This document provides an overview of a study conducted on the comparative analysis of ITC's Aashirvaad ghee and its competitors. It was conducted as an in-plant training project at Hubli Cigarette Centre Pvt Ltd in Hubli, Karnataka. The study included collecting data through questionnaires from various retail outlets on their stocking and sales of ITC ghee compared to other brands. Tables of the collected data are provided on aspects like awareness of ITC ghee, brands stocked, sales turnover, customer perceptions. The findings suggest increasing awareness and stocking of ITC ghee. Suggestions are given to improve availability and promotion.
Cadbury India produces chocolate, snacks, candy and other food products. It owns several major brands like Cadbury Dairy Milk and Bournvita. Cadbury operates in over 60 countries and employs around 45,000 people globally. A SWOT analysis identified brand equity, successful marketing campaigns and famous brands as strengths, while controversies and competitive pressure from other companies were seen as weaknesses and threats. Cadbury competes against Mars, Hershey's and Nestle in India. Its Shubh Aarambh campaign was aimed at consumers aged 15-35 and helped reestablish Cadbury's image. Evaluation of the Joytree YouTube video found it gained over 800,000 views quickly and increased Twitter followers. Brand linkage
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.
Tanishq, a jewellery brand launched by Titan Industries in 1995, initially struggled in the Indian market. Its Western designs did not appeal to customers accustomed to traditional styles. It posted huge losses from 1995-1998. However, Tanishq then corrected its mistakes by shifting to more Indian designs, expanding gold purity options, and opening its own retail stores. These changes helped Tanishq become profitable again by 1999 and it grew rapidly, becoming a leader in the Indian jewellery market through its focus on customers.
This document provides background information on an organization study report submitted by Dilna Vijayan for their internship at Cipla Ltd. It includes an acknowledgements section thanking various individuals and organizations for their support. It also includes a declaration by Dilna Vijayan stating that the report was prepared by them during their internship at Cipla Ltd. The document outlines the table of contents which will cover topics like the industry profile, company profile, organizational structure, functional departments, SWOT analysis, findings and conclusion.
“A Study Of Important Issues In Allied Petro Retailing In India At Selected B...abhijit055
This document provides an overview of the Indian petroleum sector and outlines several key challenges facing oil marketing companies (OMCs) in their retail operations. It discusses issues like quality, quantity, pricing, value-added services, brand identity, volume generation, and reaching underserved areas. The document emphasizes the need for OMCs to adopt a more customer-centric approach and focus on continuous improvement to build a sustainable competitive advantage in the evolving market environment.
P&G has undertaken several CSR initiatives in India to support education and health. These include projects like Drishti to provide corneal transplants, Open Minds to support children's education, Shiksha to enable contributions from consumers, and Poshan for malnutrition. P&G's CSR aims to deliver a sustainable society where business and stakeholders can prosper through long-term social and environmental activities.
ITC is an Indian conglomerate that was originally in the cigarette business but has diversified into other industries such as FMCG, hotels, paper, and agriculture. It launched Wills Lifestyle in 2000 to enter the lifestyle retail space in response to declining cigarette sales and increased regulation of tobacco. Wills Lifestyle positions itself as a premium brand offering fashion clothing and accessories. It has over 100 exclusive stores across India and sells at higher prices than competitors. While cigarettes still generate most of ITC's profits, Wills Lifestyle is growing and aims to establish ITC as a leader in lifestyle retailing.
Balaji Wafers was founded in 1974 in Rajkot, India by Chandubhai Virani and his brothers. It is a leading manufacturer of potato chips and namkeen, with over 5000 employees. Balaji Wafers aims to provide affordable snacks accessible across India through a large distribution network. Their vision is to grow into a global brand while maintaining traditions of trust and quality. Balaji Wafers dominates the Indian potato and vegetable chips market, increasing its share from 9.5% in 2008 to 13.7% in 2012.
Cadbury India produces chocolate, snacks, candy and other food products. It owns several major brands like Cadbury Dairy Milk and Bournvita. Cadbury operates in over 60 countries and employs around 45,000 people globally. A SWOT analysis identified brand equity, successful marketing campaigns and famous brands as strengths, while controversies and competitive pressure from other companies were seen as weaknesses and threats. Cadbury competes against Mars, Hershey's and Nestle in India. Its Shubh Aarambh campaign was aimed at consumers aged 15-35 and helped reestablish Cadbury's image. Evaluation of the Joytree YouTube video found it gained over 800,000 views quickly and increased Twitter followers. Brand linkage
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.
Tanishq, a jewellery brand launched by Titan Industries in 1995, initially struggled in the Indian market. Its Western designs did not appeal to customers accustomed to traditional styles. It posted huge losses from 1995-1998. However, Tanishq then corrected its mistakes by shifting to more Indian designs, expanding gold purity options, and opening its own retail stores. These changes helped Tanishq become profitable again by 1999 and it grew rapidly, becoming a leader in the Indian jewellery market through its focus on customers.
This document provides background information on an organization study report submitted by Dilna Vijayan for their internship at Cipla Ltd. It includes an acknowledgements section thanking various individuals and organizations for their support. It also includes a declaration by Dilna Vijayan stating that the report was prepared by them during their internship at Cipla Ltd. The document outlines the table of contents which will cover topics like the industry profile, company profile, organizational structure, functional departments, SWOT analysis, findings and conclusion.
“A Study Of Important Issues In Allied Petro Retailing In India At Selected B...abhijit055
This document provides an overview of the Indian petroleum sector and outlines several key challenges facing oil marketing companies (OMCs) in their retail operations. It discusses issues like quality, quantity, pricing, value-added services, brand identity, volume generation, and reaching underserved areas. The document emphasizes the need for OMCs to adopt a more customer-centric approach and focus on continuous improvement to build a sustainable competitive advantage in the evolving market environment.
P&G has undertaken several CSR initiatives in India to support education and health. These include projects like Drishti to provide corneal transplants, Open Minds to support children's education, Shiksha to enable contributions from consumers, and Poshan for malnutrition. P&G's CSR aims to deliver a sustainable society where business and stakeholders can prosper through long-term social and environmental activities.
ITC is an Indian conglomerate that was originally in the cigarette business but has diversified into other industries such as FMCG, hotels, paper, and agriculture. It launched Wills Lifestyle in 2000 to enter the lifestyle retail space in response to declining cigarette sales and increased regulation of tobacco. Wills Lifestyle positions itself as a premium brand offering fashion clothing and accessories. It has over 100 exclusive stores across India and sells at higher prices than competitors. While cigarettes still generate most of ITC's profits, Wills Lifestyle is growing and aims to establish ITC as a leader in lifestyle retailing.
Balaji Wafers was founded in 1974 in Rajkot, India by Chandubhai Virani and his brothers. It is a leading manufacturer of potato chips and namkeen, with over 5000 employees. Balaji Wafers aims to provide affordable snacks accessible across India through a large distribution network. Their vision is to grow into a global brand while maintaining traditions of trust and quality. Balaji Wafers dominates the Indian potato and vegetable chips market, increasing its share from 9.5% in 2008 to 13.7% in 2012.
The document summarizes market research conducted by Indian Products Limited on introducing new refined cooking oil brands. It provides background on the company and market for cooking oils. The research involved assessing consumer attributes and perceptions of different oil types like sunflower and corn oil. It identified objectives like determining consumer appeal for new brands and feasibility of 1-5 kg packs. The document notes some issues with the questionnaire design and provides recommendations to improve population sampling and question clarity.
Marketing Activities & Customer Response for HyperCity, Pune.
To find out Customer Buying Behavior.
To find out Customer Satisfaction with HyperCity.
To find out product availability in store by customers response.
To find out shopping experience in store.
a comparative analysis of Sunfeast Yippee in comparison to others Raza Rizvi
This document provides information about ITC Limited and its Sunfeast Yippee instant noodles brand. It discusses ITC's history and expansion into the foods business. It then focuses on the instant noodles market in India, describing Sunfeast Yippee's launch and positioning in comparison to market leader Maggi. Various aspects of Sunfeast Yippee's marketing mix, consumer behavior, distribution, and retailer survey findings are analyzed. Suggestions are made to help increase Sunfeast Yippee's market share.
This document provides an overview of Dabur, an Indian FMCG company. It discusses Dabur's distribution network in India, the size of the Indian FMCG industry, and Dabur's business structure. It also summarizes Dabur's Consumer Care and Consumer Health divisions, highlighting some of their popular product brands. The presentation concludes with a focus on Dabur's priorities moving forward, including a focus on modern retail, consumer health, and international expansion.
This document discusses Haldiram, one of India's largest snacks manufacturers. It provides details on Haldiram's history, founding in 1937 in Bikaner, expansion across India, and growth into an international brand with exports to over 80 countries. The summary discusses Haldiram's product portfolio including popular snacks like bhujia, mixtures, and sweets. It also analyzes Haldiram's market leadership in India with a 27% market share compared to competitors.
This document provides information about Mondelez Inc., the parent company of Oreo cookies. It discusses the company's background, mission to be consumers' primary snack food brand, objectives like maintaining customers and introducing new products, and target market of health-conscious consumers of all ages. It also outlines Oreo's product, segmentation strategy, distribution places, promotional activities, pricing, and competitors like Nestle. The conclusion recommends a new Fancy Mini Oreo Milk's Favourite Cookies product to change perceptions and provide health benefits.
This document provides a history and overview of Cadbury, including:
- Cadbury was founded in 1824 in Birmingham, England and began as a grocery store selling tea and drinking chocolate.
- Cadbury began operations in India in 1948 by importing chocolates and has since expanded manufacturing facilities across India.
- Cadbury uses effective marketing strategies like celebrity endorsements and memorable advertisements to maintain its leadership position in the Indian chocolate market.
- Advertising plays a key role in Cadbury's success by creating relatable messages that increase brand awareness and match consumer needs and thinking patterns.
MDH Masala: Spicy Success (Brand Management)Yohan DSouza
MDH is a leading Indian spice company with a 12% market share. It offers over 60 ground spices and spice blends packaged in cardboard boxes and pouches. MDH sources spices directly from contract farmers and factories to ensure uniform quality and taste. Through extensive advertising, distribution networks of over 1000 stockists and 8 lakh retailers, and aggressive promotion, MDH has established itself as the top brand in North India. The company is owned and led by 94-year-old Mahashay Dharampal Gulati who takes an active role in overseeing operations.
Marico is an Indian consumer goods company founded in 1987 with a market value over Rs. 40,000 crores. It produces hair oils, edible oils, and personal care products that reach one in three Indians. Marico's brands include Parachute, Saffola, Hair & Care, and Livon. Parachute is Marico's flagship coconut oil brand that is positioned as providing purity and quality. Saffola is an edible oil brand targeting health-conscious consumers by offering a blend of safflower and rice bran oils that can reduce cholesterol levels. The document discusses Marachute and Saffola's segmentation, targeting, positioning, products, pricing, promotion and distribution strategies.
This document provides an overview of IndiaMart Intermesh Ltd, which operates IndiaMart.com, the largest online B2B marketplace in India. It discusses the company's founding in 1996 and growth over time. Key points include that IndiaMart introduced free listing and queries to help SMEs, became profitable within 6 months of launching, and has received several awards. The document outlines IndiaMart's mobile apps, websites, leadership team, and organizational hierarchy. It also defines online business, offline business, and e-business while listing their key benefits and capabilities.
About different segments of Vadilal, as well as their financial results- revenue earned, profit/loss, capital employed. Also, the future possibilities are told.
This document provides an overview of Mother Dairy, an Indian dairy company. It discusses Mother Dairy's formation, certification, products offered, and processes. Key points include: Mother Dairy was formed in 1974 and today is India's largest milk processor and supplier; it offers a wide range of dairy products and services; its strict processes involve testing raw milk at multiple stages and pasteurizing it before distribution. The document also examines Mother Dairy's strategies for ensuring quality, expanding operations, and increasing sales.
Integrated marketing Communication TANISHQ Sujitha Nuthi
Tanishq pioneered branded jewellery in India in 1995. It introduced concepts like purity certification and standardized pricing. Tanishq uses a variety of marketing strategies including owned retail stores, advertising, celebrity endorsements, and digital campaigns. It sponsors events and runs promotional contests to engage customers. Tanishq's marketing emphasizes trust, luxury, and tradition to position itself as a premier branded jewellery retailer in India.
Sundrop oil was launched in 1989 in India by Agro Tech Foods Ltd. It was initially positioned as a healthy oil for healthy people focusing on sunflower oil. Over time, Sundrop expanded its product portfolio to include different variants like Nutrilite, Heart, Superlite, and Goldlite to meet various consumer needs. Sundrop's advertising emphasized its health positioning and it became the largest selling sunflower oil brand through television commercials. The brand segmented its customers based on geography, demographics, and behaviors. It analyzed competition from other edible oil brands and adopted strategies like expanding product range and distribution network to maintain its leadership position in the market.
Ferns & Petals is an online florist that aims to make every occasion beautiful and memorable by presenting high-quality floral arrangements across India. The company strives to become synonymous with flowers and provide the best customer satisfaction possible. Ferns & Petals recognizes that customer satisfaction is key to success and aims to surprise customers through well-crafted floral designs and unique delivery experiences. The company seeks to be a premium online florist available in most locations in India.
This document provides information about PepsiCo and Kurkure snacks. It discusses that Pepsi was first developed in 1890 and merged with Frito-Lay to form PepsiCo in 1965. It later acquired other food and beverage brands. PepsiCo earns most of its revenue from foods. The document also provides a history of Kurkure being launched in 1995 and becoming a standalone brand in 2001 with Juhi Chawla as its ambassador. It discusses Kurkure's marketing strategies around promotions, targeting kids and families with fun messages.
A STUDY OF SOCIAL MEDIA MARKETING akhil report (1).pdfPrinceVerma938105
This document is a research project report submitted for a Master's degree. It analyzes the marketing strategies and brand loyalty of Haldiram, an Indian snack foods company. The 70-page report includes sections on introducing the topic, research methodology, Haldiram's company profile, an analysis of data on Haldiram's performance and strategies, and conclusions and recommendations. The student conducted the research under the guidance of a professor to fulfill requirements for an MBA degree.
A STUDY ON CONSUMER SATISFACTION AT BIG BAZAARShashi Kishore
This document provides a summary of a study conducted on consumer satisfaction at Big Bazaar's Mayur Vihar store in New Delhi. It includes an introduction describing Big Bazaar and factors influencing customer satisfaction. The study objectives are outlined as well as the methodology, which involved collecting primary data through customer interviews. The document then presents an analysis of the data collected, including customer demographics, satisfaction with product price, quality, availability, store environment and staff. It finds that most customers are satisfied but some have issues with store navigation.
The document summarizes market research conducted by Indian Products Limited on introducing new refined cooking oil brands. It provides background on the company and market for cooking oils. The research involved assessing consumer attributes and perceptions of different oil types like sunflower and corn oil. It identified objectives like determining consumer appeal for new brands and feasibility of 1-5 kg packs. The document notes some issues with the questionnaire design and provides recommendations to improve population sampling and question clarity.
Marketing Activities & Customer Response for HyperCity, Pune.
To find out Customer Buying Behavior.
To find out Customer Satisfaction with HyperCity.
To find out product availability in store by customers response.
To find out shopping experience in store.
a comparative analysis of Sunfeast Yippee in comparison to others Raza Rizvi
This document provides information about ITC Limited and its Sunfeast Yippee instant noodles brand. It discusses ITC's history and expansion into the foods business. It then focuses on the instant noodles market in India, describing Sunfeast Yippee's launch and positioning in comparison to market leader Maggi. Various aspects of Sunfeast Yippee's marketing mix, consumer behavior, distribution, and retailer survey findings are analyzed. Suggestions are made to help increase Sunfeast Yippee's market share.
This document provides an overview of Dabur, an Indian FMCG company. It discusses Dabur's distribution network in India, the size of the Indian FMCG industry, and Dabur's business structure. It also summarizes Dabur's Consumer Care and Consumer Health divisions, highlighting some of their popular product brands. The presentation concludes with a focus on Dabur's priorities moving forward, including a focus on modern retail, consumer health, and international expansion.
This document discusses Haldiram, one of India's largest snacks manufacturers. It provides details on Haldiram's history, founding in 1937 in Bikaner, expansion across India, and growth into an international brand with exports to over 80 countries. The summary discusses Haldiram's product portfolio including popular snacks like bhujia, mixtures, and sweets. It also analyzes Haldiram's market leadership in India with a 27% market share compared to competitors.
This document provides information about Mondelez Inc., the parent company of Oreo cookies. It discusses the company's background, mission to be consumers' primary snack food brand, objectives like maintaining customers and introducing new products, and target market of health-conscious consumers of all ages. It also outlines Oreo's product, segmentation strategy, distribution places, promotional activities, pricing, and competitors like Nestle. The conclusion recommends a new Fancy Mini Oreo Milk's Favourite Cookies product to change perceptions and provide health benefits.
This document provides a history and overview of Cadbury, including:
- Cadbury was founded in 1824 in Birmingham, England and began as a grocery store selling tea and drinking chocolate.
- Cadbury began operations in India in 1948 by importing chocolates and has since expanded manufacturing facilities across India.
- Cadbury uses effective marketing strategies like celebrity endorsements and memorable advertisements to maintain its leadership position in the Indian chocolate market.
- Advertising plays a key role in Cadbury's success by creating relatable messages that increase brand awareness and match consumer needs and thinking patterns.
MDH Masala: Spicy Success (Brand Management)Yohan DSouza
MDH is a leading Indian spice company with a 12% market share. It offers over 60 ground spices and spice blends packaged in cardboard boxes and pouches. MDH sources spices directly from contract farmers and factories to ensure uniform quality and taste. Through extensive advertising, distribution networks of over 1000 stockists and 8 lakh retailers, and aggressive promotion, MDH has established itself as the top brand in North India. The company is owned and led by 94-year-old Mahashay Dharampal Gulati who takes an active role in overseeing operations.
Marico is an Indian consumer goods company founded in 1987 with a market value over Rs. 40,000 crores. It produces hair oils, edible oils, and personal care products that reach one in three Indians. Marico's brands include Parachute, Saffola, Hair & Care, and Livon. Parachute is Marico's flagship coconut oil brand that is positioned as providing purity and quality. Saffola is an edible oil brand targeting health-conscious consumers by offering a blend of safflower and rice bran oils that can reduce cholesterol levels. The document discusses Marachute and Saffola's segmentation, targeting, positioning, products, pricing, promotion and distribution strategies.
This document provides an overview of IndiaMart Intermesh Ltd, which operates IndiaMart.com, the largest online B2B marketplace in India. It discusses the company's founding in 1996 and growth over time. Key points include that IndiaMart introduced free listing and queries to help SMEs, became profitable within 6 months of launching, and has received several awards. The document outlines IndiaMart's mobile apps, websites, leadership team, and organizational hierarchy. It also defines online business, offline business, and e-business while listing their key benefits and capabilities.
About different segments of Vadilal, as well as their financial results- revenue earned, profit/loss, capital employed. Also, the future possibilities are told.
This document provides an overview of Mother Dairy, an Indian dairy company. It discusses Mother Dairy's formation, certification, products offered, and processes. Key points include: Mother Dairy was formed in 1974 and today is India's largest milk processor and supplier; it offers a wide range of dairy products and services; its strict processes involve testing raw milk at multiple stages and pasteurizing it before distribution. The document also examines Mother Dairy's strategies for ensuring quality, expanding operations, and increasing sales.
Integrated marketing Communication TANISHQ Sujitha Nuthi
Tanishq pioneered branded jewellery in India in 1995. It introduced concepts like purity certification and standardized pricing. Tanishq uses a variety of marketing strategies including owned retail stores, advertising, celebrity endorsements, and digital campaigns. It sponsors events and runs promotional contests to engage customers. Tanishq's marketing emphasizes trust, luxury, and tradition to position itself as a premier branded jewellery retailer in India.
Sundrop oil was launched in 1989 in India by Agro Tech Foods Ltd. It was initially positioned as a healthy oil for healthy people focusing on sunflower oil. Over time, Sundrop expanded its product portfolio to include different variants like Nutrilite, Heart, Superlite, and Goldlite to meet various consumer needs. Sundrop's advertising emphasized its health positioning and it became the largest selling sunflower oil brand through television commercials. The brand segmented its customers based on geography, demographics, and behaviors. It analyzed competition from other edible oil brands and adopted strategies like expanding product range and distribution network to maintain its leadership position in the market.
Ferns & Petals is an online florist that aims to make every occasion beautiful and memorable by presenting high-quality floral arrangements across India. The company strives to become synonymous with flowers and provide the best customer satisfaction possible. Ferns & Petals recognizes that customer satisfaction is key to success and aims to surprise customers through well-crafted floral designs and unique delivery experiences. The company seeks to be a premium online florist available in most locations in India.
This document provides information about PepsiCo and Kurkure snacks. It discusses that Pepsi was first developed in 1890 and merged with Frito-Lay to form PepsiCo in 1965. It later acquired other food and beverage brands. PepsiCo earns most of its revenue from foods. The document also provides a history of Kurkure being launched in 1995 and becoming a standalone brand in 2001 with Juhi Chawla as its ambassador. It discusses Kurkure's marketing strategies around promotions, targeting kids and families with fun messages.
A STUDY OF SOCIAL MEDIA MARKETING akhil report (1).pdfPrinceVerma938105
This document is a research project report submitted for a Master's degree. It analyzes the marketing strategies and brand loyalty of Haldiram, an Indian snack foods company. The 70-page report includes sections on introducing the topic, research methodology, Haldiram's company profile, an analysis of data on Haldiram's performance and strategies, and conclusions and recommendations. The student conducted the research under the guidance of a professor to fulfill requirements for an MBA degree.
A STUDY ON CONSUMER SATISFACTION AT BIG BAZAARShashi Kishore
This document provides a summary of a study conducted on consumer satisfaction at Big Bazaar's Mayur Vihar store in New Delhi. It includes an introduction describing Big Bazaar and factors influencing customer satisfaction. The study objectives are outlined as well as the methodology, which involved collecting primary data through customer interviews. The document then presents an analysis of the data collected, including customer demographics, satisfaction with product price, quality, availability, store environment and staff. It finds that most customers are satisfied but some have issues with store navigation.
effectiveness of advertising and sales promotion of pepsiManish Shaw
The document is a project report on the effectiveness of advertising and sales promotion of Pepsi in Jamshedpur, India. It includes sections on industry analysis, company profile, research methodology, data analysis and findings. The key findings are that Pepsi has the highest market coverage in the surveyed areas, its marketing is easier than other brands, and retailers prefer to sell Pepsi due to various facilities, timely distribution and attractive schemes provided. The report provides insights into Pepsi's advertising and promotion strategies but with a limited scope based on surveys in only a few areas of Jamshedpur.
This document summarizes a study on the 4 P's (Product, Price, Place, Promotion) of Sudha Milk and milk products in Patna, Bihar, India. The study found that Sudha has a high market share compared to competitors. While customers find Sudha's prices fair, the distribution channel needs improvement, especially in small streets and during festivals when supply is insufficient. The document suggests Sudha improve quality, increase retailer margins, expand distribution and advertise more to increase awareness of new products like honey.
This document discusses achieving desired productivity through effective production gap analysis. It defines production gap analysis as identifying gaps between optimized resource allocation/integration of inputs and current performance levels. Once industry expectations are understood, a company's performance can be compared to identify gaps, which can be analyzed at strategic, tactical or operational levels. The author conducted gap analysis at a pharmaceutical company to identify reasons for production shortfalls and make recommendations to improve productivity.
This document provides an overview of the retail industry in India. It discusses that retail is one of the largest and fastest growing sectors in the Indian economy, contributing around 14-15% to India's GDP. The size of the Indian retail market was estimated to be US$ 353 billion in 2010 and is expected to reach US$ 543 billion by 2014 and US$ 1.3 trillion by 2020. Currently, organized retail makes up only around 7% of the total retail market in India, with the majority being unorganized traditional retail. However, organized retail is growing rapidly in India driven by rising incomes, urbanization, and changing consumer preferences. The retail industry provides significant employment and economic opportunities for India.
This document provides an overview of the dairy industry in India. It discusses that India is the largest producer of milk in the world. It also discusses the major players in the Indian dairy industry like Amul, Britannia, Mother Dairy. It provides details about the traditional and western milk products available in India. It discusses the market size and growth of products like butter, cheese and yogurt. It also provides information about the major companies involved in production of these products and their expansion plans.
This report summarizes a study conducted on awareness of TISVA lighting products among retailers. TISVA is a business unit of Usha International Ltd that focuses on lighting products. The objectives of the study were to assess awareness levels of TISVA products, examine distributors' marketing activities, and analyze product pricing and promotion schemes. The methodology involved observation and interviews at retail outlets. Key findings included low availability of some products, need to update products faster, and opportunities to improve distributors' marketing efforts to increase brand awareness and sales. The study provided insights into how TISVA can better target the retail market.
sodexo market research on channel incentives and sales promotio optionsvishal mohit
Here are the key points from the article:
- Most vendors are not fully engaging their channel partners through incentive programs, leading to lost sales opportunities.
- Channel incentive programs focused on lead generation and deal registration are often ineffective at motivating partners.
- Properly designed incentive programs that reward specific partner behaviors can help drive partner engagement and sales.
- The research suggests vendors need to re-evaluate their channel incentive strategies to better motivate partners and capture sales potential.
To Study the Consumer satifaction for Amul Milk in Nashk RegionYash Desai
The document provides information about Amul milk and Gujarat Cooperative Milk Marketing Federation Ltd (GCMMF), including their mission, vision, competitors, and details about GCMMF such as its annual turnover, milk procurement amounts, member unions, and product range. It discusses GCMMF's role in marketing Amul and Sagar branded products and describes some of its achievements and international exports.
A CASE STUDY ON BUYERS BEHAVIOUR ON COLD DRINKS IN NEPAL BASED ON BARAHTHAWA...Jasmine Dixon
This document provides background information and outlines the objectives and limitations of a study on the marketing of cold drinks in Barahathwa, Nepal. Specifically, the study aims to examine consumers' perceptions, purchase behaviors, brand awareness, usage patterns, product images, the distribution network, marketing strategies used, and the impact of advertising and sales promotions on cold drink sales in the area. The document introduces the research problem and justification for the study to better understand consumer preferences and design effective local marketing strategies in the competitive cold drink market.
An analysis about current market positions of the Vanish toilet cleaner at to...Asib Ahmad
This report aims toward providing findings on current market position of Vanish Toilet Cleaner among the other companies of toilet cleaning industry. This report also tries to expose customer interest and awareness of toilet cleaner. The report is prepared within the broader framework of Internship Program of the Faculty of Business Administration of Atish Dipankar University of Science and Technology. While preparing this report it has been tried to reveal the insights of the marketing position of the company in this industry and a few recommendations and suggestions were also prescribed based on the observation and results.
Due to raising the awareness among the people of Bangladesh their healthcare, now they are conscious about toilet cleaning. Meanwhile, the competition in the toilet cleaning industry tremendously growing day by day for entering new business competitor. Harpic, of global household product maker of Reckitt Benckiser is the pioneer who introduce toilet cleaner first time in Bangladesh, they controls a majority of Bangladesh’s toilet cleaning market.
By following Harpic, some company also operate. By the continuation of this condition the ACI Limited launched Vanish Toilet Cleaner in 2003, but it was reborn in 2008 with new and attractive packaging with different functional pack size. Currently it is considered that they are the market challenger because, they are the second highest marketer in this industry. “Sakti” of Square Ltd. “Finpic” of Finish Co. “Clean Master” of Kohinoor Chemical Co. Ltd. also compete in this market.
This report Contain the 4p’s analysis whereas focuses the details of product, price, promotion, and place of the main brand who control the toilet cleaning in Bangladesh.
This report examines the actual competitive position among different company in diverse market in Dhaka. Other intend of this study to accumulate customers’ surveillance about the cleaner industry.
The aim of this paper is to analyze toilet cleaner products to make is more competitive in the toilet cleaning industries with a view to how to counter the ensuing challenge in the industry as a consequence of the changing business nature. Finally, indentifying the shortcomings of strategies Vanish Toilet Cleaner is currently applying an attempt has been made to recommend the strategic options for Vanish Toilet Cleaner to become more competitive in the toilet cleaning industry.
This project was done by be in Bigbazaar kachiguda on category management.This material is very helpful as a reference to those people who want to do their project work
in bigbazaar.
This document discusses a study on the impact of sales promotions on organizational performance at PHC Motors in Accra, Ghana. It begins with an introduction that provides background on sales promotions and organizational performance. It then states the problem, objectives, and research questions of the study. The objectives are to examine the relationship between sales promotions and performance, the effect on sales, and challenges to effectiveness. The document outlines the methodology used in the study and provides an organizational profile of PHC Motors. It discusses the literature review, conceptual framework, and justification of the study. In summary, the document presents the background and outlines the objectives of a case study research on how sales promotions impact organizational performance at PHC Motors' retail outlet in Accra.
0601027 analysis of customer relationship managementSupa Buoy
Hi Friends
This is supa bouy
I am a mentor, Friend for all Management Aspirants, Any query related to anything in Management, Do write me @ supabuoy@gmail.com.
I will try to assist the best way I can.
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Supa Bouy
This document presents a major project on customer satisfaction at Vijaya Dairy. It includes an introduction on customer satisfaction and its importance. The objectives are to examine consumer habits and perceptions of Vijaya brand milk. The scope is limited to Vijaya milk customers in Warangal city. Primary data was collected through surveys and secondary from company reports. The analysis found that most customers consume 1 liter of packet milk. Vijaya brand awareness can be increased as Swakrushi is most known. The conclusion is that quality is the top consideration for customers who are satisfied with Vijaya milk but Swakrushi is perceived higher in quality. Suggestions include improving availability and establishing more parlors.
This document is a project report submitted by Ms. Payal Trivedi to fulfill the requirements for a Master of Business Administration degree from Gujarat Technological University. The report analyzes the perception of retailers towards the display strategies of several FMCG companies (Hindustan Unilever Ltd., Proctor & Gamble Ltd., Cadbury Ltd, Nestle Foods Pvt. Ltd. and ITC Ltd.). Primary research was conducted through surveys of retailers in Ahmedabad to understand the benefits they perceive from display systems and any problems experienced. Key findings included that ITC provided the highest returns to retailers, and common issues were irregular payments, stock shortages, and delivery/service problems.
Business Growth Strategy " ACE Klub program" in Britannia New DelhiNishant Singh
This project is done under Britannia Industries Limited in New Delhi region. They started one program specially for their key outlets under which outlets would get certain extra benefits if they join the program.
Similar to ITC's Aashirvaad Ghee V/S other Ghee brands comparison Report (20)
AI Best Practices for Marketing HUG June 2024Amanda Farrell
During this presentation, the Nextiny marketing team reviews best practices when adopting generative AI into content creation. Join our HUG community to register for more events https://events.hubspot.com/sarasota/
Conferences like DigiMarCon provide ample opportunities to improve our own marketing programs by learning from others. But just because everyone is jumping on board with the latest idea/tool/metric doesn’t mean it works – or does it? This session will examine the value of today’s hottest digital marketing topics – including AI, paid ads, and social metrics – and the truth about what these shiny objects might be distracting you from.
Key Takeaways:
- How NOT to shoot your digital program in the foot by using flashy but ineffective resources
- The best ways to think about AI in connection with digital marketing
- How to cut through self-serving marketing advice and engage in channels that truly grow your business
INTRODUCTION TO SEARCH ENGINE OPTIMIZATION (SEO).pptxGiorgio Chiesa
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Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...Amsive
Lily Ray, Vice President of SEO Strategy & Research at Amsive, explores optimizing strategies for sustainable growth and explores the impact of AI on the SEO landscape.
The Future of ''Digital marketing'' .pptxbhavanasizcom
Digital marketing leverages digital channels such as SEO, content marketing, social media, PPC, and email to promote products or services. It includes affiliate and influencer marketing, mobile strategies, and online PR. Marketing automation helps streamline efforts, while analytics guide data-driven decisions. The objective is to engage target audiences, drive conversions, and build brand loyalty by reaching customers in the digital spaces they frequent.The future of digital marketing will be driven by advancements in artificial intelligence (AI) for personalized content and customer service, and the rise of voice search optimization due to smart speakers. Video content, especially short-form videos, will continue to dominate, while augmented reality (AR) and virtual reality (VR) will enhance customer experiences. Emphasis on data privacy and compliance will grow, alongside the need for seamless omnichannel marketing. Blockchain technology will offer secure digital advertising, and sustainability will become a key focus. With the advent of 5G technology, faster mobile internet will enable new innovations, and advanced personalization will deliver highly relevant content to users.
The advent of AI offers marketers unprecedented opportunities to craft personalized and engaging customer experiences, evolving customer engagements from one-sided conversations to interactive dialogues. By leveraging AI, companies can now engage in meaningful dialogues with customers, gaining deep insights into their preferences and delivering customized solutions.
Susan will present case studies illustrating AI's application in enhancing customer interactions across diverse sectors. She'll cover a range of AI tools, including chatbots, voice assistants, predictive analytics, and conversational marketing, demonstrating how these technologies can be woven into marketing strategies to foster personalized customer connections.
Participants will learn about the advantages and hurdles of integrating AI in marketing initiatives, along with actionable advice on starting this transformation. They will understand how AI can automate mundane tasks, refine customer data analysis, and offer personalized experiences on a large scale.
Attendees will come away with an understanding of AI's potential to redefine marketing, equipped with the knowledge and tactics to leverage AI in staying competitive. The talk aims to motivate professionals to adopt AI in enhancing their CX, driving greater customer engagement, loyalty, and business success.
Efficient Website Management for Digital Marketing ProsLauren Polinsky
Learn how to optimize website projects, leverage SEO tactics effectively, and implement product-led marketing approaches for enhanced digital presence and ROI.
This session is your key to unlocking the secrets of successful digital marketing campaigns and maximizing your business's online potential.
Actionable tactics you can apply after this session:
- Streamlined Website Management: Discover techniques to streamline website development, manage day-to-day operations efficiently, and ensure smooth project execution.
- Effective SEO Practices: Gain valuable insights into optimizing your website for search engines, improving visibility, and driving organic traffic to your digital assets.
- Leverage Product-Led Marketing: Explore strategies for incorporating product-led marketing principles into your digital marketing efforts, enhancing user engagement and driving conversions.
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Mastering Local SEO for Service Businesses in the AI Era"" is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
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Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
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Basic Management Concepts., “Management is the art of getting things done thr...DilanThennakoon
The managers achieve organizational objectives by getting work from
others and not performing in the tasks themselves.
Management is an art and science of getting work done through people.
It is the process of giving direction and controlling the various activities
of the people to achieve the objectives of an organization Management is a universal process in all organized, social and economic activities. Wherever
there is human activity there is management.
Management is a vital aspect of the economic life of man, which is an organized group activity. A
central directing and controlling agency is indispensable for a business concern. The productive
resources –material, labour, capital etc. are entrusted to the organizing skill, administrative ability
and enterprising initiative of the management. Thus, management provides leadership to a
business enterprise. Without able managers and effective managerial leadership the resources of
production remain merely resources and never become production. Management occupies such an
important place in the modern world that the welfare of the people and the destiny of the country
are very much influenced by it.
1.2 MEANING OF MANAGEMENT
Management is a technique of extracting work from others in an integrated and co-ordinated
manner for realizing the specific objectives through productive use of material resources.
Mobilising the physical, human and financial resources and planning their utilization for business
operations in such a manner as to reach the defined goals can be benefited to as management.
1.3 DEFINITION OF MANAGEMENT
Management may be defined in many different ways. Many eminent authors on the subject have
defined the term "management". Some of these definitions are reproduced below:
In the words of George R Terry - "Management is a distinct process consisting of planning,
organising, actuating and controlling performed to determine and accomplish the objectives by the
use of people and resources".
According to James L Lundy - "Management is principally the task of planning, co¬ordinating,
motivating and controlling the efforts of others towards a specific objective",
In the words of Henry Fayol - "To manage is to forecast and to plan, to organise, to command, to
co-ordinate and to control".
According to Peter F Drucker - "Management is a multipurpose organ that manages a business and
manages managers and manages worker and work".
In the words of J.N. Schulze - "Management is the force which leads, guides and directs an
organisation in the accomplishment of a pre-determined object".
In the words of Koontz and O'Donnel - "Management is defined as the creation and maintenance
of an internal environment in an enterprise where individuals working together in groups can
perform efficiently and effectively towards the attainment of group goals".
According to Ordway Tead - "Management is the process and agency which directs and guides the
operations of an organisation in realising of established aim
We’ve entered a new era in digital. Search and AI are colliding, in more ways than one. And they all have major implications for marketers.
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Key Takeaways:
How to use AI to optimize your content
How to find topics that algorithms love
How to get AI to mention your content and your brand
What Software is Used in Marketing in 2024.Ishaaq6
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The paper delves into the functionalities, benefits, and examples of each type of software, highlighting their unique contributions to effective marketing practices. It explores the importance of integration and automation in maximizing the impact of these tools, addressing challenges and strategies for seamless implementation across different marketing channels.
Furthermore, the paper examines emerging trends in marketing software, such as AI and machine learning applications, personalization strategies, predictive analytics, and the ethical considerations surrounding data privacy and consumer rights. Case studies illustrate real-world applications and success stories of businesses leveraging marketing software to achieve significant outcomes in their marketing campaigns.
In conclusion, this paper provides valuable insights into the evolving landscape of marketing technology, emphasizing the transformative potential of software solutions in driving innovation, efficiency, and competitive advantage in today's dynamic marketplace.
This description outlines the scope, structure, and focus of the paper, giving readers a clear understanding of what to expect and why the topic of marketing software is important and relevant in contemporary marketing practices.
ITC's Aashirvaad Ghee V/S other Ghee brands comparison Report
1. A Study on Comparative Analysis of ITC Aashirvaad Ghee and its Competitors
DVHIMSR DHARWAD Page 1
Dr. D. Veerendra Heggade
Institute of Management Studies and Research
Vidyagiri, Dharwad – 580 004
Approved by AICTE, New Delhi & Affiliated to Karnatak University,
Dharwad
Report on Summer In-plant Training
A STUDY ON COMPARATIVE ANALYSIS OF
AASHIRVAAD GHEE AND ITS COMPITETORS
At
M/s HUBLI CIGERATTE CENTRE, HUBLI
By
Mr. Prashanth Hanagal
Reg. Number: 17MBA472
MBA II Semester
Submitted in partial fulfillment of the requirements for the degree
of
Master of Business Administration.
INTERNAL GUIDE EXTERNAL GUIDE
Prof. Sunil Hiremat Mr. Umesh.B
Asst. Professor Sales Executive
AUGUST 2018
2. A Study on Comparative Analysis of ITC Aashirvaad Ghee and its Competitors
DVHIMSR DHARWAD Page 2
DECLARATION
I hereby declare that this Report on Summer In-plant Training titled ‘A STUDY
ON comparative analysis of ITC’s Aashirvaad Ghee and Its competitors
conducted at HUBLI CIGERATTE CENTRE, Hubli submitted by me to
Karnatak University, Dharwad, is a record of an original and independent study
undertaken during June 2018 to August 2018 under the guidance and supervision
of Mr. Umesh.B Area Executive at HUBLI CIGERATTE CENTRE, Hubli &
Prof.Sunil Hiremat, Assistant Professor at Dr. D Veerendra Heggade Institute of
Management Studies and Research, Vidyagiri, Dharwad.
I further declare that this project has not formed the basis for award of any other
degree/ diploma of other University/ Institution.
Date: Prashanth Hanagal
Place: Dharwad Signature and Name of the Student
3. A Study on Comparative Analysis of ITC Aashirvaad Ghee and its Competitors
DVHIMSR DHARWAD Page 3
ACKNOWLEDGEMENT
At the outset, I would like to take this opportunity to acknowledge the support
and cooperation of all those who enabled successful completion of this
Summer In-plant Training. I have immense pleasure in expressing my deepest
gratitude to our Prof. Sunil Hiremat for his guidance, which goes a long way
to set my future career. I would like to extend my sincere gratitude to Mr.
Umesh. B, Area Executive and Chetan Sales Executive of Hubli cigarette
centre pvt ltd. and their team under whose guidance I undertook this project
and completed successfully. I extend my thanks to Prof.shrivatsav joshi,
Assistant Professor, Dr. Anil Yaragatti, Dean Academic and other faculty
members of our Institute for extending valuable advice and support during the
project period.
Last but not the least there were so many who shared valuable information that
helped in successful completion of this project all of whom I also wish to
thank.
Prashanth.H
4. A Study on Comparative Analysis of ITC Aashirvaad Ghee and its Competitors
DVHIMSR DHARWAD Page 4
CONTENTS
CHAPTER TITLE
PAGE
NO
A LIST OF TABLES
I
B LIST OF GRAPHS
II
C LIST OF FIGURES
III
D LIST OF CHARTS
IV
E EXECUTIVE SUMMURY
V
1 INTRODUCTION
1
2
ORGANIZATION STUDY
a) COMPANY PROFILE
b) ORGANIZATION PROFILE
c) THEORETICAL BACKGROUND
4-32
3 RESEARCH DESIGN
33-39
4 DATA ANALYSIS AND INTERPRETATION
40-67
5 FINDINGS AND SUGGESTIONS
68-70
6 CONCLUSION
71
7
ANNEXURE
BIBLIOGRAPHY
QUESTIONNAIRE
72-79
5. A Study on Comparative Analysis of ITC Aashirvaad Ghee and its Competitors
DVHIMSR DHARWAD Page 5
A.LIST OF TABLES
SL.NO PARTICULARS
PAGE
NO.
1 The Table Representing the types of Outlets 40
2 Table representing the total turnover of outlet
per month
41
3 Table representing the total turnover of ghee in
outlets
42
4 Table representing the ghee brands in
Respective outlets
43
5 Table representing the Customers are aware of
ITC Aashirvaad svasti ghee
44
6 Table representing the reasons of not aware of
ITC ghee
45
7 Table representing the maintain the stock of
ITC Aashirvaad svasti ghee
46
8 Table representing the Reasons for not stocking
of ITC ghee in outlet
47
9 Table representing the customer intuition on
ITC Aashirvaad swasti ghee
48
6. A Study on Comparative Analysis of ITC Aashirvaad Ghee and its Competitors
DVHIMSR DHARWAD Page 6
10 Table representing the Association with ITC
company
49
11 Table representing the more profit margin ghee
companies
50
12 Table representing the perception of ITC ghee
Regarding price compare to other ghee brands
51
13 Table representing the Perception of ITC ghee
brand Regarding quality
52
14 Table representing the Perception of ITC ghee
brand Regarding Availability
53
15 Table representing the Ranking of ghee brands 54
16 Table representing the Problems face while
selling the ITC Aashirvaad svasti Ghee
55
17 Table representing the Support receiving from
company to promote ITC ghee
56
18 Table representing the Support Not receiving
from company to promote ITC ghee
57
19 Table representing the Receive stock while
ordering on time and per schedule
58
7. A Study on Comparative Analysis of ITC Aashirvaad Ghee and its Competitors
DVHIMSR DHARWAD Page 7
20 Table representing the Reasons for Not Receive
ITC ghee stock while ordering on time
59
21 Table representing the ITC push activities 60
22 Table representing the priority of Ghee brands
in outlets for more stock
61
23 Table representing the Reasons required to keep
stock of ITC ghee in outlets
62
24 Table representing the place order In month of
Aashirvaad swasti ghee
63
25 Table representing the When retailer order the
Size lot of ITC Aashirvaad ghee
64
26 Table representing the Mode of advertisement
to promote ITC Aashirvaad svasti ghee
65
27 Table representing the vindication of the
success of ITC’s distribution channels
66
28 Table representing the Level of Satisfaction
towards usage of Aashirvaad svasti Ghee
67
8. A Study on Comparative Analysis of ITC Aashirvaad Ghee and its Competitors
DVHIMSR DHARWAD Page 8
B.LIST OF GRAPHS
SL.NO PARTICULARS
PAGE
NO.
1 Graph Representing the types of Outlets 40
2 Graph Representing the total turnover of
outlet per month
41
3 Graph Representing the total turnover of ghee
in outlets
42
4 Graph Representing the ghee brands in
Respective outlets
43
5 Graph Representing the Customers are
aware of ITC Aashirvaad svasti ghee
44
6 Graph Representing the reasons of not
aware of ITC ghee
45
7 Graph Representing the maintain the stock
of ITC Aashirvaad svasti ghee
46
8 Graph Representing the Reasons for not
stocking of ITC ghee in outlet
47
9 Graph Representing the customer intuition
on ITC Aashirvaad swasti ghee
48
10 Graph Representing the Association with ITC
company
49
11 Graph Representing the more profit margin
ghee companies
50
9. A Study on Comparative Analysis of ITC Aashirvaad Ghee and its Competitors
DVHIMSR DHARWAD Page 9
12 Graph Representing the perception of ITC
ghee Regarding price compare to other ghee
brands
51
13 Graph Representing the Perception of ITC
ghee brand Regarding quality
52
14 Graph Representing the Perception of ITC
ghee brand Regarding Availability
53
15 Graph Representing the Ranking of ghee
brands
54
16 Graph Representing the Problems face while
selling the ITC Aashirvaad svasti Ghee
55
17 Graph Representing the Support receiving
from company to promote ITC ghee
56
18 Graph Representing the Support Not
receiving from company to promote ITC ghee
57
19 Graph Representing the Receive stock while
ordering on time and per schedule
58
20 Graph Representing the Reasons for Not
Receive ITC ghee stock while ordering on time
59
21 Graph Representing the ITC push activities 60
22 Graph Representing the priority of Ghee
brands in outlets for more stock
61
23 Graph Representing the Reasons required to
keep stock of ITC ghee in outlets
62
10. A Study on Comparative Analysis of ITC Aashirvaad Ghee and its Competitors
DVHIMSR DHARWAD Page 10
24 Graph Representing the place order In
month of Aashirvaad swasti ghee
63
25 Graph Representing the When retailer order
the Size lot of ITC Aashirvaad ghee
64
26 Graph Representing the Mode of
advertisement to promote ITC Aashirvaad
svasti ghee
65
27 Graph Representing the vindication of the
success of ITC’s distribution channels
66
28 Graph Representing the Level of Satisfaction
towards usage of Aashirvaad svasti Ghee
67
C. LIST OF FIGURES
FIG.NO PARTICULARS
PAGE
NO.
1 The key brands of ITC across segments 12
2 ITC Food Products 13
3 ITC’s Ghee Product profile 28
D.LIST OF CHARTS
CHART
.NO
PARTICULARS
PAGE.
NO
1 HUBLI CIGARETTE AGENCY -
ADMINISTRATION CHART
29
2 CHANNEL FUNCTIONS 34
11. A Study on Comparative Analysis of ITC Aashirvaad Ghee and its Competitors
DVHIMSR DHARWAD Page 11
Executive summary
The company is develops a distribution strategy for FMCG products
considering the latest technological advancements as well as the shift in
demand-side preferences and applies the result on an existing product
aiming for a significant increase in customers. After providing the basic
knowledge concerning marketing and distribution, an in-depth analysis
of the possible distribution channels, including distribution through a
branch network, agents, the Internet, mobile Internet and independent
asset managers, as well as the multi-channel distribution strategy is
made. This analysis is conducted through gathering and comparing the
current empirical and theoretical research, in order to gain an insight
into the various options and trends in today‘s markets from the demand,
as well as from the supply side of view. The demographic differences in
the adoption of innovative channels, the level of consulting provided,
the perceived safety and the trust are found to be the critical properties
of a distribution channel.
The results from the analysis conducted are applied on the financial
product in the second part of the thesis. The target the state distribution
strategy is derived after a thorough examination of the product as well as
the targeted customer segment. The stated distribution strategy aims to
strengthen and extend existing channels by reducing prices and
increasing incentives to sell or sales personnel as well as creating and
implementing a new online distribution channel, in order to obtain a
multi-channel distribution. The resulting strategy allows the food
products to be advertised to a broader public. The provided good service
will allow the strategy to be implemented effectively. The strategy
ensures an effective push of the FMCG products sales and the flexibility
of the management in order to reduce reaction time on new market
trends.
12. A Study on Comparative Analysis of ITC Aashirvaad Ghee and its Competitors
DVHIMSR DHARWAD Page 12
FMCG INDUSTRIES IN INDIA
Introduction
Fast-moving consumer goods (FMCG) sector is the 4th largest sector in the
Indian economy with Household and Personal Care accounting for 50 per cent
of FMCG sales in India. Growing awareness, easier access and changing
lifestyles have been the key growth drivers for the sector. The urban segment
(accounts for a revenue share of around 40 per cent) is the largest contributor
to the overall revenue generated by the FMCG sector in India and recorded a
market size of around US$ 52.75 billion in 2017-18. However, in the last few
years, the FMCG market has grown at a faster pace in rural India compared
with urban India. Semi-urban and rural segments are growing at a rapid pace
and FMCG products account for 50 per cent of total rural spending.
Market Size
The Retail market in India is estimated to reach US$ 1.1 trillion by 2020 from
US$ 840 billion in 2017, with modern trade expected to grow at 20 per cent -
25 per cent per annum, which is likely to boost revenues of FMCG companies.
In 2016-17, revenue for FMCG sector have reached US$ 49 billion and is
expected to grow at 9-9.5 per cent in FY18 supported by expectations of the
total consumption expenditure reaching nearly US$ 3,600 billion by 2020
from US$ 1,595 billion in 2016. Direct selling sector in India is expected to
reach Rs 159.3 billion (US$ 2.5 billion) by 2021, if provided with a conducive
environment through reforms and regulation.
CURRENT GROWTH RATE OF FMCG:
The consumer durables market is expected to reach US$ 12.5 billion in 2015
and US$ 20.6 billion by 2020. Urban markets account for the major share (65
per cent) of total revenues in the consumer durables sector in India. There is a
lot of scope for growth from rural markets with consumption expected to grow
in these areas as penetration of brands increases. Also, demand for durables
like refrigerators as well as consumer electronic goods are likely to witness
growing demand in the coming years in the rural markets as the government
plans to invest significantly in rural electrification. The FMCG sector has
13. A Study on Comparative Analysis of ITC Aashirvaad Ghee and its Competitors
DVHIMSR DHARWAD Page 13
grown at an annual average of about 11 per cent over the last decade. The
overall FMCG market is expected to increase at (CAGR) of 14.7 per cent to
touch US$ 110.4 billion during 2012-2020, with the rural FMCG market
anticipated to increase at a CAGR of 17.7 per cent to reach US$ 100 billion
during 2012-2025.Food products is the leading segment, accounting for 43 per
cent of the overall market. Personal care (22 %) and fabric care (12%) come
next in terms of market share.
Growing awareness, easier access, and changing lifestyles have been the key
growth drivers for the consumer market. The Government of India's policies
and regulatory frameworks such as relaxation of license rules and approval of
51 per cent foreign direct investment (FDI) in multi-brand and 100 per cent in
single-brand retail are some of the major growth drivers for the consumer
market.
Urban segment the biggest contributor to the sectors revenue
The urban segment is the biggest contributor to the sector, accounting for two-
thirds of total FMCG sector revenue. The semi-urban and rural segments
which are growing at a brisk pace, currently account for 33.5% of revenues of
the FMCG sector. FMCG products account for 53% of total rural spending.
Lower priced packs have increased the penetration of the FMCG sector in
rural India. The sectors that are witnessing high growth include salty snacks,
refined edible oil, healthcare products, iodized salt etc. Hair oils, toothpastes
and shampoos have quite high penetration in both urban and rural markets
while the sales of instant noodles, floor cleaners and hair dyes is increasing in
rural markets due to higher awareness. There are a total of 12-13 million retail
outlets in India, with kirana stores being the majority of them. Some of the
major FMCG players in India include ITC, HUL, Nestle, Dabur, Godrej,
Consumer, etc.
Government initiatives:
Some of the major initiatives taken by the government to
promote the FMCG sector in India are as follows:
14. A Study on Comparative Analysis of ITC Aashirvaad Ghee and its Competitors
DVHIMSR DHARWAD Page 14
In the Union Budget 2017-18, the Government of India has proposed to spend
more on the rural side with an aim to double the farmer’s income in five years;
as well as the cut in income tax rate targeting mainly the small tax payers,
focus on affordable housing and infrastructure development will provide
multiple growth drivers for the consumer market industry.
The Government of India’s decision to allow 100 per cent Foreign Direct
Investment (FDI) in online retail of goods and services through the automatic
route has provided clarity on the existing businesses of e-commerce
companies operating in India.
With the demand for skilled labour growing among Indian industries, the
government plans to train 500 million people by 2022 and is also encouraging
private players and entrepreneurs to invest in the venture. Many governments,
corporate and educational organizations are working towards providing
training and education to create a skilled workforce.
The Government of India has drafted a new Consumer Protection Bill with
special emphasis on setting up an extensive mechanism to ensure simple,
speedy, accessible, affordable and timely delivery of justice to consumers.
The Goods and Services Tax (GST) is beneficial for the FMCG industry as
many of the FMCG products such as Soap, Toothpaste and Hair oil now come
under 18 per cent tax bracket against the previous 23-24 per cent rate.
TOP 10 FMCG COMPANIES
1. ITC (Indian Tobacco Company)
2. Hindustan Unilever Ltd.
3. Nestle India
4. GCMMF(AMUL)
5. Dabur India
6. Asian Paints(India)
7. Cadbury India
8. Britannia Industries
15. A Study on Comparative Analysis of ITC Aashirvaad Ghee and its Competitors
DVHIMSR DHARWAD Page 15
9. Procter & Gamble Hygiene and Health Care
10. Marico Industries
COMPANY PROFILE
INTRODUCTION TO THE COMPANY:
ITC Limited or ITC is an Indian company based in Kolkata, West Bengal. Its
diversified business includes five segments: Fast-Moving Consumer Goods
(FMCG), Hotels, Paperboards & Packaging, Agri Business & Information
Technology. Though, cigarette business contributes more than 80% of the
profits of the company, 80% of the capital is invested in the non-tobacco
businesses.
Established in 1910 as the Imperial Tobacco Company of India Limited, the
company was renamed as the India Tobacco Company Limited in 1970 and
later to I.T.C. Limited in 1974. The periods in the name were removed in
September 2001 for the company to be renamed as ITC Limited. The company
completed 100 years in 2010 and as of 2012-13, had an annual turnover of
US$8.31 billion and a market capitalization of US$ 50 billion. It employs over
30,000 people at more than 60 locations across India and is part of Forbes
2000 list.
ITC is one of India's foremost multi-business enterprise with a market
capitalization of US $ 50 billion and Gross Sales Value of US $ 10 billion.
16. A Study on Comparative Analysis of ITC Aashirvaad Ghee and its Competitors
DVHIMSR DHARWAD Page 16
ITC is rated among the World's Best Big Companies, Asia's 'Fab 50' and the
World's Most Reputable Companies by Forbes magazine and as 'India's Most
Admired Company' in a survey conducted by Fortune India magazine and Hay
Group. ITC also features as one of world's largest sustainable value creator in
the consumer goods industry in a study by the Boston Consulting Group. ITC
has been listed among India's Most Valuable Companies by Business Today
magazine. The Company is among India's '10 Most Valuable (Company)
Brands', according to 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.
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. As one of India's most valuable and respected
corporations, ITC is widely perceived to be dedicatedly nation-oriented.
ITC's Agri-Business is one of India's largest exporters of agricultural products.
ITC is one of the country's biggest foreign exchange earners ($ 3.2 billion in
the last decade). The Company's 'e-Choupal' initiative is enabling Indian
agriculture significantly enhance its competitiveness by empowering Indian
farmers through the power of the Internet. This transformational strategy,
which has already become the subject matter of a case study at Harvard
Business School is expected to progressively create for ITC a huge rural
distribution infrastructure, significantly enhancing the Company's marketing
reach.
ITC's wholly owned Information Technology subsidiary, ITC InfoTech India
Ltd, provides IT services and solutions to leading global customers. ITC
InfoTech has carved a niche for itself by addressing customer challenges
through innovative IT solutions.
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Its beginnings were humble. 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
Rs310,000. This decision of the Company was historic in more ways than one.
It was to mark the beginning of a long and eventful journey into India's future.
The Company's headquarter building, 'Virginia House', which came up on that
plot of land two years later, would go on to become one of Kolkata's most
venerated landmarks. The Company's ownership progressively indianised, and
the name of the Company was changed to ITC 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. The Company now stands
rechristened 'ITC Limited'.
Though the first six decades of the Company's existence were primarily
devoted to the growth and consolidation of the Cigarettes and Leaf Tobacco
businesses, the Seventies witnessed the beginnings of a corporate
transformation that would usher in momentous changes in the life of the
Company.
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'. The objective of ITC's entry into the hotels
business was rooted in the concept of creating value for the nation. ITC chose
the hotels business for its potential to earn high levels of foreign exchange,
create tourism infrastructure and generate large scale direct and indirect
employment. Since then ITC's Hotels business has grown to occupy a position
of leadership, with over 100 owned and managed properties spread across
India.
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In 1979, ITC entered the Paperboards business by promoting ITC
Bhadrachalam Paperboards Limited, which today has become the market
leader in India. Bhadrachalam Paperboards amalgamated with the Company
effective March 13, 2002 and became a Division of the Company,
Bhadrachalam Paperboards Division. In November 2002, this division merged
with the Company's Tribeni Tissues Division to form the Paperboards &
Specialty Papers Division. ITC's paperboards' technology, productivity,
quality and manufacturing processes are comparable to the best in the world. It
has also made an immense contribution to the development of Sarapaka, an
economically backward area in the state of Andhra Pradesh. It is directly
involved in education, environmental protection and community development.
In 2004, ITC acquired the paperboard manufacturing facility of BILT
Industrial Packaging Co. Ltd (BIPCO), near Coimbatore, Tamil Nadu. The
Kovai Unit allows ITC to improve customer service with reduced lead time
and a wider product range.
In 1985, ITC set up Surya Tobacco Co. in Nepal as an Indo-Nepal and British
joint venture. Since inception, its shares have been held by ITC, British
American Tobacco and shareholders in Nepal. In August 2002, Surya Tobacco
became a subsidiary of ITC Limited and its name was changed to Surya Nepal
Private Limited (Surya Nepal).
In 1990, ITC acquired Tribeni Tissues Limited, a Specialty paper
manufacturing company and a major supplier of tissue paper to the cigarette
industry. The merged entity was named the Tribeni Tissues Division (TTD).
To harness strategic and operational synergies, TTD was merged with the
Bhadrachalam Paperboards Division to form the Paperboards & Specialty
Papers Division in November 2002.
Also in 1990, leveragingitsagri-sourcing competency, ITC set up the Agri-
Business Division for export of agri-commodities. The Division is today one
ofIndia's largest exporters. ITC's unique and now widely acknowledged e-
Choupal initiative began in 2000 with soya farmers in Madhya Pradesh. Now
it extends to 10 states covering over 4 million farmers. ITC's first rural mall,
christened 'ChoupalSaagar' was inaugurated in August 2004 at Sehore. On the
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rural retail front, 24 'ChoupalSaagar' are now operational in the 3 states of
Madhya Pradesh, Maharashtra and Uttar Pradesh.
In 2000, ITC forayed into the Greeting, Gifting and Stationery products
business with the launch of Expressions range of greeting cards. A line of
premium range of notebooks under brand “Paper craft” was launched in 2002.
To augment its offering and to reach a wider student population, the popular
range of notebooks was launched under brand “Classmate” in 2003.
“Classmate” over the years has grown to become India’s largest notebook
brand and has also increased its portfolio to occupy a greater share of the
school bag. Years 2007- 2009 saw the launch of Children Books, Slam Books,
Geometry Boxes, Pens and Pencils under the “Classmate” brand. In 2008, ITC
repositioned the business as the Education and Stationery Products Business
and launched India's first environment friendly premium business paper under
the “Paper craft” Brand. “Paper craft” offers a diverse portfolio in the
premium executive stationery and office consumables segment. Paper craft
entered new categories in the office consumable segment with the launch of
Text liners, Permanent Ink Markers and White Board Markers in 2009.
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 Club life 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. To mark the occasion, ITC launched
a special 'Celebration Series', taking the event forward to consumers. In 2007,
the Company introduced 'Miss Players'- a fashion brand in the popular
segment for the young woman.
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. Today ITC InfoTech is one of India’s
fastest growing global IT and IT-enabled services companies and has
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established itself as a key player in offshore outsourcing, providing outsourced
IT solutions and services to leading global customers across key focus
verticals - Manufacturing, BFSI (Banking, Financial Services & Insurance),
CPG&R (Consumer Packaged Goods & Retail), THT (Travel, Hospitality and
Transportation) and Media & Entertainment.
ITC's foray into the Foods business is an outstanding example of successfully
blending multiple internal competencies to create a new driver of business
growth. It began in August 2001 with the introduction of 'Kitchens of India'
ready-to-eat Indian gourmet dishes. 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. In just
seven years, the Foods business has grown to a significant size with over 200
differentiated products under six distinctive brands, with an enviable
distribution reach, a rapidly growing market share and a solid market standing.
In 2002, ITC's philosophy of contributing to enhancing the competitiveness of
the entire value chain found yet another expression in the Safety Matches
initiative. ITC now markets popular safety matches brands like iKno,
Mangaldeepa, Aim, Aim Mega and Aim Metro.
ITC's foray 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 (InizioHomme) 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
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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.
Products and brands
Foods:
ITC's major food brands include Kitchens of India; Aashirvaad, B natural,
Sunfeast, Candyman, Bingo! and Yippee!. ITC is India's largest seller of
branded foods with of over Rs. 4,600 crore in 2012-13. It is present across 6
categories in the food business including, snack foods, ready-to-eat meals,
fruit juices, dairy products and confectionary.
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Other businesses
Personal care :
Personal care products include perfumes, haircare and skincare categories.
Major brands are Fiama Di Wills, Vivel, Essenza Di Wills, Superia and
Engage.
Stationary:
Brands include Classmate, PaperKraft and Colour Crew. Launched in 2003,
Classmate went on to become India's largest notebook brand in 2007.
Hotels:
ITC's Hotels division (under brands including WelcomHotel) is India's second
largest hotel chain with over 90 hotels throughout India. ITC is also the
exclusive franchisee in India of two brands owned by Sheraton International
Inc. Brands in the hospitality sector owned and operated by its subsidiaries
include Fortune Park Hotels and WelcomHeritage Hotels.
Cigarettes
ITC Ltd sells 81% of the cigarettes in India, where 275 million people use
tobacco products and the total cigarette market is worth close to $11 billion
(around Rs. 757399.4 million)
ITC's major cigarette brands include Wills Navy Cut, Gold Flake Kings, Gold
Flake Premium lights, Gold Flake Super Star, Insignia, India Kings, Classic
(Verve, Menthol, Menthol Rush, Regular, Citric Twist, Ice Burst, Mild &
Ultra Mild), 555, Silk Cut, Scissors, Capstan, Berkeley, Bristol, Lucky Strike,
Players, Flake and Duke & Royal.
Safety Matches and Agarbattis: Ship, i Kno and Aim brands of safety
matches and the Mangaldeep brand of agarbattis (Incense Sticks).
Paperboard: Products such as specialty paper, graphic and other paper are
sold under the ITC brand by the ITC Paperboards and Specialty Papers
Division like Classmate product of ITC well known for their quality .
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Packaging and Printing: ITC's Packaging and Printing division operates
manufacturing facilities at Haridwar and Chennai and services domestic and
export markets.
Information Technology: ITC operates through its fully owned
subsidiary ITC Infotech India Limited,
Business area of the company includes:
Cigarettes
Food
Lifestyle Retailing
Personal Care
THE ITC WAY
ITC is a board-managed professional company, committed to creating
enduring value for the shareholder and for the nation. It has a rich
organizational culture rooted in its core values of respect for people and belief
in empowerment. Its philosophy of all-round value creation is backed by
strong corporate governance policies and systems.
ITC’s corporate strategies are:
1) Create multiple drivers of growth by developing a portfolio of world class
businesses that best matches organizational capability with opportunities in
domestic and export markets.
2) Continue to focus on the chosen portfolio of FMCG, Hotels, Paper,
Paperboards & Packaging, Agriculture Business and Information Technology.
3) Benchmark the health of each business comprehensively across the criteria of
Market Standing, Profitability and Internal Vitality.
4) Ensure that each of its businesses is world class and internationally
competitive.
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5) Enhance the competitive power of the portfolio through synergies derived by
blending the diverse skills and capabilities residing in ITC are various
businesses.
6) Create distributed leadership within the organization by nurturing talented and
focused top management teams for each of the businesses
Following diagram shows the key brands of ITC across
segments:-
Fig No: 1
ITC FOOD PRODUCTS
ITC's Branded Packaged Foods business is one of the fastest growing foods
businesses in India, driven by the market standing and consumer franchise of
its popular brands - Aashirvaad, Bingo! Sunfeast, Fabelle, Sunbean, Yippee!
Kitchens of India, B Natural, ITC Master Chef, Farmland, mint-o, Candyman
and GumOn. The Foods business is today represented in multiple categories in
the market - Staples, Spices, Biscuits, Confectionery & Gums, Snacks,
Noodles & Pasta, Beverages, Dairy, Ready to Eat Meals, Chocolate, Coffee
and Frozen Foods.
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ITC's uncompromising commitment to the health and safety of its consumers
ensures adherence to the highest levels of quality, safety and hygiene
standards in manufacturing processes and in the supply chain. All ITC-owned
manufacturing units are Hazard Analysis and Critical Control Point (HACCP)
certified. The quality performance of all manufacturing units is monitored
continuously online. Going beyond process control, ITC ensures that quality
standards are scrupulously adhered to while choosing ingredients that go into
the preparation of its food products.
ITC's Foods brands delight millions of households with a wide range of
differentiated, value-added products developed by leveraging ITC's in-house
R&D capabilities, relevant consumer insights, a deep understanding of the
Indian palate gained from its Hotels business, its agri-sourcing & packaging
strengths, exciting, innovative communication and an unmatched distribution
network.
The business continues to invest in every aspect of manufacturing, distribution
and marketing to ensure that it can leverage emerging opportunities and fulfill
its aspiration of being the most trusted provider of Branded Packaged Foods in
the country. ITC's Foods business also exports its products to the key
geographies of North America, Africa, Middle East and Australia.
Fig No: 2
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Products profile
Sunfeast:
In July 2003, ITC made a foray into the biscuits market by launching the
Sunfeast range of biscuits. Since then, Sunfeast biscuits have always stood for
quality and are known for offering innovative and wholesome biscuits.
Sunfeast connotes happiness, contentment, satisfaction and pleasure. Within a
span of 12 years, Sunfeast has well-established presence in almost all
categories of biscuits.
Sunfeast Biscuits straddle all segments of the market led by Dark Fantasy at
the premium end. High quality married with exciting innovations has helped
drive this category. Dark Fantasy Choco Fills has wowed the Indian consumer
with its innovative centre-filled format and high-quality packaging.
In addition, ITC has launched Sunfeast Farmlite Digestive All Good biscuit -
India's Only Digestive biscuit with No Maida & No Added Sugar. This biscuit
is made from whole wheat flour of Aashirvaad Atta which makes it naturally
rich in fibre content and brings alive ITC's commitment to provide delightful
experiences to every consumer.
Sunfeast Dark Fantasy Yumfills Cake - A delicious soft pie cake, filled with
luscious crème & enrobed generously by smooth and rich choco layer.
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AASHIRVAAD:
ITC entered the branded Atta market with the launch of Aashirvaad Atta in
May 2002 and within a short span became the number one in branded
packaged atta across the country.
'Aashirvaad' promises the Indian housewife the joy of providing her family
with the most delightful home-made rotis, made from the finest quality atta.
ITC uses the sourcing strength of its e-Choupals to buy wheat directly from
the farmers to deliver happiness to the Indian consumer - Khusiyaan Chun
chun ke (Happiness Handpicked) - Ek Vaada Sacha Sa - Shudhata Aur
Sampoornata ka ! (A True Promise of Purity and Wholesomeness.
'Aashirvaad' is made from finest quality wheat that ITC has the unique
capability to source through its e-Choupal network.
BINGO:
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Bingo! was launched in March 2007 with a wide range of exciting packaged
salted snacks. The range includes multiple flavor variants of Potato Chips &
Finger Snacks.
The brand is associated with youth, fun and excitement. It fulfils the
consumers need for variety and novelty in snacks. At present Bingo! has 4
sub-brands in its portfolio, each of which have unique values based on
consumer need differentiation.
Kitchens in India:
- Ready-to-eat gourmet cuisine Kitchens of India specialises in bringing to
life age-old Indian dishes from across the country crafted by the Master Chefs
of ITC's hotels, especially from the gourmet cuisines of Dum Pukht, Bukhara
and Dakshin. All Kitchens of India products help consumers recreate an
exclusive fine-dining experience in their own homes.
The Kitchens of India delectable treats are crafted with 100% natural
ingredients and free of any preservatives. The age-old cooking techniques
used by our Master Chefs add a unique taste that captures the essence of a
meal that is nothing short of a royal Indian treat. Kitchens of India meals are
packaged in 'keep fresh' packs, so that you can enjoy in an instant, what has
taken centuries to perfect. Kitchens of India has a strong presence in both the
Indian and overseas markets. So, no matter which part of the globe you are in,
you can always savor the taste of authentic Indian gourmet cuisine.
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Our range spans gastronomic delights of India in its entirety, from the far-
flung regions of the northwest frontier to the coastal regions of the south.
From exotic vegetarian and non-vegetarian dishes, to authentic Biryanis and
delicious halwas, Kitchens of India assures a complete dining experience.
Yippee Noodles and Pastas:
ITC entered the instant noodles segment with the launch of Sunfeast Yippee!
in 2010. The sourcing and blending expertise that has made Aashirvaad India's
No 1 branded Atta has been leveraged to create a delightful noodle block. The
block being round in shape does not need to be broken while cooking,
providing really long & slurpy noodles. A special scientific process ensures
that the noodles does not lump even 30 minutes after cooking.
Yippee! instant noodles is available in four lip smacking variants - Magic
Masala, Classic Masala, Power Up Masala and Mood Masala. Magic Masala
is a special masala created by ITC with spices and also has five different types
of dehydrated vegetables. Classic Masala is the Classical Indian Masala
flavour with a perfect blend of spices. Power Up Masala is made from whole
wheat atta and has vegetable additions in every strand. Mood Masala is a
differentiated offering with 2 Masala Mix sachets which allows you to choose
your taste every time; thus making it a perfect partner for all moods!
B NATURAL:
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ITC entered the Fruit-based juices and beverages market with the launch of B
Natural Fruit beverages in January 2015. B Natural is the only brand in India
to launch packaged fruit beverages made directly from fruit & not from
concentrate. The proposition "Made from fruit & not from concentrate" is
promoted by Mrs. Shilpa Shetty Kundra, the brand ambassador who is well
known movie star celebrity with established credentials as a Fitness and Yoga
enthusiast
B Natural's products have the goodness of fruits and are luscious, thick and
taste closest to the natural taste of fruits. B Natural portfolio currently has the
first ever 100% Pomegranate juice. In Nectars range, it currently has 12
flavors Mixed Fruit, Guava, Litchi, Pomegranate, Orange, Mango, Pineapple,
Apple, Jamun and the very regionally differentiated variants Bael for North &
East, Phalse for North & West and Punjab da Kinnow for North. B Natural
Festive Delight portfolio comprises of 6 novel packs. "Lamp of Purity" is the
first ever gift pack by B Natural which can be converted to a Lantern.
MINT-O:
ITC launched 'Mint-O Fresh' in October 2004. Its launch extended the
footprint of the 'Mint-O' brand in line with the strategy of adding excitement
and contributing to the growth of the confectionery category. 'Mint-O Fresh' is
especially targeted at the adult consumer creating a basket of mint-based
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products. Mint-O Fresh comes in an assortment of three cool and refreshing
mints with varying intensity of mints. - Max, Premium and Ultra.
Another offering in the adult mint confectionery segment is Mint-O GOL, in
the 'Chews' sub-segment. A brand for young adults, Mint-O GOL appeals to
both men and women, offering a never before "refreshing indulgence".
Yet another addition to the Mint-O portfolio is the 'Mint-O Ultramintz'- a
sugar-free extra-strong mint. Available in select markets, Mint-O Ultramintz
has received encouraging consumer response.
CANDYMAN:
ITC launched the 'Candyman' range of confectioneries in August 2002, led by
the 'Candyman Fruitee Fun' range of assorted fruit flavours ('Wild Banana',
'Pineapple Punch', 'Orange Josh' and 'Mango Delite'). The brand was further
strengthened with the launch of 'Candyman Natkhat Mango'. Candyman also
entered the coffee toffee segment with the successful launch of 'Candyman
Cofitino' in November 2005.
Candyman's new offer in 2007 was the highly successful Choco Double
eclairs which delighted the consumers with chocolate on the inside and the
outside. In line with the strategy of providing innovative flavours and formats
to consumers, Candyman Toffichoo Strawberry - a luscious fruit flavored soft
and chewy toffee - was launched in 2009. Another significant offering from
Candyman in 2013, Candyman Crème Lacto comes with a crunchy Caramel
shell filled with rich crème center.
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The launch of ‘Candyman Jellicious' in 2013 marked ITC's foray in the Jelly
segment. These pulpy fruity jellies are available in the market in strawberry,
mango and orange flavours. In 2016, ITC further strengthened its portfolio
with the launch of Jelimals that comes in an innovative MUP pack. These are
soft delicious gummy bears that come in four flavors - mango, strawberry,
orange and pineapple, aimed at providing a fun filled experience to kids.
Candyman's purpose has been to provide best in class experience to cater to
the "sweet tooth" of its consumers. Widening the scope, Candyman launched a
slew of exciting offers in 2017 that tingle the taste buds and add a zing in the
day of kids and adults alike. Tadka, spicy center-filled candies, was launched
in mango and pineapple flavours. Crunchy, the first-ever layered candy in
India, crumbles instantly into many pieces and triggers a ‘peanut' explosion in
the mouth. Clear candy - shiny, smooth and transparent candies - comes in two
exciting flavours- raw mango and ripe mango. Duochoo is a two-color, soft,
chewy toffee with the feel of rich strawberry milkshake.
Milky eclairs, launched in March 2018, provides the experience of chewing
into the soft caramel shell to reveal a delicious milky crème center.The
highlight launch of 2018 is Tadka Time: a one-of-a-kind candy in India,
extending Candyman's offerings in Multi Unit Packs. The result of top
innovation by Candyman, these soft jelly beans are coated with masala, and
come in two flavors - masala mango and masala cola. Fruity Delite, the latest
offering, is available in 3 fantastic flavours: litchi, mango, and blackcurrant in
the form of clear, glossy candies that easily glide on the tongue to give you a
delightful fruity experience.
Gumon
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ITC launched 'GumOn' Chewing Gum in September 2014. GumOn's launch marked
the entry of ITC into the category of gums. A Long Lasting Chewing gum, GumOn is
available in a refreshing Spearmint flavour and juicy Strawberry flavour. 'GumOn' is
targeted at the Teens and Young Adults offering them a chewing gum which truly
delivers on its promise of Long Lasting Flavour.
FABELLE:
Fabelle chocolates are ITC's premier offering in the luxury chocolate space.
Made from cocoas sourced from the most exotic cocoa growing regions of the
world and combined with unique ingredients, Fabelle offers an immersive and
participative chocolate experience.
Launched in April 2016, Fabelle has a range of exquisitely handcrafted boxed
chocolates such as Fabelle Elements - intricately crafted pralines inspired by
the elements of nature, Fabelle Ganache - velvety soft cubes of exotic cocoas
delicately churned with butter & fresh cream and Fabelle As Your Like It -
personalized chocolate cup creations offering myriad possibilities of fillings
and toppings, Gianduja - a nutty, melt in mouth delicacy and Single Origin
Cacaos - an assortment of 6 rich dark chocolate bars made with cocoas
sourced from 6 different countries.
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SUNBEANS:
ITC forayed into the branded coffee category in July 2016 with the launch of
Sunbean Gourmet Coffee. To the discerning coffee consumer, Sunbean
Gourmet Coffee presents exquisite blends of the choicest Indian &
international bean varietals. It is the culmination of an extensive search across
the world to select some of the finest beans which were then expertly blended
by ITC's master-blenders with beans from some of India's best coffee growing
regions to deliver an unparalleled coffee experience. Sunbean Gourmet Coffee
is available in two delightful variants - Nicamalai and Panagiri.
Sunbean Nicamalai, a blend of the choicest coffee beans from Nicaragua and
Anamalai, is a fruity-sweet aromatic coffee with a creamy expression.
Sunbean Panagiri, a blend of selected coffee varietals from Panama and Baba
Budangiri, is an intensely fragrant coffee with a pleasant roasted nutty taste
and a hint of chocolate.
Sunbean Gourmet Coffee is available in ITC luxury collection hotels across
the country and can also be purchased at select modern trade outlets and on e-
commerce portals.
COMPETITORS OF ITC’S FOOD PRODUCTS
1) HUL
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Hindustan Unilever Limited (HUL) is the largest Fast Moving Consumer
Goods Company located in India. It has a rich 80 years of legacy in this field.
Almost, nine out of ten Indian households make use of the products of HUL.
The company works daily for a better future to make people feel and look
good with their various brands and services. The main product includes
cleaning agents, food products, personal care products, and water purifiers.
It has about 35 brands which span across 20 distinct categories like detergents,
soaps, skin care, deodorants, tea, coffee, ice cream, packaged food, and many
more. The main strength of this company is its innovation. The company’s
research center continuously works and develops innovative products which
make HUL lead the consumer goods market. As HUL is considered as
a market leader in consumer goods, it is indeed a top ITC competitor.
2) NESTLE
Nestle is a food processing industry located in Switzerland. Established in the
year 1866, Nestle is the largest food company in the world based on revenue.
The various products of Nestle include medical food, baby food, breakfast
cereals, bottled water, tea, coffee, dairy products, confectionery, frozen food,
ice cream, snacks, and pet foods.
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The company has about eight factories and many co-packers. It is a lively
company which provides their consumers with various products of global
standards. The company has about 200 brands that range from global to local
ones and their products are available in almost 191 countries. The research
and development center of Nestle is the world’s largest food and nutrition
research organization. Due to their broad portfolio of products, Nestle is
considered a top ITC competitor.
3) DANONE
A popular French food product company, Danone is based out in Paris. It
operates in food and beverage industry worldwide. The company has their
business operations through their four segments, EDP Norma,
EDP International, Waters, and Specialized Nutrition.
It offers various products like Yogurt, almond and soy milk, ice creams,
powdered proteins, and many more. The company also provides oral and tube
feeding products which are used for the nutritional treatment of babies and
children; hypoallergenic products, liquid oral nutritional supplements for
babies and children.
The products by Danone are produced using superior quality rawmaterials
and processes. Danone’s yogurt has a top selling product and it has a good
record of health benefits. Due to their products in various categories, Danone
is considered a top ITC competitor.
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Awards
ITC won the Legal Era Award for the ‘Best Compliance In-House Legal Team of
the Year’.
ITC’s Sankhya Data Centre, Bangalore became the first data centre in the
world to get LEED® Platinum Certification from the US Green Building
Council.
ITC’s production units at Bangalore, Kolkata and Saharanpur received the
‘Future Ready Factory’ Platinum Awards at the India Manufacturing
Excellence Awards (IMEA) instituted by Frost & Sullivan and The Economic
Times. The Pune factory was the Winner in the ‘Information Technology
Leadership’ category.
The ITC factory in Munger received the 1st prize at the FICCI Water Awards
(Industrial Water Use Efficiency category) 2014-15.
ITC’s Agri Business won 2 Gold awards for Best Exporter of Green Coffee and
for exports to Europe from the India Coffee Trust.
Wills Lifestyle was conferred the “Super Brand” status for 2015.
Harvard Business Review ranked ITC Chairman Mr Y C Deveshwar as the 7th
Best Performing CEO in the World in its January-February 2013 edition.
ITC was presented the World Business and Development Award at the Rio+20
UN Summit for its Social and Farm Forestry initiative (2012).
ITC was presented the AIM Asian CSR Award by the Asian Forum on
Corporate Social Responsibility (AFCSR), in recognition of its contribution to
the creation of sustainable livelihoods and fostering economic growth in rural
communities in India (2012).
Chairman Mr Y C Deveshwar was conferred the Padma Bhushan by the
Government of India (2011).
ITC Hotels the ‘Greenest Luxury Hotel Chain in the World’ (2011).
ITC was conferred the National Award for Excellence in Corporate
Governance from the Institute of Company Secretaries of India (2007).
ITC was the 1st Indian Company and 2nd in the world to win the
Development Gateway Award for its trailblazing e-Choupal initiative (2005).
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ORGANIZATION STUDY
Date of Establishment
24-08-1910
Revenue
60,493 Crore (US$8.8 billion) (2017)
Net income 10,471 Crore(US$1.5 billion) (2017)
Carporate Address
Virginia House,37, Jawaharlal Nehru Road, Kolkata
700071, West Bengal.
Website: www.itcportal.com
Chairperson Sanjiv Puri
Business Operation Cigarettes/ Tobacco
Background
ITC ltd was incorporated on August 24, 1910, under the
name Imperial tobacco Company of India ltd. To make
cigarettes and tobacco. In 1975, the company entered
the hospitality business with the acquisition of ITC
Welcomegroup Hotel chola.
Financials
Total Income – Rs. 381208.5 Million
Net profit – Rs. 96077.3 Million
Company Secretary Sri.Biswa Behari Chatterjee
Auditors Deloitte Haskins & Sells
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KEY EXECUTIVES:
Sl. No Name Designation
1 Mr. Sanjiv Puri Chairman
2 Mr. Biswa Behari Chatterjee Company Secretary
3 Mr. Nakul Anand Executive Director
4 Mr. Suryakant Balkrishna Mainak Non Executive Director
5 Mr. Krishnamoorthy Vaidyanath Non Executive Director
6 Mr. Anil Baijal
Non Executive &
Independent Director
7 Mrs. AV Girija Kumar Non Executive Director
8 Mr. Shilabhadra Banerjee
Non Executive &
Independent Director
9 Mr. Sunil Behari Mathur
Non Executive &
Independent Director
10 Mrs. Meer Shankar
Executive & Independent
Director
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ITC’s Ghee Product profile
Fig No: 3
Aashirvaad Svasti Ghee is the first product from ITC's dairy portfolio. In
India, different kinds of ghee exist, catering to the regional taste palates. ITC's
Aashirvaad Svasti Ghee is an outcome of R&D at the ITC Life Sciences and
Technology Centre, Bangalore, which studied these different regional profiles
of ghee, to craft out superior regional variants for the consumers.
Pure Cow Ghee variant has been recently launched in Bangalore. It is made
from pure cow's milk which is procured using ITC's own milk sourcing
network. Special infrastructure has been developed & deployed to segregate
cow and buffalo milk at the source and along the procurement network.
The milk goes through stringent quality tests before reaching ITC's own state
of the art manufacturing facility at Munger, Bihar, where best in class
manufacturing practices are deployed to manufacture this ghee.
Furthermore, Aashirvaad Svasti Ghee is made using a special SloCook process
that enhances its natural aroma, giving it a distinct flavor profile. With its
wonderful aroma, rich granular texture and consistent quality, Aashirvaad
Svasti Ghee is a must have in every household. Packed in convenient pack
formats - Uniquely shaped PET jars and refill pouches, Aashirvaad Svasti
Ghee is available in different pack sizes. Jars are available in sizes of 200ml,
500ml and 1 Ltr packs. Refill pouches are available in 50ml, 100ml, 200ml
and 500ml packs.
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HUBLI CIGARETTE AGENCY - ADMINISTRATION
CHART
Chart No.1
Hubli Cigarette Agency
CIGARETTE
DEVISION
Hubli Cigarette
Agency
FOOD DEVISION
Mahendrakar
Agency For
Cadbury India Ltd.
Logistics office for
the ITC products
Logistics office
for the Cadbury
products
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ABOUT THE DISTRIBUTER: “HUBLI CIGARETTE
AGENCY”
The Hubli Cigarette Agency has the organization structure as maintained
bellow. There is three sections in order to make the all functions on time. Like
1) Hubli Cigarette Agency-Cigarette division handles with all administration and
the stock point for the ITC cigarette products. And computer billing section
and cash collection section is come in this division.
2) Hubli Cigarette Agency-Food division handles with all type of activities which
is going to help for the sales departments. In this division the sales persons are
given training and targets for the months. And their monthly reports are kept
for further sales analysis. And for the food products stock point is show in the
organization structure.
3) Then we have the Mahendhrakar agency for Cadbury section. In this section
all entire north Karnataka Cadbury sales reports. And accounts which are
related to Cadbury are kept. The Mahendhrakar agency is the Super-stockiest
for Cadbury India Ltd., for entire north Karnataka.
4) Then we have the logistics offices for maintaining the ITC food products. In
order to make sure that supply has to happen on time without any delay. In
order to fulfill this, the Hubli cigarette agency has following some
management roles. They are following the FIFO (First in First Out) method
for supplying the products. And placing the order to the company C&F will be
based on the past performance and feature demand they will place the order to
C&F.
5) Lastly we have the Cadbury logistics division. In this the all kinds of Cadbury
products are kept according to the marks. And they are also provided Air
condensational room for cold storage
.
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SWOT ANALYSIS:
Strengths:
Strong Brands in various businesses: ITC is a strong house of brands with
most of its products leading the segments in which they operate.
ITC owns some of the most popular cigarette brands like gold flake and
Classic. It also owns Sunfeast, which is amongst the top selling biscuits in
India.
Similarly, Aashirvaad, Yippee!, Engage, John Players and Bingo are also
amongst the market leader in their respective categories. ITC’s hotel and
property businesses are also doing well.
ITC has successfully utilised the strengths of existing business to foray into a
newer products or categories. ITC leveraged the strong distribution system of
cigarette brands to create a channel for its FMCG products.
Weaknesses:
High Proportion of revenues from Tobacco products: ITC has been
continuously making efforts to divert the FMCG business from over
dependence on tobacco products and have been successful in doing so to an
extent. But, tobacco products remain to be the major source of the revenue
contributing more than 60% of the total revenue from FMCG businesses.
Association with Tobacco Products affects the image: ITC has made a lot
of efforts to improve its corporate image but the fact that ITC has many
tobacco products in its portfolio impacts its corporate image.
An increase in Tax on Tobacco affects revenue: Due to the increase in
taxation on tobacco products, the prices and hence revenues get affected.
Hotel industry has not been able to create a huge market share.
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Opportunities:
Growth in Purchasing power and improving lifestyle: ITC should tap on
the increasing purchasing power and improving the lifestyle of customers in
India. This could help in increasing revenue for all its businesses.
Tap opportunities created in the Rural Market: The growing rural market
in India and other emerging nations create huge opportunities to improve the
bottom-line of the company.
Strategic Acquisitions: ITC should continue making the strategic acquisition
like they have done in the past by acquiring Savlon from Johnson & Johnson
and B Natural from Balan natural Foods. Keeping in mind that the product fits
into the existing distribution network, ITC can look to increase its portfolio of
products and expand its Non-Tobacco FMCG business and thereby
strengthening the base of revenue.
Growing Personal Hygiene as well as Food processing Industry in India:
ITC should utilise its distribution channel in Personal Hygiene and Food
Processing Industry to capitalise on the growth in the categories and hence
increase revenue
Threats:
Intensifying Competition in FMCG businesses: ITC faces intense
competition in its FMCG business from large MNCs like HUL and P&G and
Indian FMCGs like Patanjali and Dabur. This limits the market share for ITC.
Strict Regulations and Increasing Taxation in Cigarette Business: The
Tobacco and Cigarette Industry in India continue to be targeted by strict
government regulations and taxation system. This possesses a threat to the
highly profitable Cigarette business of ITC.
Increasing awareness on health: There has been an increase in the health
consciousness which has resulted in the decrease in demand for tobacco
products in India. Also, anti-smoking campaigns throughout the country affect
the sales of cigarettes.
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THEORETICAL BACKGROUND
Distribution channel
The path through which goods and services travel from the vendor to the
consumer or payments for those products travel from the consumer to the
vendor. A distribution channel can be as short as a direct transaction from the
vendor to the consumer, or may include several interconnected intermediaries
along the way such as wholesalers, distributors, agents and retailers. Each
intermediary receives the item at one pricing point and movies it to the next
higher pricing point until it reaches the final buyer. Coffee does not reach the
consumer before first going through a channel involving the farmer, exporter,
importer, distributor and the retailer.
Channel management
The process by which a producer or supplier directs marketing activity by
involving and motivating parties comprising its channel of distribution.
Channel partner
An individual or business that sells products or services on behalf of primary
or. Examples of channel partner types might include: consultants, value added
resellers, system integrators, managed service providers and
Supply chain stages
• Customers
• Retailers
• Wholesales/distributors
• Manufacturers/ Plants
• Component/raw material suppliers
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Channel functions
Chart no.2
RETAIL INDUSTRY
Retail is the process of selling consumer goods and/or services to customers
through multiple channels of distribution to earn a profit. Demand is created
through diverse target markets and promotional tactics, satisfying consumers'
wants and needs through a lean supply chain.
Retail outlet
A store that sells smaller quantities of products or services to the general
public, A business that operates as a retail outlet will typically buy goods
directly from manufacturers or wholesale suppliers at a volume discount and
will then mark them up in price for sale to end consumers. Retailers buy goods
in large quantities from manufacturers or importers, either directly or through
Distribution
Channel
Functions
Risk Taking
Information
Promotion
Physical
Distribution
Negotiation
Marketing
Contact Financing
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a wholesaler, and then sell smaller quantities to the end-user. It arrange goods
in their finished state to be sold to the customer who are prepared to pay for
the pleasure of eating, wearing or experiencing particular products .
The Best suitable retail outlets for selling ITC products
Department store
Department stores are very large stores offering a huge assortment of "soft"
and "hard" goods which often bear a resemblance to a collection of specialty
stores. A retailer of such store carries a variety of categories and has a broad
assortment of goods at an average price. They offer considerable customer
service.
Discount store
Discount stores are often able to drop their prices due to efficient distribution
methods. Many of the largest discount stores are also chain stores, and include
Wal-Mart, Target, and K-Mart. Furthermore, many of these discount stores
could also be categorized as big-box stores as they grow to include more and
more products sometimes even including a large grocery section
Warehouse store
Warehouses that offer low-cost, often high-quantity goods piled on pallets or
steel shelves; warehouse clubs charge a membership fee.
Variety store
Variety stores offer extremely low-cost goods, with a vast array of selection.
The downfall to this is that the items are not very high quality.
Demographic
Retailers that aim at one particular segment (e.g., high-end retailers focusing
on wealthy individuals)
Mom-And-Pop
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A small retail outlet owned and operated by an individual or family. It focuses
on a relatively limited and selective set of products.
General store
A general store is a rural store that supplies the main needs for the local
community.
Convenience store
A convenience store provides limited amount of merchandise at more than
average prices with a speedy checkout. This store is ideal for emergency and
immediate purchase consumables as it often works with extended hours,
stocking every day.
Hypermarkets
It provides variety and huge volumes of exclusive merchandise at low
margins. The operating cost is comparatively less than other retail formats.
Supermarket
A large store that sells a variety of food and household items to customers
E- tailer
The customer can shop and order through the internet and the merchandise is
dropped at the customer's doorstep or an e-tailor. Here the retailers use drop
shipping technique. They accept the payment for the product but the customer
receives the product directly from the manufacturer or a wholesaler. This
format is ideal for customers who do not want to travel to retail stores and are
interested in home shopping.
RESEARCH DESIGN
NEED FOR THE STUDY
The ITC‘s Food Products are sold through retailers and wholesalers in Hubli City.
The study is on Comparative Analysis of ITC Aashirvaad svasti ghee and its
competitors in Hubli-Dharwad city. As per my project, title is to know the
effective distribution from the outlet retailers. The projects is a study on
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Aashirvaad svasti Ghee product of ITC because the Aashirvaad svasti ghee have a
sales volume which is low in market so the project is being undertaken to know
that there is any distribution problems or customers problems towards the ITC‘s
Ghee product in the market.
STATEMENT OF THE PROBLEM
ITC is one of the biggest FMCG Company in India. ITC FMCG has been
aggressive in recent past towards diversifying its FMCG division as to reduce its
dependency on cigarette division. Food as a division is comparatively new for
ITC and the company wants to establish a strong foot hold in the current highly
competition Food sector through strengthening its channel of distribution.
Considering the same ITC distribution at Hubli has been in line with company
vision out is keen to understand the retailer‘s satisfaction towards its channel
services been provided.
TITLE OF THE PROJECT
“A Study on comparative analysis of ITC with special
reference to Aashirvaad Ghee in Hubli-Dharwad City”
OBJECTIVE OF THE STUDY:
1. To Study and understand the preference of Retailers of ITC Products.
2. To Study the analyses the service provided by ITC.
3. To Study the channel wise Behavior in terms of Product moment specially
with Aashirvaad svasti ghee.
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RESEARCH METHODOLOGY
RESEARCH DESIGN
The study was based on both primary and secondary data. The primary data
was collected through printed questionnaires consisting of following
categories.
Dichotomous Questions.
Completely Structured questions
Using this data measurement technique, the information was collected by
personal interviews.
The secondary data was collected through company manuals, brochures and
website of the company, trade and other public domain, referred journals
discussions with company guide.
The collected data was processed by using SPSS Software.
Sampling Design
The sample selected for survey was purely Non-probability, Convenience
sample.
Sampling plan
Sampling unit: Retailers
Sampling Method: Non-probability, Convenience Sampling.
Sampling Size: 150 Respondents
Sampling Plan: Structured Questionnaire Method.
Sampling Area: Hubli-Dharwad city
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Tools and Techniques of Data Collection
The above mentioned sampling units were interviewed personally i.e., face to
face interviews were done.
Questionnaire was used for data collection from Wholesalers & retailers, in
order to form the effective sales and distribution to the company.
SCOPE OF THE STUDY:
The scope of project study by the researcher is mainly focused on the
understanding of the Retailer perception & dissatisfaction. The information,
which was gathered from the project study, makes the project more useful by
developing the needed information for internal company records. This
information also proves useful to managers in the right form at the right time
in order to help them for better marketing decisions.
To achieve the goals of a business, the company has to monitor the market
situation on a regular basis to be updated on the market trends. Thus the
survey has a great scope both for the company as well as the Brand.
Limitation of the study
1. The duration of the project was limited for only 2 months
2. The geographical area for the study is limited to Hubli-Dharwad cities only
3. The report is confined to the concept of marketing management only
4. The sample for the study is limited to 150 samples only
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DATA ANALYSIS AND INTERPRETATION
Table no.1 Representing the types of Outlets
Sl.
No Particulars No of Respondents Percentage
1 Departmental Store 4 2.7
2 Wholesaler 1 0.7
3 Retail Shop 145 96.7
Total 150 100
Graph No.1 Representing the types of Outlets
INTERPRETATION:
From the above graph, it can be interpreted that retailers are dealing more in
ITC products than the competitors in Hubli city. In terms of total constitution
of the samples considered 96.7% of the retailers, 0.7% of Wholesalers and
2.7% Departmental Store considered are dealing with ITC range of products.
It is because in the Hubli city more number of retail outlets are there & the
company is providing sufficient margin and the company‘s delivery time is
also good. it is evident that the penetration of ITC is more in case of retail
outlet than wholesale outlet and Departmental Store.
3% 1%
96%
Type of Outlets
Departmental Store
Wholesaler
Retail Shop
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Table 2: Representing the total turnover of outlet per
month
Graph 2: Representing the total turnover of outlet per month
INTERPRETATION: From the above graph, it can be interpreted that 56%
Outlets sales Turnover is Around Rs. 20,000-Rs. 50,000.
38% of Outlets sales turnover is Rs.50,000 -Rs.1,00,000
3% of outlets are less than Rs. 20,000 Sales turnover
3% of outlets are more than Rs. 1,00,000 Sales Turnover .
3%
56%
38%
3%
Turnover of Outlets
Rs.10,000 - Rs.20,000
Rs.20,000- Rs.50,000
Rs.50,000 - Rs.1,00,000
More than Rs.1,00,000
total turnover of outlet per month
SI.
No particulars
No of
Respondents Percent
1 Rs.10,000 - Rs.20,000 5 3.3
2 Rs.20,000- Rs.50,000 84 56
3 Rs.50,000 - Rs.1,00,000 57 38
4 More than Rs.1,00,000 4 2.7
Total 150 100
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Table No 3. Representing the total turnover of ghee in outlets
total turnover of ghee in outlet
Sl.No Particulars No of Respondents Percentage
1 below Rs.5,000 126 84
2 Rs.5,000 to Rs.10,000 21 14
3 Rs.10,000 to Rs.30,000 3 2
Total 150 100
Graph No.3 Representing the total turnover of outlet per month
INTERPRETATION:
In the above graph it can be interpreted that Monthly sales Turnover of Ghee
as per the retailers information the Ghee sales is low as compare to the other
Products. As per the survey 84% retailers turnover of ghee is below 5,000/- .
14% of big Retailer shops ghee Turnover is 5,000 to 10,000 and Rest of
Departmental Store and wholesale store turnover of ghee is more Then
10,000/-
84%
14%
2%
Turnover of Ghee in Outlets
below Rs.5,000
Rs.5,000 to Rs.10,000
Rs.10,000 to Rs.30,000
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Table No.4 Representing the ghee brands in Respective outlets
Ghee brands in Respective outlets
SI. No Particular
No of
Respondents Percent
1 ITC 36 14%
2 GRB 71 28%
3 Nandini 60 24%
4 Patanjali 4 2%
5 Aditya 26 10%
6 Shri Krishna 21 8%
7 other 34 14%
Total 252 100%
Graph No.4 Representing the ghee brands in Respective
outlets
INTERPRETATION:
In above graph it can be interpreted that highest stock of Ghee’s in
Respective Outlets is GRB(28%). Then second Highest is Nandini (24%), And
Other Ghee companies like ITC (14%), Others (local Ghee brand) (13%),
Aditya(10%), Shri Krishna(8%), least of Patanjali(2%).
0%
5%
10%
15%
20%
25%
30%
ITC GRB Nandini Patanjali Aditya Shri
Krishna
other
14%
28%
24%
2%
10%
8%
14%
Series2
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Table No.5 Representing the Customers are aware of ITC
Aashirvaad svasti ghee
G
r
a
p
h
No. 5 Representing the Customers are aware of ITC
Aashirvaad svasti ghee
INTERPRETATION:
In above graph it can be interpreted that only 40% customers are aware of
Aashirvaad svasti Ghee.
Rest of 70% customers not aware of Aashirvaad swasti ghee because lack of
advertisement, product visibility, lack of Promotion so on.
60%
40%
Customers are aware of ITC Aashirvaad svasti ghee
yes
No
Si.
No Particulars No. of Respondents Percentage
1 yes 46 30.7
2 No 104 69.3
Total 150 100
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Table No.6 Representing the reasons of not aware of ITC ghee
reasons of not aware of ITC ghee
Si.
No particulars No of Respondents Percentage
1 lack of product visibility 24 16
2 lack of advertisement 64 42.7
3
lack of sale team support from
company 17 11.3
4 Improper service from company 2 1.3
5 No response 43 28.7
Total 150 100
Graph No. 6 Representing reasons of not aware of ITC ghee
INTERPRETATION: In above graph it can be interpreted that 43% people
not Aware about ITC Ghee Because of Lack of Advertisement.
16% People not aware because lack of product visibility.
11% People are not aware because Lack of sale team support from company
1% people says Improper Service from company.
16%
43%11%
1%
29%
Reasons of not aware of ITC ghee
lack of product visibility
lack of advertisement
lack of sale team support
from company
Improper service from
company
No response
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Table No.7 representing the maintain the stock of ITC
Aashirvaad svasti ghee
maintain the stock of ITC Aashirvaad svasti ghee
SI. No Particulars No of Respondents Percentage
1 Yes 46 30.70%
2 No 103 68.70%
3 No Response 1 0.70%
Total 150 100%
Graph No. 7 Representing the maintain the stock of ITC
Aashirvaad svasti ghee
INTERPRETATION:
From the above graph, it can be interpreted that 31% of the retailers are selling
ITC Aashirvaad svasti Ghee in Outlets. Rest of 69% of the Retailers are not
maintaining stock of Aashirvaad svasti ghee in their outlets.
As per the data, it is evident that the More Number of retailers are not
maintaining the stock of ITC Ghee Because of improper Service from
company and Still not approach to these outlets to promote Aashirvaad ghee
and Increase the sale of ghee.
31%
69%
0%
maintain the stock of ITC Aashirvaad svasti ghee
Yes
No
No Response
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Table No.8 Representing the Reasons for not stocking of ITC
ghee in outlet
Reasons for not stocking of ITC ghee in outlet
SI.
No Particulars No of Respondents Percentages
1 No consumer Demand 80 53%
2 High in price 5 3%
3 Less in margin 6 4%
4 company not Approach 15 10%
5 No Response 44 30%
Total 150 100%
Graph No.8 Representing the Reasons for not stocking of ITC
ghee in outlet
INTERPRETATION:
From the above graph, it can be interpreted that Retailers not stocking
Aashirvaad ghee because 80% Retailers say No one consumer Demand to the
ITC ghee.
10% Retailers are say that still Company not approach to promote ghee or
order taking from Retailer.
0%
10%
20%
30%
40%
50%
60%
No consumer
Demand
High in price Less in margin company not
Approach
No Response
53%
3% 4%
10%
29%
Percentage
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Table No.9 Representing the customer intuition on ITC Aashirvaad
swasti ghee
SI.NO Particulars colour packaging
Packet
size pricing quality
Smell
and
Taste Total
1 Reasonable 2% 6% 4% 4% 4% 4%
2 Moderate 52% 31% 33% 25% 21% 50% 35%
3 High 40% 57% 58% 73% 71% 46% 57%
4 Very High 6% 6% 5% 2% 4% 4%
Total 100% 100% 100% 100% 100% 100% 100%
Graph No.9 Representing the customer intuition on ITC
Aashirvaad swasti ghee
INTERPRETATION:
In the above graph it can be interpreted that the Majority of the retailers (52%)
have rated the colour of Aashirvaad ghee is moderate.57% of Retailers rated
High in packaging Because of ITC ghee company packing is good. 58% of
Retailers are rated High in Pocketsize .73% Retailers rated High in price
because rest of ghee brands are in low price compare to Aashirvaad svasti
ghee (exclude GRB).71% majority of Retailers say quality of Aashirvaad ghee
is high Because brand loyalty. 46% of retailers are rated moderate in smell and
Taste .
0%
20%
40%
60%
80%
2% 6% 4% 4% 4%
52%
31% 33%
25% 21%
50%
40%
57% 58%
73% 71%
46%
6% 6% 5% 2% 4%
Reasonable Moderate High Very High
61. A Study on Comparative Analysis of ITC Aashirvaad Ghee and its Competitors
DVHIMSR DHARWAD Page 61
Table No.10 Representing the Association with ITC company
Association with ITC company
SI. No Particulars No of Respondents Percentages
1 1-2 years 13 9%
2 2-5 years 69 46%
3 5-10 years 50 33%
4 More than 10 years 6 4%
5 No Response 12 8%
Total 150 100
Graph No.10 Representing the Association with ITC company
INTERPRETATION:
In the above graph it can be interpreted that 46% Retailers are associated with
ITC company because of good Service from distribution channel and maintain
good relationship with Retailers. 33% of Retailers are associated 5-10 Years to
maintain good relationship and loyal to the Retailers. 9% Retailers are recently
started the business to associated with company to increase the sales of
products and profit to their outlets. Rest of 4% Retailers are old customers to
the ITC company long years ago .
9%
46%
33%
4% 8%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
1-2 years 2-5 years 5-10 years More than 10
years
No Response
percentage
Association with ITC company
62. A Study on Comparative Analysis of ITC Aashirvaad Ghee and its Competitors
DVHIMSR DHARWAD Page 62
Table No.11 Representing the more profit margin ghee
companies
SI. N0 Particulars No of Respondents Percentages
1 ITC 7 5%
2 GRB 42 28%
3 NANDINI 38 25%
4 ADITYA 8 5%
5
SHRI
KRISHNA 6 4%
6 OTHERS 21 13%
7 All Equal 28 19%
Total 150 100%
Graph No.11 Representing the more profit margin ghee
companies
INTERPRETATION:
From the above graph it can be interpreted that GRB(28%) is the most
preferred company while considering margin payout being given to retailers
are over and above company‘s such as Nandini (25%), other local
-
10
20
30
5%
28% 25%
5% 4%
13%
19%
63. A Study on Comparative Analysis of ITC Aashirvaad Ghee and its Competitors
DVHIMSR DHARWAD Page 63
brands(13%), ITC(5%), while Aditya (5%) and Shri Krishna(4%) are giving
less margins respectively.
(19%) of Retailers say all ghee brands are Equal margin.
Table No.12 representing the perception of ITC ghee
Regarding price compare to other ghee brands
perception of ITC ghee Regarding price compare to other ghee brands
Sl.No particulars Aditya GRB Nandini Patanjali Revati
Shri
Krishna Total
1 High 72% 6% 96% 82% 83% 87% 71%
2 Equal 28% 35% 4% 19% 17% 13% 19%
3 Low 0% 59% 0% 0% 0% 0% 10%
Total 100% 100% 100% 100% 100% 100% 100%
Graph No.12 Representing the perception of ITC ghee
Regarding price compare to other ghee brands
INTERPRETATION:
From the above graph it can be interpreted that Majority of the Retailers
(72%) rated Aashirvaad ghee Price is higher than Aditya ghee. Majority of the
Retailers (59%) rated Aashirvaad ghee is lower price than GRB. Rest of
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Aditya GRB Nandini Patanjali Revati Shri Krishna
72%
6%
96%
82% 83%
87%
28%
35%
4%
19% 17%
13%
59%
Percentage
High Equal Low
64. A Study on Comparative Analysis of ITC Aashirvaad Ghee and its Competitors
DVHIMSR DHARWAD Page 64
brands Nandini (96%), Patanjali (82%), Revati (83%), Shri Krishna (87%)
ghee brands are lower price than Aashirvaad ghee.
Table No.13 Representing the Perception of ITC ghee
brand Regarding quality
Graph No.13 Representing the Perception of ITC ghee brand
Regarding quality
INTERPRETATION:
From the above graph it can be interpreted that Majority of the Retailers
(80%) rated Aashirvaad ghee Quality is higher than Aditya ghee. Majority of
the Retailers (65%) rated Aashirvaad ghee is high quality than GRB. Rest of
brands Nandini (91%), Patanjali (91%),
80%
65%
91% 91% 87% 85%
20%
33%
9% 9% 13% 15%
2%
0%
50%
100%
Aditya GRB Nandini Patanjali Revati Shri Krishna
percentage
High Equal Low
Perception of ITC ghee brand Regarding quality
SI. No Particulars Aditya GRB Nandini Patanjali Revati
Shri
Krishna Total
1 High 80% 65% 91% 91% 87% 85% 83%
2 Equal 20% 33% 9% 9% 13% 15% 17%
3 Low 2% 0%
Total 100% 100% 100% 100% 100% 100% 100%
65. A Study on Comparative Analysis of ITC Aashirvaad Ghee and its Competitors
DVHIMSR DHARWAD Page 65
Revati (87%), Shri Krishna (85%) ghee brands are lower quality than
Aashirvaad ghee.
Table No.14 Representing the Perception of ITC ghee brand
Regarding Availability
SI.No Particulars Aditya GRB Nandini Patanjali Revati
Shri
krishna To
1 High 89% 89% 91% 95% 95% 89% 91
2 Equal 9% 9% 4% 4% 6% 9% 7%
3 Low 2% 2% 6% 2% 2% 2%
Total 100% 100% 100% 100% 100% 100% 10
Graph No.14 Representing the Perception of ITC ghee brand
Regarding Availability
INTERPRETATION:
From the above graph it can be interpreted that Majority of the Retailers
(89%) rated Aashirvaad ghee availability is higher than Aditya ghee. Majority
of the Retailers (89%) rated Aashirvaad ghee is higher availability than GRB.
Rest of brands Nandini (91%), Patanjali (95%),
Revati (95%), Shri Krishna (89%) ghee brands are lower price than
Aashirvaad ghee.
89% 89% 91% 95% 95% 89%
9% 9% 4% 4% 6% 9%
2% 2% 6% 2% 2%
0%
20%
40%
60%
80%
100%
Aditya GRB Nandini Patanjali Revati Shri krishna
percenatage
High Equal Low
66. A Study on Comparative Analysis of ITC Aashirvaad Ghee and its Competitors
DVHIMSR DHARWAD Page 66
Table No.15 Representing the Ranking of ghee brands
Graph No.15 Representing the Ranking of ghee brands
INTERPRETATION:
From the above graph it can be interpreted that Ranking on ghee brands to
Majority of the Retailers (45%) rated high priority on GRB
Only 6% Retailers are rated high on priority and 18% Retailers rated 2nd
priority on ITC Aashirvaad svasti ghee and (2%) of retailers are rated least on
priority.
0%
10%
20%
30%
40%
50%
60%
70%
80%
Aditya GRB ITC Nandini others Patanjali Shri
Krishna
5%
45%
6%
32%
7% 5%
18%
32%
36%
1% 2%
7%
21%
Percentage
High on Priority
2
3
4
5
6
Least on Priority
No Response
Si.
No particulars Aditya GRB ITC Nandini others Patanjali
Shri
Krishna Total
1 High on Priority 5% 45% 6% 32% 7% 5% 14%
2 2 8% 39% 18% 31% 1% 1% 1% 14%
3 3 12% 12% 13% 22% 3% 2% 35% 14%
4 4 35% 3% 15% 12% 2% 1% 32% 14%
5 5 32% 36% 1% 2% 7% 21% 14%
6 6 5% 9% 1% 11% 68% 5% 14%
7 Least on Priority 3% 2% 75% 21% 14%
8 No Response 1% 1% 1% 1% 1% 1% 1% 1%
Total 100% 100% 100% 100% 100% 100% 100% 100%
67. A Study on Comparative Analysis of ITC Aashirvaad Ghee and its Competitors
DVHIMSR DHARWAD Page 67
Table No.16 Representing the Problems face while selling the
ITC Aashirvaad svasti Ghee
SI. No Particulars Frequency Percentages
1 High in Price 34 22.7
2 Low of Quality 3 2
3 Lack of Advertisment 78 52
4 Improper service from company 11 7.3
5 No Response 24 16
6 Total 150 100
Graph No.16 Representing the Problems face while selling the
ITC Aashirvaad svasti Ghee
INTERPRETATION:
From the above graph it can be interpreted that Majority of the Retailers (52%) rated
lack of Advertisement. 23% Retailers say high in Price, 7% Retailers says Improper
service from company.2% retailers says low of quality.
So ITC company advertising About Aashirvaad ghee and decrease the price little bit
to increase the sale of Aashirvaad ghee.
23%
2%
52%
7%
16%
Problems for selling ITC ghee
High in Price
Low of Quality
Lack of Advertisment
Improper service from
company
No Response
68. A Study on Comparative Analysis of ITC Aashirvaad Ghee and its Competitors
DVHIMSR DHARWAD Page 68
Table No.17 Representing the Support receiving from
company to promote ITC ghee
Support receiving from company to promote ITC ghee
SI. N0 Particulars Frequency Percentages
1 Yes 42 28
2 No 93 62
3 No Response 15 10
Total 150 100
Graph No.17 Representing the Support receiving from
company to promote ITC ghee
INTERPRETATION:
From the above graph it can be interpreted that Majority of the Retailers
(62%) not receiving support from company to promote ITC ghee.
28% retailers are receiving support from company to promote ITC ghee.
ITC company better to support other Retailers to promote ghee and increase
the sale of ITC ghee.
28%
62%
10%
support
Yes No No Response
69. A Study on Comparative Analysis of ITC Aashirvaad Ghee and its Competitors
DVHIMSR DHARWAD Page 69
Table No.18 Representing the Support Not receiving from
company to promote ITC ghee
SI. N0 Particulars Frequency Percentages
1 Lack of availability 7 5%
2 lack of supply 10 7%
3 Lack of sales team Support 32 21%
4 Lack of Interest and support from the company 29 19%
5 Lack in Required size and Quantity 13 9%
6 No Response 59 39%
Total 150 100%
Graph No.18 Representing the Support Not receiving from
company to promote ITC ghee
INTERPRETATION:
From the above graph it can be interpreted that Majority of the Retailers
(21%) not receiving support from company to promote ITC ghee because of
lack of sales team support, 19% retailers are said that lack of Interest and
support from the company.9% retailers are said that lack of Required size and
quantity. 7% retailers are said that lack of supply from company. 5% retailers
said that lack of availability.
ITC company have to support to retailers to promote ITC ghee and take
Interest to promote ghee.
5 %
7%
21%
19%
9%
39%
-
5
10
15
20
25
30
35
40
45
Lack of
availability
lack of supply Lack of sales
team Support
Lack of Interest
and support
from the
company
Lack in Required
size and
Quantity
No Respons
Percentage
70. A Study on Comparative Analysis of ITC Aashirvaad Ghee and its Competitors
DVHIMSR DHARWAD Page 70
Table No.19 Representing the Receive stock while ordering on
time and per schedule
SI. No Particulars Frequency Percentages
1 Yes 53 36%
2 No 65 43%
3 No Response 32 21%
Total 150 100%
Graph No.19 Representing the Receive stock while ordering on
time and per schedule
INTERPRETATION:
From the above graph it can be interpreted that 36% retailers are receiving
stock while they ordering on time and per schedule.
43 % retailers are not receiving stock while they ordering on time and per
schedule.
ITC company have to deliver the order as per schedule to satisfied to retailers.
36%
43%
21%
Chart Title
Yes No No Response
71. A Study on Comparative Analysis of ITC Aashirvaad Ghee and its Competitors
DVHIMSR DHARWAD Page 71
Table No.20 Representing the Reasons for Not Receive ITC
ghee stock while ordering on time
SI. No Particulars Frequency Percent
1 Lack of Proper service 44 29.3
2 Lack of supply chain 22 14.7
3 No Response 84 56
Total 150 100
Graph No. 20 Representing the Reasons for Not Receive ITC
ghee stock while ordering on time
INTERPRETATION:
From the above graph it can be interpreted that 29% retailers Not Receive ITC
ghee stock while ordering on time because of Lack of proper service.
15% retailers Not Receive ITC ghee stock while ordering on time because of
Lack of supply chain.
So ITC company doing proper service and increase the supply chain to
increase the sale of ghee.
29%
15%
56%
Chart Title
Lack of Proper service Lack of supply chain No Response
72. A Study on Comparative Analysis of ITC Aashirvaad Ghee and its Competitors
DVHIMSR DHARWAD Page 72
Table No.21 Representing the ITC push activities
Graph No.21 Representing the ITC push activities
INTERPRETATION:
From the above graph it can be interpreted that majority of retailers rated 13%
reasonable in Gift offers.
25% retailers are rated less in lucky draws, 13% of retailers rated both
moderate and high.
11% retailers rated Reasonable and moderate in quick and supply. Majority of
retailers (13%) rated moderate in sales margin.
15% of retailers are rated to moderate on slab wise targets.
0%
20%
40%
60%
80%
Gift
offers
Lucky
draws
offers
and
schemes
Quick
and
supply
Sales
margin
slab
wise
targets
Trade
Discount
25%
13% 15%11% 13% 15%13%
1% 2% 1%
71% 71% 71% 71% 71% 71% 71%
Percentage
Factors
ITC Push activities to promot ghee
less
Reasonable
moderate
high
Very High
No response
SI.
No Particulars
Gift
offers
Lucky
draws
offers and
schemes
Quick and
supply
Sales
margin
slab
wise
targets
Trade
Discount Total
1 less 7% 25% 0% 1% 6% 2% 1% 6%
2 Reasonable 13% 4% 3% 11% 10% 15% 13% 10%
3 moderate 7% 0% 13% 11% 13% 10% 15% 10%
4 high 2% 0% 13% 6% 1% 2% 1% 4%
5 Very High 0% 0% 0% 1% 0% 0% 0% 0%
6
No
response
71% 71% 71% 71% 71% 71% 71% 71%
Total 100% 100% 100% 100% 100% 100% 100% 100%
73. A Study on Comparative Analysis of ITC Aashirvaad Ghee and its Competitors
DVHIMSR DHARWAD Page 73
15% of retailers are rated to moderate on Trade Discount
Table NO.22 Representing the priority of Ghee brands in outlets for more
stock
Sl.
No
Particular
s
priority of Ghee brands in outlets for more stock
TotalAditya GRB Nandini other Patanjali Revati
Shri
krishna
1 High on
priority
5% 46% 35% 9% 5% 14%
2 2.00 11% 42% 39% 5% 1% 3% 14%
3 3.00 24% 7% 18% 6% 1% 44% 14%
4 4.00 47% 3% 6% 5% 1% 39% 14%
5 5.00 11% 1% 1% 4% 67% 9% 7% 14%
6 6.00 1% 1% 6% 24% 68% 14%
7 Least on
priority
1% 1% 65% 6% 23% 2% 14%
8 No
Respondi
ng
1% 0%
Total 100.0
%
100.
0%
100.0%
100.
0%
100.0%
100.0
%
100.0
%
100.0%
Graph No. Representing stock of Ghee companies
INTERPRETATION:
From the above graph it can be interpreted that more stock of ghee companies
majority of retailers (46%) are rated high on priority to GRB ghee and 2nd
Priority is Nandini(39%) , 3rd
priority is shri Krishna, 4th
priority is Aditya, 5th
priority is patanjali, 6th
priority is Revati, least on priority to other local ghee
brands.
46%
39%
44%47%
67% 68%65%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Percentage
High on priority
2
3
4
5
6
Least on priority
74. A Study on Comparative Analysis of ITC Aashirvaad Ghee and its Competitors
DVHIMSR DHARWAD Page 74
Table No.23 Representing the Reasons required to keep stock
of ITC ghee
SI.
No
Particulars
Attractive
offers
Attractive
Packing
Credit
System
Customer
Demand
Profit
Margin
quality
Flexibility
Replacement
Visual
Display
1 Less 2% 1%
2 Reasonable 3% 1% 1% 5% 5% 6% 3% 1%
3 Moderate 25% 20% 24% 23% 35% 17% 19% 20%
4 High 35% 39% 40% 38% 27% 41% 44% 44%
5 Very High 3% 7% 3% 1% 1% 3% 3%
6
No
Response 32% 33% 32% 32% 32% 32% 32% 32%
Total 100% 100% 100% 100% 100% 100% 100% 100%
Graph No.23 Representing the Reasons required to keep stock
of ITC ghee in outlets
INTERPRETATION:
From the above graph it can be interpreted that reasons to keep stock of ITC
Ghee to majority of Retailers (35%) are rated need high in Attractive offers.
39% retailers need high in attractive Packing, 40% retailers need high in credit
system, 38% retailers need high in customer demand, 35% retailers need
moderate on Profit Margin, 41% retailers need high in quality, 44% retailers
need high flexibility Replacement, 44% retailers need high in visual Display.
0%
10%
20%
30%
40%
50%
35%35% 39% 40% 38% 41% 44% 44%
less
Reasona
ble
75. A Study on Comparative Analysis of ITC Aashirvaad Ghee and its Competitors
DVHIMSR DHARWAD Page 75
Table No.24 Representing the place order In month of
Aashirvaad svasti ghee
SI. N0 Particulars Frequency Percent
1 once in a Week 10 6.7
2 Every fortnight 28 18.7
3 once in a month 13 8.7
4 No Response 99 66
Total 150 100
Graph No. 24 Representing the place order In month of
Aashirvad swasti ghee
Interpretation:
From the above graph it can be interpreted that 19% Retailers are place order
Aashirvaad ghee in Every fortnight. 8% Retailers are place order in once in a
month.
7% Retailers are place Order once in a week.
7%
19%
8%
66%
Chart Title
once in a Week
Every fortnight
once in a month
No Response
76. A Study on Comparative Analysis of ITC Aashirvaad Ghee and its Competitors
DVHIMSR DHARWAD Page 76
Table No.25 Representing the When retailer order the Size lot
of ITC Aashirvaad ghee
When retailer order the Size lot of ITC Aashirwad ghee
SI. No Particulars Frequency Percentages
1 1-20 packs 44 29.3
2 20-50 packs 1 0.7
3 No Response 105 70
Total 150 100
Graph No.25 Representing the When retailer order the Size lot
of ITC Aashirvaad ghee
INTERPRETATION: From the above graph it can be interpreted that 29%
of Retailers order the size lot of Aashirvaad ghee 1-20 packs. And rest of 1%
retailers ordered 20-50 packs.
29%
1%
70%
size lot of ITC Ghee
1-20 packs 20-50 packs No Response
77. A Study on Comparative Analysis of ITC Aashirvaad Ghee and its Competitors
DVHIMSR DHARWAD Page 77
Table No.26 Representing the Mode of advertisement to
promote ITC Aashirvaad svasti ghee
Mode of advertisement to promote ITC Aashirvaad svasti
ghee
SI.No Particulars
Responses
N Percent
1 Social media & Print media 33 13%
2 Hoardings 12 5%
3 Television 106 40%
4 Word Of Mouth 111 42%
5 Others 1 0%
Total 263 100.00%
Graph No.26 Representing the Mode of advertisement to promote ITC
Aashirvaad svasti ghee
INTERPRETATION: From the above graph it can be interpreted that
different mode of advertisement to promote the Aashirvaad ghee to increase
sales In Respective outlets.
42% Retailers advice to advertise in word of mouth. 40% retailers are advice
Television is best effect to aware the Aashirvaad ghee. 13% Retailers are
advice social media and print media is effect to spread all over the city about
Aashirvaad ghee. 5% retailers only advice hoarding is good to promote
Aashirvaad ghee.
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Social media
& Print
media
Hoardings Television Word Of
Mouth
Others
13%
5%
40% 42%
0%
Percentage
Series1
78. A Study on Comparative Analysis of ITC Aashirvaad Ghee and its Competitors
DVHIMSR DHARWAD Page 78
Table No.27 Representing the vindication of the success of
ITC’s distribution channels
SI.
No
Particulars Easy
Replacement
Loyalty
To
Retailers
Offers for
Quality
Products
On
Time
Delivery
Solving
Retailers
Complaints
T
1 no response 13% 14% 13% 13% 13% 1
2 strongly
Disagree
3% 5% 3% 1% 3% 3
3 Neither
agree or
Disagree
13% 43% 18% 5% 27% 2
4 Agree 60% 33% 57% 43% 52% 4
5 Strongly
Agree
11% 5% 9% 38% 5% 1
Total 100% 100% 100% 100% 100% 1
Graph No.27 Representing the vindication of the success of
ITC’s distribution channels
INTERPRETATION: From the above graph it can be interpreted that
majority of Retailers (60%) are agree in Easy Replacement. And 43%
Retailers are Neither agree or Disagree to the loyalty to Retailers. 57%
Retailers are agree to offers for quality products. 43% Retailers are agree to on
time Delivery. 52% Retailers agree to solving Retailers complaints.
0%
10%
20%
30%
40%
50%
60%
70%
43%
60% 57%
43%
52%
Percentage
no response
strongly Disagree
Neither agree or Disagree
Agree
Strongly Agree
79. A Study on Comparative Analysis of ITC Aashirvaad Ghee and its Competitors
DVHIMSR DHARWAD Page 79
Table No.28 representing the Level of Satisfaction towards
usage of Aashirvaad svasti Ghee
SI.
No
Particulars Packaging Pricing availability Discount Quality
and
Quantity
Visual
Display
T
1 Dissatisfied 29% 5
2 Neither
Satisfied or
Dissatisfied
36% 59% 34% 36% 6% 8% 3
3 Satisfied 64% 12% 66% 64% 86% 60% 5
4 Highly
Satisfied
8% 32% 7
Total 100% 100% 100% 100% 100% 100% 1
Graph No.28 Representing the Level of Satisfaction towards
usage of Aashirvaad svasti Ghee
INTERPRETATION:
From the above graph it can be interpreted that represent the level of
satisfaction towards usage of Aashirvaad ghee. Majority of Retailers (64%)
are satisfied with Packaging, 59% Retailers are neither satisfied or dissatisfied
in pricing. 66% of Retailers are satisfied in availability.
64% Retailers are satisfied with Discount. 86% retailers are satisfied with
quality and quantity of product. 60% of retailers are satisfied with visual
display of ITC Ghee.
0
0.2
0.4
0.6
0.8
1
Dissatisfied
Neither Satisfied or
Dissatisfied
Satisfied
Highly Satisfied