SUMMER TRAINING REPORT

ON
“To engage with the consumers as a Brand Associate for
Premium Foods/category in the
Modern Retail format stores of ITC”

In partial fulfillment of the requirements for the award of the degree of

MASTER OF BUSINESS ADMINISTRATION (MBA)

Submitted by
ARPIT SINGH
(MBA2109040)

Submitted to
Mr. Atish Khadse
(Associate
Professor)

School of Management Sciences,

Varanasi
Affiliated to
(Dr. A.P.J. Abdul Kalam Technical University, Lucknow)
CERTIFICATE
 DECLARATION

I, Arpit Singh hereby declare that my report entitled “To engage with the consumers as a

Brand Associate for Premium Foods/PCP category in the Modern Retail format
stores of ITC” is a project work carried out by me independently. The information presented
in the report is correct to the best of my knowledge and the analysis is as per the norms and guidelines
of the report.

I feel extremely exhilarated to have completed this report under the able and inspiring guidance of

Mr. Atish Khadse, Associate Professor. His guidance and timely encouragement has infused courage

in me to complete the work successfully.

I claim this report to be my indigenous work and have not presented it anywhere else for any

purpose.

Arpit Singh
MBA III Semester

Roll no.: MBA2109040

 ACKNOWLEDGEMENT

The work on this report has been an inspiring, often exciting, something challenging,

but always an interesting experience.

Bearing in mind, I am using this opportunity to express my deepest gratitude and

special thanks to the School of Management Sciences, Varanasi. I express my deepest

thanks to Director, Prof. P.N. Jha, Coordinator: Dr. Amitabh Pandey of MBA for

providing me the valuable chance for doing the research purpose.

Last but not the least I apologized for my omission & mistakes, as from my side I

prepared it by my best. I perceive this opportunity as a big milestone in my career

development. I will strive to use gained skills & knowledge in the best possible way,

& I will continue to work on their improvement in order to attain the desired career

objectives.

Arpit Singh
MBA III Semester

Roll no.: MBA2109040

 TABLE OF CONTENTS

S. No. Particulars Page No.

SECTION – A

1. Introduction

1.1 Industry Overview

1.2 Company Overview

1.3 Experimental Learning

SECTION – B

1. Introduction

1.1 About the project

1.2 Objectives of the project

1.3 Rationale for the study

1.4 Importance of the project

2. Literature Review

3. Research Methodology

4. Limitations

5. Data Analysis & Interpretation

6. Conclusion from the work

7. Suggestions & Recommendations

8. Annexure

9. Bibliography
 SECTION I
Industry Analysis
 INDUSTRY
OVERVIEW

The FMCG (Fast Moving Consumer Goods) sector, often known as the CPG (Consumer
Packaged Goods) business, is primarily concerned with the production, distribution, and
marketing of consumer packaged goods. The FMCG goods are those that consumers often
consume on a regular basis. They typically provide both high volume and low pricing. This
multi-million dollar sector is made up of a huge range of well-known brand names that
consumers utilise every single day. Selling, marketing, finance, purchasing, and other
crucial FMCG industry operations. The sector also employed practises in operations,
supply chain, manufacturing, and general management. Its distinguishing features include a
strong distribution network, intense competition between the organised and unorganised
segments, and a sizable MNC presence.

FMCG Industry Economy

The FMCG sector offers a broad variety of consumables, and as a result, a lot of money
is spent on FMCG items. Investment in the FMCG business is expanding as a result of
increased rivalry among FMCG producers, particularly in India, where the whole FMCG
market is anticipated to develop at a compound annual growth rate (CAGR)

The rural FMCG market is expected to grow at a CAGR of 17.7% to reach US$ 100
billion between 2012 and 2025, while the urban FMCG market is expected to grow at a
CAGR of 14.7% to hit US$ 110.4 billion between 2012 and 2020. Most product
categories, including jams, toothpaste, skin care, and hair wash, have low penetration
levels and low per capita consumption in India, indicating an unexplored market.
increasing number of Indians,

Standard FMCG Goods

Home and personal care, meals and drinks, cigarettes and alcohol are the typical four
FMCG product categories.

Food and dairy products, glassware, paper products, medicines, consumer electronics,
packaged food items, plastic goods, printing and stationery, home items, photography,
beverages, etc. are some typical FMCG product categories. Coffee, tea, dry cells,
greeting cards, presents, detergents, tobacco and cigarettes, watches, soaps, and other
FMCG items are a few examples.

Market Potential for the FMCG Sector

Low operational costs, robust distribution networks, and the existence of well-known
FMCG corporations are some of the benefits of the FMCG industry that make it a
promising one. Another element that contributes to the development of this sector is
population increase. The Native.
THE TOP 10 COMPANIES IN FMCG SECTOR IN INDIA

1. Hindustan Unilever Ltd.

2. ITC Ltd
3. Nestle India
4. GCMMF (AMUL)
5. Procter & Gamble Hygiene and Health Care
6. Dabur India
7. Cadbury India
8. Britannia Industries
9. Asian Paints
10. Marico Industries

SWOT ANALYSIS OF FMCG INDUSTRY

Strength Weakness

 Presence of established distribution

networks in both urban and rural  Lower scope of investing in
areas Presence of well-known technology and achieving
brands in FMCG sector. economies of scale, especially in
 High consumer goods spending. small sectors.
 Low Operational Costs.  Low exports levels.
 Diversified Products.

Opportunities Threats
 “Me-too” products, which illegally
 Flourishing rural market. mimic the labels of the established
brands.These products narrow the
 Rising income levels, i.e. increase in
scope of FMCG products in rural
purchasing power of consumers.
and semi-urban market.
 Large domestic market- a
 Removal of import restrictions
population of over one billion.
resulting in replacing of domestic
 Opportunities in innovation.
brands
 Export potential
 Slowdown in rural demand due to
 High consumer goods spending
presence of general products.
 Tax and regulatory structure
 COMPANY PROFILE
One of India's top private sector corporations, ITC LTD., formerly known as the Imperial
Tobacco Company of India Limited, has a market value of US $45 billion and annual revenue of
US $ 7 billion. ITC is the market leader in India for fast-moving consumer goods, dominates the
paperboard and packaging business, pioneers farmer empowerment internationally through its
expansive Agri Business, and manages the greenest luxury hotel network in the world. Fast
Moving Consumer Goods (FMCG), Hotels, Paperboards & Specialty Papers, Packaging, Agri-
Business, and Information Technology are just a few of the industries that ITC's diverse portfolio
of traditional and new ventures in which it is involved operate, reflect its ambition to create
enduring value for the country and its stakeholders. This diverse presence in the industries of the
future is fueled by a plan to explore various development drivers based on its established
expertise, internal strengths, and powerful business synergies. Imperial Tobacco Company of
India Limited was the name under which ITC was founded on August 24, 1910. The name of the
company was changed from Imperial Tobacco Company of India Limited to India Tobacco
Company Limited in 1970 and then to I.T.C. Limited in 1974 as the ownership of the company
steadily became Indian. The full stops in the company's name were eliminated with effect from
September 18, 2001, in recognition of the company's multi-business portfolio that includes a
wide range of businesses, including Cigarettes & Tobacco, Hotels, Information Technology,
Packaging, Paperboards & Specialty Papers, Agri-business, Foods, Lifestyle Retailing,
Education & Stationery, and Personal Care. The company is currently known as "ITC Limited."
One of India's top exporters of agricultural goods is ITC's Agri-Business. ITC is one of the top
foreign exchange earners in the nation ($3.2 billion over the past ten years). Through the use of
the Internet, the company's "e-choupal" programme is helping Indian agriculture to greatly
increase its competitiveness. "e- Choupal" does away with unnecessary processing and
intermediary steps. Thus, it greatly lowers transaction costs.
Today, Forbes magazine ranks ITC Ltd. as one of the World's Best Big Companies, Asia's "Fab
50," and the World's Most Reputable Companies. A study by Fortune India magazine and Hay
Group has named ITC Ltd. "India's Most Admired Company." In a survey by the, ITC is listed as
one of the major global sustainable value creators in the consumer products industry.
Business Today magazine has ranked ITC as one of India's Most Valuable Companies. In India, the
Company is one of the "10 Most Valuable (Company) Brands," according to a Brand Finance analysis
that was reported in the Economic Times. ITC is one of Business Week's top 50 performing businesses
in Asia.

HISTORY AND EVOLUTION OF THE COMPANY

The Company had modest beginnings. Imperial Tobacco Company of India Limited was the name
under which ITC was founded on August 24, 1910. The Company's operations were centred on a
rented office on

Radha Bazar Lane in Kolkata. On August 24, 1926, the company celebrated its 16th birthday
by paying Rs 310,000 for the land parcel at 37, Chowringhee, Kolkata (today known as J.L.
Nehru Road). This choice of The Company was historic in a number of ways. It was to serve
as the start of a protracted and exciting trip into India's future. Two years later, the Company's
headquarters building, known as "Virginia House," was constructed on that site and went on
to become one of Kolkata's most recognisable monuments.

Although the Company's first six decades were largely focused on the expansion and
consolidation of the Cigarettes and Leaf Tobacco industries, the 1970s saw the start of a
corporate transformation that would bring about significant changes in the Company's history.
In 1925, ITC established its Packaging & Printing Business as a tactical backward integration
for its Cigarettes division. Today, it is India's most modern packing facility.
Year 1975: Year 1975: In 1975, the company started its hotel division by purchasing a
property in Chennai, which it renamed the "ITC-Welcomgroup Hotel Chola." The idea of
adding value for the country was at the heart of ITC's decision to enter the hotel industry. ITC
selected the hotel industry due to its potential for high levels of foreign exchange earnings, the
development of tourist infrastructure, and the creation of significant amounts of direct and
indirect jobs. Since then, ITC's hotels division has developed to become a leader in the
industry, with more than 100 owned and managed facilities distributed throughout India.
ITC joined the paperboard industry in 1979 by supporting ITC Bhadrachalam Paperboards
Limited, which has since grown to dominate the Indian market. On March 13, 2002,
Bhadrachalam Paperboards merged with the Company. the Paperboards & Specialty Papers
Division from the Company's Tribeni Tissues Division. The technology, output, quality, and
production methods used in ITC's paperboards are on par with the best in the world.
Additionally, it has significantly aided in the development of Sarapaka, a region of Andhra
Pradesh that is economically underdeveloped. It actively contributes to community growth,
environmental preservation, and education.

Near Coimbatore, Tamil Nadu, BILT Industrial Packaging Co. Ltd.'s paperboard production
facility was purchased by ITC in 2004. ITC can enhance customer service because to the
Kovai Unit's shorter lead times and larger selection of products.

In 1985, ITC established Surya Tobacco Co. in Nepal. is a collaborative venture between
India, Nepal, and the UK. Since the company's foundation, ITC, British American Tobacco,
and a number of other independent shareholders in Nepal have owned its shares. In August
2002, Surya Tobacco changed its name to Surya Nepal Private Limited and became a
subsidiary of ITC Limited (Surya Nepal).

ITC bought Tribeni Tissues Limited, a manufacturer of specialty papers and a significant
tissue paper supplier to the cigarette industry, in 1990. The resulting company was given the
name Tribeni Tissues Division (TTD). In November 2002, TTD and the Bhadrachalam
Paperboards Division amalgamated to create the Paperboards & Specialty Papers Division in
order to take advantage of strategic and operational synergies.

In 1990, ITC established the Agri Business Division to facilitate the export of agricultural
products, utilising its expertise in agricultural sourcing. The Division is currently among
India's top exporters. The pioneering e-Choupal effort by ITC began in 2000 with soybean
farmers in
Pradesh, Madhya. It now covers more than 4 million farmers in 10 states. The opening of
Choupal Saagar, ITC's first rural mall, took place in Sehore in August 2004. In the three states
of Madhya Pradesh, Maharashtra, and Uttar Pradesh, there are now 24 "Choupal Saagars"
open for business.

2002 saw the introduction of. The well-liked notebook line was introduced under the
"Classmate" name in 2003 in order to broaden its product line and appeal to more students.
Over the years, "Classmate" has developed into India's top notebook brand and expanded its
product line to take up more space in schoolbags. Under the "Classmate" brand, children's
books, Slam books, geometry boxes, pens, and pencils were introduced between 2007 and
2009. In 2008, ITC rebranded the company as the Education and Stationery Products Business
and introduced the first premium business paper in India that was environmentally friendly.
ITC joined the market for greeting, gifting, and stationery products in 2000 with the launch of the
Expressions brand of cards. In, the "Paperkraft" Brand unveiled a line of opulent notepads under that
name. "Paperkraft" provides a wide range of executive products.

sector for office supplies and stationery.

With the introduction of new categories in the office supply market, Paperkraft

White board markers, text liners, and permanent ink markers in 2009.

With the Wills Sport line of premium casual clothing for men and women, ITC also entered the lifestyle
retailing market in 2000. Later, Wills Classic formal dress and Wills Clublife evening clothing were
added to the exclusive Wills Lifestyle chain of retailers' product offerings (2003). ITC furthermore
began With its menswear brand, John Players, the company made a push into the lucrative market in
2002. The country's most prestigious fashion event, Wills Lifestyle India Fashion Week, which has been
hailed by buyers and retailers as the single largest B-2-B platform for the fashion design industry,
became a title partner of Wills Lifestyle in 2006. ITC brought the event to customers by launching an
unique "Celebration Series" to commemorate the occasion.

In order to more actively seek new prospects in this industry, ITC split out its information technology
company in 2000 into a wholly owned subsidiary, ITC Infotech India Limited. ITC Infotech, one of
India's leading worldwide IT and IT-enabled services providers, has made a name for itself in offshore
outsourcing by offering outsourced IT services. Manufacturing, BFSI (Banking, Financial Services &
Insurance), CPG&R (Consumer Packaged Goods & Retail), THT (Travel, Hospitality and
Transportation), and Media & Entertainment are some of the primary emphasis areas for the company.
ITC's entry into the food industry is a perfect illustration of how to successfully combine several
corporate talents to produce a brand-new engine for business growth. Ready-to-eat Indian gourmet meals
from 'Kitchens of India' were first introduced in August 2001.

With the introduction of the brands mint-o, Candyman, and Aashirvaad atta in 2002, ITC entered the
staples and confectionery markets (wheat flour).
As the company joined the biscuits market in 2003, Sunfeast was first introduced. With Bingo, ITC's
debuted in the rapidly expanding branded snack market in 2007. Eight years later, the With more than
200 unique items distributed under six distinctive brands, a remarkable distribution reach, a rising
market share, and a strong market position, the Foods company has significantly expanded.

The Safety Matches programme in 2002 gave ITC's objective of helping to improve the competitiveness
of the whole value chain another another outlet. Popular safety match brands including iKno,
Mangaldeep, Aim, Aim Mega, and Aim Metro are currently marketed by ITC.
2003: ITC's entry into the selling of agarbattis (incense sticks) was a clear indication of the strength of
its relationship with the cottage industry at the time. Spriha and Mangaldeep are two well-known
agarbattis brands from ITC that come in a variety of perfumes, including Rose, Jasmine, Bouquet,
Sandalwood, Madhur, Sambrani, and Nagchampa.

ITC unveiled the premium line Essenza Di Wills. Providing luxury body care and bath products for both
men and women in July 2005. With unique brands for men (Inizio Homme) and Indian customers,
Essenza Di Wills' trademark line Inizio offers a whole grooming regimen. A high-end line of shampoos,
shower gels, and soaps called "Fiama Di Wills" was introduced by the company in September, October,
and December of 2007. Additionally, in certain markets in October 2007, the company introduced the
"Superia" line of soaps and shampoos for the mass market. In February 2008, the company introduced
the Vivel De Wills & Vivel line of soaps, and in June 2008, the Vivel line of shampoos. ITC launched its
"Vivel active fair" product in 2010, breaking into the fairness cream market. ITC introduced ENGAGE,
the first couple's deodorant line in India, in 2013. 2014 saw the introduction of the kwiknic line of
chewing gums.

On February 20, 2022, ITC acquired two of Johnson & Johnson's brands: Savlon, a line of antibacterial
soaps and liquids, and Shower to Shower, a line of prickly heat powder.
With the debut of B Natural juices in June 2022, ITC has entered the market for fruit-based juices and
drinks. B Natural creates delicious juices and drinks from the goodness of fruits. The company's
philosophy is that good health comes naturally and is best enjoyed while enjoying excellent flavour.
Vision, mission, guiding principles, and governing practises VISION

Maintain ITC's ranking as one of India's most valuable companies by delivering top-notch results
that add to the economy of India and the value created for the company's stakeholders.

MISSION

to increase the company's potential to generate money in a globalising economy while providing
exceptional and long-lasting stakeholder value.
ITC'S PRINCIPLES

The Core Values of ITC are designed to establish a high-performance, customer-focused

organisation that adds value for all of its stakeholders.

Trusteeship

As qualified managers, we are aware that all of our stakeholders have placed their
"confidence" in us by giving us ITC. ITC will sustainably and long-term actualize stakeholder
value and interest.

The Client

ITC will always put the requirements of the consumer first and provide what they require in
terms of value, quality, and happiness.

Regard for Others

ITC places a strong emphasis on results, holding people and teams within the business to high
performance standards. ITC will defend people's humanity and dignity while also respecting
and valuing them.
ITC understands that a great team is made up of individuals who each contribute unique views
and skills to the group.

for people and the idea of self-determination. Its corporate governance rules and processes are
excellent, supporting its idea of creating value across the board. Corporate tactics comprise
These are ITC's corporate strategies:

• Develop a portfolio of world-class companies that best combines organisational capabilities

with opportunities in home and international markets to create various drivers of
development.

• Keep concentrating on the portfolio of FMCG, hotels, paper, paperboards & packaging,
agribusiness, and IT that you have chosen.

• Comprehensively evaluate each company's health in relation to market parameters.

Standing, financial success, and internal vigour.

• Ensure that each of its enterprises is of the highest calibre and competitive on a global scale.

· Boost the portfolio's ability to compete through synergies created by combining the
numerous talents and skills found across ITC's many companies.

• Establish decentralised leadership

by developing strong top management teams for each of the companies inside the
organisation.

• Striking the ideal balance between executive independence and the requirement for efficient
oversight and accountability would help management's entrepreneurial impulses by
continuously strengthening and improving corporate governance procedures and systems.

ENTITY GOVERNANCE
ITC has changed through time from a firm that sold just one product to one that operates
several other businesses. Cigarettes, tobacco, hotels, packaging, paper and paperboard, and
international commodity trading are just a few of the diverse industries it engages in. Each of
these companies differs greatly from the others in terms of its kind, stage of development, and
fundamental nature of its operation, all of which have an impact on the choice of the style of
governance. Creating a paradigm that solves these issues is the problem of governance for
ITC.

while enhancing the distinctiveness of each of its companies, the Company's overall unity of
purpose is strengthened.
Corporate governance, according to ITC, is a systemic process that directs and controls
businesses to increase their ability to create value. We think that the governance process
should make sure that major organisations are handled in a way that satisfies stakeholder
goals and social expectations because they use a significant amount of societal resources.
ESSENTIAL PRINCIPLES
The Corporate Governance programme of ITC is built upon two fundamental tenets. Which
are:
• Management must have the discretionary authority to make decisions that will advance the
company without unnecessary limitations, and this authority must be used in a a structure for
efficient accountability.

• According to ITC, any meaningful corporate governance policy must empower the
company's executive management while also establishing a system of checks and balances to
ensure that the executive management's decision-making authority is not only not abused but
also exercised with care and responsibility to meet stakeholder aspirations and societal
expectations.

The fundamentals of ITC's governance philosophy—trusteeship, transparency, empowerment

and responsibility, control, and ethical corporate citizenship—emerge from the
aforementioned definition and key principles of corporate governance. ITC thinks that by
putting each of them into effect, the firm will develop the proper corporate culture and be
governed in a way that satisfies the objectives of corporate governance.
 COMPANY STRUCTURE

Leadership at ITC is exerted at three levels, all of which stem from the idea and guiding
principles of corporate governance embraced by the Company. In its capacity as the
shareholders' trustee, the Board of Directors is ultimately in charge of overseeing the
Company's strategic direction. The Corporate Management Committee, which is made
up of full-time directors and senior management representatives, is responsible for the
company's strategic management. The Divisional Management Committee (DMC),
which is led by the Chief Executive, is responsible for the executive management of
each business division. Each DMC is in charge of managing the specific business that it
has been given. This three-tiered, interconnected leadership approach strikes a healthy
balance between the need for direction and executive independence as well as control
and oversight.

Fig 1. ITC Board of Directors

 CORPORATE MANAGEMENT COMMITTEE

Y C Deveshwar Nakul Anand P V Dhobale

Chairman Executive Director Executive Director
Chitranjan Dar Quality
K N Grant Anand Nayak
Assurance, LSTC, CPO &
Executive Director Human Resources
EHS
Sanjiv Puri S Sivakumar K S Suresh
FMCG Businessses Agri & IT Businesses Legal

Rajiv Tandon B B Chatterjee

Finance Secretarial

Table 1. ITC Corporate Management Committee

ORGANIZATION
STRUCTURE

The corporate headquarters of ITC Limited are located in Kolkata, West Bengal. The
corporation is structured into zonal district offices under the head office, including the
Northern, Southern, Eastern, and Western district offices. There will be branch offices under
each district office that are designed to address the needs of each state.
Each branch is organised as follows:
 Fig 2. ITC Ltd. Branch Structure I

OFFICES & FUNCTIONS

1) Finance Department: The Assistant Finance Manager who oversees the whole branch is
in charge of the Finance Department. Five office assistants and two financial
executives work with him. The Branch Manager and the District Finance Manager are
both required to receive reports from the Assistant Finance Manager. The distributors
provide checks to the Finance Department in the form of advance payments. The next
day, they are credited to the distributors via Real Time Gross Settlement (RTGS). The
banking operation is the name of this process.
One office worker is in charge of this. A sales order is produced for the distributor when
the check has cleared. Based on the orders submitted with the marketing department,
this is carried out. This is handled by two coworkers at the office. Following this, the
Sales
delivery order is created from the original order. The TPVS is followed in this (Transport
Planning and Vehicle Optimisation). In order to achieve optimal use, the finance
department and the logistics department work together. Two office workers approve
each delivery order. The items are prepared for shipping when the delivery order is
created, and they are then sent out. This is handled by the finance and logistics
executives jointly. In a similar manner, the financial executives are also responsible
for supervising the office staff.

2) Marketing Division: At ITC, the Marketing Division is divided into four divisions:
Foods, Personal Care Products, Key Accounts, and Cigarettes. These departments each
have an assistant manager leading them. These managers are followed by Area
Managers in charge of a certain territory. Area Executives support Area Managers by
taking care of the sales trainees. The primary goal of the marketing division is to
maximise sales of the company's products. Daily, the Department gathers orders for
the products from various distributors, assures prompt delivery, guarantees the items'
superior exposure and availability in stores, and engages in various promotional
initiatives, among other things. Depending on the size and sales of the market, there
may be more or fewer Area Managers and Area Executives.

Fig 3. ITC Branch Structure II

3) B r a n c h l o g i s t i c s e x e c u t i v e s a n d g o d o w n l o g i s t i c s e x e c u t i v e s m a k e
up the logistics department of ITC. In contrast to godowns, where
there would often be two executives, branches typically only have
one executive. Both the Branch Manager and the Regional Logistics
Manager at the district headquarters must receive their reports.
Both the District Manager and the Divisional Logistics Manager
must receive reports from the Regional Logistics Manager. The
logistics department's primary duties include scheduling the trucks,
optimizing the use of transport vehicles, and coordinating with the
finance division to turn delivery orders into shipments of products
and ship those things out.

In general, ITC's Human Resource Department has an HR office

associate at the e branch level who is in charge of the assessment
and grievance redressed of various personnel, as well as the
selection and hiring of sales executives. Each branch's HR
executive must report to both the Assistant Manager and the HR
executive at the district level, who in turn must report to the
district-level HR manager.

GROUP ENTITIES

A combined venture between India, Nepal, and the UK, Surya Nepal
Private Limited (SNPL), began operations in Nepal in 1986. The
largest private company in Nepal is SNPL, a subsidiary of ITC Ltd,
India. British American Tobacco, UK, and scattered Nepalese
stockholders jointly hold the remaining shares.

ITC InfoTech: ITC Ltd. wholly owns this subsidiary. ITC InfoTech
w a s f o u n d e d i n 2 0 0 0 , a n d a s o f n o w , a space for itself in the world of
international IT solutions and services. To enhance skills and foster cutting-edge
technological talents, the corporation developed technology Centers of Excellence
(CoE). The firm has a leadership position in the chosen fields thanks to a strong
outsourcing model, extensive suite of distinctive products & services, and focus on
quality in execution. With more than 5600 workers and accreditations for ISO 27001,
ISO 9001, and CMMi Level 3, ITC InfoTech complies with the highest requirements
for process quality.
LANDBASE: On the outskirts of Delhi, the famous Classic Golf Resort is owned by
Landbase India Limited, a division of ITC. The first Jack Nicklaus-designed trademark
championship course in South Asia is at Classic Golf Resort. At the magnificent
Aravalli foothills, spread across over 300 acres,

It has a nine-hole practise area, an 18-hole trademark championship course, and

a social club, a sports complex, and a trademark canyon course that provide non-golfing
sports and leisure activities.

The King Maker Marketing INC. King Maker Marketing Inc. (KMM), a pioneer in the
supply of value-priced, high-quality cigarettes and roll-your-own (RYO) tobacco, was
founded in 1994. The firm uses only American Blend tobaccos in its product lines,
which include the Checkers, Hi-Val, and Gold Crest, to assure a pleasant flavour and
consistent quality. Additionally, KMM offers market research services for the US
FMCG and tobacco sectors. TECHNICO PTY LTD: Technico Pty Limited, Australia
(referred to as "Technico") is a firm that specialises in the manufacturing of fast seed
potatoes. The patented TECHNITUBER® technique, created by Technico, makes use
of pathogen-tested tissue culture and procedures that allow pathogen-tested plants to
produce seed potatoes quickly in a controlled setting.

ITC Limited wholly owns a company called Russell Credit Limited. The primary focus
of Russell, an investment company, is on long-term investments in the following
sectors: FMCG, Hotels & Tourism, Paper, Paperboards & Packaging, Agri Business,
and Information Technology. Greenacre Holdings Limited, a completely owned
subsidiary of Russell, specialises in maintaining the infrastructure of real estate.
WIMCO Limited: On July 1, 2005, ITC Limited acquired Wimco through Russell
Credit Limited, a wholly owned subsidiary of ITC Limited, with the goal of
strengthening the market position of ITC's Matches business through the synergies of a
combined portfolio of offerings, better servicing of nearby markets, and freight
optimization. Subsequently With effect from September 29, 2011, ITC purchased
Russell Credit's full stake in Wimco, making Wimco a direct subsidiary of ITC.
ITC Limited's subsidiary, Srinivasa Resorts Limited, offers resort services. With ITC

68% of the company's stock. The "ITC Kakatiya" in Hyderabad, which is run by ITC
Limited, is owned by the company. Hygiene, safety, and the environment are still
priorities for the company. Several awards and recognitions have been given to the
company's hotel, ITC Kakatiya. Notable among them are the prestigious Leadership in
Energy and Environmental Design (LEED) Platinum certification from the United
States Green Building Council (USGBC), "Environment Champion Among Large
Hotels" by the Federation of Hotel & Restaurant Associations of India, and "Greentech
Silver Safety Award" in the service sector for exceptional achievement in safety
management by Greentech Foundation, the Energy Conservation Mission, The
Institution of Engineers (India), and "HACCP" are among organisations that have given
their support.

Det Norske Veritas has granted the Food Safety System certification. To further
improve service edge, the company's hotel has also embraced "Six Sigma" quality
measures.
Hotel chain Fortune Park Limited: ITC Ltd.'s subsidiary Fortune Park Hotels Ltd.
Organize in

It was founded in 1995 to serve the mid-priced market sector in both business and
leisure travel locations. Today, it is a reputable hotel management company with forty
functioning hotels and many more under construction.
Hotels Bay Islands Limited: ITC Limited wholly owns the subsidiary Bay Islands
Hotels Limited. The business is the owner of the Fortune Resort Bay Island hotel in
Port Blair, which has a licence from ITC Limited. is run under an Operating &
Marketing Services Agreement by Fortune Park Hotels Limited.
ITC Limited's subsidiary, Gold Flake Corporation Limited, is owned entirely by ITC
Limited. The Company only engages in general commerce as its line of business. A
joint venture between Gold Flake Corporation Limited and Cigarette Components
Limited, U.K., owns 50% of ITC Filtrona Limited.

TEAM UP VENTURE
Maharaja Heritage Resorts Limited: A joint venture between Jodhana Heritage Resorts
Private Limited and ITC Limited, Maharaja Heritage Resorts Limited has a 50%
ownership interest. Under the "WelcomHeritage" brand, the joint venture firm presently
conducts business throughout India.
ITC Filtrona is a joint venture that ITC Limited and Filtrona Plc, a market leader in
filter design and development, have formed on an equal basis. The business resides in
Bangalore. ITC Filtrona started producing acetate filter rods in 1994, and by 2000, it
had successfully transitioned the entire Indian market from viscose filters to acetate
filters. The business uses cutting-edge technology and has the ability to produce
approximately 13 billion rods annually. It has a market share of over 60% has been
essential in replacing imports. ITC Filtrona introduces specialty filters and acetate filter
rods to the Indian market, bringing cutting-edge technology to the country.

ASSOCIATED ENTITIES

ITC Limited owns 45.78% of Gujarat Hotels Limited, the company. The
"WelcomHotel Vadodara," owned by the Company and managed by ITC Limited
according to an

Contract for an Operating License. WelcomHotel Vadodara offers luxurious lodging

and the best in business and conference facilities. & Recreational amenities designed to
meet the needs of the sophisticated, modern business traveller.
International Travel House: With a presence in 13 cities, International Travel House is
one of the biggest travel management organisations in India. It provides a variety of
services, including incentive group travel, corporate travel, auto rentals, destination
management services, luxury vacations, conference management, and foreign
exchange.

BUSINESS STAKEHOLDERS
ITC has established a multifaceted, multi-stakeholder strategy for an open method of
forming alliances in environmentally friendly corporate operations. In its programmes
including Watershed Development, Social Forestry, Animal Husbandry Services, and
Women's Empowerment, it has also established institutional procedures to encourage
strong cooperation with communities. These programmes strengthen the natural
resource basis and develop sustainable rural communities. livelihoods.
Shareholders

ITC thinks that one of the Company's most important duties is to safeguard and
increase shareholder value. Shareholders' top priorities continue to be sustained
profitability and expansion, efficient communication, and investor servicing. At least
once per year, in the presence of the Board, the Chairman addresses the shareholders
and clarifies matters. The Board promotes open communication with all shareholders,
including people, businesses, and investors.
Customers

The foundation of ITC's business operations is enduring and long-term client

connections. Through ITC's high-quality and price-competitive goods and services,
significant efforts are made to gather insights into consumers' requirements and
ambitions and to achieve consumer satisfaction. The majority of ITC's businesses use a
variety of systems to record customer wants and expectations. Customer-focused
initiatives include key account management, multi-level interfaces at dealer-customer-
end user, market research, personal contacts/visits, events, customer satisfaction
surveys, cooperative development and improvement projects, and personalised lifestyle
privilege programmes. Lean management, six sigma, TPM, innovative processes, and
robust quality assurance systems promote the achievement of industry standards for
product quality.

and offerings that help maintain and heighten client satisfaction. ITC also keeps up a
large R&D investment to create innovative products/variants.
Employees

ITC understands that building a high-caliber human resource team to power tomorrow's
businesses requires a focus on fostering personal development and growth, a work
culture that ensures high performance, offers top-notch learning opportunities, and
fosters a supportive and empowering work environment. Our special
 ITC e-CHOUPAL

The ITC e- Choupals, managed by trained farmers (sanchalaks), helped the agricultural
community access ready information in their local language. In addition, ITC worked closely
with farmers to enhance agri productivity through demonstration farms and customised
extension services, apart from creating physical infrastructure in the form of integrated rural
services hubs. The ITC e-Choupal initiative has empowered over 4 million farmers in 40,000
villages, raising rural productivity and incomes. Similarly, ITC works closely with farmers in
its Social and Farm Forestry programme to provide a wide spectrum of extension services that
impart knowledge and knowhow to farmers through dedicated farmer training programmes. In
addition, farmers have been benefitted by the extensive R&D programme for clonal
propagation which gives them high yielding quality saplings which are disease resistant, can
grow in shorter time spans and in difficult terrains such as wastelands. This initiative has
created over 64 million person days of employment for farmers in the state of Andhra
Pradesh. Suppliers
The Company‘s supplier (both national and international) engagements are supported by
policies, processes and best practices that ensure that procurement activity is conducted in an
open, transparent and non-discriminatory manner. Strong processes are in place to
identify/develop and qualify vendors on the basis of supply assurance, innovation quotient,
product quality and value for money considerations. Formal competitive processes are
established and documented discussions, recommendations and decisions underlay all
procurement activity. Sole sourcing (to the extent possible) and retroactive contracting are
avoided. Contracts are tested for regulatory compliance and supplier deliverables cognise for
environmental, health and safety legislation. All businesses of the Company have modern
facilities and use state of the art technologies to ensure benchmarked quality and value.
Accordingly, the Company sources specialised production machinery from reputed
international as well as Indian manufacturers – across large, medium and small scale sectors.
Utility machinery such as boilers, generator sets, air-conditioning and refrigeration machinery
and electrical & electronic systems are sourced largely from Indian or India based suppliers.
Competent Indian contractors carry out construction and renovation of new manufacturing
facilities, hotels, warehouses & offices. Nearly 90% of raw materials and 70% of spare parts
and components have been locally procured during the year. The Company actively
encourages competency development among local vendors and its vendor base includes
numerous medium
and small scale enterprises that are close to its manufacturing locations. Where appropriate,
vendors are provided technical support and managerial inputs to enable them to move in
tandem with the Company‘s business plans.
The Company also supports several vocational training initiatives in areas close to its
operations. These have been effective in empowering youth with requisite skills and increased
opportunities for entrepreneurial development. In addition, the Company has continued to set
up sourcing centres in rural India for several of its product categories, both directly and in
collaboration with various State agencies and NGOs to assist in the creation of sustainable
livelihoods.
Community
ITC‘s agri-businesses have forged a long and enduring partnership with rural communities.
Their initiatives contribute to empowering these communities to conserve and manage their
natural resources, create sustainable on and off-farm livelihoods and improve social
infrastructure, especially in areas where it impacts women and children. ITC has put in place
village-level institutional mechanisms which help transform rural communities into vibrant
economic organisations and empower stakeholders with enhanced incomes and livelihoods.
Government
ITC interacts through industry bodies and various other forums with Government /
Regulatory
Authorities on aspects relating to public policy frameworks. ITC, in partnership with CII, has
supported the creation of a unique institution — The CII-ITC Centre of Excellence for
Sustainable Development — to promote thought leadership, recognise sustainability
champions and build awareness as well as capacity on issues related to sustainable
development and inclusive growth.
 ITC LIMITED

CORPORATE OFFICE
VIRGINIA HOUSE 37, J.L.NEHRU ROAD, KOLKATA-700071 INDIA

EMPLOYEE MANAGEMENT
In ITC the different value chains related to our Businesses provide direct and indirect
employment to around 6 million people, whose livelihoods are substantially linked to their
association with the Company. Company’s human resource management systems and
processes aim at creating a responsive, customer-centric and market focused culture that
enhances organisational capability and agility. The company employees over 30,000
employees till date. The fig. below shows the break-up of employees at ITC Ltd.

Fig 4. Gender wise employee break up

COMPANY'S SHARE CAPITAL

545,78,25,430 Ordinary Shares of the Company, representing 68.09% of the Company's paid
up capital, as on 19th June, 2022 are in dematerialised form. The paid-up share capital of the
Company, as on 19th June, 2022, is Rupees 801,55,19,541 (Rs.801.55 crores) divided into
801,55,19,541 Ordinary Shares of the face value of Rupee 1/- each.

Total No. of Shareholders as on 19th 5,39,880

June, 2022 :
No. of shareholders in dematerialised form : 4,96,563
No. of shareholders in physical form : 43,317

GDRs
The Company, in 1993, made an offer of 45,00,000 Global Depository Receipts (GDRs) with
15,00,000 warrants (in the ratio of 1 warrant for every three GDRs held) to subscribe for the
GDRs. 1,99,63,135 GDRs, representing 1,99,63,135 underlying Ordinary shares of the
Company, were outstanding as on March 31, 2022. The Company's GDRs are listed on the
Luxembourg Stock Exchange (Code: 004660919), at Societe de la Bourse de Luxembourg,
35A Boulevard Joseph II, L-1840, Luxembourg.
 About Project
1. INTRODUCTION-

1.1 ABOUT THE PROJECT-

Marketing communication (MarCom) is a fundamental and complicated a part of a

enterprise’s advertising efforts. Loosely defined, MarCom can be defined as all the messages

and media you set up to speak with the marketplace.

Marketing verbal exchange includes advertising, direct marketing, branding, packaging, youron

line presence, published materials, PR sports, sales displays, sponsorships, trade display

appearances and more. Marketing Communications refers to the use of various marketing

channels and gear in aggregate. Marketing verbal exchange channels awareness on any way a

enterprise communicates a message to its desired marketplace, or the market in fashionable. A

advertising communication tool can be something from: advertising and marketing, private

promoting, direct advertising, sponsorship, verbal exchange, social media and promoting to

public family members.

MC are made up of the advertising blend that's made of the 4P's: Price, Promotion, Place and

Product, for a commercial enterprise promoting goods, and made from 7P's: Price, Promotion,

Place, Product, People, Physical proof and Process, for a service-primarily based enterprise.

Marketing Communicationoutlines the basic advertising verbal exchange ideas and presents the

foundation for relaxation of the series.

● Positioning—discusses the fine details and significance of claiming the most attractive

position for your purchaser’s thoughts.

● Your advertising message—presents the framework for planning your advertising and

marketing message during the technology adoption lifecycle (TALC).

● Marketing communication for tech startups—describes the method and methods to

expand phrase-of-mouth advertising and marketing in the market.

● Marketing communications: Reaching early adopters of technology products— focuses

on how (and why) you ought to tailor your message for era lovers and visionaries.

● Successful marketplace communication across the Chasm and within the Bowling

Alley—explains the methods to help you go the Chasm.

1.1.1 Objectives of Marketing Communication of ITC Ltd.-

The objectives of marketing communication of ITC Ltd. are as follows-

● Creating preference-

Creating preference is mostly a longer-term effort that ambitions at the usage of verbal

exchange gear to assist position your product or organization in the minds of the goal

client.Positioning and building a brand takes time and calls for a certain consistency (now not

simply inside the conversation efforts themselves, but additionally regarding the core factors of

product, pricing, and distribution) and therefore represents a giant dedication for the business

enterprise.Remember, setting up choice with the aid of building a emblem will impact market

proportion, profitability and even your get right of entry to to talent—and therefore presents

lengthy-term fee for the enterprise.

● To Increase Awareness:

Increased brand focus isn't always best one of the most common advertising conversation

targets; it's also typically the first for a brand new company. When you to begin with enter the

marketplace, you have to permit people know your company and services or products exist.

This may encompass broadcast commercials or print ads that depict the photo of your agency

and constant repetition of your brand call, slogans and jingles. The entire objective is to grow to

be recognized and memorable. Established corporations frequently use a carefully associated

goal of building or retaining pinnacle- of-mind attention, because of this customers consider

you first when thinking about your product category.

● To Change Attitudes:

Changing enterprise or emblem perceptions is any other commonplace conversation goal.

Sometimes, misconceptions broaden within the market approximately your company, products

or services.Advertising is a manner to cope with them without delay. In different instances, bad

exposure outcomes because your company is worried in a enterprise scandal or unsettling

sports.

● To Influence Purchase Intent:

A key conversation objective is to encourage clients to buy. This is generally carried out thru

persuasive advertising, which entails emphasis of your advanced blessings to the user, usually

relative to competitors. It is crucial to strike a chord with the underlying need or want that

triggers a patron to behave.

● Shortening the sales cycle-

Shortening the sales cycle method helping your income and channel companions in their efforts

to pick out, engage and deliver a patron. Understanding the patron’s shopping for method brings

important insight into find out how to shorten the income cycle. MarCom must attention on

developing, packaging and delivering applicable facts to the buyer at some point of the buying

method as a way to sales meet this education want.

1.1.2ITC Price Strategy-

The company is concerned in numerous enterprise pastimes and for this reason faces loads more

opposition inside the market. Therefore to enhance its marketplace segments the business

enterprise attempts to create its presence all over India with reasonable pricing policies. The

enterprise has followed premium pricing guidelines for expensive products and reasonable

pricing for the center-class section if you want to ultimately assist in producing income and

ultimately will cause higher revenue figures. They follow specific pricing techniques for

extraordinary merchandise.
For instance, as Bingo changed into getting into the market, it had adopted a totally clever

aggressive pricing approach that captured the marketplace. As they had maintained an

affordable pricing approach as according to the marketplace but supplied extra amount and

greater margin to the shops which gave them a competitive par

1.1.3ITC Place Strategy-

The corporation’s distribution channel is widespread and for that reason its merchandise are to

be had in each retail store. It has a strong distribution channel because it provides the product

quickly as viable. It additionally has a properly-mounted manufacturing and logistics

distribution community. The organization has four production units and greater than 60 dealers

in India. The food merchandise are also exported the world over in countries like North

America, Australia, the Middle East, and Africa.

1.1.4Promotional Strategy of ITC-

The promotion method of the organization has some thing precise preserving in thoughts its

emblem proposition and its target market. It promotes its product on numerous social media

platforms also via print, television, and radio. The emblem presence is well-different due to

their extended product portfolio, they also have distinct logo ambassadors for unique

manufacturers. It has implemented an aggressive advertising and marketing method and has

taken advantage of any promotional medium available to sell its products. Several ad campaigns

have been launched, which can be seen on popular TV channels, broadcasted on the radio, and

shown through hoardings. It has also roped in distinguished personalities together with Kareena

Kapoor and Shahrukh Khan for higher visibility.These have been some of the advertising blend

strategies applied with the aid of the company.

1.1.5ITC Marketing Strategy-

An advertising and advertising and marketing strategy refers to an common marketing strategy

that allows to goal the clients and, therefore turning them into capacity customers of the

products or services. Let’s look in addition into the specifics in their approach.

● Segmentation, targeted on, positioning of ITC-

As a logo, it serves the wishes of a diverse style of market corporations via manner of

segmenting the population based totally on common styles of capabilities. A mix of nearby

demographic and psychographic segmentation factors which include career, income degree,

gender, age, place, behaviour, and so forth. Are used by ITC.

● Distribution strategy of ITC-

The agency operates with its very personal distribution channel, gadgets are made to be had to

wholesale carriers through carried & ahead dealers (CFA’s), which can be then transmitted right

now or thru small, wholesale, dealers to shops in cities to satisfy clients within the maximum a

ways flung areas of the state.

● Target Audience of ITC-

With its various variety of products and services, ITC caters to customers from the five-60 age

institution with its merchandise starting from Candyman, Mint-o to Aashirvaad, etc. ITC meets

the wishes of different corporations in the B2B marketplace, in addition to ITC Infotech inside

the IT zone and ITC Hotels inside the hospitality quarter.

Therefore, the advertising approach of ITC has applied numerous strategies to enhance their

market section.

1.1.6 ITC Marketing Campaigns-

The organisation has taken initiative to create emblem recognition on diverse social media

systems. It got here up with the #proudly Indian marketing campaign and #Sab SaathBadhein

campaign. Let us have a take a look at what this marketing campaign approach.

1. #proudly Indian marketing campaign

Here the brand showcases how the goods reflect the spirit of creating in India’s marketing

campaign runs throughout diverse social media platforms which generate widespread interest in

citizens. The marketing campaign was initiated in 2020 with the philosophy of vocal for

neighborhood.

2. #Sab SaathBadhein marketing campaign

‘Sab SaathBadhein’ is a company campaign that contains a chain of 4 TVCs (Television

Commercial ) Sab SaathBadhein is an expression of ITC’s sustainable & inclusive increase.

These had been the various advertising campaigns initiated via the corporation which created

huge brand recognition.

1.1.7ITC Digital Marketing Strategy

A virtual presence truly refers to how your enterprise seems online and the way you control

your brand on various social media structures. Following is the social media presence of ITC on

Facebook, Instagram, and Twitter.

From the above photographs, we see the enterprise profile on diverse social media platforms has

a large presence and as a result has a strong base inside the marketplace.

ITC Ltd has been upscaling its digital marketing recreation and establishing its presence inside

the virtual market the business enterprise has a robust base and for that reason its evolving over

years. It is likewise one of the main manufacturers in numerous sectors of enterprise. Though

it's far tough for the agency as they’ve were given a couple of competitors throughout various

organizations they need to hold their popularity and be steady with their extraordinary paintings

and initiative took by means of them.

1.2OBJECTIVES OF THE PROJECT-

The objective of this project is are-

● To measure the effectiveness of the marketing communications of ITC Ltd. with

regard to special FMCG - If you don’t quantify the effect of your advertising efforts,

you’ll haven't any concept whether or not what you're doing is effective or not. On the other

hand, if you do degree the impact, it'll help you apprehend what's running, and wherein and

a way to improve your efforts. By nature, advertising and marketing is a dynamic area due

to the fact markets alternate and those exchange. What works fantastically this year can be a

entire flop subsequent 12 months, and vice versa.Measurement–and the effects or “metrics”

this manner collects–are like a compass that enables entrepreneurs alter path so one can

reach their dreams more quick and correctly.

● To measure the satisfaction level of consumers of FMCG of ITC Ltd. - The

objective of this project is to measure the satisfaction level of consumers of Fast-

Moving Consumer Goods of ITC Ltd.

1.3RATIONALE FOR THE STUDY-

Measurement of Marketing Communication is a critical element of advertising campaigns and

different advertising and marketing pastime. Measurement makes some people very worried

because it brings accountability into marketing interest. In fact, this step may be one among a

marketer’s great buddies. If you don’t degree the impact of your advertising and marketing

efforts, you’ll haven't any idea whether or not what you're doing is powerful or now not. On the

alternative hand, in case you do measure the impact, it will help you understand what's running,

and where and how to improve your efforts. By nature, advertising is a dynamic discipline

because markets trade and those alternate. What works beautifully this 12 months can be a

entire flop subsequent year, and vice versa.

Measurement–and the consequences or “metrics” this system collects–are like a compass that

facilitates marketers alter route as a way to reach their dreams extra fast and efficiently.
1.3.1Deciding What to Measure-

Measuring only for the sake of getting numbers misses the complete point. It’s surely important

to determine the proper things to degree first, in case you want to get a applicable photo of

what’s going on. To do that, marketers typically go through a manner of identifying key overall

performance signs (frequently known as KPIs). A KPI is some thing measurable that suggests

the development an organization is making toward its commercial enterprise objectives. The

KPI isn't the same as the actual employer aim or goal; instead it's far something measurable that

enables managers recognize how properly they may be progressing toward the goal.

In a corporation, KPIs can be decided for many unique stages of the agency. These are defined

beneath:

Company-level KPIs suggest the general corporation overall performance on agency-extensive

desires, in terms of total revenue, profitability, client-delight rating, market share, or percentage

of growth inside the client base.

Department-stage KPIs suggest overall performance on the department level. For the

advertising and marketing branch, it might be brand consciousness, the quantity of certified new

leads generated, value according to lead generated, or the conversion fee: the share of leads who

are transformed into customers.

Team-degree KPIs suggest the effect and effectiveness of a group’s activities. A group focused

on virtual advertising, for example, would possibly tune KPIs including e mail-advertising and

marketing click on fees, the quantity of Web-website online visits, or search engine

optimization income conversion charge: the share of folks who come to the Web web page via a

search engine and result in a sale.

Campaign-level KPIs suggest the impact of individual campaigns. By tracking similar metrics

across more than one campaigns, it is simple to peer which of them are handiest with target

audiences after which use this data to refine procedures and replicate successful processes.
Campaign-stage KPIs are quite depending on the campaign design; for example, campaigns

typically find out the “open” rate: i.e., what number of people open an email message once it is

brought. If a marketing campaign doesn’t use electronic mail, the open rate doesn’t exist.

However, there are some common denominator marketing campaign metrics entrepreneurs can

tune throughout IMC sports to decide impact and development. Cost in step with influence,

impressions consistent with campaign, and conversion price are metrics that may be tracked for

genuinely any campaign.

Marketing tactic-level KPIs suggest the effectiveness of character marketing tactics and gear.

For instance, content-advertising and marketing KPIs song the effectiveness of person content

pieces used on a Web site and in IMC campaigns. These metrics, along with web page

perspectives consistent with article and range of social media shares offer perception for

marketers approximately which varieties of content material are maximum famous with target

clients and which content material pieces get little hobby.

Different agencies choose unique sets of KPIs, depending on what they're attempting to

accomplish and the strategies they're pursuing to reach their desires. At any given degree, it's far

essential to restrict the overall quantity of KPIs to those which are most vital and indicative of

development. If too many stuff are measured, managers have problem prioritizing and homing

in on what is most critical. In addition to KPIs–which represent key, strategic signs of

progress–a agency may additionally music an expansion of different metrics to tell its

operations.

1.3.2 Alignment with the Goals and Objectives-

Figuring out what to measure starts offevolved with considering the agency’s normal desires

and targets, in addition to the advertising crew’s dreams and targets. The maximum-level KPIs

must inform managers about how well advertising is doing at meeting its goals as a group, and

how the group is contributing to the organization’s average performance. KPIs can also reflect

absolute figures, consisting of total market percentage. Or they'll song development in the
direction of a target, together with progress towards attaining 1,500 new clients over the

direction of a year. KPIs ought to offer information to guide managers in their selection making

approximately what is working and where to adjust course.

It is beneficial for an organization to define a preferred set of KPIs for measuring the

effectiveness of marketing campaigns and for the contributions made through different features

inside the advertising corporation: public family members, advertising and marketing, social

media advertising, and so forth. When marketers define S.M.A.R.T. Desires on the outset of a

campaign, these dreams might also incorporate KPIs to verify what the marketing campaign

aspires to gain and the way nicely it does at achieving these dreams. KPIs for focus-building

campaigns, as an example, must be centered on campaign attain, which include variety of

impressions or publish-marketing campaign logo recognition.

Managers should be aware of how many KPIs they're tracking to make sure that size stays a

beneficial hobby in preference to a burden that cuts into the productiveness and effectiveness of

the broader crew. Fortunately, as advertising becomes extra information wealthy and generation

pushed, many KPI-kind metrics are calculated robotically by way of systems that aid the

advertising characteristic, making them readily available. Tools are also available that create

dashboards for advertising managers and group members to assist them effortlessly reveal KPIs

on an ongoing basis.

1.4 IMPORTANCE OF THE PROJECT-

It is as follows-

1) Develop a strategic vision-

The first point within the listing of Importance of Marketing Communication is that it facilitates

the management of the organization and marketing managers expand a strategic imaginative

and prescient about leveraging on the diverse advertising possibilities and structures and device
the plans that make the organisation provide you with the brand new and innovative methods to

promote the offerings to the customers.

It makes the enterprise curate a distinct identity inside the market and within the minds of the

customers because the emblem that craves out the advertising and promotional approaches that

aren't handiest strategic in nature but have an aspect within the ways to communicate

approximately the functions and attributes of the products and services.

2) Create emblem attention-

The idea of branding is absolutely related to the promoting the goals and imaginative and

prescient of the logo and business enterprise as a whole but understating the Importance of

Marketing Communication enables in the developing and imparting the specified impetus to the

logo awareness in an indirect way because the strategy and the innovative artistic endeavors of

the advertising communication starts with leveraging at the robust legacy of the emblem

accompanied through the capabilities and particular selling propositions of the products and

offerings.

3) Expresses aggressive advantage-

There are manner too many manufacturers in the market imparting the similar line of products

and services giving the customers pretty many options and options to select and choose from

and many a time the clients move for the goods and offerings presented with the aid of the

competition.

Hence, expertise the Importance of Marketing Communication allows the organisation to sell its

services in a unique and progressive manner via selecting numerous marketing and media

channels consisting of print advertisements, television commercials, radio spots, digital

advertising and marketing, interactive advertising, and PR among others that enables to

showcase the capabilities and nature of the services in a wonderful mild giving a tough
competition to the arch-opponents of the company and it works as a pull component for the

clients.

4) Fosters goodwill-

Next within the queue of the Importance of Marketing Communication is that it enables the

employer to foster the goodwill within the marketplace as when the communique approach is on

a consistent and continuous basis, the facet of agree with receives ingrained in the minds of the

prevailing and prospective clients as they are step by step witnessing the communication and

messages from the organization and its services and gives them a attitude that the corporation is

authentic and proper in its offerings.

Another component to date is that the advertising communication additionally entails taking

part in various sports related to the company social obligations and inside the advantage of the

society that helps the organisation to command the goodwill from its buyers and stakeholders.

5) Attracts expertise-

The actual and modern advertising communique and messaging strategy no longer handiest

draws the new set of customers however also attracts the expertise for the employer that is

inclined to get related to the enterprise as employees, vendors, investors, groups, and different

enterprise friends that facilitates the agency to develop from strength to strength and achieve its

pursuits and objectives within the enormously a success way.

6) Enlightens the investor community-

In continuation to the above point and harping on the Importance of Marketing Communication,

yet any other gain to the enterprise is that it enlightens the investor network approximately the

strengths, center values, basics, imaginative and prescient, technique, and goals of the company

together with its aggressive advantages, unique promoting propositions, and the functions and

attributes of the goods and services presented to the goal market.

And once the traders are inspired and satisfied with the values and targets of the company they

may be geared up to invest inside the enterprise and that facilitates the management to attain

their monetary dreams in order to further provide the impetus to the business operations and

result in the better income and extended income.

7) Boosts income-

As the thumb rule of enterprise strategy states that the advertising and marketing and sales

departments paintings because the spine of every other and after they each join forces, the

earnings of the corporation are on an all-time high due to the expanded income and marketplace

share in comparison to the competitors inside the marketplace because the advertising and

marketing conversation is strategic, revolutionary, and creative in nature plus is nicely aligned

with the general business goals of the business enterprise.

8) Improved communication with the clients-

In order to attract the brand new set of clients and retain the existing ones on an extended-term

basis, it's miles crucial for the advertising communique to be obvious, consistent, crisp, direct,

and enables to solve the issues of the customers.

And when the control of corporation and marketing branch duly is familiar with and grasps the

Importance of Marketing Communication, there is an automated improvement in the

communication with the customers and their stage of accept as true with within the logo, its

services, and the overall employer is elevated in manifolds with the organization in a position to

accomplish its favored dreams and goals as well.

9) Come up with progressive advertising and promotional thoughts-

Understanding the Importance of Marketing Communication enables the control and the

marketing department to try to come up with the revolutionary advertising and promotional

ideas that do not simplest deliver the emblem messages in an imaginative style however also

gives the logo an edge of creativity compared to their competitors within the market.

It is likewise imperative for the corporation to do a non-stop research on what are the cutting-

edge advertising and marketing trends in the market and be open to attempting out new and

novel ideas for the promoting of products and services.

The above were all the motives which provide an explanation for the Importance of Marketing

Communications.

In line with ITC's aspiration to be India's premier FMCG company, recognised

for its world-class quality and enduring consumer trust, ITC forayed into the
Personal Care business in July 2005. In the short period since its entry, ITC has
already launched an array of brands, each of which offers a unique and superior
value proposition to discerning consumers. Anchored on extensive consumer
research and product development, ITC's personal care portfolio brings world-
class products with clearly differentiated benefits to quality-seeking consumers.

ITC's Personal Care portfolio under the 'EDW Essenza', 'Fiama', 'Vivel',
'Engage', 'Savlon', 'Charmis', 'Shower to Shower', 'Nimyle', 'Nimwash' and
'Superia' brands has received encouraging consumer response and is being
progressively extended nationally.

ITC's state-of-the-art manufacturing facility meets stringent requirements of

hygiene and benchmarked manufacturing practices. Contemporary technology
and the latest manufacturing processes have combined to produce distinctly
superior products which rank high on quality and consumer appeal.
Extensive insights gained by ITC through its numerous consumer engagements
have provided the platform for its R&D and Product Development teams to
develop superior, differentiated products that meet the consumer's stated and
innate needs. The product formulations use internationally recognised safe
ingredients, subjected to the highest standards of safety and performance.

ITC all set to enter premium food segment

MUMBAI : ITC Ltd, which has interests in tobacco, paperboard and hotels,
is now moving into the premium food segment. The large conglomerate
has begun marketing its premium packaged gourmet food in the Mumbai
market, signifying an extension of its synergies in the food and hospitality
business.

ITC’s endeavour is to define and carve out the hitherto amorphous and ill-
defined packaged gourmet foods segment of the Indian food market,
estimated to be worth a whopping Rs.100,000 crore. According to Mr. R.S.
Naware, executive vice-president and chief executive of the foods
business, the extension into gourmet foods was natural for the company,
which had built up a reputation in the hospitality sector. The first offering in
the gourmet section is `dal bukhara’ a popular dish in the Bukhara
restaurant at ITC’s hotel in New Delhi. Also on the list are `kundal kalia’
and `chicken chettinad’, to be followed by vegetable kormas.
Mr. Naware said that the gourmet foods – which will be packaged by a
supplier – will soon be produced by ITC on its own machines. He placed
the domestic sales of this segment of the food business at Rs 5 crore in
the first year and pegged the export potential at Rs 25 crore.
"We will initially target our goods at the NRI segment in various countries.
Later, we will also aim for the general markets in the U.S. and Europe. The
trend to try out Indian fare in European countries in increasing, he stated.

SWOT ANALYSIS
OF ITC

ITC is a well-established and reputed Indian Private Sector company which has been in
business for more than 100 years. The presence for such a long time has given it a strong
expertise in selling and distribution channel. The company has also been using the huge cash
chunk it has from its undisputed leadership in Cigarettes business to foray into other FMCG
sectors.

STRENGTHS
1. ITC leveraged its traditional businesses to develop new brands in for new segments. ITC
used its expertise in transporting and distributing tobacco products to remote & distant parts
of India to the advantage of its FMCG products. ITC’s master chefs from its hotel chain are
always asked to develop new food concepts for its FMCG products. The greatest strength of
the company is its wide range of diversified products and services.
2. Well established distribution network over 6 million retail outlets: The presence of around
6 million retail outlets over the country through which the ITC products are available. Over 2
million retail outlets of these are directly serviced by the ITC‘s distribution organisation. It
uses own experienced transportation and distribution network of tobacco products for
reaching the FMCG products to remote and distant parts of India. Hawkers from distribution
points visit the outlets that are not operated by the company’s competitors. The operation of
hawkers at these outlets brings up the opportunity to expand the product portfolio in the
company. ITC is the company which has one of the best distribution networks across the
world.
3. World Class Research & Development: It has a well-established world class research and
development team at Bangalore with over 50 scientists. ITC recognises that cutting edge
R&D can foster breakthrough innovation and create powerful sources of sustainable
competitive advantage.
4. Corporate Social Responsibility: ITC‘s initiatives to build social capital through extensive
community engagement have led to the creation of sustainable livelihood opportunities for
over
5 million people. ITC has helped create more than 20,000 rural women entrepreneurs. ITC‘s
supplementary education initiative has reached out to over 200000 school children in rural
areas.
5. Awareness of the ITC brand name: ITC is one of the best known brands in India. Markets
the product with the use of the brand name ITC. Whenever a new product is introduced in the
market, the brand name ITC is widely used.

WEAKNESSES
1. ITC’s original business is traded in tobacco. ITC stands for India Tobacco Company
Limited. It still uses its old name even though it has forayed into a variety of new businesses.
The negative connection of tobacco with poor health and premature death is always a weak
point for the company.
2. Limited export of products and services: ITC is a local company. It does not have a large
portfolio of exports in either products or services. This makes the company comparatively
weak in terms of being able to leverage global opportunities, talent & financing.

OPPORTUNITIES
1. Untapped rural market: Indian rural market is the most potential market for branded FMCG
products the population and the area of rural market is higher than the cities. ITC‘s wide
distribution network reaching every local rural market will help to untap the rural demand. In
the rural market penetration level of Shampoo is 56%.
2. ITC’s e-Choupal is a community of practise that links rural Indian Farmers using the
Internet. This project reaches more than 10 million farmers in more than 1, 00,000 villages.
ITC benefit from low cost of procurement of raw materials as well as use e-choupal as a
marketing root for its products. Per capita consumption of personal care products in India is
the lowest in the World, giving an opportunity for ITC’s soaps, shampoos and fragrances
under their Wills brand.

THREATS
1. The main threat as is obvious is from competition both domestic as well as International.
The emerging consumer society will bring in new products and services from competitors.
ITC’s opportunities are likely to be the opportunities of others as well. Therefore dynamics of
competition might alter in the medium-term. Then ITC will need to decide upon whether
diversified the most competitive strategic formation for a secure future is.
2. The heavy taxes and some laws against use on cigarettes and pictorial graphic warnings in
Cigarettes packets might also move away a small percentage of people from such products.
 SECTION II
PROBLEM STUDY
 INTRODUC
TION
India today is one of the largest producers of soaps in the world. Today, the per capita
consumption of toilet/ bathing soap in India is 800 gms, where as it is 6.5kgs. in U.S.A., 4.0
kgs. in China,1.1 kgs.in Brazil and2.5 kgs. in Indonesia. At present, the Indian Soap Industry
is mainly divided into the Premium, Popular and Economy / Sub popular segments. Soaps
form the largest portion of the FMCG (Fast-moving Consumer Goods) market with
bathing and toilet soaps contributing around 30% of the soap market. The FMCG industry
can be divided into organised and unorganised sector. The size of the organised sector is
about Rs.66 billion. The industry has been growing at a CAGR of 4% for the
last three years. It accommodates product lines such as soaps, detergents, skin care, hair
care, oral care, cosmetics, disinfectants, other toiletries and processed packed food
products. Price of the premium segment products is twice that of economy segment
products. The economy + popular segments cover up about 80% of the entire soap market.
The penetration level of toilet soaps is about 88%.In India, soaps are available in five million
retail stores, out of which, 3.75 million retail stores are in the rural areas. Therefore,
availability of these products is not an issue.70% of India’s population resides in the rural
areas; hence around 50% of the soaps are sold in the rural markets. With increase in
disposable incomes, growth in rural demand is expected to increase because the consumers
are moving up towards premium products.

Ever since September 2007, Fiama Di Wills has been providing gentle and effective care
while pampering and keeping you refreshed throughout the day. The Fiama Di Wills
product portfolio, consisting of Soaps, bathing Bars, Shower Gels, Shampoos and Facewash,
has been developed by scientists at the ITC R&D Centre, leveraging the expertise of
International product formulation specialists. Fiama Di Wills products are for modern, aware
customers who are confident of themselves and seek indulgences that make them feel alive,
beautiful and young.

There are many national and regional players in the bathing soap segment. The main player is
Pears, having the most of the market share. Then there are some national level brands like
Lux, Dove, Lifebuoy etc. and some local brands that are regional in nature. There are lot of
varieties in brands for the customer to choose.
DISTRIBUTION CHANNEL OF ITC

ITC provides products and services of superior quality and value by sourcing its technologies,
equipment and inputs from reputed international and Indian manufacturers and suppliers.
Common values, relating to human rights performance, are shared across the entire supply
chain because ITC is committed to the importance of a socially responsible and accountable
supply chain.

As a large and multi-product enterprise whose products are benchmarked nationally and
internationally, ITC's main supply chains can be grouped as follows:

1. For all its operations, technology, machinery and equipment are sourced from reputed
and globally benchmarked suppliers/vendors who are expected to follow
internationally accepted norms and standards on human rights.
2. ITC's major businesses are vertically integrated across several Divisions. A
substantial part of the supply chain is therefore internal through strategic backward
linkages. Common values relating to human rights performance are shared across this
supply chain.
3. Being a major agric-based company, the agriculture sector is a major supplier of
inputs for its operations. The bulk of agricultural commodities are procured from state
controlled trading platforms and the open market.

A very small proportion of ITC's business consists of supply chains comprising local vendors
and suppliers. The policy framework for such entities is enunciated separately in 'Policy to
Ensure Respect for Human Rights across the Supply Chain'
Operations at the WD shop
WD Constitution and its Importance

Every WD firm has a constitution, which is a legal document that authorizes the owner
to carry out the ITC distribution business under a specified enterprise name, accompanied
with a specimen signature of the Proprietor and manager. In case, the firm has partners, they
st
have to give a certification by the 1 of June every year.

POP Register and Uses

POP register is a monthly record of the quantity of different types of POPs at the
WD godown. This is prepared at the end of every month, and a copy is also sent to the
branch.
The POP register can be used to check whether the Cycle plan inputs were given. This is
basically a track of the POP given and thus can be used if the POP provided was used
properly at the focus markets.

D and D Register

The D& D register is a record of amount and value of D&D of different brands (SKU
wise), that is held by a given WD at any point of time. The WD can claim for the amount
from the company. This register can be used to track the amount of D & D, which is being
received, and if it is large a corrective action may be initiated. Once every quarter, a company
official (AM) inspects the D &D. The different types of D &D have been described earlier.
Bi nders of the AE’s .
It consists of the following different parts:

Industry Summary Volume

This records the total food industry ---a detailed summary of ITC, competition and transit
trade both market share and market wise. Along with the previous two years it also shows the
quarterly, monthly and yearly average performance. This can be used to keep a track over the
industry as a whole and the trends---- the change in market share, growth rate by vol. etc

Total Consolidated Brand Card

The brands are segmented into KSFT, RSFT, LONGS, PLAINS and BINGOS and the
performance of the brand for the past 4 years (avg) and monthly analysis of each brand in the
current year is recorded. This is used to track the trends brand-wise i.e. to check which brand
is moving etc. If the brand sales are decreasing, we have to see to which brands have these
sales shifted to and then figure out the reason .e.g. an increase in prices leading to
downgrading.

Weekly sales Analysis

It gives the % sales per week of the total sales of the month. Ideally for the first 3 weeks it
should be 7/30*100 (23.3%) and 10*100/30 for the last week(30%) depending on whether the
month is 30 or 31 day month. A deviation of 2% of the above value may be allowed.

Industry Brand Segment Analysis

This is similar to the Total Consolidated Brand Card, but is done for the competition
brands and is used to check their trends and the brands –wise changes in sales and try to
correlate the changes with the comparable brands of ITC.

Volume by POP Groups

This gives the total food industry volume in each of the different POP groups market of
the section. This is used to understand and track how a particular POP group is behaving and
the sales trends there--- and can be used to determine if an action specific to that POP ought
to be taken.. The performance in the past years is also given for performance comparison..
 Stock Position Report
Stock Position Report is sent by the WD at the end of every week and is basically an account
of the brand-wise

Opening SOH

Closing SOH and its value.

Track Receipts and Transfers at the WD point.
Volume and the value of sales made in last week and cumulative sales for the month
Remittances made by the WD to date
The oldest Stock date at the WD (to check the freshness of the stock).
The D & D of each brand to date.
A comparison of the Last Month sales and ECD to the sales to date can be made to check the
performance

The closing SOH is done as:

Closing Stock = Opening Stock - Sales this week + Receipts – Transfers.

This is done brand wise and multiplied by the price to determine the value of SOH.
Role of the Supervisor

Implement trade-marketing activities at the outlet level.

He is an aid to sell out and thus increase the customer sales.
Train DS---He is responsible for his territory and thus sets target for the DS, training
and motivating him.

Business advice to the customer.

Steps of the Call of the Supervisor:

Preparation
He checks outlet details prior to the call and set objectives for every call. To meet these
objectives he organizes his resources.

Approach
Visually collects and records information about environment of the outlet and observes the
inside (for POP, visibility, Foods etc) and outside(for on-shop displays) of the outlet.

Stock Check
He looks at the availability of the products (own and competition) and examines their stock
levels, to track trends and check whether the required pipeline is there or not. To ensure the
stock freshness he also ensures that the appropriate code date product is there stock). He also
ensures that stock rotation and FIFO is being carried out.

DS Call
A DS call is also given to each outlet once a week. This call is made along with the relevant
hawker on the route and is a sort of training and performance checks of the hawker. On this
call he checks the SOH, the code date and takes up other issues

ROLE OF A DS

DS---- Distribution to the retailers.

A DS may be an independent businessman or employed by the WD generally for deep inland

markets.

How does a DS start his day?

Picks up stock from the WD point according to his requirement for the route.
Takes care of bills to be issued
Takes up the issues of the day

The DS covers 30 outlets on his route. The activities of the DS have been divided into
suitable rote and collect the order .
 CHAPTER- 5

MAJOR COMPETITORS OF SUNFEAST BIACUIT

MAJOR COMPETITORS OF SUNFEAST BUISCUIT

BRITANNIA

PARLE
ABOUT BRITANNIA

COMPANY PROFILE-

The company enjoys a share of 32% in the market in terms of volume. Started way back in
1892 with an investment of Rs. 295, biscuits were manufactured in a small house in central
Kolkata. Later, the business was acquired by the Gupta brothers and operated under the name
of V.S. Brothers. In 1918, C H Holmes, an English businessman in Kolkata was taken as a
partner and „The Britannia Biscuit Company Limited (BBCo)‟ was launched. The Mumbai
factory was setup in 1924 and Peak Freans, UK acquired a controlling interest in BBCo.
Biscuits were in big demand during World War II, which gave a fillip to the company‟s sales.
BBCo celebrated its golden jubilee in 1968 and the company name was changed to the
current Britannia Industries Limited in 1979. In 1982 Nabisco Brands Inc., USA became a
major foreign shareholder. Ten years later in 1992, Britannia Industries Limited celebrated its
platinum jubilee. The following year, the Wadia Group acquired a stake in ABIL, UK and
became an equal partner with Groúpe Danone in Britannia Industries Limited.

Product

Britannia has restructured its portfolio of products at regular intervals. This strategy has
enabled it to serve the key needs of the Indian consumer across age groups and diverse
consumption situations, through an optimum range of brands. The success of this strategy
enabled Britannia to reduce the number of focus-brands from 24 in 1998, to nine in 2001.

All its product offerings derive their premium qualities from the principles of health and
taste. This key premise has led to the evolution of a lifetime menu where a Britannia product
exists for every stage in a person‟s life. The highest consumption group for biscuits are
children; here Britannia offers Milk Bikis with all the „goodness of milk‟ required by younger
kids, while the Tiger brand is aimed at 7-14 year olds and provides them with the exuberant
health required by „winners of tomorrow‟. Another offering for children – Treat, a range of
delicious cream biscuits – is meant as a treat for children during fun times.
A particularly notable success has been Little Hearts, meant for teenagers and kids, to target
group which did not snack on sweet biscuits. The company moved into the mass market for
biscuits introducing low priced varieties under the umbrella, Tiger.

PRODUCT RANGE

50:50

MARIEGOLD

BOURBON

PURE MAGIC

NICE

GLUCOSE-D

GOOD DAY

SNAX COCONUT CRUNCHIES

Achievements

Britannia is synonymous with the rise and growth of the biscuit industry in India

It brought the health dimension to an industry that was traditionally driven by taste alone.
This is reflected in Britannia‟s brand slogan, introduced in 1997 that exhorted consumers to
„Eat Healthy, Think Better‟. This was quickly embraced by the entire industry to come up
with similar promotional campaigns showing biscuits to be an epitome of a healthy, happy
diet.

Britannia‟s products retail in over 2 million outlets selling approximately 200 million packs a
month. With millions of happy consumers every month, Britannia is considered to be one of
the most trusted food brands in India. Britannia has also successively made the Forbes List of
200 Best Small Companies in the world for the years 1999, 2000 and 2002.
The four metros account for 65% of the sales of Britannia. Britannia
industries has acquired
49% stake in Kwality Biscuits.

DISTRIBUTION CHANNEL OF BRITANNIA

MANNUFACTURING PLANT

DEPO

DISTRIBUTER

SALESMAN

WHOLESELLER RETAILER

CONSUMER
ABOUT PARLE

Parle enjoys a 43% share of the total biscuit market. A long time ago, when the British ruled
India, a small factory was set up in the suburbs of of Mumbai city, to manufacture sweets and
toffees. Despite the odds and unequal competition, this company called Parle Products,
survived and succeeded, by adhering to high quality and improvising from time to time.

A decade later, in 1939, Parle Products began manufacturing biscuits, in addition to sweets
and toffees. Having already established a reputation for quality, the Parle brand name grew in
strength with this diversification. Parle Glucose and Parle Monaco were the first brands of
biscuits to be introduced, which later went on to become leading names for great taste and
quality.

Parle is the second largest producer of biscuits in the organized sector. In the popular brands
segment, its Parle G remains a popular brand in the glucose biscuit segment AND IS
WORLD‟S LARGEST SELLING BRAND OF BISCUIT. In the premium segment, its
HIDE
& SEEK is attracting competition due to the sway it holds in the market place.

In the saltish biscuits, Monaco has been quite popular, especially in the cocktail circuit.

PRODUCT RANGE-

HIDE & SEEK

PARLE-G

PARLE-G MAGIX
 PARLE-G MILK SHAKTI

KRACKJACK

MONACO

MARIE CHOICE

MONACO BITES

FUN CENTRE

ACHIEVEMENTS-

Be it a big city or a remote village of India, the Parle name symbolizes quality, health and
great taste! This reputation has been built, by constantly innovating and catering to new
tastes. This can be seen by the success of new brands, such as, Hide & Seek.

In this way, by concentrating on consumer tastes and preferences and emphasizing Research
& Development, the Parle brand grows from strength to strength.

The extensive distribution network, even in the most remote places and in the smallest of
villages with a population of just 500. Parle has nearly 1,500 wholesalers, catering to
4,25,000 retail outlets directly or indirectly. A two hundred strong dedicated field force
services these wholesalers & retailers. Additionally, there are 31 depots supplying goods to
the wide distribution network..

Designing products that provide nutrition & fun to the common man. Most Parle offerings are
in the low & mid-range price segments. This is based on our cultivated understanding of the
Indian consumer psyche. The value-for-money positioning helps generate large sales volumes
for the products.

Parle-G sells the most because it is the cheapest biscuit in the branded category. Most Parle
offerings, unlike Britannia, are mass brands in the low and mid-range price segments. As it
has been around for over 60 years, it has a loyal consumer base

However, Parle Products also manufactures a variety of premium products for the up-market,
urban consumers. And in this way, caters a range of products to a variety of consumers
DISTRIBUTION CHANNEL OF PARLE

MANNUFACTURING PLANT

WAREHOUSE

STOCKEST

SALESMAN

WHOLESELLER RETAILER

CONSUMER
 PROBLEM STATEMENT

Varanasi is an evolving market for the bathing soap industry and there is a lot of potential for
the major brands. ITC ltd.’s Fiama Di Wills is not yet the market leader in the bathing soap
segment, since there is competition in the form of regional players and national players. As
Varanasi is an evolving market, my study was done to find the factors influencing the
purchase decision of consumers with respect to bathing soap. In this study, I would find the
buying pattern, the influence of offers for bathing soap and the reasons for the consumers to
buy a particular brand of bathing soap.

RESEARCH OBJECTIVE

The aim of the study is to find the factors influencing the purchase decision of consumers
with respect to bathing soap. Is the offers provided by companies a major push factor in
purchasing of bathing soap is checked upon. The preferences of consumers for bathing soap
is also checked. The data will be analysed to find out the purchase decision of the consumers
and also their perception towards various brands and the offers.

RESEARCH DESIGN

STATEMENT OF THE PROBLEM

Purchase decision of consumers towards Bathing soap.

SCOPE OF THE STUDY

The scope of study extends to all the consumers who purchase FMCG goods on a regular
basis. The consumers selected was from different districts of Varanasi especially from South
Varanasi, on a random approach.
As learning is a human activity and is as natural, as breathing. Despite of the fact that
learning is all pervasive in our lives, psychologists do not agree on how learning takes place.
How individuals learn is a matter of interest to marketers. They make aware to the customer
about their product, quality, benefits and promotional activities. They want to teach retailers
in their roles as their roles as consumers. They want retailers to learn about their products,
product attributes, potential consumers benefit, how to use, maintain or even dispose of the
product and new ways of behaving that will satisfy not only the consumer‟s needs,
but the marketer‟s objectives.

The scope of my study restricts itself to the analysis of the visibility, supply, distribution
channel, promotional. There are many other brands of biscuit available but my study is
limited to three major players of buscuit leaving behind the others. The scope of my study is
also restricts itself to Haridwar region only.
 RESEARCH METHODOLOGY

TYPE OF RESEARCH

This study is descriptive in nature

TYPE OF DATA

Primary data is used for the purpose-data collected from customers. Secondary data is used to
assist the primary data- information regarding the bathing soap industry

SAMPLING DESIGN

The sampling method used is convenience non random sampling

Sample unit: all consumers using bathing soap

For achieving the research objective, I have collected opinions of 140 people.

DATA COLLECTION METHOD

 Through e-mails
 Personal interview

INSTRUMENTATION

Primary data collection

 Questionnaires
 LIMITATION

 Time was a constraint while collecting data

 Respondents were reluctant to take the survey

 I was not able to obtain 100% honest answers

 The sample size I took was less, so I was not able to obtain diverse answers

 Bias of the respondents towards the companies

 Convenience sampling could not represent the true population

In attempt to make this project authentic and reliable, every possible aspect of the topic was
kept in mind. Nevertheless, despite of fact constraints were at play during this project. The
main limitations are as fellow:-

1. Due to limitation of time only few outlet were selected for the study. So the sample of
retailers was not enough to generalize the finding of the study.

2. The main source of data for the study was primary data with the help of self-administered
questionnaires. Hence, the chances of unbiased information are less.

3. People were hesitant to disclose the true facts.

4. The chance of biased response cannot be eliminated though.

FINDING & ANALYSIS
PACKAGING

This analysis helps to find whether packaging have an impact on the buying behaviour
of consumers.

PACKAGING
Poor Fair Good Very Good Excellent

INFERENCE

 Almost 91% of the consumers are driven by the offers provided by the
companies to them.
 Purchase decision is mainly based on the offers and promotions schemes.
 Consumers tend to purchase more when there is offers.
 Therefore, offers play a significant role in the purchase decision of bathing
soaps.
• The consumers of age group 21-30 years purchases more bathing soap than other age
groups.

• Most of the time they go for brand having higher quality and those brands with good
brand name.

• The respondents considered that the price of the products were acceptable and
reasonable unlike other personal care products.

• Most consumers in the survey use Dove, second come Pears and then other brands that
were not mentioned in the survey questions.

• Most consumers buy bathing soap on a monthly basis, there is regular usage pattern
of the bathing soap.

• Consumers buy mostly from 2SKU’s every month.

• Most of the consumers ask or select a particular brand of bathing soap.

• 88% of the customers who use bathing soap ask for the brand they regularly buy.

• 45% of the consumers prefer foamy type bathing soap over other types.

• The 75% of the respondents said that offers provided by the companies have not
influenced their purchase decision.

• The respondents were aged mostly between 21-30 years.

• 43% of the respondents said that advertisements urge them to try new brands.

• The rest said that advertisements does not impact much in their buying decision i.e.
they will stick to their brand even if they see an advertisement of a new brand.

• Health benefit, quality and quantity are the main reason consumers consider before
buying bathing soap.

• This means that most of the consumers are scared to change their brand that they have
being using.

• Quality, price and brand name plays an important role in the purchasing decision of
bathing soap.
• 100% of the bathing soap consumers prefer quality of the product and brand name
over price of the product.

• This shows that those who buy bathing soap, buy it due to quality and brand image,
not due to price.

• Packaging and consumer offers doesn’t have much impact in the mind of the consumer
when purchasing bathing soap.

• 75% of the consumers agree to the fact that they use bathing soap just because they
were either loyal to a particular brand or by the influence of ads of some brands.

• 88% of the consumers look for bathing soap brands that have good and attractive
packaging.

• 48% of the respondents said that price of the brands they buy are priced at a good
range.
• 41% of the respondents considers the quality when making purchase decision.

• 85% of the consumers agree that they stick to the same brand they are using, so it is
likely for those consumers to rebuy the same brand.

• 62% of the consumers are satisfied with the brand of bathing soap they are using, 16%
remains neutral.

• 63% of the consumers disagree to the fact that they change brand if there is a price rise
for the existing brand.

• This shows the brand loyalty of the consumers and also shows that price rise does not
have much impact for those consumers.

• 63% of the consumers agree that they will stick to their existing brand even if there is
a price rise, this also shows the brand loyalty.

• 71% of the consumers disagree to the fact that they always prefer lower priced brand.

• This shows that price doesn't have much impact in the purchasing decision on those
consumers.

• 60% of the consumers will suggest the brand they are using to others, 30% may
suggest the brand and 10% does not suggest their current brand they are using.
 CONCLUSION

• From the study the various aspects of the consumers buying behaviour were found out

• Many reasons for consumers choosing bathing soap was found out and the purchasing
pattern of the consumers were also find out.

• Brand loyalty of the consumers were also checked in the survey.

• The survey shows that Fiama Di Wills should try and achieve a position in the minds
of consumers of bathing soap.

• The main reason for not using Fiama Di Wills is due to consumers are not ready to
shift from their current brand.

• Then the next reason is the shopkeepers, the shopkeepers sometimes give those brands
which have higher margin, to the consumers who doesn’t have much preference for a
particular brand.

• But still Fiama Di Wills has certain value in the mind of the people and that need to be
maintained.

• Some more push can be done in the market to get more market share.

After conducting the survey we are in a position to say that ever since its Sunfeast
as a preferred brand is on a rise.

It is concluded that mostly people preferred ITC sunfeast cream biscuit

due to its flavour/taste, quality and image. Some people often like to have a biscuits
with good flavour, quality and crunchiness so they are going towards biscuits of sunfeast
due to its taste and.

For promotional offers, company should go for free gifts rather than going for other
ways

 ITC needs to improve its working primarily on the service and delivery front.
The company is also suffering as OTIF levels are very low, and this lack of
regular supply is turning retailers against our products.
 During the visit into the market, it was found that in most of the shops, the
complaints against old stock being delivered were registered, which constitute a
major portion of the D&D stock. So, to get rid of it, ITC should work upon their
logistic system and stock reach the market soon and will also reduce
dissatisfaction level among the retailers as well as consumers against expired
stock.

 POP & Display activities should be on regular basis.

 ITC is facing still competition from parle G in particular because of its low price
and high awareness in lower segment of customers.
 SECTION III
ROUTINE WORK
 DAILY
ROUTINE

The Big Day Sales was from 13th August, 2022 to 13th September, 2022 wherein I
was assigned to do the sell-out directly to consumers by persuading them to make a purchase
of ITC’s PCP(Personal Care Products). I worked in GRIHASTI SUPER MARKET
Chitaipur Varanasi.. I promoted the products under the category of Soaps, Deodorants and
Cologne. Under the Soap category I promoted the Gel Bar under the Brand Name “Fiama Di
Wills” and in the deodorants and cologne category the Brand name was “Engage”.

This was the first day of me working as a promoter during my internship period. Since
I didn’t have any prior experience, I was really excited about the job and more over confused
about how I should go about it. The first location was the GRIHASTI SUPER MARKET
Chitaipur Varanasi.. Since, we were asked to visit all the major accounts in
Thiruvananthapuram on 19th of June where I analysed how the store is arranged and how
much does ITC’s products have a share in the respective shelfs, thus it was easy for me to
handle the consumers queries. I was asked to sell out the products under the Category Soaps
i.e., Fiama Di Wills Gel Bar which had an offer of “Buy 3 and Get 1 Free”, which was priced
at Rs.180. The products were kept in a floor stacked format with the competitor Dove and
Pears. We had a lesser stock and the arrangement itself showcased our product as a less
quality one comparing with our competitor. I didn’t find our design appealing or attractive
and I wanted to change the floor stacking way to some more catchy one but I didn’t because I
thought the arrangements had some inner meaning. On 21st, I could make a sale of 6 SKU’s
within one hour, which I felt proud because the promoter of ITC said that the maximum units
of Gel Bar sold on a day was just 5 SKU’s.
 The first thing I did was, I went and
asked the floor manager whether I can change
the arrangements of my Gel Bar. He gave me
permission to do anything to increase sales. So,
this is what I did.

The main purpose of me doing this was

to attract consumers to our product and above
that to bring a feeling that our product is equal
to the products of the competitors like Pears and
Dove as the picture below shows. Once I had
done that I started off my sales and I could sell
16 SKU’s that day. It was actually difficult to
sell the Fiama Gel Bar to the consumers because
more than half of the footfalls were either not
aware of the product or they were not willing to
make a purchase decision on our product over
Pears.
 On this day , when we made a sale
of 36 SKU’s whereas Pears could only sell 9
SKU’s and that was really a proud moment for me
as a promoter. The main factor that boosted the
sales was a different method that I did.

I carried 2 SKU’s of all the variants of the Fiama

Di Wills Gel Bar and went directly to the
consumer so that they get aware of our product
and the offer that we are providing. Many
consumers had a mind in purchasing soaps so I
could take the advantage of that and persuade them
in making the decision. I approached the
consumers by greeting them and slowly
introducing them to our product.

STEPS :

Steps that I undertook in persuading consumers

were:

 Greeting the consumer.

 Introducing them to the offer and our product.
 Telling them the uses and the advantages over other products.
 Enquiring about their previous purchases in the soap category.
 Taking feedback if ever they have used Fiama Di Wills Gel Bar.
 Finally, making them to purchase the product.

This was the last day at the GRIHASTI SUPER MARKET Chitaipur Varanasi.
The customer walking’s were comparatively lesser than that of the previous day which
directly affected the sales volume. I was able to sell only 20 SKU’s during this day. I also did
some sales with the deodorants, which is the Engage Deodorants’ and the Engage Cologne
brands wherein I sold 53 SKU’s in total.
 MAIN PROBLEMS OF FIAMA DI WILLS :

The below mentioned are some of the problems that I felt as the reason that consumers
were reluctant to purchase the same.

 As many as 80% of the consumers are not aware of the Gel Bar.
 Consumers are not ready to change from Brands like Pears and Dove.
 Insecurity in switching to different brands.
 Consumers are not aware of how to use the Gel Bar.
 Risk factor is common in consumers mind.

FEEDBACKS OF FIAMA DI WILLS :

There were many common feedbacks, but among them there were some feedbacks
which I felt important and to be noted.

 Consumer 1 : “I use Fiama Di Wills gel bar and I like the product, but the only defect is
that it gets over soon."
 Consumer 2 : “I use only soaps that have TFM(Total Fatty Matter) content, and its neither
found in your products nor mentioned in the package.”

The common feedback that I received from the consumers of Fiami Di Wills Gel bar was
that that the product is a quality one and they still continue using it.

I was asked to work at GRIHASTI SUPER MARKET Chitaipur Varanasi for the
last two days of the Big Day. Over there I did the sell-out activities and promotion of the
Engage deodorants and the Engage cologne categorizes. The main advantage in this
GRIHASTI SUPER MARKET was that it was located in the center of the city and it had a
pulling of consumers into the store by its own compared to the one. There were consumers of
all age groups and mainly consumers who came for purchase was in the age group of 30-40
years. Thus, they were more interested in the personal care and the clothing
 sections. I was able to make them purchase our deodorants and cologne spray. On
this day, I
couldn’t find much traffic as I heard about the store. As I did my selling back there with the
basket, I tried following the same here too. I carried 2 SKU’s of all the variants in the
deodorant and cologne spray category but there weren’t much a demand. I could only convert
a few consumers to make the purchase decision using the basket sales.

The Basket Sales was an effective method wherein I could actually go to the
consumers directly and tap their need and convert that into a purchase. But since on 25 th
there weren’t

much rush in the store there was less sales that happened during this day. I made a sale of 58
 SKU’s of Engage Deodorants and 9 SKU’s of Cologne spray which makes a total of just
67
SKU’s.

The BIG DAY had finally come and it was sure that all the promoters of various
companies would definitely try to boost the sales so it made me feel little nervous at the
beginning and that was when I couldn’t do well. I was struggling for sales to happen but once
I got a motivation and I calmed down myself I started picking up slowly with the sell-out. I
tried the basket sales in for few hours and the traffic increased I decided to stay near the shelf
and concentrate on maximum sales. At the
end, I could sell 112 deodorants and 4
cologne’s which resulted in the whole
sale of products in Cologne spray.

STEPS :

Steps that I undertook in persuading

consumers were:

Greeting the consumer.

 Introducing them to the offer and
our product.
 Making them smell our different
variants

 Telling them the uses and the

advantages over other products.
 Taking feedback if they have
either used Engage deodorants or cologne
spray before.
 Finally, making them to purchase
the product.
FEEDBACKS OF ENGAGE :
As there are both the sides, consumers had different opinions but mainly the feedbacks
of consumers who have been using the Engage had a very good opinion. Basically, people
were ready to buy any of the company’s product in deodorants and Cologne because their
preferences was with better fragrance and the lasting smell products. People didn’t show
much brand loyalty in this category products. The Big Day offers was one of the reason that
consumer’s decided in purchasing Engage over others.

 Consumer 1 : “I use engage and it is has a lasting fragrance.”

 Consumer 2 : “Sorry. I don’t want to try another company’s product. I prefer AXE.”
 Consumer 3 : “Nivea’s product has 48hrs lasting whereas your product would last only for
24hrs.”
 PRODUCT PROMOTER

A promoter is a pleasant and competitive person that thrives in attracting new

customers. Promoter must play a fundamental role in achieving a company’s ambitious
customer acquisition and revenue growth objectives. He/she must be comfortable making
dozens of product/services presentations, generating interest and qualifying sales prospects.

ROLE OF A PROMOTER :

 Demonstrate and provide information on promoted products/services

 Create a positive image and lead consumers to use it

 Use lectures, films, charts, and/or slide shows

 Distribute product samples, brochures, flyers etc. to source new sales opportunities

 Identify interest and understand customer needs and requirements

 Set up booths or promotional stands and stock products

 Report on demonstration related information (interest level, questions asked, number

of samples/flyers distributed etc.)

ROLE OF A PROMOTER (MY VIEW) :

The sales of a product depends mainly on the promoter. Few things that I felt is a must
are :

 Being impressive in every action that a promoter makes even if it’s just wishing the
customer
 Entertain them with your words and make sure they actually develop an interest in
purchasing from you
 Make sure you have samples of the products you are selling because 20% of the
customers purchases products only by feeling the product personally
 Try not to compel customers who have a specific loyalty to a particular brand
 Keep good relation with fellow promoters and the floor
 Respect customers by giving them their time in the store
 RECOMMENDATIONS

WITH A PROMOTER :

The sales of a product can be increased only by increasing the efficiency of a

promoter. Few things that I feel could help the promoter in increasing the efficiency is :

 Greeting the consumer is an important factor to be noted

 Increase presentation skills by providing proper training
 Appropriate motivation must be provided whenever required
 Promotion techniques must be changed frequently
 If the consumer has a willingness to the product, then the promoter must just wait for
him/her to take the decision
 Never compel any customers to your product
 Try to obtain maximum feedbacks from customers so that you know where to improve
 Make sure you have samples of the products you are selling because 20% of the
customers purchases products only by feeling the product personally
 Keep good relation with fellow promoters and the floor which would directly make a
healthy working environment

WITHOUT A PROMOTER :
Sales can happen even without promoters. The way products are arranged are one
among the important factor to be noted. Arrangements of products either in the shelf or by
using various methods are all a factor contributing to the end result. Thus, the promoter must
ensure that their products should attract customers without their presence. Few things I feel
would help in the increase of sales are :

 Ensure we are placed equal to that of the competitors in the shelf

 The packaging of products is another factor which attracts customers, so it is
necessary that we have an attractive package
 80% of the customers buy products which have offers and the rest 20% are the loyal
customers to a specific brand. So, ensure that we have an attractive offer compared to
competitor.
 PROJECT LIMITATIONS

The Limitations that I faced throughout my project was :

 Time was a major limiting factor.

 Bias of the consumers towards the companies.
 There were no testers provided for the products.
 Influence of brand name to the consumers for PCP were comparatively less.
 Advertisements have not helped in gathering consumers to the company’s product
 The design of floor stacking and other shelf stacking methods was not effectively
done.
 Consumers are still not aware of the options they have in the market.
 Few consumers do not tend to listen to the promoter.
 Many consumers preferred sealed product than those open ones. They considered the
open one’s as already used.
 TAKE AWAYS

 During my Internship period at ITC Limited, I could build myself as a professional and
also I could learn the various categories of products and also about the companies that
provide these. I got an understanding about how the WDC’s (Wholesale Distribution
Centre) functions and what are their major roles.
 The WDC is again divided into two i.e., the GT(Grocery Trade) takes care of the
Groceries and other small retail outlets whereas the MT(Modern Trade) looks into the
main accounts such as the Local Accounts, Regional Accounts and the National Accounts.
All these accounts have just a single point of negotiations.
 The salesman goes directly and take orders only from the retailers and from the Regional
and Local accounts whereas the National accounts has an automated generated
PO(Purchase Order).
 The orders of the National accounts will be generated automatically if the quantity drops
below the MBQ(Minimum Basic Quantity). The MBQ is set on the basis of the following
factors :
 The shelf size
 Sales in the accounts for that product
 Depth and,
 Lead time between two supplies
 The exposure that I received by doing the direct sell-out activities has helped me to
understand how the consumers think about a product and what are they expecting from
the existing products.
 Understanding the customers preferences and learning their switching habits has helped
me to analyse and take action accordingly.
 Moreover, the work environment were totally different ones and I was able to tackle that
and was able to keep a rapo between my fellow promoters.
 BIBLIOGRAPHY

 ITC reports and accounts 2022

 Emerging challenges and prospects of fmcg product development in India by G.

Nagarajan & Dr J. KHAJA SHERIFF

 Indian fmcg sector by PwC

 http://economictimes.indiatimes.com/itc-ltd/infocompanyhistory/companyid-

13554.cms

 http://business.mapsofindia.com/top-brands-india/top-soap-brands-in-india.html

 http://www.fiamadiwills.com/about-us.aspx

 https://www.scribd.com/doc/60786013/Present-Scenario-of-Indian-Soap-Industry

 http://www.ibef.org/industry/fmcg-presentation

 http://www.nielsen.com/in/en/insights/reports/2014/understanding-indias-fmcg-

shopper.html

 http://www.cii.in/Sectors.aspx?enc=prvePUj2bdMtgTmvPwvisYH+5EnGjyGXO9hL

ECvTuNvwUH5MWzEuAiG8dfH+/Z7F

 http://www.itcportal.com/