britania vs. sunfeastd

7/28/2019 Britania vs. Sunfeastd

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COMPARATIVE ANALYSIS OF BRITANNIA VS. SUNFEAST

Semester Project / Dissertation Topic submitted in partial fulfillment for the award of

Master in Business Administration

2012-13

BY

ASHUTOSH KUMAR

MBA,II

ND SEM

Roll No-1200122018

Under the guidance of

Dr. YASIR ARAFAT ELAHI

(Asst. PROF.)

DEPARTMENT OF BUSINESS MANAGEMENT

INTEGRAL UNIVERSITY

Integral University, Lucknow

Dasauli, Kursi Road Lucknow - 226026


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DECLARATION

I declare that the project entitled COMPARATIVE ANALYSIS OF BRITANNIA VS.

SUNFEAST under the guidance of Dr. YASIR ARAFAT ELAHI (ASST. PROF.), Integral

University submitted in partial fulfillment of the requirement for the award of the degree of

Master of Business Administration to Integral University, Lucknow is my original workcarried

out and not submitted for the award of any other degree, diploma, fellowship or other similar or

prize to any other institute, organization or university by any other person.

ASHUTOSH KUMAR

MBA,IIND SEM

Roll No-1200122018


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ACKNOWLEDGEMENT

I am thankful to Dr. YASIR ARAFAT ELAHI (ASST. PROF.), Integral University for his valuable

inspiration and guidance provided me throughout the course of this project. He has patience and critically

gone through the subject matter.

I would like to take opportunity to express my gratitude towards all of them who have contributed directly

or indirectly in my project work.

At last I would like to extend my deep sense of gratitude to my friends, colleagues and each individual

who directly or indirectly help me during the project work.


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EXECUTIVE SUMMARY

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 consumers needs, but the

marketer s objectives.

The scope of my study restricts itself to the analysis of customer and retailer preferences,

perception and consumption of ITC Sunfeast biscuit. Ther e are many other brands of biscuit

available but my study is limited to three major players of biscuit leaving behind the

others.The scope of my study is also restricts itself to patna region only.


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TABLE OF CONTENT

Cover Page

Acknowledgement

Executive Summary

Index

Chapter - I : Conceptual Description of topic

Chapter - II : Brief Profile of the Company

Chapter - III : Research Methodology

In Case of Primary data Collection and Secondary Data Analysis

i. Objective

ii. Research Design

Chapter - IV : Analysis and Interpretation of Data

Chapter - V : Findings, Conclusion and Suggestions

Bibliography

Annexures

Questionnaire


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Chapter - I

Conceptual Description of topic


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INTRODUCTION

ITC reported sales of Rs34.6b in 3QFY08 as against our estimates of Rs35.8b, while PAT was

Rs8.3b as against our estimates of Rs7.97b. Other income increased from Rs698m to Rs1,374m,

led by higher yield on treasury investments

in debt instruments.

Cigarette volumes de-grew 1% YoY, which was better than our estimates of a 2% decline in

growth. Cigarette business gross sales grew 7.6% and PBIT grew 16% as margins expanded

190bp. We are reducing FY08 volume de-growth estimates from 3% to 2%, which indicates flat

volumes in 4QFY08. Imposition of VAT in UP will reduce state tax on cigarettes from 33% to

12.5%, which will boost the profitability from 4QFY08.

Paper & Paperboards reported 11.2% increase in sales and 13.6% increase in PBIT as margins

expanded 40bp. ITC is commissioning 1,20,000tpa pulp capacity in 4QFY08, 1,00000tpa writing

and paper facility in 1QFY09 and 90,000tpa paperboard capacity in 2QFY09. Pulp plant will

increase margins as production cost is expected to be 30-35% lower than the imported hard wood

pulp prices.

New FMCG accelerated sales growth to 50% while PBIT losses increased 38.7%. It reported a

turnaround excluding Bingo, personal care and apparels business. Foods grew 60% as Bingoattained over 16% market share in major metros while Sunfeast biscuits increased market share

to 11.8%. Personal care products under Fiama Di Wills and Superia brands received good initial

response.

We have increased other income estimates from Rs4.8b to Rs5.4b. We are increasing FY08,

FY09 and FY10 EPS estimates to Rs8.3, Rs9.8 and Rs11.5 from Rs8.2, Rs9.5 and Rs11.4

respectively. The stock trades at 19x FY10E earnings. Maintain Buy with SOTP-based target

price of Rs242, a 14% upside.

CigarettesVAT imposition impact still unclear


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Cigarette volumes de-grew 1% as against our estimate of a 2% decline in growth. Cigarette

business reported 11.4% increase in net sales and 16.0% increase in PBIT as PBIT margins

expanded 190bp. Just 1% decline in the cigarette volumes shows consumer resilience in a

booming economy, despitemore than 20% price increase. Volume de-growthhas been mainly

confined to lower priced non filter segments. We estimate that cigarette volumes have declined

2.7%for 9mFY08. Weare reducing FY08 volume de-growth estimates from 3% to 2%, which

indicates flat volumes during 4QFY08. Our FY09 volume growth estimate remain sunchanged

at 5%. The management has ruled out decline in cigarette volumes post implementation of the

same(pending before group of ministers). Implementation of VAT in UP with effect from Jan 1,

2008 and concurrent withdrawal of trade tax in the state is a positive development. This will

reduce the state tax from 33% to 12.5% and boost the profit margins of ITC in the coming

quarter.

Other FMCG businesstopline growth accelerates; partial turnaround achieved

Processed foods growth accelerates: Other FMCG businesses posted strong growth of 50% YoY

during 3QFY08. PBIT margin during the current quarter was -9.8%, 80bp improvement on YoY

basis. Branded packaged food business continued to expand rapidly with sale growth

of 60%. Other categories in the FMCG business continue to post strong growth with biscuits

growing by 58%, atta by 39% and confectionary by 38%. ITC has achieved a

16% market share in high growth salty snacks segment with its Bingo range of potato chips

while Sunfeast biscuits increased its market share to 11.8%. Bingo is likely toemerge as a major

growth driver as it is yet to be rolled outin 50% of the target markets. Aashirvaad Attas new

product variant Aashirvaad MP Chakki Atta has got good consumer response and has been

extended to target

markets. ITC has emerged as a market leader in thissegment as per AC Nielsen data for July-Sep

2007. Readyto Eat food under the brand Kitchens of India grew 63%during the quarter due to

higher volumes of instant mixes and pasta.


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Lifestyle retailing: Sales during the quarter grew by over 26% YoY. All the major lifestyle

brands like Classic, Wills Sport and Wills Clublife maintained growth momentum driven

by consumer franchisee expansions. During the quarter, the company added two more stores,taking the retail footprint to 44 Wills Lifestyle stores, complemented by an expanded network

of John Players exclusive brand outlets and increased presence at reputed large format stores

and multi-brand outlets. Lifestyle retailing is the only segment among the earlier FMCG

businesses which is still in the red. We believe that turnaround is still a couple of years away.

ITC enters personal care

ITC expanded the premium offering in personal care with the launch of Fiama Di Wills

Polishing Drops (conditioner) and toilet soaps. Earlier launches of four variants ofshampoos and

three variants of body washes have reported encouraging response. Superia brand of toilet soaps

and shampoos, which target the mass market segment, have gained acceptance from consumers

and is now extended to four states. The management has indicated at further extension of product

range in the coming quarter

primarily driven by 12-15% increase in ARR (average revenue per room) coupled with betterperformance of food and beverages. The management has indicated that while Kolkata and

Mumbai markets are strong, Bangalore is showing some softening of ARR. Occupancy levels

during the quarter declined 1% due to renovation of the premium Towers Block at ITC Maurya,

New Delhi. The work on new properties in Bangalore and Chennai is on track and Bangalore

property is likely to start in FY09. The management has indicated a 10-12% increase in ARR in

the coming quarters. We expect this business to report steady growth up to 12-15% in the

coming quarters.

Paperboards and Paper: All set to change gears


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The paper business reported an 11.2% increase in sales and 13.6% increase in PBIT as margins

improved by 40bp.This was driven by a 14% improvement in volumes of value

added portfolio of paper and paperboards coupled with robust performance of packaging

business. The new 1,20,000tpa pulp mill project is nearing completion and is slated forcommissioning in the last quarter of this fiscal. This will remove the need to import hard wood

pulp for ITC. In-house production of pulp is expected to be 30-35% cheaper,which will boost the

profit margin of the company.

Agri business topline drops; margins expand

Agri business continued to reported decline in sales on account of restriction imposed by thegovernment on export of non-basmati rice. Sales declined 9.4% while PBIT increased by 28.1%

driven by robust growth in export of leaf tobacco. Cigarette leaf tobacco exports grew 37%

during the Quarter. The management indicated that it has successfully renegotiated pricing of its

export orders to offset the impact of appreciating rupee.

The rural distribution initiative made good progress, nearly doubling the channel throughput. On

the rural retail front, 21 Choupal Saagars are now operational in the three states of Madhya

Pradesh, Maharashtra and Uttar Pradesh while seven more are expected to be commissioned in

coming few months. Pilot project for retailing fresh fruits and vegetables is moving smoothly.

Three Choupal Fresh Cash & Carry Stores and six Choupal Fresh retail stores are currently

operational at Hyderabad, Pune and Chandigarh. The company has set up a comprehensive

supply chain for ensuring the availability of fresh products in the market, besides establishing

direct linkages with the

farmers for sourcing farm fresh produce. We expect the company to start scaling up the initiative

only after achieving critical benchmarks in the pilot projects.

Hotels: Steady growth continues


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Hotels business reported 11.4% increase in top line in 3QFY08 and 16.3% increase in PBIT.

Sales growth was The company would commission 1, 00,000tpa writing and printing paper

capacity in 1QFY09 and 90,000tpa paper board capacity in 2QFY09. Paper unit will drive

growth based on strong forward linkages with the stationery business. We expect this SBU to

report acceleration in sales and profit growth from FY09 as new units start contributing.

Valuation and view

We believe that ITC is growing from strength to strength. Cigarette volumes have shown

considerable resilience and are expected to bounce back in FY09, except in case of sharp excise

increase. Around 40-45% increase in paper capacity and new hotel properties in Bangalore will

start contributing from FY09. We expect that new FMCG will report complete turnaround in

FY10 only due to expenses related to new launches. We have increased other income estimatesfrom Rs4.8b to Rs5.4b. We are increasing FY08, FY09 and FY10 EPS estimates to Rs8.3, Rs9.8

and 11.5 from Rs8.2, Rs9.5 and Rs11.4 respectively. The stock trades at 19x FY10E earnings.

Maintain Buy with SOTP-based target price of Rs242, a 14% upside.


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CHAPTER- 2

ORGANIZATION PROFILE


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ITC PROFILE

ITC is one of India's foremost private sector companies with a market capitalization of nearly

US $ 18 billion and a turnover of over US $ 5.1 Billion. ITC is rated among the World's Best

Big Companies, Asia's 'Feb. 50' and the World's Most Reputable Companies by Forbes

magazine, among India's Most Respected Companies by Business World and among India's

Most Valuable Companies by Business Today. ITC also ranks among India's top 10 `Most

Valuable (Company) Brands', in a study conducted by Brand Finance and published by the

Economic Times.

ITC has a diversified presence in Cigarettes, Hotels, Paperboards & Specialty

Papers, Packaging, Agri-Business, Packaged Foods & Confectionery, Information

Technology, Branded Apparel, Personal Care, Stationery, Safety Matches and other FMCG

products. While ITC is an outstanding market leader in its traditional businesses of

Cigarettes, Hotels, Paperboards, Packaging and Agri-Exports, it is rapidly gaining market share

even in its nascent businesses of Packaged Foods & Confectionery, Branded Apparel, Personal

Care and Stationery.

As one of India's most valuable and respected corporations, ITC is widely perceived to be

dedicatedly nation-oriented. Chairman Y C Deveshwar calls this source of inspiration "a

commitment beyond the market". In his own words. "ITC believes that its aspiration to create

enduring value for the nation provides the motive force to sustain growing

shareholder value. ITC practices this philosophy by not only driving each of its

businesses towards international competitiveness but by also consciously contributing to

enhancing the competitiveness of the larger value chain of which it is a part."

ITC's diversified status originates from its corporate strategy aimed at creating multiple drivers

of growth anchored on its time-tested core competencies: unmatched distribution reach, superior

brand-building capabilities, effective supply chain management and acknowledged service skills


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in hotel kiering. Over time, the strategic forays into new businesses are expected to garner a

significant share of these emerging high-growth markets in India.

ITC's Agri-Business is one of India's largest exporters of agricultural products. ITC is one of the

country's biggest foreign exchange earners (US $ 3.2 billion in the last decade). The Company's'e-Choupal' initiative is enabling Indian agriculture significantly enhance its competitiveness by

empowering Indian farmers through the power of the Internet. This transformational strategy,

which has already become the subject matter of a case study at Harvard Business School, is

expected to progressively create for ITC a

huge rural distribution infrastructure, significantly enhancing the Company's marketing reach.

ITC's wholly owned Information Technology subsidiary, ITC InfoTech India Limited, isaggressively pursuing emerging opportunities in providing end-to-end IT solutions, including e-

enabled services and business process outsourcing.

ITC's production facilities and hotels have won numerous national and international awards for

quality, productivity, safety and environment management systems. ITC was the first company

in India to voluntarily seek a corporate governance rating.

ITC employs over 25,000 people at more than 60 locations across India. The Companycontinuously endeavors to enhance its wealth generating capabilities in a globalizing

environment to consistently reward more than 3, 68,000 shareholders, fulfill the aspirations of its

stakeholders and meet societal expectations. This over-arching vision of the company is

expressively captured in its corporate positioning statement: "Enduring Value. For the nation.

For the Shareholder."


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Company History - ITC

1910

- On 24th August the Company was incorporated as a Private Limited Company under th

name, Imperial Tobacco Co. of India Ltd. The Company manufactures and distributes cigarett

and smoking tobaccos and specialty papers including cigarette tissue papers (Sole manufactur

in the country).

1953

- The Company acquired the manufacturing business of Tobacco Manufacturers (India) Ltd

and the Complementary Lithographic Printing business of Printers (India) Ltd.

1954

- The Company was converted into a Public Limited Company on 27th October.

1970

- The name of the Company was changed from the Imperial Tobacco Co of India Ltd., to Ind

Tobacco Co. Ltd., in May.

1972

- On October Company entered into hotel business.


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1973

- Company received the approval of Govt. for setting up three Processing plants.

1974

- On 1st April name again changed to I T C Ltd.

1975

- ITC Ltd Purchased the net asset in India of India Leaf Tobacco Development Co. Ltd.(UK).

1979

The name of the Company's chain of hotels was changed from Welcome Hotels to Welko

group. The company entered into a Marketing Service and Reservations Agreement with th

Sheraton International Incorporated which was sanctioned by Govt. on 27th January.

1983

- A new Company under the name Gujarat Hotels was incorporated under a joint ventur

agreement signed between the Company and Gujarat Industrial Investment Corporation. Th

Co. had set up a 144-room hotel at Vadodara known as Welcome group Vadodara.

1987

- New brands viz., Wills Flake Premium Filter and Scissors Filter were introduced. Long-ter

agreements were entered into with the unions of factories located at Calcutta, Saharanpur an

Munger. In Bangalore, however, working was affected by a strike for 114 days.


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1988

- In May the company formed a new division called Agribusiness Division for carrying o

research and development on production and distribution of high yielding cultivars wi

emphasis on oil seeds, marketing of edible oils in bulk and consumer packs and

Export of agricultural produce.

- A Memorandum of Understanding was signed with the authoritiesto open an Indian restaura

in Odessa, U.S.S.R.

- Different varieties of oilseeds under the brand name of ADARSH and cooking oil und

SUNDROP were launched.

- New investments were made in water and bulk liquid packaging project. The Compan

explored the possibility of setting up a new software development centre in India with ability t

access Company's customers' computers abroad through data communication Links.

- A major part of the business of India Leaf Tobacco Development Co. Ltd., (U.K.) (ILTD

consisted of its operations in India where it operated as a sister concern of the Company. ILT

was a pioneer in introducing Virginia tobacco to India and over the year, developed into a high

efficient enterprise, besides being a very large exporter of tobacco. The Company purchase

with effect from 1st April, 1975, the net assets in India of I LTD whereupon it became a divisio

of the Company.

1990

- Refined mustard oil under the brand name REAL GOLD was Introduced in the market.

- On 1st April Tribeni Tissues Ltd was amalgamated with the Co.

1992


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- Since January there was labour unrest at Tribeni Tissues peppermill which led to a lockout

the mill with effect from 27thMay.

- On 8th April, ITC Global Holdings Pte. Ltd was incorporated in Singapore a wholly owne

trading subsidiary of the Company.

- During the same period a wholly owned subsidiary ITC InfoTech Ltd. Incorporated in U

with an authorised capital of US $ 2million and paid up capital of US lakh.

1993

- The Company successfully launched Hero brand Cigarettes.

- Two new brands viz., `Classic Mild's and `Hero' were launched at the premium and sma

length ends respectively.

1995

- Company introduced CAPSTAN Menthol filter, CAPSTAN standard and Bristo standard an

re-designed Gold Flake Kings and Berkley Filter. Further, Gold Flake Lights in King-size w

Introduced into test markets.

1996

- The Company has launched `Classic Ultra Mild's and `Wills Natural Lights' brands during th

year.

1997

- ITC Classic Finance Ltd. was amalgamated with ICICI Ltd.


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1998

- ITC has nearly 105 subsidiaries, which are involved in various kinds of operations.

1999

- Tobacco giant ITC has raised its stake in paper and paperboards subsidiary, ITC Bhadrachala

Paperboards, from 37% to 51% through a preferential allotment of equity shares. This follow th

allotment, by the board of ITC Bhadrachalam Paperboards, of 1,91,20,000 No. of equity sharof Rs. 10 each for cash, at an issue price of Rs. 65 per share and 11% redeemable cumulativ

preference shares of the face value of Rs100 each, for cash, at par to promoter company ITC.

- ITC will set up a new tobacco processing department (TPD) because the increased productio

will make it economical to process tobacco on site.

2000

- ITC InfoTech Ltd, the UK-based, wholly-owned subsidiary of the Company, and Compa

Computer (I) Pvt. Ltd. signed an Mau aimed at exploring business opportunities for deploying

enabled solutions.

- The Company has launched a project e-Choupal in Bhopal to Web-enable farmers to make

beginning in agricultural e-trade.

- ITC Ltd its entry into retailing business by launching branded leisurewear apparels as part

its diversification strategy into new areas.


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- The Company is hiving off its InfoTech services businesses in India, the US and UK an

merging them into a separate wholly-owned subsidiary.

- The IT division has entered into agreements with Compaq and expand the IT business.

- The company set up the Lifestyle Retailing Business Division. A strategic Business Unit fo

the greeting cards business was set up under the Packaging and Printing Division.

- ITC has launched Wills Sport, a full range of internationally styled premium wear for men an

women.

- Tobacco Company ITC launched a website, billed as `one stop terminus' for internationcustomers of agricultural commodities. The website, WWW.itcibd.com, will provid

information on trading of key commodities.

- The Company has set up units in the north-eastern States to avail of special incentives relatin

to Central excise duties.

- On 21th August, ITC InfoTech India Limited became a wholly owned subsidiary of th

company. Ansal Hotels Limited became a subsidiary of ITC Hotels Limited effective from 12

July.

- The Board of the company has recommended an employee stock option scheme.

- Having carved a niche for itself by launching the first branded lifestyle apparel, Wills Sport,

Delhi in July 2000,the Lifestyle Retailing Business Division of ITC Limited has now big plan

up its sleeve.


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2002

- ITC, Tobacco major, has launched Aashirvaad Atta making its foray into Indian atta market.

- ITC's greetings cards business and Maple Leaf have entered into Joint Venture where Map

Leaf will exclusively manufacture pop-up cards for ITC.

- ITC Foods ands ITC Ltd, is finally foraying its way to the Rs 1,100 crore confectione

market. The foods division which has shifted office from Kolkata to Bangalore this month, h

introduced its first confectionery product, acquired brand Minto in four cities.

-ITC Greeting Cards Business (ITC-GCB), has forayed into stationery products segment withe launch of Expressions Paper Kraft.

-ITC Limited has taken over Wills brand. ITC had to acquire the Wills brand in the US, before

takes Wills merchandise to America.

-ITC, now moves towards match business, it has diversified into the match business to earn mo

revenues from non-tobacco businesses.

2003

-ITC Ltd has informed to BSE that company's Spriha brand of natural incense stick

(Agarbathis) manufactured by Cottage Industries, a unit of the Sri Aurobindo Udyog Trust

Pondicherry was launched on February 21, 2003.

-ITC on April 04, introduced salt in the staple segment, as part of its efforts to clock a Rs 50

crore sales in five years. Salt is the second offering from ITC Foods' staple business in the pa

10months, under the brand name of 'Aashirvaad'.

-Commences commercial production of paper using the environment-friendly ECF (element


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chlorine-free) technology at its Bhadrachalam unit in Andhra Pradesh

-Food wing of ITC eyes on 4 pc market share in biscuit market

-ITC unveils new brand of agarbatties

2004

-ITC Food launches a range of 'cooking pastes' under its ready-to-eat gourmet cuisine bran

Kitchens of India and readymeal Aashirwad brand

-Completes the process of acquiring the paperboard manufacturing facility of BILT IndustriPackaging Co Ltd. (Bipco) near Coimbatore in Tamil Nadu. The facility, renamed 'unit Kova

will operate as part of the paperboards and specialty papers division of ITC, which has a unit

Bhadrachalam in Andhra Pradesh.

-ITC unveils Sunfeast biscuits in Chennai

- ITC ties up with Israeli firm for e-channel.

2005

- ITC Ltd becomes one of the very few companies in India to obtain the coveted Qualit

Management System certification ISO 9001:2000 for investor servicing.

- ITC Ltd wins 'Golden Peacock Global Award for Corporate Social Responsibility (CSR)

Emerging Economies for 2005'.

- ITC Ltd signs an MoU with Tripura Government for a bamboo development programme.

- ITC unveils new `5-in-1' agarbattis


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-ITC unveils `Expressions Regalia'

-ITC e-Choupal gets Development Gateway Award

-ITC unveils Candyman Cofitino

2006

-ITC forges alliance with Tilda for DNA-tested basmati

-ITC ties-up with Marubeni for food biz

2007

- ITCLtd. has informed that the Board of Directors of the Company at the meeting held on Ju

27, 2007, appointed :

(i) Mr. A. Baijal, IAS (Retd.), as an Additional Director of the Company, representating th

Specified Undertaking of the Unit Trust of India (SUUTI),

(ii) Mr. D. K. Mehrotra, Managing Director - Life Insurance Corporation of India (LIC) as a

Additional Director of the Company,representing LIC,

(iii) Dr. R. K. Kaul, General Manager - National Insurance Company Limited, as an Addition

Director of the Company, representing General Insurers' (Public Sector) Association of India,

(iv) Mr. P. B. Ramanujam, as an Additional Non-Executive Independent Director of th

Company, and

(v) Mr. S. B. Mathur, as an Additional Non-Executive Independent Director of the Comp.


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- ITC acquires Australian agri-biotech co.

ORGANIATION STRUCTURE

BRANCH MANAGER

ASSISTANT MANAGER ASSIATANT MANAGER ASSISTANT MANAGER

(FOOD) ( PCP) (CIGARATTE)

AM AM AM

AE AE AE

SPO ST SPO


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Area of diversification

ITC has transformed itself from a leading cigarette manufacturer to an umbrella group that

offers a diversif ied product mix to enhance its brand image and reduce dependency on tobacco

related products. It has forayed into the hospitality service industry and has become a major

player in the hotels segment. Its position in the FMCG(fast moving consumer goods)

business is also on a growth curve; especially itsconfectionery and biscuits which are

slated to achieve the top ranks among its peers. It has made heavy investments to strengthen

its IT (information technology) segment and tocompete with the big players like Infosys

and Wipro. Although the ITC group ismarketing its image as an ideal corporate citizen

and a company that takes its socialresponsibility seriously, it still earns 80% of revenues

from selling cigarettes and other tobacco related products. The major areas in which ITC hasdiversified are:

FMCG Cigarettes Food Lifestyle Retailing Greetings and stationer Safety Matches Incense sticks Hotels Paperboards and Packaging Paperboards and specialty paperpackaging Agri-Business Agri- exports E- choupal


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Information Technology

ITC in FMCG Sector

Cigaretteds

ITC is the market leader in cigarettes in India. With its wide range of invaluable brands, it has a

leadership position in every segment of the market. It's highly popular portfolio of brands

includes Insignia, India Kings, Classic, Gold Flake, Silk Cut, Navy Cut, Scissors,

Capstan,Berkeley, Bristol and Flake.

The Company has been able to build on its leadership position because of its

single minded focus on value creation for the consumer through significant investments in

product design, innovation, manufacturing technology, quality, marketing and distribution.

The Company has been able to build on its leadership position because of its

single minded focus on value creation for the consumer through significant investments in

product design, innovation, manufacturing technology,quality, marketing and distribution.

All initiatives are therefore worked upon with the intent to fortify market standing in the long

term. This in turns aids in designing products which are contemporary and relevant to the

changing attitudes and evolving socio economic profile of the country. This strategic

focus on the consumer has paid ITC handsome dividends.


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ITCs pursuit of international competitiveness is reflected in its initiatives in the overseas

markets. In the extremely competitive US market. ITC offers high quality, value- priced

cigarettes and Roll- your- won solutions. In west Asia,ITC has become a key player in the GCC

markets through growing volumes of its brands.

ITCs cigarettes are produced in its state-of-the-art factories at Bengaluru, munger, Saharanpur

and Kolkata. These factories are known for their high level of quality, contemporary technology

and work environment.

Foods

Ready to Eat:

Keeping alive long forgotten culinary traditions, Kitchens of India presents its range of ready-

to-eat cuisines. Each one of these legendary delicacies has been created by Master Chefs of

ITC Hotels, following rare, closely guarded recipes, handed down through the ages, from

one generation to the next.


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Bukhara

Bukhara, a village in Uzbekistan, was a meeting place for the traders from Asia and Europe. It

was also a spot on the fabled Silk Route , a passage commonly used by traders, scholars and

nomads. It was on this route that the unique Bukhara style of cooking was born.

The Master Chefs of ITC Hotels have whipped up the delectable bite into history with this

cuisine from the North-west Frontier province with a masterpiece like dal Bukhara.

Dal Bukhara

Dal Bukhara is an exquisite culinary treat made from whole black lentils simmered with prized

indian spices over a coal fire, for long hours on end.

Mirch ka salam Kheema Mutter

Mughlai panner Chicken chettina


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Chicken darbari paneer darbari Murgh methi

Lagan ki boti Paneer malai

Kitchen of india Curry pastes

Butter chicken curry paste


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Hyderabadi biryani paste

Fish curry paste Vegatable biryani

paste

chicken curry paste


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Sunfeast (biscuit)

In 2003, ITC forayed into the Biscuits market with the Sunfeast range of Glucose, Marie and

Cream Biscuits. Sunfeasts brand essence, "Spread the Smile"connotes happiness, contentment,

satisfaction, and pleasure. The mascot sunny reinforce the emotional aspects of the brand. In

span of 6 year sunfeast has launched many new varients and has its presence in almost all types

of biscuit categories.

Sunfeast immediately established itself as a provider of innovative and distinctive products -

Sunfeast Marie was launched in an innovative orange flavour and the 'Sunfeast Dream

Cream' range includes new flavours as well as flavour enhancers. The Sunfeast Dream Cream

range is currently available in 8 variants. The Company has also introduced 'Sunfeast Dark

Fantasy', a dark chocolate and vanilla cream offering for the premium segment in select

markets.

Riding on the success of its initial offering, ITC also entered the milk biscuit categary with

Sunfeast milk magic biscuit. Apart from milk which helps mental growth, these biscuit also

contain the finest quality wheat adding physical growth.

In the last two years, the Sunfeast biscuits portfolio has been enhanced to include salted

crackers and cookies. The 'Sunfeast Snacky' salted crackers are available in 2 unique

variants Chilli Flakes and Classic Salted. Sunfeast's latest offering, 'Sunfeast

Special' biscuits are also available in select markets. The Sunfeast Special range currently


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includes cookies in two variantsButter and Cashew, as well as cream biscuits in two variants

Choco and Orange.

The sunfeast product portfolio has been further expanded to include helthy snacks

option.sunfeast pasta treat is a whole wheat based instant pasta for children.after a tremendoussuccess of the 4 initial flovours, the instant pasta range has been exented with two new exciting

flavours pizza, and chicken. The pasta segment was further expanded With the launch of

sunfeast benne vita in 4 innovative variants.

Confectionary:

ITC currently has two brands in the confectionery segment - 'mint-o'

and 'Candyman'.

'mint-o' was acquired by ITC from Candico in March 2002. ITC re-launched the compressed

mint offering, across all major markets in India, with new and improved productand packaging. Available in the regular mint flavour with added blue specks to enhance

consumer experience,mint-o is also offered in innovative 'Orange mint' and 'Lemon mint'

flavours. 'mint-o' is available in two sizesrolls of 20 and 6, capturing the international essence

of youthful cool

ITC launched the 'Candyman' range of confectioneries in August 2002. Led by the

'Candyman Fruitee Fun' range of assorted fruit flavours ('Wild Banana', 'Pineapple Punch',

'Orange Josh' and 'Mango Delite'), the 'Candyman' portfolio now includes depositedcandy products like 'Candyman Butterscotch Licks' and 'Candyman clairs' (Choco

flavoured as well as Vanilla Cream centre inside a Butterscotch outer shell). The

coffee toffee segment also saw the successful launch of 'Candyman Cofitino' in

November 2005. Two new products'Candyman Natkhat Mango' and 'Candyman Maha

Mango' were launched recently. The 'Candyman' range of confectionery is targeted at fun-


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filled, naughty kids who seek a delightful candy experience through a range of candy types

and flavours.

Bingo!

ITC's new snacks brand Bingo! marks the company's foray into the fast growing branded snacks

segment. The launch of Bingo! Represent ITC fifth major line of foods business after highly

successful staples, biscuit,Ready to eat and confectionary business.

The launch of Bingo! is symbolic of ITCs' distinct approach of introducing innovative and

differentiated products in a largely undifferentiated market place.

The initial offerings from Bingo! include an array of products in both Potato Chips & Finger

Snacks segment. The Potato Chips offerings comprise four innovative variants inspired by the

snacking habits of different parts of the country as well as masala, salted and tomoto

flavors.Additionally, a south- inspired dairy option has also been introduced under the potatochips offering.

ITC in Hotel Industry


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ITC Limited entered the hotels business in 1975 with the acquisition of a hotel in Chennai,

which was rechristened Hotel Chola. Since then the ITC-Welcomgroup brand has become

synonymous with Indian hospitality. Today amongst India's finest and fastest growing hotel

chains, it consists of over 70 hotels across as many destinations in India. These include super

deluxe and five star hotels, heritage palaces, havelis and resorts and full service budget hotels.

The 440-room ITC Maurya at New Delhi is not only amongst the leading business hotel in the

country, but is in a class by itself. Complete with the 'ITC One', the hotel has played host to a

galaxy of world dignitaries, including Bill Clinton and Bill Gates. In fact, even as he was

leaving the White House, the former US President nostalgically recalled the memories of a

fabulous Indian meal he and his family had at the Bukhara restaurant in the hotal.


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Bukhara has been declared the best Indian Restaurant in the world, by The Restaurant

Magazine; UK

In keeping with its plan to have a presence in every major business destination in India, ITC-

Welcomgroup unveiled one of Asia's finest business resort, the 238-room ITC Sonar in Kolkata

on December 31, 2002.

Another landmark hotel - the ITC Grand Central in Parel, Mumbai was formally inaugurated in

January 2005. This five star deluxe property with 242 suites and rooms offers international

standards of service, state of the art amenities and culinary excellence.

The 386-room ITC Maratha, opened in February 2001, is perceived as amongst the leading and

the finest properties in Mumbai, designed in a grandiose classic style, the hotel pays tribute to

Mumbai's colonial roots and the spirit of the great Maraths.


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ITC Mughal at Agra, a proud recipient of Asia's first Aga Khan Award for Architecture, is an

outstanding resort hotel, lavishly spreading across 35 acres of beautifully landscaped Mughal

gardens.

ITC-Welcomgroup also pioneered a holistic concept of "branded accommodation" in thehospitality industry. It was the first to launch the powerful idea of a 'Hotel within a Hotel' by

segmenting and branding the hotel services. It created the exclusive 'ITC One', 'The Towers' and

the 'Executive Club' each catering to the needs of the global business traveller with unmatched

quality and a range of services.

In 2007, ITC-Welcomgroup entered a new phase in its collaboration with Starwood Hotels &

Resorts. ITC-Welcomgroup now has an exclusive tie-up with Starwood in bringing its premium

brand, the Luxury Collection, to India. The seven hotels which are part of this collection are:ITC Maurya in Delhi, ITC Maratha in Mumbai, ITC Sonar in Kolkata, ITC Grand Central in

Mumbai, ITC Windsor in Bengaluru, ITC Kakatiya in Hyderabad and ITC Mughal in Agra. The

agreement also includes the rebranding of WelcomHotel New Delhi as a Sheraton, while the

Chola and the Park in Chennai, and the Rajputana in Jaipur retain their Sheraton connections.

The Welcome Heritage brand brings together a chain of palaces, forts, havelies and resorts that

offer a unique experience. Welcom Heritage endeavours to preserve ancient royal homes and

the historical Indian grandeur, opulence of romance, valour and adventure for the future Indian

generations. Welcom Heritage Hotels, provide a fine range of hotel services inside these

architectural legacies present in Rajasthan, Punjab, Himachal Pradesh, Madhya Pradesh,

Uttaranchal, Jammu & Kashmir, West Bengal, Tamil Nadu, Haryana and Karnataka.


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Fortune hotels are a part of the well thought-out growth strategy that brings out the mid-level

business and leisure traveler under the ITC-Welcomgroup umbrella, offering full service

properties without compromising on quality. With a strong presence at Ahmedabad,

Thiruvananthapuram, Calicut, Darjeeling, Jamshedpur, Vapi, Hyderabad, Gurgaon, Indore,

Ootacamund, Madurai, Jodhpur, Tirupati and Port Blair, it will be shortly commissioning

several more hotels across India.

ITC in Agricultural Industry

ITC's International Business Division (IBD) is the country's second largest exporter of

agri-products with exports of over Rs. 1000 Crores (Rs. 10 billion). Its domestic sales

of agri-products are in excess of Rs. 1500 Crores (Rs. 15 billion). It currently focuses on

exports of :

Feed Ingredients- Soyameal FoodgrainsRice (Basmati & Non basmati), wheat, pulses Edible Nutssesame seeds, HPS Groundnuts, castor oil Marine productsShrimps and prawns Processed fruitsFruit purees/ concentrates, IQF/Frozen fruit, organic fruit , Fresh fruits Coffee & Spicescoffee, Black pepper, Chilly, Turmeric, Ginger, Celery, and

other seed spices.

Although one of the relatively younger business divisions of ITC, it has, in a short span

established itself as a first-choice supply chain partner of several leading international

customers. Its major customers include Cargill , marubeni , Toepfer, among others, who source

agriculture commodities and food products from india. Its customer relationship management

has enabled it to achieve a very high reputation for quality, reliability and value added services.

ITC's unique strength in this business is the extensive backward linkages it has

established with the farmers. This networking with the farming community has enabled ITC

to build a highly cost effective procurement system. ITC has made significant investments in

web-enabling the Indian farmer. Christened 'e-Choupal', ITC's web plan for the farmer centres

around providing internet kiosks in villages.


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Farmer use this technology infrastructure to access on- line information from ITCs farmer

friendly website. Data access by the farmers related to the weather, crop condition, best

practices in

farming, ruling

international

prices and a host

of other relevant

information.

Currently, the 'e-

Choupal' website -

www.echoupal.co

m - provides

information to

farmers across the

nine States of

Madhya Pradesh, Haryana, Uttaranchal, Uttar Pradesh, Rajasthan, Karnataka, Maharashtra,

Andhra Pradesh and Kerala. ITC plans to extend the 'e-Choupal' to cover 10 million farmers

across 100,000 villages covering 15 Indian states.

ITCs International Business Division, one of Indias largest exporters of

agricultural commodities, has conceived e-Choupal as a more efficient

supply chain aimed at delivering value to its customers around the world on a

sustainable basis.

ITCs E- choupal

The e-Choupal model has been specifically designed to tackle the challenges posed by the

unique features of Indian agriculture, characterised by fragmented farms, weak

infrastructure and the involvement of numerous intermediaries, among others.


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e-Choupal also unshackles the potential of Indian farmer who has been trapped in a

vicious cycle of low risk taking ability > low investment > low productivity > weak

market orientation > low value addition > low margin > low risk taking ability. This made him

and Indian agribusiness sector gslobally uncompetitive, despite rich & abundant natural

resources.

ITC in Paper Industry ITC is one of the world's most modern and contemporary manufacturers

of packaging and graphic series of boards. ITC's Paperboards business has a

manufacturing capacity capacity of 360,000 (TPA) tonnes per annum and is India's market

leader across all carton- consuming segments including cigarettes, foods, beverages,

pharma, personal care & toiletries, durables and match shells. ITC makes some of the

premium graphic boards used for greeting cards , covers, sleeves, tags and playing cards. The

Company produces both Virgin and Recycled boards spanning the full requirement of

packaging customer.

The erstwhile ITC Bhadrachalam Paperboards Limited was incorporated in 1975. It set up an

integrated pulp and paper/board manufacturing facility in 1979 at Bhadrachalam inAndhra

Pradesh in South India, 300 kms. east of Hyderabad. Since then, the mill facilitieshave been

continuously upgraded to achieveinternationally benchmarked quality standards and operat

ional efficiencies.

Further, a growth in rural incomes will also unleash the latent demand for industrial goods so

necessary for the continued growth of the Indian economy goods . This will create another

virtuous cycle propelling the economy into a higher growth trajector my. This will create another

virtuous cycle propelling the economy into a higher growth trajectory.


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In 1998, the Paperboards business commissioned a new production line for coated

boards. This production line incorporated Paper Machine 4, with original capacity of

120,000 tonnes per annum (TPA)and finishing & packing lines sourced from

internationally renowned suppliers. This machine has been fitted with a sophisticated 'WebDetection and Inspection system' and since been modernized further with the addition of the

latest web forming technology. The PM4 board machine can deliver international quality

boards for Cigarette, Liquid, Food and Pharma Packaging by providing a flawless surface for

print reproduction. To meet the growing requirement for high quality paperboards , PM5 was

commissioned in 2003 with a capacity of 80,000 TPA.

In September 2002, ITC's Bhadrachalam Paperboard Unit commissioned a 110,000 TPA

ITC is the largest exporter of coated boards from India. The Company exports nearly 15

percent of the coated boards it produces. Its coated boards fulfill exacting customer

requirements inMalaysia, Sri Lanka, Bangladesh, Iran, Australia, UAE, UK, Italy, Poland and

Russia.


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Elemental Chlorine Free (ECF) fibre line. This is a state-of-the-art fibre line and the only one in

India, which meets effluent norms, set by the Ministry of Environment and Forests of the

Government of India and Pollution Control Boards. The product range has also been

enhanced as ECF pulp uniquely fulfills the demand for food-grade packaging and

environment-friendly paper. To meet its growing need for bleached pulp, a second ECF pulp

line with a capacity of 120000 TPA is now nearing completion at Bhadrachalam.

ITC has set up India's first world-class plant for the manufacture of premium Cast

CoatedBoards that meet highly sophisticated packaging andprinting requirements. The

Unit at Bollaram has beenexpanded further to accommodate specialized converting

production lines. ITC has added a modernPoly-extrusion line to its production facility, to

meet the growing demand for food packaging and beverage cups.

ITC's Paperboards business has a strong customer focus. The Company's Paperboards business

devoutly practices a 'TPM' philosophy during each stage of manufacture. Lean

management techniques have also been introduced in making the operations more

responsive and efficient. Statistical Process & Quality control supplement the state-of-the-art

on-line process controlsand scanning systems in the production lines.

ITC is the premier manufacturer of Specialty Papers in India, with a diversified product

portfolio.ITC's Specialty Papers are used in the manufacture of opaque lightweight fine printing

papers, cigarettes, papers for decorative laminates, electrical insulation-grade papers ,

fireworks fuse tissue and automotive filter paper.

The Specialty Papers Unit of PSPD at Tribeni, Chandrahati, West Bengal aims to reach out

This Division pioneered the manufacture of Specialty Papers for the Indian

cigaretteindustry in 1949. It currently offers a comprehensive range of Cigarette Tissues,

Plug Wrap, Tipping Base printed tipping papers and metallising Base.

.


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and fulfill existing and emerging customers needs. The Unit reconfigures systems and

processes to meet specific customer requirements. Quality control processes at the

Unit are designed to ensure consistent high quality at every stage of manufacture.

On-line monitoring and documentation of production parameters are carried out for

continuous correction andupdation of quality standards.A Product Development Team ensures

Total Quality Management (TQM) in all operations. The TQM group closely

dovetails its operations with marketing, production and research teams to ensure

international standards in products and services. The business creates long-term product

development solutions on the basis of customer specifications and market

trends.ITC has demonstrated strong capability in product development and research in

pulp and paper. The Company has collaborated with the United Nations Development

Programme (UNDP) and the Government of India on research programmes todevelop high quality pulp.

The Division exports cigarette tissues and dcor paper for laminates to Iran, Turkey , Nepal, and

Bangladesh

ITC in Apparels

ITCs Lifestyle Retailing Business Division has established a nationwide ret

ailingpresence through its Wills Lifestyle chain of exclusive specialty stores. Wills Lifestyle,the

fashion destination, offers a tempting choice of Wills Classic work wear, Wills Sports.

And Fiama Di Willsa range of premium shampoos and shower gels. Wills Lifestylewear by

leading designers of the country. has also introduced Wills Signature, designer With a

distinctive presence across segments at the premium end, ITC has also established

John Players as a brand that offers a complete fashion wardrobe to the male youth oftoday. The

recent launch of Miss Players with its range of trendy fashion wear for young women has beena successful addition to the youth portfolio. With its brands, ITC is committed to build a

dominant presence in the apparel market through a robust portfolio of offerings.Wills Lifestyle

has been established as a chain of exclusive specialty stores providing the Indian

consumer a truly 'International Shopping Experience' through world-class ambience,

customer facilitation and clearly differentiated product presentation. Our stores have


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established themselves as preferred shopping destinations in the prime shopping districts

across the country.

Wills Lifestyle is now title partner of the countrys most premier fashion event - Wills Lif

estyle India Fashion Week. Taking the celebration of the event to its stores, Wills Lifestyle

has partnered with leading designers Rohit Bal, Rajesh Pratap Singh, Manish Malhotr a and

Rohit Gandhi - Rahul Khanna to create a new editionof Designer wear, which is now

available at Wills Lifestyle

ITC in information technology

ITC InfoTech conforms to the highest standards in international process quality

ITC InfoTech, a global IT services company, is today one of Indias fastest growingIT and ITES

service providers. Since it's inception in October 2000, the company has established itself

as key player in offshore outsourcing, providing outsourced IT solutionsThe company enjoys the rare advantage of having a practitioner's expertise with a strong vertical focus

in Consumer Packaged Goods (CPG) and Retail, Travel, Hospitality and Transportation, and

Manufacturing - domains that its parent, ITC Limited, has traditionally dominated - as well

as in the main stay of technology service providers

ITC InfoTech offers services through a global delivery platform with a strength of over

2,000 employees and delivery centers across North America, Europe and Asia-Pacific

that serve Fortune-listed companies in 42 countries.


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international process quality, with ISO 27001, ISO 9001,SEI CMM Level 5 and BS 7799

accreditations. Thesereflect the companys ongoing enterprise-wide focus toensure that

ever y engagement, program and projectdelivers international quality consistently.

Industry Recognition: Premier analyst and market research agencies have recognizedITCInfoTechs position as the preferred ITpartner. It has been:

STRATEGIES OF ITC

ITC is a board-managed professional company, committed to creating enduring value for the

shareholder and for the nation. It has a rich organizational culture rooted in its core values of

respect for people and belief in empowerment. Its philosophy of all-round value creation is

backed by strong corporate governance policies and systems.

ITCs corporate strategies are

Featured amongst Top 100 Global Outsourcing Companies in the Leaders

categoryinternational Association of outsourcing professionals.

Ranked amongst Top 10 Specialty Application Development Providers - Global Services,

CMP Media .named among major Indian global services providers for plm implementation

and engineering services -

Create multiple drivers of growth by developing a portfolio of world class businesses

that best matches organizational capability with opportunities in domestic and export

markets.


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Continue to focus on the chosen portfolio of FMCG, Hotels, Paper, Paperboards &

Packaging, Agri Business and Information Technology

Benchmark the health of each business comprehensively across the criteria of Market

Standing, Profitability and Internal Vitality.

Ensure that each of its businesses is world class and internationally competitive.

Enhance the competitive power of the portfolio through synergies derived by blending the

diverse skills and capabilities residing in ITCs various businesses

Create distributed leadership within the organization by nurturing talented and focused top

management teams for each of the businesses.

Continuously strengthen and refine Corporate Governance processes and systems to catalyses

the entrepreneurial energies of management by striking the golden balance between executive

freedom and the need for effective control accountability.

Sustain ITC's position as one of India's most valuable

corporations through world class performance, creating growing value for the Indian economy

and the Companys stakeholders

To enhance the wealth generating capability of the enterprise

in a globalising environment, delivering superior and sustainable stakeholder value

Sunfeast profile


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:: Snack foods

Sunfeast

In July 2003, ITC forayed into the Biscuits market with the Sunfeast range of Glucose, Marie

and Cream Biscuits. Sunfeasts brand essence, "Spread the Smile" connotes happiness,

contentment, satisfaction and pleasure. The mascot Sunny reinforces the emotional aspects of the

brand. In a span of 6 years Sunfeast has launched many new varieties and has its presence in

almost all types of biscuit categories.

Sunfeast Milky Magic

Packed with goodness of milk these deliciously nutritious

crisp and crunchy biscuits are a favorite among mothers

and kids. Milky Magic has the power of 2 - A perfect

balance of energy that aids physical strength and mental

ability. These biscuits strike the right balance of milk and


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wheat which helps in an all round development and

nurturing of the child.

Sunfeast Marie

Sunfeast Marie Light:

This ideal teatime biscuit is made from the finest quality wheat

high in fibre and keeps one light and healthy through the day.

Orange Marie :

It has the distinction of being one of the most successful

innovative Marie biscuits and is liked by one and all.

Sunfeast Golden Bakery

Sunfeast Golden Bakery is a premium cookie on an

innovative and differentiated platform. Launched

nationally in March 2008, these cookies are made from the

recipes crafted by the master bakers of ITC Hotels and are

slowly baked in the traditional way till they are golden

brown and develop the crispy broken crust texture.

The Sunfeast Golden Bakery cookies are available in three

distinct flavours - Butter-Nut, Butterscotch and Choco-Nut

cookies. These products are designed to give consumers a

rich & truly indulgent experience.

Sunfeast Dark Fantasy

Inspired by the Master Chefs of ITC hotels, it is the richest of

chocolate vanilla biscuits. These biscuits are created using carefully

chosen premium ingredients for a sensory experience unlike any

other. Dark Fantasy is more than a biscuit, its a luxurious mix o


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aromatic cocoa and vanilla.

Sunfeast Glucose

For those light hunger pangs, a wholesome & nutritious choice as thesegolden brown biscuits are made from the best quality wheat. Sunfeast

Glucose biscuits are ideal not just for kids but adults too.

Sunfeast Dream Cream

A truly scrumptious range of cream biscuits that have become an instant hit with children. ITCs

chefs have put their legendary skills into these biscuits to deliver truly tasty cream biscuits.

Special Flavor Crystals in Strawberry and Pineapple cream biscuits keep the creamy flavor lingeron.

Strawberry Cream

The first of its kind cream biscuit

with special strawberry flavor

crystals that will keep the creamy

flavor linger on.

Bourbon

A special delight for all those

chocolate lovers.

Orange Cream

Experience a tangy twist in biscuits

with every Orange cream.

Butterscotch Cream

Another first, the taste of ice-cream

in cream biscuits.


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Mango Cream

A special summer flavour cream

biscuits for all those who love the

king of fruits.

Elaichi Cream

Taste the queen of spices in cream

biscuits.

Sunfeast Snacky

Bigger than most others in the salted biscuit category,

Snacky is light and crispy like no other. From kids to adults,

its the quintessential Family Biscuit. Available in two

variants, Classic salted and Chilli flakes - the very first of its

kind in India.

Sunfeast sweet 'n salt

These thin and crisp biscuits come with a distinctive sundry

taste, that of salt and sweetness. A bite into one of these one

keeps wondering about its taste!

Sunfeast Nice

These are crisp coconut biscuits showered with sugar crystals. The crispsugary sweetness will just go on to make all those nice moments nicer.

Sunfeast Benne Vita Flaxseed Biscuits


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If Benne Vita in Italian stands for Good Life, then Benne

Vita Flaxseed biscuits just make the good life better. The

Flaxseed content in these protein and mineral enriched

biscuits are rich source of Omega III acids that helps

control cholesterol. Flaxseed is the richest plant source of these essential Omega-3 Fatty Acids.

It is also rich in dietary fibre, proteins, calcium and other minerals to maintain healthy heart and

good gut health.

Sunfeast Special

ITC Sunfeast presents a range of Special cookies and creams.

SpecialCookies:

Made with best quality wheat, cashew and butter, Sunfeast Special

cookies are baked with real butter and the finest ingredients to give a

mouth-watering treat that makes every moment special. Available in

Cashew/ Butter/ Coconut.

SpecialCreams:

Delicious value for money cream biscuits with a thick layer of cream

sandwiched between two biscuits. Available in Orange and Chocolate

variants.

Sunfeast Pasta

The Sunfeast product portfolio was expanded in early 2005 to

include healthy snacking options as well.

Sunfeast Pasta Treat, a whole wheat based instant pasta was

introduced as a healthy snacking option for children and young

adults. After the tremendous success of the 4 initial flavours,

(Masala, Tomato Cheese, Cheese and Sour Cream), the instant


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Pasta range has been extended with three new exciting flavours - Pizza style, Chicken and

Tangy Tomato.

How ITC turned biscuits business around.

Biscuits and tea in the morning were a routine. So were the key market players and thei

favourite products.. The two major players Britannia [Get Quote] and Parle were busy biting

of chunks of the national market among themselves, with a host of smaller brands in various

regions.

While the business was still very competitive, there wasn't anything groundbreaking. In 2003,

with ITC foraying into the segment, a lot of that changed.

At that time, Britannia and Parle held, between them over 82 per cent of the market in value

terms. The rest too was firmly held by smaller players like Priya Gold which had a strong

presence in the north. So, in essence, the market already had strong well entrenched players. So

how could a late entrant like ITC make its mark?

Six years down the line, however, things have changed a lot. It is a classic story of the hare and

the tortoise. While it is far from winning the race, slowly and steadily, the tortoise is gaining

ground.

The late entrant is already on the podium in the third place with as much as 7 per cent of the

market in terms of value. "ITC made hay when the sun wasn't shining," says a consultant who's

been tracking the industry for a long time. But first, why did ITC train its eye on biscuits? Ravi

Naware, chief executive, ITC Foods, makes it sound simple.

"We decided to enter the foods segment because it's a Rs 550,000 crore (Rs billion) market in

India. But only 6 per cent of this is branded and packaged. In developed markets, nearly 95 per

cent of the food market is branded and packaged. So there was lot of scope for a branded player

In foods, biscuits was tempting. The Rs 4,000-crore (Rs billion) Indian biscuits market has

grown at 12-14 per cent year-on-year. Then, there was a business synergy. ITC was already

value-adding to wheat with its branded atta presence. By entering the biscuits segment, it could
http://money.rediff.com/money/jsp/quote_process.jsp?query=britannia%20industries%20ltdhttp://money.rediff.com/money/jsp/quote_process.jsp?query=britannia%20industries%20ltd


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also improve its bottomline further.

But despite the fast growth rates, the biscuits industry was not all rosy. Over the years, even

giants like Hindustan Lever had failed. For instance, HLL which had flirted with biscuits under

the Max brand exited in 2005. But ITC's Sunfeast has a different story to tell so far. the

strategist looks at the gameplan of a late entrant and how the biscuits industry has responded.

New recipe

Before entering the segment, ITC dug into market research. Research revealed that the category

had gaps which ITC could settle into. Findings revealed that consumers wished to taste new and

innovative products. That was precisely what the competition had not done in a big way.

Says Naware, "The biscuits industry had witnessed little innovation; Glucose was Glucose and

Marie was still Marie." The company decided that this could be its biggest point of attack. In

2003, ITC launched Sunfeast with six ranges. But it was a calculated risk. ITC stuck to category

favourites like Glucose, Marie and Bourbon cream

Along with that, it also launched innovations such as orange-flavoured Marie, Marie light and

butterscotch-flavoured cream biscuits. In 2004, Sunfeast followed this up with the launch of

Sunfeast Milky Magic. More recently, it also has launched the Sunfeast Snacky and Sunfeast

Golden Bakes.

Analysts believe that just because Sunfeast was a new brand, helped matters. Says a consultant,

"The biscuits industry had not witnessed any major product innovation in years. Consumers

were just waiting for something new, something fresh, when Sunfeast happened."

Even the competition had not made things better. Between 2000 and 2005 neither Parle nor

Britannia launched any major new product. Yes, Britannia did re-launch its Tiger brand in 2005.

But Britannia claims that it is looking at more than just products. Richa Arora, general manager

and head of marketing and innovations, Britannia Industries, says, "We are not just looking at

new products, but tapping newer opportunities -- such as different occasions as well as out-of-

home consumptions."


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In 2005, before Diwali, Britannia launched Occasions -- boxes of assorted biscuits priced

between Rs 50 and Rs 200 -- which the company claims has been very successful.

In 2006, however, the industry has seen a flurry of innovations from the big two. Digestive

Marie -- was launched by Parle in early February 2006. Britannia launched its new double-

flavoured Mariegold and 50-50 Chakkar. And Parle is all set to launch at least two new products

before the end of this year.

Distribution maze

It's common knowledge, that for FMCG products, distribution channels are very important.

Says Pravin Kulkarni, general manager, marketing, Parle Products, "For biscuits, distributionand visibility are extremely important as it's partly a impulse purchase product." And in biscuits,

setting up a distribution channel is anything but easy.

Consider this. Priya Gold, which entered the western region in 2000, is struggling to find its feet

even eight years later.

However, in this regard, Sunfeast has been fortunate: thanks to its tobacco business, ITC

already had a good understanding of distribution channels.

The company used its existing network of convenience stores -- the company's name for the

hole-in-the-wall pan-beedi shops -- for Sunfeast. Not content with the existing resources, the

company also looked at grocery stores and other retail formats.

The company says the brand is now available in nearly 1.8 million outlets. Britannia claims it

has a superior distribution clout with its presence in nearly 3.3 million outlets. Parle, the

seasoned player itself, says it is available in 1.5 million outlets. Sunfeast's next step was to stepup its branding and promotion.

Ad thrust

In August 2003, a month after its launch, the company undertook a major sampling exercise to


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promote the product. For two years then, the brand did all the usual rounds -- riding behind

buses, blocking television spots, booking that corner space in your favourite newspaper and so

on.

Well differentiated advertisements, some which showed a complete cream world with cream

rivers, cream mountains and cream trees, were targeted at kids watching cartoon channels.

At the same time, on general entertainment channels, mothers received information on the

importance of glucose, the wholeness of wheat and so on. Also, the company tied up with Bey

Blades, the popular television series that was a rage among children, to promote itself.

In April 2005, Sunfeast launched its major campaign. It signed on Hindi film actor, Shah Ruk

Khan as its brand ambassador.

In the same year, as the official sponsor of the WTA tennis championship -- titled the Sunfeast

Open -- the company had teenage sensations Sania Mirza and Mahesh Bhupathi campaigning

for it. But that's not all. For promotions in southern states, Sunfeast has signed Tamil super star

Surya as a brand ambassador.

Analysts say that ITC's deep pockets have helped Sunfeast in many ways.

The company claims that it has been spending 35-40 per cent of its turnover from the biscuits

segment on advertising and promotions. Going by that number, ITCs annual marketing spends

are estimated to be in the region of about Rs 115-120 crore (Rs billion).

Until last year, Priya Gold spent close to Rs 45-50 crore (Rs billion), nearly 10 per cent of its

turnover on marketing. Even market leader Britannia with spends of Rs 100 crore (Rs billion)

(2004-05) spends about 10 per cent of sales on marketing.

But Arora says that the figure will increase substantially in 2006-07. ITC is clearly among the

largest spender on ads and promotions in the biscuits category.

Analysts predict that these figures are all set to rise this year. But industry experts aren't

impressed.


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Says a consultant, "Although Sunfeast's Shah Rukh Khan association is interesting, it is yet to

do something groundbreaking, like Britannia khao world cup jhao or the Lagaan promotion for

that matter."

Pricing models

The biscuits industry now has two clear models. Parle products plays the low price game at all

varieties of biscuits from glucose to cream.

Essentially, Parle plays a high volume, low margin game. But Britannia and Sunfeast look at a

two-pronged strategy. High margins in cream variants and volumes from the Marie and Glucose

segments.

For instance, cream biscuits from both Britannia and Sunfeast cost Rs 10 for 100 grams. Parle,

however, only charges Rs 5 for its cream variants. Except for Hide & Seek, all of Parle's

products lie in the price range between Rs 4 and Rs 6 for 100 gram packs.

To be fair, in Glucose and Marie, the companies have little choice. As there is little

differentiation, consumers are extremely price sensitive. But these segments are important.

Marie and the popular glucose varieties make up for nearly 55 per cent of the Rs 4,000 crore

(Rs billion) biscuits segment -- a significant Rs 2,200 crore (Rs billion).

Says Sunil Alagh, chairman, SKA Advisors, and former CEO of Britannia Industries, "the

biscuit consumer is willing to pay more only when he sees a clearly differentiated product.

Hence companies have little choice in terms of pricing." No wonder all the Glucose and Marie

variants straddle price points of Rs 4-6 (for 100 grams).

Key challenges

Back in 2003, nobody thought Sunfeast would have consumers eating out of its hands. Says

Naware, "Seven per cent in less than three years is something that we could have only dreamt

about."

Importantly, industry barometer AC Nielsen has indicated that both Parle and Britannia are


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losing market shares. According to the AC Nielsen retail sales audit in March 2006, both

Britannia and Parle have lost volumes. Britannia's shares have dropped from 35.8 per cent in

2004-05 to 30.5 per cent in May 2006 (volumes). Parle's shares have also dropped from 42.2 to

38.4 per cent in the same period.

Even Priya Gold has seen a minor dip from 6.4 per cent to 5 per cent. ITC's Sunfeast has been a

big gainer with its share increasing from 2.7 to 6.7 per cent.

In terms of value, Britannia leads the market with 37 per cent market share, followed by Parle's

31.3 per cent and ITC's 6.3 per cent. Nevertheless, the gap is still wide. Sunfeast still has a long

way to go.

But what can the bigger players do? Alagh has an interesting observation. Says he, "Biscuits

have always been a low margin, high volume game. Both Britannia and Parle have very high

volumes and can easily afford to lower their margins."

A potential after-effect? Sunfeast too may have to drop its prices to be in the reckoning and this

will squeeze its margin even lower. While the full game is yet to be played outfor the moment

the sun seems to be shining on Sunfeast.

Creaming the market

Innovation in the product line -- biscuits with butterscotch cream with actual granules ithe cream, strawberry cream with flavour-enhancers and orange-flavoured marie.

Gained an edge from the well established distribution network of its tobacco business. Signed up big film stars like Shah Rukh Khan and southern star Surya as bran

ambassadors for Sunfeast.

Branded the WTA tennis tournament with promos starring tennis stars, Mahesh Bhupatiand Sania Mirza

Needs further embellishments

Big brand ambassadors, but not strong enough advertising campaigns for big brandrecall.


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The gap between the number three and the top two slots is too wide. Competitors can play the low price game as they have volumes to support

CATOGARY SUNFEASTBISCUIT

SUB-CATOGARY

VARIENT SKU MRP(1 PKT) PTS(1KG)

SF GLUCOSE 19G 1 RUPEE

38.5G 2 RS 40.61 RS58G 3 RS 40.44RS82.5G 4 RS

187G 10 RS418G 20 RS

MARIE

LIGHT 171G 13 RS 49.9 RS224G

PLAIN 306G 21ORANGE 171G 13

MILK MAGIC 85G 7

100G150G 10

SALTED 70.6G 7CHILLI 70.6G 8

SWEET nSALT

75G 7200G 16

COOKIES BUTTER

SCOTCH

90G 10RS

180G 18SPECIALBUTTER

62G 5RS

250G 20SPE CASHEW 62G 6

250G 20


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CREAM ORANGE 65G 5195G 15

CHOCO 65G 5195G 15

PINEAPPLE 90G 10

CATOGARY PARLE

BISCUIT

SUB-

CATOGARY

VARIENT SKU MRP(1 PKT) MARGIN OF

STOCKIST

PARLE-G

GLUCOSE

16.5G 1RUPEE 3.5%

38.5G 2RS 3.5%60.5G 3RS 3.5%

82.5G 4RS 3.5%

99G 5RS 3.5%

209G 10RS 3.5%

313G 15RS 3.5%

418G 20RS 3.5%

MILK SHAKTI 75G 5RS 5%

150G 10RS 5%

CREAM ORANGE 80G 5RS 5%

160G 10RS 5%

ELACHI 80G 5RS 5%

160G 10RS 5%

PINEAPPLE 80G 5RS 5%

160G 10RS 5%

MANGO 80G 5RS 5%

160G 10RS 5%


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MONACO ROLL 75G 5%

120G 5%

240G 5%

FUNION 75G 5%

120G 5%

75G 5RS 5%

150G 10RS 5%

NAMKIN 75G 5RS 5%

120GMONACO

ZIRA

75G

120G

KRACKJACK 75G 5RS 5%

120G 10RS 5%

240G 20RS 5%

20-20 BUTTER 65G 5RS 5%

117G 5%

225G 5%

CASHEW 65G 5%

117G 5%

215G 5%

MARIE

DIGESTIC 77G 5RS 5%

170G 5%

226G 5%


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PARLE MARIE 10.34G 5%

77G 5%

226G 5%

336G 5%

HIDE & SAKE COFFEE 100G 5%

200G 5%

600G 5%

MINT 100G 5%

200G 5%

600G 5%

ORANGE 100G 5%

200G 5%

600G 5%

CHOCO 100G 5%

200G 5%

600G 5%


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CHAPTER - IIIRESEARCH METHODOLOGY


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OBJECT OF THE PROJECT

Defining the objectives is the most crucial part of the research. If the objectives are not clear the

researcher cannot identify the problem and thus cannot find a way of the problem.

This project is based on the study of relative performance towards ITC sunfeast and Britannia

biscuits.

Objectives of the study are:

1. To know about company (ITC LTD) profile, product line, and variant.2. To know the product, variant and sku of the sunfeast biscuits.3. To study the relative performance of sunfeast biscuit versus Britannia.4. To know the market share of sunfeast and Britania, and To know the visibility, supply,

distribution channel, promotional activities, of sunfeast in market.

5. To know the level of awareness of the customer about the existing biscuit in the market.6. To know the customer perception about sunfeast, and Britannia.7. To know the customer satisfaction level and customer preference level in term of brand,

price, quality, quantity, packaging.

8. To know the retailers preferences, margin, product awareness and perception.9. To know the level of satisfaction of the retailers and wholesalers with respect to credit

line and product delivery provided by wholesale provider.

10.To know the company distribution channel, different process of supply.11.To know about the organizational hierarchy of ITC LTD.


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RESEARCH METHODOLOGY

This chapter describes the methodology of the study. This project is based on information

collected from primary sources. After the detailed study, an attempt has been made to present

comprehensive analysis of performance of ITC sunfeast biscuit versus britania and sunfeastconsumed by the people. The data had been used to cover various aspects like

consumption, retailers preference and retailers satisfaction, customer preference and

satisfaction regarding sunfeast and britania. In collecting requisite data and information

regarding the topic selected, I went to the retailers and customer of patna and collected the data.

Survey design:

The study is a cross sectional study because the data were collected at a single point of time. For

the purpose of present study a related sample of population was selected on the basis of

convenience.

Sample Size and Design:

A sample of 100 people was taken on the basis of convenience. The actual customer andretailers were contacted on the basis of random sampling

Research Period:

Research work is only carried for 2 or 3 weeks.

Research Instrument:

This work is carried out through self-administered questionnaires. The questions included were

open ended, dichotomous and offered multiple choices.


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Data Collection:

The data, which is collected for the purpose of study, is divided into 2 bases:

Primary Source: The primary data comprises information survey ofComparative study

of retailer and customer behavior towards ITC sunfeast britinnia and parle . The data has been

collected directly from respondent with the help of structured questionnaires.

Secondary source: the secondary data was collected from internet and reference from library.

Data Analysis:

The data is analyzed on the basis of suitable tables by using mathematical techniques. The

technique that I have used is bar graphs.

Limitations of the study

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.

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

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.

People were hesitant to disclose the true facts.

The chance of biased response cannot be eliminated though


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Chapter - VI

Analysis and Interpretation of Data


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BASED ON CONSUMERS

ANALYSIS OF THE STUDY ON CONSUMERS

HOW DO YOU COME TO KNOW ABOUT SUNFEAST BISCUIT.

FACTORS NUMBER OF RESPONDENTS

ADVERTISEMENT 60

FAMILY / FRIEND 20

RETAILER 15

ANY OTHER 5

TABLE:1

chart-1

From the above analysis of given sample of 100 respondents it is concluded that out of 100

people 60 people know sunfeast biscuit through advertisement while 20 people through family

and 15 people follow by retailers.

0

10

20

30

40

50

60

60

20

15

5NOOF

CONSUMERS

FACTORS

FACTORS AFFECTING AWARENESS


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AWARENESS ABOUT SUNFEAST [ ITC brand ]

chart-2

From the above analysis out of 100 people 76 people know that sunfeast is of ITC brand. But 24

people donot know about this.

0

10

20

30

40

50

60

70

80

YES NO

76

24

NOOFCONSUMERS

AWARENESS

SUNFEAST IS ITC BRAND


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WHICH FEATURE OF SUNFEAST INSPIRE YOU TO BUY

FEATURES NUMBER OF RESPONDENTS

QUALITY 55

PRICE 5

QUANTITY 5

PACKAGING 23

ANY OTHER 7

CHART-3

From the above analysis out of 100 people 55 people Like the quality of sunfeast and 23 people

like their packaging.

55

5

5

23

7

FEATURE OF SUNFEAST

QUALITY

PRICE

QUANTITY

PACKAGING

ANY OTHER


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REASON FOR SWITCHING OVER TO OTHER BRANDS

REASONS NO OF RESPONDENTS

TO CHANGE THE TASTE 53

DUE TO OFFERS ON OTHER 21

ECONOMICAL (PRICE) 13

HABIT 11

ANY OTHER 2

TABLE:4

CHART-4

From the above analysis out of 100 people 55 people switching over to other brand due to

change taste and 21 people due to offers and value added products .

0

10

20

30

40

50

60

CHANGE

TASTEPRICE

HABITOFFERS

OTHERS

53

13

1121

2

NOOFRESPONDENTS

SWITCHING OVER TO OTHER BRAND


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WHICH BRANDS COMES IN YOUR MIND FIRST WHEN PURCHASE BISCUIT

BRAND NO OF RESPONDENTS

BRITINNIA 48

SUNFEAST 19

PARLE 29

OTHER 4

Table: 5

CHART: 5

From the above analysis out of 100 people.. there are 48 people first preference is britinnia, 29

parle, 19, people sunfeast, and 4

0

5

10

15

20

25

30

3540

45

50

BRITINNIA SUNFEAST PARLE OTHER

48

19

29

4NOOFRESPONDENT

S

BRAND

BRAND LOYALITY


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WHICH CATOGARY OF BISCUIT YOU LIKE MOST.

TABLE: 6

SUB CATOGARY NO OF RESPONDENTS

GLUCOSE 23

SNACKY 18

CREAM 44

MARIE 9

ANY OTHER 6

CHART- 6

From the above analysis out of 100 people.. there are 44 people who likes cream biscuit and at

the second 23 people said they likes glucose biscuits.

23

16

44

116

CUSTOMER CHOICE

GLUCOSE

SNACKEY

CREAM

MARIE

OTHER


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PACKAGING DO YOU LIKE MOST.

TABLE: 7

PACKAGING NO OF RESPONDENTS

PARLE 20

BRITINNIA 36

SUNFEAST 40

ANY OTHER 4

CHART-7

From the above analysis out of 100 people.. there are 40 people who likes SUNFEAST

packaging and at the second 36 people likes Britinnia biscuits packaging.

0

5

10

15

20

25

30

35

40

SUNFEASTBRITINNIA

PARLE

OTHER

40

36

20

4

NOOFRESPONDENTS

COMPANY PACKAGING


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DO YOU FIND SUNFEAST BISCUIT IN YOUR NEAR OUTLET

TABLE- 8

SUNFEAST OUTLET NO OF RESPONDENTS

YES 91

NO 9

CHART-8

From the above analysis out of 100 people . 91 people say, they find sunfeast in near outlet in

patna.

NO OF OUTLET

YES

NO


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PRICE CATOGARY SUITABLE FOR YOU

TABLE- 9

PRICE CATOGARY NO OF RESPONDENTS

5 38

10 34

15 14

20 6

25 8

CHART- 9s

According to the above analysis it is concluded that in 100 people 38 people like 5 rupee pack

while 34 people like 10 rupee pack.

38

34

14

68

NO OF RESPONDENTS OF PARTICULAR CATOGARY

5 RUPEE

10 RUPEE

15 RUPEE

20 RUPEE

25 RUPEE


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Chapter - V :

Findings, Conclusion and Suggestions


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FINDING

RETAILER RESEARCH:

Retailer research deals with retailer and their problems and solution to the problems. In this I

britania vs. sunfeastd

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