This document provides information about ITC Ltd and its personal care product Engage deodorant. It discusses ITC's history and operations in India. For Engage, it describes the Agra market distribution through 3 distributors covering 90 areas. It details the study methodology to analyze Engage's performance vs competitors in Agra through outlet surveys. The results found Engage's market share increased with targeted distribution improvements.

1. Summer Training Project
MB-203
Under the Guidance of: Dr. Vipul Jain and Mr. Arun Chaudhary

2. Company Profile
 ITC was formed on 24 August 1910
under the name of Imperial Tobacco
Company of India Limited
 The earlier decades of the company's
activities centered mainly on the
manufacture of tobacco products and
their sales.
 In the 1970s, it began making a foray
into select non-tobacco businesses

3. Company Profile
 The company was rechristened as the
Indian Tobacco Company Limited in 1970
and further to I.T.C. Limited in 1974. Finally,
the periods in the name were removed in
September 2001 for the company to be
renamed as ITC Ltd.
 As of 2012-13, had an annual turnover of
US$ 8.31 billion and a market capitalisation
of US$ 45 billion.
 It employs over 26,000 people at more
than 60 locations across India and is part
of Forbes 2000 list.

4. Company Profile
 Vision: Sustain ITC’s position as one of
India’s most valuable corporations through
world class performance, creating growing
value for Indian economy and Company’s
stake holders.
 Mission: To enhance the wealth generating
capability of the enterprise in a globalising
environment, delivering superior and
sustainable stakeholder value.

5. Product Mix

6. Distribution Channel

7. Personal Care Product: Engage
•Personal Care business started in year 2005-06
•Engage Deodorant launched in 2013
•Currently has 14 variants, 7 for men and 7 for women

8. Study on distribution of Engage in Agra
 Number of distributors in Agra: 3
 Market of Agra is divided into beats
 Total Home Solutions Pvt. Ltd.: 24 beats
 DM Agency: 42 beats
 RN Agency: 24 beats
 Total 90 beats

9. Scope of study
 Study trends in market size and market growth–sales
volume, distribution, health of brand etc.
 Study the structure of the market
 Analyse company/brand performance vis-a-vis
competitors
 Evaluate distribution strategy and marketing mix
 Assess pipeline stocks & impact on stock outs
 Monitor impact of promotions and tracking
competitor promotions
 Monitoring new brand
 Estimate demand and identify emerging market
segments

10. Problem Definition
 Recently Engage moved to second
position in terms of market share all over
India.
 But its distribution in Agra has been
inefficient
 Popularity in Agra is lower than other
markets

11. Methodology
Measures of market share:
 Numeric Distribution: It is defined as the
percentage of stores that stock a given
brand, within the universe of stores in the
relevant market.
 Weighted Distribution: Weighted
distribution is a measure of product
availability, or distribution, based on total
store sales. In other words, weighted
distribution is the percentage of sales in all
categories that are generated by the stores
that stock a given brand.

12. Methodology

13. Methodology

14. Methodology
 Sample: 12 beats (302 outlets) out of 90 beats
 Nagla Padi- 22 outlets
 Jagdish Pura- 27 outlets
 Sultanpura- 34 outlets
 Pratap Nagar- 19 outlets
 Arjun Nagar-23 outlets
 Langde Ki Chowki- 25 outlets
 Rajpur Chungi- 18 outlets
 Raja Ki Mandi- 28 outlets
 Lal Kurti- 26 outlets
 Nai Ki Mandi- 26 outlets
 Jaipur House- 27 outlets
 Kala Mahal- 27 outlets

15. Engage’s Competitors
 Fogg
 Park Avenue
 Nivea
 Denver
 Set Wet
 Axe

16. Methodology
 Week 1: collected stock data from 6 beats (opening stock)
 Week 2: collect stock data from other 6 beats (opening
stock)
 Week 3: collected stock and order data from first six beats
(closing stock)
 Week 4 : collected stock and order data from second 6
beats (closing stock)
 Implement methods to improve
 Week 5: collected stock and order data from first 6 beats
(closing stock)
 Week 6: collected stock and order data from second six
weeks (closing stock)
Sale = Opening Stock + Order Quantity − Closing Stock

17. Methodology

18. Data Analysis
Visit 1 Numeric Distribution
Overall: 27.53%

19. Data Analysis
Visit 1 Weighted Distribution
Overall: 70.89%

20. Methods to improve
 Service the un serviced outlets
 Increase availability by sub category
 High selling outlets of industry should
have appropriate stocks
 Increase visibility of the product by
allotting separate blocks in outlets.

21. Data Analysis
Visit 2 Numeric Distribution
Overall: 28.26%

22. Data Analysis
Visit 2: Weighted Distribution
Overall: 72.92%

23. Conclusion
 Six new outlets started selling Engage.
 Numeric distribution increased from
27.53% to 28.26%, increase of 0.73%.
 Weighted distribution increased from
70.92% to 72.89%, increased by 2.03%.
 Engage’s sale increased from 158 in the
initial two weeks to 182 in the
succeeding two weeks.