itc ltd summer internship report on a study on analysis of cigarette industry. The survey is conducted in Kanpur Up say thanx in IB

1. SUMMER TRAINING PROJECT REPORT
ON
A Study on Market Mapping and Daily Sales Analysis of ITC Ltd
Under the guidance of
MMrr.. AAsshhuuttoosshh SSiinngghh
Area Executive
(ITC Kanpur)
Submitted to partial fulfillment for the award of
Degree of Master of Business Administration
from Dr Abdul Kalam Technical University, Lucknow
BY
Rishabh Vishanoi
INSTITUTE OF CO-OPERATIVE & CORPORATE MANAGEMENT,
RESEARCH AND TRAINING
21/467, RING ROAD, INDIRA NAGAR, LUCKNOW-226016

2. y
DDAATTAA AANNAALLYYSSIISS AANNDD IINNTTEERRPPRREETTAATTIIOONN
1. Are customers aware of the launch of wave?
Aware people 65
Unaware people 45
Interpretation :
55% respondent said that they aware of the new launch brands WAVE,
65%
35%
0% 0%
Aware people
Unaware people

3. 2. What are the most sold cigarette of ITC?
Gold Flake Regular 16
Gold Flake King 18
Capstan 27
Pilot 16
Classic 8
Navy Cut 4
Wave 11
16%
18%
27%
16%
8%
4% 11%
Sales
Gold Flake Regular
Gold Flake King
Capstan
Pilot
Classic
Navy Cut
Wave

4. Interpretation :The gatherd data found in 100 repondent, capstan is most popular brand in
Kanpur with 27%. The other brand also exist in their Gold Flake king (18%), Gold flake
Regular (16%), Pilot (16%), Classic (8%), Navy cut (4%), Wave (11%).

5. 3. Which other brand is best competitor of ITC brand cigarettes?
Marlboro 26
Total 38
Moment 32
Garam Gudang 4

6. Interpretation :
38% respondent said that best competitor of ITC brand cigarettes is Total with 32%
Moment with 26%, 4% Garam Gudang.
26%
38%
32%
4%
0%
0%
Sales
Marlboro
Total
Moment
Garam Gudang

7. 4. Is any effect of competitors price on brand loyal customers?
Yes 20
No 80
Interpretation :
20% respondent said that competitors cigarette price effect on brand loyal customers,
80% said no
80%
20%

8. 5. How many cigarette packs of every brand do you sell each day?
1 20
2 25
5 30
10 25
Interpretation :
20% respondent said that cigarette packs of every brand do you sell each day is 1,
25% is 2, 30% is 5 and 25% is 10
20%
25%
30%
25%
1
2
3
4

9. 6.How many times does the DS comes?
weekly 25
Daily 35
twice a week 30
Monthly 10
Interpretation :
25% respondent said that DS comes weekly, 35% Daily, 30% twice a week, 10% monthly
25%
35%
30%
10%
weekly
Daily
twice a week
monthly

10. 7. What ratings will you give to ITC Cigarettes?
1 8 (8%)
2 17(17%)
3 21 (20%)
4 32 (30%)
5 22 (23%)
Interpretation
1
8% 2
17%
3
21%4
31%
5
23%
Sales

11. 4 and 5 ratings are the most rating given by the retailers
7.How many times does the competitors DS comes?
weekly 35
Daily 25
twice a week 20
Monthly 20
Interpretation :
35% respondent said that the competitors DS comes weekly, 25% Daily, 20% twice a
week, 20% monthly
35%
25%
20%
20%
weekly
Daily
twice a week
monthly

12. 8. Are you satisfied with the price of ITC cigarettes?
Yes
80
No
20
Interpretation :
90% respondent said that they are satisfied with the price of cigarette, 10% said no
90%
10%
Yes
No

13. 9. What is retailer’s perception about ITC distribution channels?
excellent 15
Good
35
Bad
10
Average
40
Interpretation :
15% respondent said that their perception about ITC distribution channels is excellent,
35% Good, 10% Bad, 40% Average
15%
35%
10%
40%
excellent
Good
Bad
Average

14. 10. Is there issue related to rewards provided by company on selling
cigarettes?
Yes
65
No
35
Interpretation :
65% respondent said that they have issue on rewards provided by company, 35% said no.
65%
35%
Yes
No

15. 11.Whichbrand of ITC cigarettes is sold mostly in boxes (not sold majorly
in loose)?
Classic
12
Gold flake king
26
God flake regular
18
Capstan
31
Pilot
13
Interpretation; Capstan and Gold flake king are the most selling packet brand with
31% and 26% percent respectively
12%
26%
18%
31%
13%
Sales
classic
Gold flake king
God flake regular
capstan
pilot

16. FINDINGS
 Capstan is already well established player at the optimal price. Launching a new
product at the same price level was unable to drag more crowd to its basket. Wave is
facing a fierce competition from the other products of ITC.
 Majority of people in this segment are 35 or above. 90% of people refused to try new
brands until pushed by retailers or until they find any profit buying these cigarettes.
 In following local areas of Kanpur there are lack of various brands of ITC cigarettes
like Classic , B & H, Insignia and other KSFT brands –
 Ratanpur
 Satbari Road
 Pashupati Nagar
 Yashoda Nagar
 Koyla Nagar
 Karrahi
 And other local areas
 DS did not cover all the retailers store and pan vendors in their route for distribution
of cigarettes.
 Though ITC is market leader in the market having 81% market coverage it has small
but stiff competition from brands like total, moments, Marlboro.
 Besides branded product there are some contra-product available in market like black,
Garam Gudang
 DS use Cycle and Bike for supplying the Cigarettes to Pan vendors.
 Range of ITC Cigarettes are wide it is almost all the pan vendors shop.
 Youngsters are choosing cigarettes for consume are –
 Gold Flake Regular

17.  Capstan
 Navy Cut
 Pilot
 And other competitor brand like Moment & Total.
 ITC provide a good amount of margin to the retailers and DS also makes various
permanent customers with their hardwork.

18. CONCLUSION
The report comes to the following conclusion
The customers of ITC cigarette are brand loyal with only a small percent want to shift over to
other brands. Trying of other brands by customers is mainly because the customer wants to
try something new. The performance of ITC cigarettes fair in comparison to competitors
Economy is the basic feature influencing to build brand Image. Due to high brand loyalty the
customers of ITC cigarette recommend its product to others.
The customers are satisfied with the product range of ITC cigarette.

19. ANNEXURE
QUESTIONNIARE
Name:
Age: (a) 20 – 30 (b) 30 – 40
(c) 40 – 50 (d) 50- 60
Area:
Type of Dealer:(a) Retailer (b) Wholesaler
Email ID :
1. Are customers aware of the launch of Wave?
(a)yes (b)no
2. How many cigarette packs of every brand do you sell each day ?
(a)1 (b)2 (c)5 (d)10
3. Which is the most sold cigarette of ITC?
Ans…………………………….
4. Which other brand is best competitor of ITC brand cigarettes?
(a)Marlboro (b) Total
(c) Moment (d) Gudang garam
5. Is any effect of competitors’ price on brand loyal customers?
(a) Yes (b) No

20. 6. How many times does the DS comes ?
(a) weekly (b) Daily
(c ) twice a week (d) monthly
7. How many times does the competitors DS comes ?
(a) weekly (b) Daily
(c ) twice a week (d) monthly
8. Ratings of ITC cigarette
(a) 1 (b) 2
(c) 3 (d) 4
9. What is your perception about ITC distribution channels?
(a) excellent (b) Good
(c ) Bad (d) Average
10. Is there issue related to rewards provided by company on selling cigarettes??
(a) Yes
(b) No

21. 11. Which brand of ITC cigarettes is sold mostly in boxes (not sold majorly in loose) ?
Ans………………………………