. 35
  36. 36. FINDINGS1. Findings regarding distribution :  There is delay in delivery of ordered product by 15 to 20 days. It is the main reason due to which distributor loses his potential retailers.  Due to unavailability of ITC stationery on time, retailer sells another brand to customer.  Demand of ITC product is high but company is not able to fulfill it.  Some retailers are purchasing classmate from the wholesale market because it is in demand and distributor never visited there.  One of the major finding is that stock is not available in season.2. Findings regarding Promotional activities:  Retailers are expecting some schemes during season.  Competitors are doing heavy promotional activities in comparison but ITC believes in quality not in promotion.  Demand for Navneet products are high in some areas they advertise their product in schools and some schools including Delhi board schools making compulsion on student to purchase Navneet. 36
  37. 37. 3. Findings regarding Product of ITC:  Geometry box: invento and victor, geometry box of ITC are new arrivals. But it is found to be less attractive but people like its quality. It is better than any other product.  Note books: few retailers are complaining that ink is visible by back side of the paper of classmate note book.  Paperkraft: as compare to copy power (bilt) paperkraft is costly.  Pen: the major finding for pen is that the length of classmate inlet is slightly higher that‟s why it is not comfortable while keeping it in shirt‟s pocket.4. On the spot payment, low cash discount, no credit facilities and fewer margins as compare to competitors, push retailers to sell other competitive brands.5. Some retailers feel and said that, ITC have over confidence in their product and concentrating less on promotions.6. Market leader of stationery brands. Competitors of classmate notebooks are Navneet, for pencil it is natraj, for geometry box its camlin ,for paperkraft(copier paper) its bilt. 37
  38. 38. SUGGESTIONS1. Company has to look after its distribution channel, because company also having problem in distribution in many areas. In most of the areas, demand is there but sales agents don‟t reach there. Company has to supply goods in these areas.2. To solve the problems of the retailers should be taken seriously.3. There should POP (be point of purchase) display of new products like pen, pencils and geometry box.4. Company should produce telephone dairy as per market demand.5. The new product paperkraft is liked by the customer because of its quality, but company should increase margin or reduce PTR. 38
  39. 39. BibliographyBook: C.R. Kothari (2006), Research methodology, 3rd Edition, Vishwa Prakashan, New Delhi. Kotler Philip (2007), Marketing Management- A South Asian Perspective, 13TH Edition, Prentice Hall of India Pvt. Ltd., New Delhi.Websites: 39
  40. 40. ITC Ltd. Retailer survey formName Of the Outlet :-_______________________________________________Address:-_________________________________________________________Contact no:-________________________1) Which stationery items do you keep in your outlet?1)__________ 2)___________ 3)____________ 4)____________ 5)___________2) Which leading brands do you have?1)__________ 2)___________ 3)____________ 4)____________ 5)___________3) Which is the leading brands or competitors? a) For Notebooks & related items. 1) ITC  2) Navneet  b) For Pencil. 1) ITC  2) Natraj  c) For Geometry box. 1) ITC  2) Camlin  40
  41. 41. d) For Copier. 1) ITC  2) Bilt 4) Is Distributor visited your outlet? Yes No5) If No, Is Distributor visited your outlet earlier? Yes No6) If Yes , Which stationery items of ITC do you keep in your outlet?1)__________ 2)___________ 3)____________ 4)____________ 5)___________7) Are you satisfied with the margin given by ITC? Yes No 41
  42. 42. 8) Do you have any problem with the distributor Or Company? Yes NoIf Yes, What are the problems____________________________________________________________________________________________________________9) Any suggestions ______________________________________________________________________________________________________________________________________________________________________________________ 42