study of biscuits with itc sunfeast in saharanpur(ankur)
DESCRIPTION
research and analysisTRANSCRIPT
SUMMER TRAINING REPORT
On
“COMPARATIVE STUDY OF BISCUITS WITH
ITC SUNFEAST ”
In
Indian Tobacco company Ltd.,Saharanpur
SUBMITTED FOR THE PARTIAL FULFILLMENT
OF THE REQUIREMENT FOR THE AWARD OF DEGREE
Of
MASTERS OF BUSINESS ADMINISTRATION
Submitted By:
ABHISHEK MITTAL
2010-2012
COER School of Management
Uttarakhand Technical University
ABSTRACT
This report is about comparison of Sunfeast ITC with other biscuit
manufacturers. This research report has been prepared on,
“Comparative study of biscuits with ITC Sunfeast ” at Marketing
Branch ITC, Shamli. My purpose of training was to determine key
players operating in the biscuit Industry by estimating their sale
volumes and critically evaluate distribution practices. According to
my research, I found that ITC is performing well and is giving good
competition to other popular brands in Shamli in a very efficient
manner.
__________________ ____________________Signature of Student Signature of faculty
2
ACKNOWLEDGEMENT
“There is joy in work. There is no happiness except in the realization that we have accomplished something”
-Henry Ford
The making of any project requires contribution from many people, right
from inception till its completion. In my case also, there had been a few
people who have made this happen. It was not only learning but also an
enriching experience.
I would like to thank Mr. MUKUL KAMBOJ, for being a source of
inspiration and for the valuable suggestions provided throughout. His
constant follow-ups and result orientation ensured that we successfully
meet the deadlines.
I also thank my colleagues and friends for providing constant
encouragement and help. Finally, I am grateful to my family members for
their moral support and understanding.
“Teachers open the door, but you must enter by yourself”
3
PREFACE
The customer is king: finally ten years after the liberalization of
India's economy began the marketplace has, suddenly, become frighteningly
competitive. Not only have new players including a host of powerful
translation, stormed into the country, there are more brands available then
even before in every segment of every market. Befittingly, for the time in
above 50 years since Independence, delivering the final verdict will be the
customer who is already finicky about what will buy, in future, only that
which meets her every desire. This demands more intimate understanding of
the customer by the smart companies'. In my project I have tried to
Estimate and Identify the Critical Success Factors for the availability of
sunfeast biscuits in the convenience channel in Shamli for ITC.
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C ontents Purpose of Training 08Company Profile 11
History and Evolution 14 The Mission and Vision Statement 17 Awards and Accolades 18 Corporate Strategies of ITC 19 Products of ITC 20 History of Saharanpur 26 ITC Family 27 SWOT Analysis 29 Financial Performance 31
The Indian FMCG Industry 32SWOT Analysis of Indian FMCG sector 34About Biscuit Manufacturers 36
Parle 37 Britannia 42
Sunfeast 47 Project Plan for Field 53
Research Methodology 56 Introduction of research Objective & scope of study Research description Problem Formulation
Analysis & Interpretation 66Survey Findings & recommendation 87Learning experience during training
Bibliography 97
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Questionnaires 98
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PURPOSE OF THE TRAINING
PROJECT TITLE:
Comparative study of biscuits with sunfeast ITC.
To determine key players operating in the Industry by estimating
their sale volumes and critically evaluate distribution practices.
THE STUDY SHALL ENTAIL THE FOLLOWING :
Complete understanding of the category and industry:
The key players with brand wise volumes.
Availability & Visibility figures of key players by channels.
Understanding of the distribution process and the components of the
distribution chain:
The players: Distributor, trade (Wholesale & retail), Salesman.
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Various channels and their dynamics (wholesale, convenience,
grocer, tea stall/restaurant...)
Distribution infrastructure (vehicle, sales force...)
Distribution norms and practices: (inventory, billing, credit,
delivery, frequency of service....)
Strengths & Weaknesses of various players as regards distribution.
Understanding of various trade schemes in the market :
Critically analyze the schemes as regards their design and
effectiveness
Recommendations for ITC to formulate a sales and distribution
strategy to align with industry needs.
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COMPANY 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 $ 4.75
billion. ITC is rated among the World's Best Big Companies, Asia's 'Fab
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, Safety matches, Hotels,
Paperboards & Specialty Papers, Packaging, Agri-Business, Packaged
Foods & Confectionery, Information Technology, Branded Apparel,
Personal Care, Greeting Cards 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 and Greeting Cards.
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 in hoteliering. Over time, the strategic forays into new
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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 $ 2.8 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, is aggressively 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 21,000 people at more than 60 locations across India.
The Company continuously endeavors to enhance its wealth generating
capabilities in a globalizing environment to consistently reward more than
3,97,000 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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HISTORY AND EVOLUTION
ITC was incorporated on August 24, 1910 under the name of 'Imperial
Tobacco Company of India Limited'. Its beginnings were humble. A leased
office on Radha Bazar Lane, Kolkata, was the centre of the Company's
existence. The Company celebrated its 16th birthday on August 24, 1926,
by purchasing the plot of land situated at 37, Chowringhee, (now renamed
J.L. Nehru Road) Kolkata, for the sum of Rs 310,000. This decision of the
Company was historic in more ways than one. It was to mark the
beginning of a long and eventful journey into India's future. The
Company's headquarter building, 'Virginia House', which came up on that
plot of land two years later, would go on to become one of Kolkata's most
venerated landmarks. The Company's ownership progressively Indianised,
and the name of the Company was changed to I.T.C. Limited in 1974. In
recognition of the Company's multi-business portfolio encompassing a
wide range of businesses - Cigarettes & Tobacco, Hotels, Information
Technology, Packaging, Paperboards & Specialty Papers, Agri-Exports,
Foods, Lifestyle Retailing and Greeting Gifting & Stationery - the full
stops in the Company's name were removed effective September 18, 2001.
The Company now stands rechristened 'ITC Limited'.
Though the first six decades of the Company's existence were
primarily devoted to the growth and consolidation of the Cigarettes
and Leaf Tobacco businesses, the Seventies witnessed the beginning
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of a corporate transformation that would usher in momentous
changes in the life of the Company.
ITC's Packaging & Printing Business Division was set up in 1925 as
a strategic backward integration for ITC's Cigarettes business. It is
today India's most sophisticated packaging house.
In 1975 the Company launched its Hotels business with the
acquisition of a hotel in Chennai which was rechristened 'ITC-
Welcomgroup Hotel Chola'. The objective of ITC's entry into the
hotels business was rooted in the concept of creating value for the
nation. ITC chose the hotels business for its potential to earn high
levels of foreign exchange, create tourism infrastructure and
generate large scale direct and indirect employment. Since then
ITC's Hotels business has grown to occupy a position of leadership,
with over 75 owned and managed properties spread across India.
In 1979, ITC entered the Paperboards business by promoting ITC
Bhadrachalam Paperboards Limited, which today has become the
market leader in India. Bhadrachalam Paperboards amalgamated
with the Company effective March 13, 2002 and became a Division
of the Company, Bhadrachalam Paperboards Division.
In 1985, ITC set up Surya Tobacco Co. in Nepal as an Indo-Nepal
and British joint venture. Since inception, its shares have been held
by ITC, British American Tobacco and various independent
shareholders in Nepal. In August 2002, Surya Tobacco became a
subsidiary of ITC Limited and its name was changed to Surya Nepal
Private Limited (Surya Nepal).
In 1990, ITC acquired Tribeni Tissues Limited, a Specialty paper
manufacturing company and a major supplier of tissue paper to the
cigarette industry. The merged entity was named the Tribeni
Tissues Division (TTD). To harness strategic and operational
synergies, TTD was merged with the Bhadrachalam Paperboards
Division to form the Paperboards & Specialty Papers Division in
November 2002.
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Also in 1990, leveraging its agri-sourcing competency, ITC set up
the International Business Division (IBD) for export of agri-
commodities. The Division is today one of India's largest exporters.
ITC's unique and now widely acknowledged e-Choupal initiative
began in 2000 with soya farmers in Madhya Pradesh. Now it extends
to 9 states covering over 3.5 million farmers. ITC's first rural mall,
christened 'Choupal Saagar' was inaugurated in August 2004 at
Sehore. The year 2006 witnessed the ramping up of the Company's
rural retailing network with 17 'Choupal Saagars' being operational
in three states of Madhya Pradesh, Maharashtra and Uttar Pradesh.
In 2000, ITC's Packaging & Printing business launched a line of
high quality greeting cards under the brand name 'Expressions'. In
2002, the product range was enlarged with the introduction of Gift
wrappers, Autograph books and Slam books. In the same year, ITC
also launched 'Expressions Matrubhasha', a vernacular range of
greeting cards in eight languages and 'Expressions Paperkraft', a
range of premium stationery products. In 2003, the company rolled
out 'Classmate', a range of notebooks in the school stationery
segment.
ITC also entered the Lifestyle Retailing business with the Wills
Sport range of international quality relaxed wear for men and
women in 2000. The Wills Lifestyle chain of exclusive stores later
expanded its range to include Wills Classic formal wear (2002) and
Wills Clublife evening wear (2003). ITC also initiated a foray into
the popular segment with its men's wear brand, John Players, in
2002. In December 2005, ITC introduced Essenza Di Wills, an
exclusive line of prestige fragrance products, to select 'Wills
Lifestyle' stores. In 2006, Wills Lifestyle became title partner of the
country's most premier fashion event - Wills Lifestyle India Fashion
Week - that has gained recognition from buyers and retailers as the
single largest B-2-B platform for the Fashion Design industry. To
mark the occasion, ITC launched a special 'Celebration Series',
taking the event forward to consumers.
In 2000, ITC spun off its information technology business into a
wholly owned subsidiary, ITC Infotech India Limited, to more
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aggressively pursue emerging opportunities in this area. In a short
span of 5 years, ITC Infotech has already crossed over US$ 60
million in revenues. It also has a joint venture with ClientLogic, a
top five global Business Process Outsourcing (BPO) provider.
In 2002, ITC's philosophy of contributing to enhancing the
competitiveness of the entire value chain found yet another
expression in the Safety Matches initiative. ITC now markets
popular safety matches brands like iKno, Mangaldeep, VaxLit,
Delite, Homelite and Aim.
THE MISSION AND VISION STATEMENT
THE ITC MISSION
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THE ITC VISION
Awards & Accolades
• Golden Peacock Global Award for Corporate Social Responsibility in
Emerging economies for 2005 by World Council for Corporate
Governance for the e-choupal and social & farm forestry initiatives
• 2005 Golden Peacock Award for Excellence in Corporate Governance
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• ITC Centre, Gurgaon awarded Platinum Green building rating by US
Green Building Council -Leadership in Energy and Environmental
Design
– largest Platinum rated building in the world; 7th such
building in the world
• Bhadrachalam paperboard unit :
– adjudged ‘Greenest paper mill in India’ by The Centre for
Science & Environment; won the Greentech Environment
Excellence Gold Award
• ‘John Players’ adjudged the ‘Most Admired Shirt Brand of the Year’
at the Lycra® Images Fashion Awards (LIFA) awards in Jan’06
• SAM/SPG Sustainability Leadership Award conferred at the
International Sustainability Leadership Symposium, Zurich
• Business Leadership Award for the Best Food Company, organized
by NDTV Profit
CORPORATE STRATEGIES OF ITC
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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.
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.
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
ITC’s 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 catalyze the entrepreneurial energies of
management by striking the golden balance between executive
freedom and the need for effective control and accountability.
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PRODUCTS OF ITC
Today ITC is dealing in almost all the sectors of production. Some
major areas of production are as follows:-
LEAF TOBACCO DIVISION
ITC has brought modern farm practices and continuous improved to
Virginia and Burley Tobacco cultivation. The company’s green leaf
threshing at Anarporti and Chirala are the largest in Asia. They are the
first tobaccos threshing plants in the world to get ISO 9002 accreditation
for matching International norms.
ITC’s ILTD (Indian Leaf Tobacco development Division) is India’s
largest buyer, processor and exporter of leaf tobacco. Through its
emphasis on quality and services, ILTD, is striving to make tobacco the
“Golden Crop of India”.
HOTELS
ITC entered the tourism industry in the year 1975 with the
WELCOME Group, ITC’s hotels division. In less then 20 years it has
created chain of Luxury Hotels at key location such as Agra, Andaman,
Aurangabad, Jaipur, Jodhpur etc. for discerning business traveler it has
created two distinct options, the exclusive Sheraton Towers, a hotel with
in a hotel and the executive, club at all its destinations across the
country. The Maurya Sheraton at Delhi and the Mughal Sheraton at Agra
are the best in the world.
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SEEDS
ITC’s Agro-Business Division was set up to develop, produce and
market hybrid and high yielding, varieties of seeds to farmers. Today, this
division is a leader in oil seeds and other cereal crops. ITC’s Adarsh have
emerged as one of the India’s leading brands of seeds well received by the
farming commodities. Its Sunflower Hybrid Seeds performed better then
the best in the National Trials Conduct by the Indian Council of
Agricultural Research. This is a result of a commitment to plant breeding,
farm technology, quality seed production and an extensive rural
marketing network.
CIGARETTES
ITC owns the brand leadership in every segment The Company has
launched several new brands such as Capstan Menthol, Filter, Capstan
standard, Gold Flake Kings, and Berkley Filter. Gold Flake Premium Filter
has since been rolled out of market and Gold Flake Light King size has
been introduced ITC’s strong brand portfolio has is demonstrated by the
fact that scissors is the brand leader in volume, Wills remain as the
largest free standing consumer product in India and Wills Gold Flake
family has grown to be come the largest single trademark in the
consumer product.
ITC’s factories at Calcutta, Saharanpur, Bangalore and Munger have
the 9002-quality accreditation The Company has signed an agreement
with the British American Tobacco Company Limited (BAT) of which it is
already an associate. As per this agreement ITC Ltd. launched BAT’s
global brand such as State Express 555 and Benson and Hedges.
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PACKING AND PRINTING
It develop pack designs on 24-hours turnaround basis International
Liquor brands and other fast moving consumer products manufactures
are today some of the users of the company packing products. Through a
strategy of being market leader and technology driven the ITC group has
achieved market leadership and in the largest integrated source of paper
and paperboard products. ITC’s printing and packaging division has a
technical collaboration with Liquid Box Corporation USA, to manufacture
and market bag-in box system in India.
SPECIALITY PAPERS
In 1979, ITC entered the papers industry with ITC Bhadrachalam
paperboards. Through the application of clonally technology and scientific
plantation management, it has revolutionized land productivity.
Today it offers the widest variety of papers and paperboard
manufactured by the single group in India. Tribeni Tissues, which
amalgamated, with the ITC group has emerged as the leader in custom
specific specialty paper for cheques and passports and for the packaging,
printing, insulation decorative laminate and communication industries.
FINANCIAL SERVICES
ITC financial services were inaugurated in 1986. It diversified in to
Asset Financing and capital market operations through its associates ITC
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Classic Finance Ltd. Classic has also ventured into Merchant and
investment banking, capital market intermediation, International advisory
services and public deposit mobilization. Classic Today is one of the best
capitalized Financial services Companies.
SPECIALTY PAPER
ITC operates a 33000 TPA plant at Tribeni, West Bengal, to
manufacturing specialty papers, mainly with the imported wood pulp
cigarette packing paper to BAT subsidy in Africa and Central Asia.
Margins in the business have been adversely affected with stiff price
competition from domestic as well as imported products post reduction in
import duty. ITC has been scouting for an international joint venture
partner for upgrading technology in this business.
The division received certification under ISO9001 quality standards
and Gold Star awards From Royal Society for Prevention of accidents,
UK .The specialty. Besides captive consumption, ITC also exports paper
division contributed to Rs.1bn. to the total revenues during FY00
compared to 880.5mn in FY99. The company produced 16355 tons of
specialty paper during the year. International business division, which is
involved in handling exports from the company, did exports of Rs.3.2
billion during FY00.The division exports agri.- products to various
countries across the globe. Recently the division has decided to set up e-
choupals for Shrimps and coffee. These e-choupals would provide up-to -
date information grading local and global weather and scientific practice
followed at different place to farmers. The division has plans of setting up
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300 such choupals across the country current year ITC also has an
InfoTech division, which is being realigned to focus on e-commerce
software solutions. The company plans to hive off its InfoTech division in
to a separate subsidiary.
NEW ENTERANCE
The company has decided to venture in to a number of new and
unrelated areas. ITC has recently launched its leisure apparels under
Wills sports brand to leverage on its Wills brand equity. The company had
also ventured into Branded Holidays business, which is being reviewed as
performance has been below expectations.
EARNING FACTORS
Excise duty changes on cigarettes.
New product launches are as: Rothmans International brand
portfolio may be launched through ITC, as Rothmans has
withdrawn proposal for 100% subsidiary post global merge with
BAT.
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Leaf & tobacco crop depends on weather conditions, which results
its impact on material costs.
Export markets reduce dependence on domestic market.
Exports are also affected by the domestic crop production.
Paper/paperboard margins depend on International
paper & wood pulp Prices as well as charges in custom
duty rates.
Excise duty exemption in northeastern states and also one
of the largest Non banking financial services.
ITC - Business Portfolio
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ITC
FMCG: Cigarettes
Other FMCG
HotelsAgri
BusinessLeaf Tobacco
Agri Commodities
Paperboard
Paper &Packaging
HISTORY OF SAHARANPUR
1925: Cigarette manufacturing unit established.
1926: Manufacturing of cigarette began & brands were Red Bird, Duck &
Peacock.
1935: Packing Machines established.
1938: Created cigarette workers union with the help of J.B.Miller & Pt.
Kamalnath.
1940: First major strike came in practice.
1942: The post of Labor Welfare Officer created.
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1953: First long term agreement marked signing.
1970: Company got its name Indian Tobacco Company (ITC)
1983: The computer center was set up in ITC SAHARANPUR unit.
1984: An Integrated Factory Information System was developed at
Bangalore.
1986: The Technological training center was established.
1994: High & Luxury tax was imposed on all branches of cigarettes
1995: Saharanpur unit bagged British Safety Council National Award for
its low rate of accident.
ITC FAMILY
ITC PAPERBOARD LIMITED
India’s largest manufacture of paper & paperboard. It also a India’s
largest exporter of paper & paperboard industry.
ITC CLASSIC FINANCE LIMITED
It is Rs. 315Cr Company, which is established to offer preferred
financial services & products.
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ITC AGRO-TECH LIMITED
Business processes edible oil & also moving towards consolidating
other aspects of edible oil procurement, marketing & trading.
ITC FILTRONA LIMITED
A joint venture with filtrona international limited. UK is making
available in India the latest Cigarette filter technology including
technology advance multiple filters.
ITC ZENECA LIMITED
A unique partnership of two major players in agro-business, ITC
with ZENECA limited UK. It develops high quality seeds for the Indian
agriculture sector.
INTERNATIONAL TRAVEL HOUSE LIMITED
One of the India’s leading travel & tour agency offering services for
business & leisure travelers throughout India, in the business of “rent a
car” under the “Eurocar” brand& in the process of setting of golf resets of
International standards.
SURYA TOBACCO COMPANY LIMITED
ITC’s joint venture project in Nepal is the company’s largest private
sector corporation with brands leader in every segment. ITC has achieved
the “Super star trading house” status. It contributes over 4% of the
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revenue, provides 9% of the Indian agri-export & about 2% of the
company’s total export centers total tax.
INDIAN TOBACCO DIVISION
It is India’s largest manufacture & exporter of cigarette. It has the
market share of 67% of the total cigarette market in India.
ITC HOTELS LIMITED
ITC hotels limited are a premier hotel chain catering to the
International travelers. Its the market & operates 16 leading hotel
properties under the Welcome group banner. It has the collaboration with
ITC Sheraton USA for the International marketing of the ITC hotels.
SWOT ANALYSIS
SWOT stands for Strengths, Weaknesses, Opportunities and
Threats. It is basically used as an important technique
through which a company can evaluate its positive features
and overcome its negative aspects. The following is the
SWOT analysis of ITC:
STRENGTHS:
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Products of ITC are quality products and have good repute in the
market.
The pricing policy is best among its competitors when compared
with the quality.
Packaging is of high standards.
State-of-the-art technology is used in developing the products.
The sales force is dedicated and very sincere.
WEAKNESSES:
The product range of the company is very limited in some of the
product
categories.
The distribution network still needs a lot of improvements as
ITC’s
products are not available at every shop.
Trade schemes and promotional activities are very less frequent.
OPPORTUNITIES:
ITC should continue targeting the rural market and near by places
as it holds tremendous opportunities in the nearby future. With the
presence of 12.2 % of the world population in the villages of India,
the Indian rural FMCG market is something no one can overlook.
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ITC must add some more products to its product profile to cover
wider area and provide wider range to attract more customers
specially the kids.
ITC must restrengthen its distribution channel in order to improve
the availability of its products and to gain a larger market share for
its products.
THREATS:
The aggressive nature of the competitors is the main threat
to the
Company.
The distribution network of its competitors (Specially Local
Players)
is very strong.
The indirect reach of the company is too weak
(I.e. through Promotional activities)
Government policy is unfavorable and discouraging towards
the tobacco products.
FINANCIAL PERFORMANCE
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Annual Financial Highlights of ITC (in Rs. Cr.)
PARTICULARS 2007-08 CAGR
GROSS TURNOVER 19841.54 12.9
NET TURNOVER 12313.83 15.5
PBDIT 4299.13 19.9
PAT 2699.97 23.7
EARNINGS PER SHARE 7.20 23.4
NET WORTH 10425.00 22.5
CAPITAL EMPLOYED 11125.00 17.5
FINANCIAL HIGHLIGHTS
Figure: 1 Figure: 2
Figure: 3
THE INDIAN FMCG INDUSTRY
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The Indian FMCG sector is the fourth largest in the economy and has a
market size of US$13.1 billion. Well-established distribution networks, as
well as intense competition between the organized and unorganized
segments are the characteristics of this sector. FMCG in India has a
strong and competitive MNC presence across the entire value chain. It
has been predicted that the FMCG market will reach to US$ 33.4 billion in
2015 from US $ billion 11.6 in 2003. The middle class and the rural
segments of the Indian population are the most promising market for
FMCG, and give brand makers the opportunity to convert them to branded
products. Most of the product categories like jams, toothpaste, skin care,
shampoos, etc, in India, have low per capita consumption as well as low
penetration level, but the potential for growth is huge.
The Indian Economy is surging ahead by leaps and bounds, keeping pace
with rapid urbanization, increased literacy levels, and rising per capita
income.
The big firms are growing bigger and small-time companies are catching
up as well. According to the study conducted by AC Nielsen, 62 of the top
100 brands are owned by MNCs, and the balance by Indian companies.
Fifteen companies own these 62 brands, and 27 of these are owned by
Hindustan Unilever Ltd. Personal care, cigarettes, and soft drinks are the
three biggest categories in FMCG. Between them, they account for 35 of
the top 100 brands.
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THE TOP 10 COMPANIES IN FMCG SECTOR
1. Hindustan Unilever Ltd.(Hul)
2. ITC (Indian Tobacco Company)
3. Nestle India
4. GCMMF (Amul)
5. Dabur India
6. Parle Agro
7. Cadbury India
8. Britannia Industries
9. Procter & Gamble Hygiene and Health Care
10 Marico Industries
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SWOT ANALYSIS OF INDIAN FMCG SECTOR
Strengths:
1. Low operational costs.
2. Presence of established distribution networks in both urban and
rural areas.
3. Presence of well-known brands in FMCG sector.
Weaknesses:
1. Lower scope of investing in technology and achieving economies of
scale, especially in small sectors.
2. Low exports levels.
3. "Me-too" products, which illegally mimic the labels of the
established
brands. These products narrow the scope of Branded FMCG
products in rural and semi-urban market.
Opportunities:
1. Untapped rural market.
2. Rising income levels i.e. increase in purchasing power of consumers.
3. Large domestic market- a population of over one billion.
4. Export potential.
5. High consumer goods spending.
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Threats:
1. Removal of import restrictions resulting in replacing of domestic
brands.
2. Slowdown in rural demand.
3. Tax and regulatory structure.
The performance of the industry was inconsistent in terms of sales and
growth for over 4 years. The investors in the sector were not gainers at
par with other booming sectors. After two years of sinking performance of
FMCG sector, the year 2005 has witnessed the FMCG demand growing.
Strong growth was seen across various segments in FY06 and 07. With the
rise in disposable income and the economy in good health, the urban
consumers continued with their shopping spree.
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36
PA RLE
Introduction
A long time ago, when the British ruled India, a small factory was set up
in the suburbs of Mumbai city, to manufacture sweets and candies. The
year was 1929 and the market was dominated by famous international
brands that were imported freely. 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 candies. 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.
How Parle fought to make biscuits affordable to all.
Biscuits were very much a luxury food in India, when Parle began
production in 1939. Apart from Glucose and Monaco biscuits, Parle did
offer a wide variety of brands.
However, during the Second World War, all domestic biscuit production
was diverted to assist the Indian soldiers in India and the Far East. Apart
from this, the shortage of wheat in those days, made Parle decide to
concentrate on the more popular brands, so that people could enjoy the
price benefits.
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Thankfully today, there's no dearth of ingredients and the demand for
more premium brands is on the rise. That's why, we now have a wide
range of biscuits and mouthwatering confectionaries to offer.
The strength of the Parle Brand
Over the years, Parle has grown to become a multi-million US Dollar
company. Many of the Parle products - biscuits or confectionaries, are
market leaders in their category and have won acclaim at the Monde
Selection, since 1971.
Today, Parle enjoys a 40% share of the total biscuit market and a 15%
share of the total confectionary market, in India. The Parle Biscuit
brands, such as, Parle-G, Monaco and Krackjack and confectionery
brands, such as, Melody, Poppins, Mangobite and Kismi, enjoy a strong
imagery and appeal amongst consumers.
Be it a big city or a remote village of India, the Parle name symbolizes
quality, health and great taste! And yet, we know that constantly
innovating and catering to new tastes have built this reputation. This can
be seen by the success of new brands, such as, Hide & Seek, or the single
twist wrapping of Mango bite.
In this way, by concentrating on consumer tastes and preferences and
emphasizing Research & Development, the Parle brand grows from
strength to strength.
The Quality Commitment
Parle Products has one factory at Mumbai that manufactures biscuits &
confectioneries while another factory at Bahadurgarh, in Haryana
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manufactures biscuits. Apart from this, Parle has manufacturing facilities
at Neemrana, in Rajasthan and at Bangalore in Karnataka. The factories
at Bahadurgarh and Neemrana are the largest such manufacturing
facilites in India. Parle Products also has 14 manufacturing units for
biscuits & 5 manufacturing units for confectioneries, on contract.
All these factories are located at strategic locations, so as to ensure a
constant output & easy distribution. Each factory has state-of-the-art
machinery with automatic printing & packaging facilities.
All Parle products are manufactured under the most hygienic conditions.
Great care is exercised in the selection & quality control of raw materials,
packaging materials & rigid quality standards are ensured at every stage
of the manufacturing process. Every batch of biscuits & confectioneries
are thoroughly checked by expert staff, using the most modern
equipment.
The Marketing Strength
The extensive distribution network, built over the years, is a major
strength for Parle Products. Parle biscuits & sweets are available to
consumers, 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 and C&F
agents supplying goods to the wide distribution network.
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The Parle marketing philosophy emphasizes catering to the masses. We
constantly endeavour at 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.
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.
The Customer Confidence
The Parle name conjures up fond memories across the length and breadth
of the country. After all, since 1929, the people of India have been
growing up on Parle biscuits & sweets.
Today, the Parle brands have found their way into the hearts and homes of
people all over India & abroad. Parle Biscuits and confectioneries,
continue to spread happiness & joy among people of all ages.
The consumer is the focus of all activities at Parle. Maximizing value to
consumers and forging enduring customer relationships are the core
endeavours at Parle.
Our efforts are driven towards maximising customer satisfaction and this
is in synergy with our quality pledge. "Parle Products Limited will strive to
provide consistently nutritious & quality food products to meet
consumers' satisfaction by using quality materials and by adopting
appropriate processes. To facilitate the above we will strive to
continuously train our employees and to provide them an open and
participative environment."
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PARLE BISCUITS AVAILABLE IN MARKET
Name gm Flavour price
GLUCOSE
Parle G 19 Rs 144 Rs 266 Rs 388 Rs 4220 Rs 10440 Rs 20
PREMEUM GLUCOSE
Milk shakti 75 Rs 5 150 Rs10
Parle 20-20 75 Rs 5110 Rs10220 Rs 22
CREAM
Parle Cream 90 orange Rs 590 ilachi Rs 590 mango Rs 590 pineapple Rs 5
Bonn-Bonn 90 chocolate Rs 10180 chocolate Rs 18
SNACKY
Monaco 75 Rs 741
110 Rs 10
Parle Namkin 75 Rs 5
Krack Jack 75 Rs 7120 Rs 10
MARIE
Digestive Marie 182 Rs 13
HIDE & SEEKHide & Seek 25 Rs 4
50 Rs 8100 Rs 15
BRITANNIA
COMPANY OVERVIEWThe story of one of India's favourite brands reads almost like a fairy tale. Onceupon a time, in 1892 to be precise, a biscuit company was started in a nondescript house in Calcutta (now Kolkata) with an initial investment of Rs.295. The company we all know as Britannia today.
The beginnings might have been humble-the dreams were anything but. By 1910, with the advent of electricity, Britannia mechanised its operations, and in 1921, it became the first company east of the Suez Canal to use imported gas ovens. Britannia's business was flourishing. But, more importantly, Britannia was acquiring a reputation for quality and value. As a result, during the tragic World War II, the Government reposed its trust in Britannia by contracting it to supply large quantities of "service biscuits" to the armed forces.
As time moved on, the biscuit market continued to grow… and Britannia grew along with it. In 1975, the Britannia Biscuit Company took over the distribution of biscuits from Parry's who till now distributed Britannia biscuits in India. In the subsequent public issue of 1978, Indian shareholding crossed 60%, firmly establishing the Indianness of the firm. The following year, Britannia Biscuit Company was re-christened Britannia Industries Limited (BIL). Four years later in 1983, it crossed the Rs. 100 crores revenue mark.
On the operations front, the company was making equally dynamic strides. In 1992, it celebrated its Platinum Jubilee. In 1997, the company unveiled its new corporate identity - "Eat Healthy, Think Better" - and made its first foray into the dairy products market. In 1999, the "Britannia Khao, World Cup Jao" promotion further fortified the affinity consumers had with 'Brand Britannia'.
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Britannia strode into the 21st Century as one of India's biggest brands and the pre-eminent food brand of the country. It was equally recognised for its innovative approach to products and marketing: the Lagaan Match was voted India's most successful promotional activity of the year 2001 while the delicious Britannia 50-50 Maska-Chaska became India's most successful product launch. In 2002, Britannia's New Business Division formed a joint venture with Fonterra, the world's second largest Dairy Company, and Britannia New Zealand Foods Pvt. Ltd. was born. In recognition of its vision and accelerating graph, Forbes Global rated Britannia 'One amongst the Top 200 Small Companies of the World', and The Economic Times pegged Britannia India's 2nd Most Trusted Brand.
Today, more than a century after those tentative first steps, Britannia's fairy tale is not only going strong but blazing new standards, and that miniscule initial investment has grown by leaps and bounds to crores of rupees in wealth for Britannia's shareholders. The company's offerings are spread across the spectrum with products ranging from the healthy and economical Tiger biscuits to the more lifestyle-oriented Milkman Cheese. Having succeeded in garnering the trust of almost one-third of India's one billion population and a strong management at the helm means Britannia will continue to dream big on its path of innovation and quality. And millions of consumers will savour the results, happily ever after.
LATEST PRESS ARTICLECARTS MAKE HORSE SENSE FOR BRITANNIA
Economic Times, Bangalore, 23 July 08
TAKING a leaf out of the book of the itinerant green-grocer, biscuits major Britannia has launched pushcarts to deliver fresh food products, especially breakfast items, at consumers' doorsteps.
The company came up with the idea of mobile carts for direct-to-home sales - Britannia Industries calls it a modern retailing model - to deliver fresh products in localities which do not have large or small retail outlets in the vicinity. "Most Indian cities are undergoing rapid development and expansions of number of localities which require such a retailing model are coming up. By plying pushcarts in such colonies Britannia ensures its consumers get regular supply of fresh products at their door step," vice-president (sales, marketing and innovation) Neeraj Chandra said.
Sales through mobile carts have started in some residential colonies in Mumbai and Delhi and Britannia is evaluating plans for expansion into other cities.
"The Britannia pushcarts ply inside a number of localities everyday and carry all Britannia products right from breads to biscuits, rusks , cakes , cheese. The pushcarts also benefit residents by carrying exclusive offers and announcements, displaying new products launched from time to time," Mr. Chandra said. The pushcart vendors, kitted out with smart uniforms and caps, are trained on how to interact with consumers and provide key inputs on the consumer preferences.
"By regular interactions and with experience, the vendors also recognise
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variations in demand through the week and special needs of consumers in terms of speciality breads and products, thereby making sure of continuous availability and no stock-outs." Although the company did not reveal the revenue contribution from the pushcart retail model, it said it had received a "good response from the consumer." Britannia, which has biscuit brands like Good Day, Tiger and Pure Magic, has of late increased focus on its breakfast foods portfolio
MILESTONES
1892The Genesis - Britannia established with an investment of Rs. 295 in Kolkata
1910Advent of electricity sees operations mechanized
1921Imported machinery introduced; Britannia becomes the first company East of the Suez to use gas ovens
1939 – 44Sales rise exponentially to Rs.16,27,202 in 1939 During 1944 sales ramp up by more than eight times to reach Rs.1.36 crore
1975Britannia Biscuit Company takes over biscuit distribution from Parry's
1978Public issue - Indian shareholding crosses 60%
1979Re-christened Britannia Industries Ltd. (BIL)
1983Sales cross Rs.100 crore
1989The Executive Office relocated to Bangalore
1992BIL celebrates its Platinum Jubilee
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1993Wadia Group acquires stake in ABIL, UK and becomes an equal partner with Groupe Danone in BIL
1994Volumes cross 1,00,000 tons of biscuits
1997Re-birth - new corporate identity 'Eat Healthy, Think Better' leads to new mission: 'Make every third Indian a Britannia consumer' BIL enters the dairy products market
1999"Britannia Khao World Cup Jao" - a major success! Profit up by 37%
2000Forbes Global Ranking - Britannia among Top 300 small companies
2001BIL ranked one of India's biggest brands
No.1 food brand of the country
Britannia Lagaan Match: India's most successful promotional activity of the year
Maska Chaska: India's most successful FMCG launch
2002BIL launches joint venture with Fonterra, the world's second largest dairy company
Britannia New Zealand Foods Pvt. Ltd. is born
Rated as 'One amongst the Top 200 Small Companies of the World' by Forbes Global
Economic Times ranks BIL India's 2nd Most Trusted Brand
Pure Magic -Winner of the Worldstar, Asiastar and Indiastar award for packaging
2003'Treat Duet'- most successful launch of the year Britannia Khao World Cup Jao rocks the consumer lives yet again
2004Britannia accorded the status of being a 'Superbrand'
Volumes cross 3,00,000 tons of biscuits
Good Day adds a new variant - Choconut - in its range
2005Re-birth of Tiger - 'Swasth Khao, Tiger Ban Jao' becomes the popular chant!
Britannia launched 'Greetings' range of premium assorted gift packs
The new plant in Uttaranchal, commissioned ahead of schedule.
The launch of yet another exciting snacking option - Britannia 50-50 Pepper Chakkar
2007Britannia industries formed a joint venture with the Khimji Ramdas Group and acquired a 70 percent beneficial state in the Dubai-based Strategic Foods International Co. LLC and 65.4%
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in the Oman-based Al Sallan Food Industries Co. SAOG.
2008Britannia launched Iron fortified 'Tiger Banana' biscuits, 'Good Day Classic Cookies', Low Fat Dahi and renovated 'MarieGold'
BRITANNIA BISCUITS AVAILABLE IN MARKET
Name gm Flavour Price
GLUCOSE
TIGER 16 Rs 144 Rs 267 Rs 388 Rs 4
MILK BIKIS 67 Rs 5NICE 200 Rs 15
CREAM
T-CREAM 85 Kesar Rs 585 orange Rs 585 Rose Rs 5
TREAT 180 Chocolate Rs 22100 Chocolate Rs 12
MARIE
GOLD 198 Rs 13
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PREMIUM QTY
GOOD DAY 92 Butter Rs 1092 Kashew Rs 12
LITTLE 87 Rs 10HEART50-50 50 Rs 5
NUTRI 250 Rs 35CHOICEDIGESTIVE
100 Rs 14
SUNFEAST
INTRODUCTION TO THE BISCUIT SEGMENT OF ITC
ITC launched delicious biscuits of international quality under the Sunfeast range on 28th July 2003. The biscuits were launched after a great deal of market research. Sunfeast Glucose, Sunfeast Marie and Dream Cream biscuits were the first to make an appearance in the market. In a short span of 3 years Sunfeast has launched many new varieties and has its presence in almost all types of biscuit categories
ITC launches "Sunfeast'' range of biscuits
"Sunfeast" - the umbrella brand name introduced in the Glucose, Marie and Cream segments
"Sun" mascot - the brand ambassador reinforcing the positioning of the brand "Spread the Smile"
Product Innovation - two unique and new flavours - for the first time in the India market- Orange Marie and Butterscotch Cream biscuit
"Sunfeast" - to be launched nationally in phases in over One million retail outlets across the country.
Kolkata - July 30, 2003: ITC's Foods business today announced the launch of the "Sunfeast" range of high quality and great tasting biscuits with offerings in Glucose, Marie and Cream
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segments. Speaking on the occasion, Mr. Ravi Naware, Divisional Chief Executive, ITC Limited - Foods Division said, "the launch of "Sunfeast", marks ITC Foods entry into the branded biscuit market with a range of offerings in both basic and value added segments."
"Sunfeast", with the Brand Essence "Spread the Smile" connotes happiness, contentment, satisfaction and pleasure one would derive from great tasting and high quality biscuits. The brand positioning and imagery is reinforced by the Sun mascot conveying the emotional and gratifying aspects of the product.
"The latest offering from ITC Foods is in tune with the company's strategic direction to develop new product lines by synergising its proven competencies. We believe that our understanding of the Indian consumer is reflected in the increasing confidence in the "ITC" brand and more importantly the trust that Indian consumers are reposing in all our products" added Mr. Naware.
"Sunfeast" range of biscuits is competitively priced and would include two new product innovations - Orange flavoured Marie and Butterscotch flavoured Cream biscuits launched for the first time in the Indian market.
"Sunfeast Biscuits" - Initial Offerings
Sunfeast Glucose Biscuits deliver the Natural Goodness of Wheat and is available in 100 gms, 75 gms and 19 gms priced at Rs 4/-, Rs 3/- and Re 1/- respectively targeting children between the age group 4-14 years and their mothers.
Sunfeast Orange Marie - a very differential offering is available in 200 gms, priced at Rs 13/- and "Sunfeast Marie Light" - Light & Crispy, available in 200 gms and 400 gms, priced at Rs 13/- and Rs 19/- respectively. Targeting housewives and families.
Sunfeast Orange Cream, Sunfeast Butterscotch Cream & Sunfeast Bourbon Cream - Smooth & Yummy Cream Biscuits, available in 100 gms, priced at Rs 10/-, Rs 10/- and Rs 12/- respectively. Targeting children between the age group 4-14 years.
ITC Limited - Foods Division, being in the forefront of product innovation has introduced two new flavours Orange Marie and Butterscotch Cream Biscuits after 12 months of product research and development and extensive sampling across 14,000 consumers across all POP first time in the Indian market. the entire range of "Sunfeast Biscuits" will be packed in vibrant colours, distinctive graphics and fonts identifying
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sub categories - at the same time maintaining a consistent look of the umbrella brand "Sunfeast".
Sunfeast breaks Guinness World Record for simultaneous plantation Sept 05, 2005
Sapling plantation drive under the aegis of Sunfeast Hara Banao Campaign breaks previous Canadian record
For the first time in the world, people from the grassroots have come together to create a Guinness World Record, thereby putting India on the global map of achievers.
Khammam farmers achieve international acclaim through the unique planting initiative under Sunfeast Hara Banao campaign.
Bhadrachalam
Sunfeast is set to enter the prestigious Guinness Book of World Record through a novel Sapling Plantation Drive. Under the auspices of "Sunfeast Hara Banao Campaign", ITC Foods in conjunction with ITC-PSPD (Bhadrachalam Unit) successfully planted a record-breaking 3,00,587 (Three hundred thousand, five hundred and eighty seven) saplings across 17 villages in the Khammam district of Andhra Pradesh in India. The effort was achieved within a record time of 20
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(twenty) minutes in the presence of esteemed guests including the Khammam District Collector Mr.N.R.Nimje (IAS) and the Sub District Collector Dr.M.S.Yogita Rane (IAS) among others. Through this effort, Sunfeast, together with the local community, has put India on the global map.
A total of 15,907 (Fifteen Thousand nine hundred and seven) farmers and 300 volunteers from the region were involved in this unique world record-breaking plantation in record time of 20 minutes. Both digging and planting was done simultaneously to achieve the feat. This international level achievement by farmers of Khammam district breaks the existing record of 1,34,083 saplings planted in one hour currently held by a Canadian organization. While granting international acclaim to the farmers the initiative also brings under cultivation 264 acres of cultivable land thereby contributing to the economic and ecological development of the region.
"Sunfeast Hara Banao Campaign was conceived to sensitize people about the deteriorating environmental conditions and show them how every one of them can make a difference and contribute toward environmental upgradation. This exercise will put the citizens of Khammam District on the world map and hopefully work as a trigger to generate interest and get more people to participate in the cause of environmental protection" says Mr. Ravi Naware, Divisional Chief Executive, ITC Ltd - Foods Division.
Adds Mr. Pradeep Dhobale, Divisional Chief Executive, ITC - PSPD "ITC's presence in the pulp based value chain provides the basis for a significantly enlarged contribution by developing wastelands through the promotion of agro forestry. In partnership with NGOs, the government and the rural community, ITC identifies poor tribals with private wastelands and organizes them into self-supporting forest user groups. The Guinness World Record breaking attempt under the aegis of Sunfeast Hara Banao Campaign is a step in this direction towards empowering the poor tribal population."
"We believe that creating this record will inspire more children and citizens to take an interest in the development and enhancement of the economic and ecological landscape of India's rural hinterland" concluded Mr. Ravi Naware.
Shah Rukh Khan To Launch ITC Sunfeast In US
ITC Foods has tied up with New York-based company ‘House of Spices’ to launch its biscuit brand Sunfeast across the US.
“To announce Sunfeast's foray into the US, we are beaming television commercials featuring Shah Rukh Khan on Indian channels in the US,” Ravi Naware, chief executive officer, ITC Foods.
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On the other hand, Parle Products Ltd is soon spreading its wings to Russia and Bangladesh to launch its flagship brand Parle G.
Currently, Parle G is the largest selling glucose biscuit brand across the globe.
With these, Indian biscuit majors foraying into international markets with home-grown brands is becoming increasingly commonplace.
Just what's fuelling this enthusiasm? “The category is getting overcrowded with too many local and national players.To enhance their value and volume growth, big players are now stepping outside India to woo consumers,” added analysts. According to analysts, the Rs 4,000 crore branded biscuits market will witness a lot of action this year as major players are expanding their reach both in Indian and global markets.
On the company's export initiatives, Ravi Naware said: “For Sunfeast's foray into international markets, we are tying up with local distributors in these countries.”
As for Parle Products's export plans, Mr Pravin Kulkarni, director, Parle Products said: “We are already present in Australia, South Korea, African and Gulf countries. We are also entering Bangladesh this year. We have set up two additional plants in Bhuj and Rudrapur.”
According to analysts, the branded biscuit market will register a 12 % growth in India as many consumers are increasingly shifting from non-branded to to branded products for health reasons.
SUNFEAST BISCUITS IN MARKET
GLUCOSE NET PTR. MRP.GL – 16 GM 0.91 1GL – 44 GM 1.82 2GL – 66 GM 2.73 3GL – 88 GM 3.64 4
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GL - 220 GM 9.10 10GL - 440 GM ( FAMILY PACK) 18.38 20
FIT * KIT NET PTR. MRP.VITAMIN & PROTEIN 75 GM 4.51 5MULTI GRAIN 100 GM / WITH PROMO 8.93 10BENNE VITA FLAXSEED 92 GM 17.87 20
MARIE NET PTR. MRP.MARIE-LIGHT / ORANGE MARIE - 183 GM 11.62 13MARIE – 366 GM ( FAMILY PACK) 21.29 24
PREMIUM CREAM NET PTR. MRP.PINE APPLE CREAM 90 GM 8.93 10MANGO CREAM 90 GM 8.93 10ELAICHI CREAM 90 GM 8.93 10BUTTERSCOTCH CREAM 90 GM 8.93 10STRAWBERRY CREAM 90 GM 8.93 10ORANGE CREAM 90 GM 8.93 10MILY MAGIC CREAM 90 GM 10.72 12BOURBON CREAM 88 GM 10.72 12BUTTERSCOTCH 180 GM / 200 GM 16.08 18ORANGE CREAM 180 GM / 200 GM 16.08 18STRAWBERRY CREAM 180 GM / 200 GM 16.08 18BOURBON CREAM 176 GM 19.86 22
DARK FANTACY NET PTR. MRP.DARK FANTASY -150 GM 25.62 30DARK FANTASY -240 GM 50.89 60DARK FANTASY -300 GM 51.23 60
SPECIAL CREAM NET PTR. MRP.SUNFEAST SPECIAL ORANGE CREAM – 75GM 4.55 5SUNFEAST SPECIAL ORANGE CREAM - 150GM 9.10 10SUNFEAST SPECIAL ORANGE CREAM - 250GM 13.65 15SUNFEAST SPECIAL CHOCO CREAM - 75GM 4.55 5SUNFEAST SPECIAL CHOCO CREAM – 150GM 9.10 10SUNFEAST SPECIAL CHOCO CREAM – 250GM 13.65 15
SPECIAL COOKIES NET PTR. MRP.SUNFEAST SPECIAL BUTTER - 75 GM 4.47 5SUNFEAST SPECIAL BUTTER - 150 GM 8.93 10SUNFEAST SPECIAL BUTTER - 250 GM 16.25 18SUNFEAST SPECIAL CASHEW - 75 GM 5.36 6SUNFEAST SPECIAL CASHEW - 150GM 10.72 12SUNFEAST SPECIAL CASHEW - 250GM 18.05 20SUNFEAST SPECIAL COCONUT - 72GM 4.51 5SUNFEAST SPECIAL COCONUT – 165GM 8.93 10
SNACKY NET PTR. MRP.SNACKY SALTED 75 GM 13.28 7
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SNACKY CHILLI 75 GM 6.25 7SWEET N SALTY - 75 GM 6.25 7SNACKY SALTED 110 GM 8.93 10SNACKY CHILLI 110 GM 8.93 10
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PROJECT PLAN IN TERMS OF FIELD
STUDY OF THE PROJECT
The entire project activity was divided into weekly milestone to ensure the
following:
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Complete framework of the project
Completion of the project on time
To be economize on time
To make continuity of the project
Timely completion of the weekly schedules
WEEK- 1
Visiting the marketing branch of ITC.
Meeting the project guide to make a scheduled plan for the coming
week.
Visiting WD (wholesale dealer) point of ITC to know their working
process.
WEEK-2 Making a general survey of the market (wholesaler, retailer&
customer) to find out the top selling brands with in which the study
has to be done.
Five brands came in picture which is most operating brands in the
market along with two brands which operates only in some areas of
Shamli.
WEEK-3
Designing a questionnaire to get information regarding the top
selling brand out of the chosen three brands.
Divided Shamli in four zones to cover one area in one week.
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WEEK- 4,5,6,7 Interviewed retailers, wholesalers & consumers in first zones
which covers the areas of Shamli.
WEEK-8
Analysis & interpretations
Suggestions & Recommendations.
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INTRODUCTION OF RESEARCH
This chapter focuses on the methodology and the techniques used
for the collection, classification and tabulation of data. It sheds light on
the research problem the objective of the study its limitations and the
hypothesis that have evolved for the study. The later part of the chapter
explains the manner in which the data is collected, classified, tabulated
and analyzed so as to reach to conclusive results.
Research Methodology has many dimension, it includes not only the
research methods but also considers the logic behind the methods used in
the context of the study and explains why only a particular method or
technique has been used so that search lend themselves to proper
evaluation. Thus in a way it is a written game-plan for concluding
research. Therefore in to design a research problem it is necessary to
design a research methodology for the problem as the same may differ
from problem to problem.
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OBJECTIVES OF THE STUDY
On the basis of my study objectives and scope of the study is as follows :
1) To study the brand preferences for different biscuits.
2) To find the extent of brand loyalty that exists among different biscuit
brands.
3) To study the influence of various aspects on buying behaviour and to
conduct a comparative analysis across different respondents.
4) To estimate the biscuits industry in Shamli Area.
6)Collection of data and representing them graphically.
7)To analyze the data collected the according to it some
recommendations.
8)To suggest the distribution system for ITC and to point out the strong
points of it.
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Research Description
HYPOTHECATION OF THE STUDY
Hypothesis is considered as the principal instrument in research. It
enables to make probability statement about population parameters.
The study will be conducted under the broad framework of the
following Hypothecation.
1. Buyer's (customers) give equal importance to different factors while
deciding about the purchase of biscuits.
2. Buyers consider price.
3. Different media knowledge and in influencing the buyer.
4. Children at home are a major factor in deciding a particular brand
of biscuits.
SCOPE OF STUDY :
The scope of study has been limited to sample size of 100 Retailers
due to the time and the cost constraints. However, the scope of the study
with respect to geographical area is restricted to the city of Shamli.
NATURE OF STUDY:
It is an exploratory research and the basic aim of exploratory
research is to gain familiarity with the phenomena or to achieve new
insights into it. So the study has tried to find out the psychograph of the
consumer and to find, who have the maximum influence on the decision
making of the consumers.
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RESEARCH DESIGN
To study the consumer behaviour with respect to Brand Preference
in Different Brands of Biscuits sample survey method has been chosen
sample survey method has been chosen because of its benefits over other
methods. It allows direct contact with the customer and therefore
customer psycho can be studied more efficiently.
To collect data a number of techniques are employed under the
sample survey method like questionnaire, observation and interview
schedule. The increasing of questionnaire and schedule it probably due to
increased emphasis by social scientists on quantitative measurements to
uniformly accumulated data.
SELECTION OF SAMPLE
Social phenomenon being very vat, it becomes impossible to contact
each and every individual of the population due to limitations of essential
resources like time and money. Therefore, the study is preferable
borrowed down to a representative sample to make the study more
manageable.
Keeping in view of the objectives and resource limitations of the study,
samples of 100 retailers were considered.
The selected sample is representative of the population and is accurate
and practicable.
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SAMPLING PLAN
The following factors have to be decided with in the scope of
sampling plan.
1. SAMPLING UNIT
First step in developing any sample design as to clearly define the
set of objectives technically called the universe to be studied. The
universe can be finite or infinite. My universe was finite as I opted for
specific city Shamli.
2. SAMPLE SIZE :
This refers to the people surveyed although large samples are more
reliable but due to shortage of time and money a small representative of
100 shopkeepers were chosen.
3. SAMPLING PROCEDURE :
This refers to procedure by which respondents should be chosen. In
order to obtain a representative sample a probability sample of population
was drawn.
4. SAMPLE DESIGN:
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Because the primary sampling unit represented a cluster of unit
based on geographic area of Shamli.
COLLECTION OF DATA
After the research problem has been defined and the research
design has been chalked out, the task of data collection begins. The data
can be collected mainly through primary sources, but it was
supplemented by secondary data.
For the collection of primary data, the respondents were contacted
personally and the research instrument used for gathering data was the
face to face interview. To get further insight into the research problem,
interview regarding their buying practices too was made. This was done to
cross check the authenticity of the data provided.
To supplement the primary data and to facilitate the process of
drawing inferences secondary data was collected from published sources
like magazines journals, newspapers etc.
ANALYSIS OF DATA
Data, after collection, has to be analysed in accordance will the
outline laid for the purpose at the time of developing the research plan.
The term analysis refers to the computation of certain measures along
with searching for patterns of relationship that exist among data groups
Data presented in state appears unrecognized and complex. Statistical
processors are used to read this complex data into some significant
understandable form. The method of data analysis includes procedures
for classifications, ending, tabulation a statistical analysis of raw data.
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CLASSIFICATION OF DATA
It refers to the process of arranging data into homogeneous classes
subsequent to the collection of data, the results were sorted out and
arranged in different categories.
TABULATION OF DATA :
After classification and coding data is arranged in the form of tables
also and fit chart being used. Tabulation is therefore, arrangement of data
in columns and rows. After the research problems has been defined and
the research design has been chalked out, the task of data collection
begins. The data can be collected from primary and secondary sources.
The basic premises of my study are primary data but at the same time it is
supplement with the secondary data. Random sample that was
representative of the target market was chosen, the respondents were
contacted personally and the research instrument used for gathering data
was face to face interview. To get further insight into the research
problem interview regarding these buying practices too was made.
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PROBLEM FORMULATION
ITC Ltd wants to increase its sale of it’s biscuits produced under the
brand sunfeast. For this purpose a lot of research was going on in many
parts of north India. So Shamli area was given to me to do the research
work.
This research is basically done to explore the biscuit market of the in
Shamli. This study should entail many things like which are the major
operating brands of biscuits in the market, who are the major companies
operating in the market of Shamli, what are the distribution norms &
practices & above all what are the various trade schemes on the product
in the market of Shamli.
The study should cover all important element of the market, which give
useful information to ITC for making available the biscuits in the
convenience channel in the market of Shamli.
RESEARCH PROPOSAL
Some shopkeepers were interviewed in the course of the study to gather
the information to fulfill the stated objectives.
During my survey, I found that there are three types of convenience
outlets. These are:-
I. Those outlets, which are not at all interested in keeping the
biscuits, not even local ones.
II. Those outlets, which are interested in keeping only the local
biscuits.
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III. Those outlets, which are interested in keeping branded and
local biscuits both.
Limitations of the study
No research work is complete in itself. There are certain factors which are
beyond the control of the researcher but do affect the study. A few
limitations are as follows: -
Due to personal biasness of the individuals involved in the study, the
results thus obtained may also be not so much accurate.
Another factor was short span of the time.
The sample size for consumers is small; it may not be the true
representation.
Analysis is based on the tables only.
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67
ANALYSIS & INTERPRETATION
The data, which is collected through the survey, is analysed and
interpretation is given on the basic of analysis.
MARKET SHARE OF THE BISCUIT COMPANIES IN SHAMLI ON THE
BASIS OF THE SURVEY
NAME OF COMPANY
PERCENTAGE OF MARKET SHARE(out of 100)
PARLE 40%
BRITANNIA 35%
ITC SUNFEAST 20%
OTHERS 05%
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It shows that biscuit market in the Shamli is a very competitive one.
As far as the big operators are concern PARLE leads the market with
having 40% share in the convenience channel Britannia which is the next
most operating brand in the market is having a share of 35% in the sale &
convenience channel. ITC is also not to far away, it also has the market
share of 20%. As the data also shows that all three brands are in stiff
competition with each other in the convenience channels of Shamli.
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SURVEY OF DIFFERENT BISCUIT SEGMENTS
IN SHAMLI
1) GLUCOSE
Company No. Of RespondentsSunfeast 15Parle 60Britannia 20Others 5
FINDINGS
It is clear from the survey that parle holds the glucose
segment completely in shamli due to it’s
goodwill.Whereas it’s competitors ITC and Britannia are
far behind in this segment.
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2)PREMIUM CREAM
Company No. Of RespondentsSunfeast 20Parle 45Britannia 30Others 5
FINDINGS
It is clear from the survey that parle holds the
PREMIUM CREAM segment in shamli .It is because they
are giving more (gm) in this segment at same price of
it’s competitors.
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3)COOKIES
Company No. Of RespondentsSunfeast 25Parle 25Britannia 45Others 5
FINDINGS
It is clear from the survey that Britania holds the
COOKIES segment in shamli due to the unbeatable taste
of GoodDay biscuits.Whereas it’s competitors ITC and
Parle are still improving in this segment.
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4)MARIE
Company No. Of RespondentsSunfeast 10Parle 35Britannia 50Others 5
FINDINGS
It is clear from the survey that Britania holds the MARIE
segment in shamli as they are producing many variants
in Marie segment which attract the people.Whereas it’s
competitors ITC and Parle don’t have many variants in
this category.
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5)SNACKY
Company No. Of RespondentsSunfeast 27Parle 35Britannia 35Others 3
FINDINGS
It is clear from the survey that Britania & Parle
holds the SNACKY segment in shamli.Whereas it’s
competitors ITC is improving. Main reason for ITC set
back in this segment is poor advertising according to
survey.
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BUYING PREFERENCE OF THE RETAILERS IN SHAMLI
REASON
It gives a clear picture ,that the retailer is attracted to sell those
items which has greater margin.it is because mostly all the brands have
simmilar MRP and weightage of their product if compared with each
other in every catogory of biscuits (cream or glucose). Moreover there is
not much difference of taste also.
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Which company is providing better distribution services to
retailer?
Company No. Of RespondentsSunfeast 50Parle 25Britannia 20Others 5
Interpretation: The survey conducted shows that out of 100 respondents,
again 50 respondents feel Sunfeast is providing better distribution
services in comparison to parle and Britannia service providers.
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BRAND PREFERNCE ON THE BASIS OF CONSUMER SURVEY
YES 65%
NO 35%
BRAND PREFERNCE BY THE CONSUMERS
YES
NO
As the data above tells that the percentage of the Brand loyal
consumers are very low. This is just because of the competition in the
market.
Each company has its own advantage, schemes, quality &
taste. This causes consumers to migrate towards a new product, each time
they visit the shop.
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The most appropriate reason for the brand preference by the
consumers is PRICE. About 25% consumers go for the quality for the
brand preference. And only about 20% of those go for the QUALITY. 23%
of the consumers go for the TASTE. 10% & 5% of the total consumers goes
for the ADVERTISEMENT & PACKING respectively. Only about 7% & 10%
of the total consumers goes for AVILABILTY & SCHEMES on the product
respectively. This data clearly tell us the competitive situation of the
Confectionery industry.
REASONS FOR BRAND PRERENCE
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Does Promotional Activity affect the sale of products in the market?
YES 70%
NO 30%
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INTERPRETATION
At the data above shows that, out of the total consumers surveyed a
major portion of them are in favor that promotional activities like tour to
world cup, free trips & other awards increase the sale of the candies in the
market. On the other hand, about 31% of the consumers are against them.
Most of them are brand loyal.
Would customer is ready to pay higher cost for the good quality?
Response %age of Respondents
Yes 75
80
No 25
Findings
Graphical and tabular representation of my survey reveals that according
to 75% of dealers customer is ready to pay higher cost for the good quality
and 25% says no, customer is not ready to pay higher cost for the good
quality.
Whether customer is ready to changeover to another brand when there is
some sort of schemes of More weight on same price or some free gift along
with it?
0
20
40
60
80
%age
Response
Response for Quality
Yes
No
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Response %age of Respondents
Yes 75
No 25
Findings
Tabular and Pie Representation above shows 75% of dealers agrees that
customer is ready to changeover to another brand because of various
schemes and 25% are also there who says no, customer will strict on their
own brand.
What should be the promotional Scheme?
Schemes % age of Respondents
Gifts 10
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Prize Coupons 25
Discount 25
Good Commission 30
Extra quantity 10
30
25
20
15
10
5
0
Gifts Prize Discount Good Extra quantity Coupons Schemes commission
Findings
30% of respondents say company should provide them good commission.
25% of respondents say discount and prize coupons respectively. 10% of
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them demanded company should give attractive gifts to them and rest
10% says extra quantity.
In your opinion do the advertisement of a particular brand does attract the
customer?
Response % age of Respondents
Yes 70
No 30
No
Yes
0 10 20 30 40 50 60 70
%age of Respondents
Findings
In the opinion of 70% of my respondents’ advertisement of particular
brand attract the customer and 30% says advertisement doesn't attract
the customer.
Whether advertisement of a particular brand changes consumer loyalty to
other brand?
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Response % age of Respondents
Yes 55
No 45
No
Yes
0 10 20 30 40 50 60
% age of Respondents
Findings
In survey conducted by me, in the opinion of 55% of my respondents
advertisement of particular brand change the consumer's loyalty to other
brand and 45% says advertisement doesn't make any effect on consumer's
choice.
Which advertisement media put more impact on your buying decision?
Media No. Of Respondents
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Newspapers 25T.V 45Internet 10Others 20
Interpretation: The above table and graph shows, that out of 100
respondents 45 respondents find T.V advertising media are much effective
than newspapers, internet or any others.
In your view, what will be the future of ITC Sunfeast?
Status No. Of RespondentsExcellent 25
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Good 40Average 30Poor 5
Interpretation: The above table and graph shows that out of 100
respondents, 40 respondents think that the future of these mobile
companies will be good, then 30 respondents think it will be average, then
25 respondents find it excellent and only 5 respondents are having the
view of poor future of mobile companies.
COMPARATIVE ANALYSIS
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No. of Respondents
Excellent25%
Good40%
Average30%
Poor5%
The following chart shows the comparative analysis of all the areas
visited on the basis of various criteria such as distribution, brand
awareness, availability etc.
PA
RT
ICU
LA
RS
BA
DA
BA
JAR
DE
LH
I R
OA
D
NE
HR
U M
KT
KA
BR
I B
AZ
AR
SH
IV M
UR
TI
HA
NU
MA
N
TIL
LA
SH
AM
LI
BI
PA
SS
Distribution P S VP S VG G G
Brand Awareness S S P P G G G
Promotional Activities P P P P P P P
Availability VP P S P G G VG
Services of DS S S VP S VG G G
VG -VERY GOOD G -GOOD S - SATISFACTORY P -POOR VP -VERY POOR
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SURVEY FINDINGS & RECOMMENDATIONS
AREAS OF CONCERN
Distribution
An efficient distribution network is considered as the back bone of
any company. There are very few companies in India who are known
for its excellent distribution network and ITC is one of them.
However, there are a lot of irregularities seen in the distribution of
ITC’s Sunfeast biscuits. The following are some of the problems
seen in the distribution of the product.
1. The proper coverage of the retail outlets was not done in the
following areas: -
NEHRU MARKET
HANUMAN TILLA
SHAMLI BI PASS
2. There are a lot of other ITC’s products in demand and the sales
persons devote more time and energy towards those products
rather than concentrating on products that are lagging behind.
3. The sales persons are not aggressive in their approach which is
very essential to increase sales and establish the brand. Since
there is a lot of competition from the local players the DS needs
to put a lot more effort.
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Availability
The availability of ITC’s Sunfeast biscuits is satisfactory however,
there is still a lot to improve. A total of 100 RO’s were covered
during the survey, out of which the product was available on 45
RO’s. The overall availability of the product is 45 %. For a brand like
ITC who is known for its excellent market coverage this can not be
considered a very good figure.
Quality
Quality is what every one of us look forward to before buying any
product. ITC is committed to provide quality products to its
customers and we all know this fact. Shockingly, during the survey
there were a number of complaints received regarding the quality of
the biscuits. Some of them are:
1. There were a lot of complaints regarding the weightage of
biscuits. People were complaining that the weight of biscuit
packets is reduced by the company in a frequent manner.
Example- glucose biscuit of Rs 2 is reduced to 38.5 gm from 40gm.
Also sunfeast butter has been reduced to 128gm from 150g @ Rs10
2. Breaking of biscuits during distribution was also reported in the
majority of areas covered during the survey.
3. There were also complaints regarding the quality of biscuits.
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Trade/Promotional Schemes
ITC is one of the biggest manufacturer in the biscuit industry. Its
direct competition with the big fishes like parle and Britannia . ITC
is spending very less on advertisement, which is the source of
information for mass, where as Parle and Britania has widely
spread advertising campaign so it is a word of mouth for the people.
They pass this cost advantage to the retailers and provide them
better margins and other schemes as compared to ITC.
Brand Awareness
Any brand’s success is measured in terms of its Brand Awareness.
The more the brand awareness, the more will be the demand which
means increased sales. Any company can not establish a brand
unless and until its brand awareness is good in the market.
During the survey it was also found that there were a large number
of retailers who were completely unaware from the fact that ITC
also markets premium quality biscuits like DARK FANTASY &
BOURN BON CREAM. It means that there are lot of irregularities
and loop holes in the distribution system.
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POSSIBLE REMEDIES
Distribution
1. Increase the coverage of retail outlets in the market.
2. The sales persons need to be more aggressive in their
approach towards selling ITC’s Sunfeast biscuits. A Workshop
may be organized for them where they can get valuable
marketing tips from top officials.
3. The sales persons must ensure that they pay regular visit to
RO’s and the supervisor must keep a hawk eye on these issues
to ensure strict adherence.
4. Distribution of tobacco based product and non tobacco based
products should be divided, as it is quite difficult for a DS to
carry the complete product range to meet the demand of a
particular area.
5. Areas covered by SCP’s, should be covered by distribution van
at least once in a week to ensure the proper supply to whole
sellers.
6. The Supervisor needs to increase the frequency of visits, this
will facilitate in sorting out a few complaints of the retailers
i.e. regarding displays and D&D. This will also help in tracking
more and more whole sellers and retailers in that particular
area.
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Availability
The availability can be improved by ensuring that:
Regular supply of the items should be properly maintained by
enhancing supply chain network.
1. The sales person must pay regular visit to the retailers.
2. The DS needs to encourage the retailers to sell ITC’s Sunfeast
and ask for orders each time in their visits. It was seen that
those retailers who were initially selling sunfeast products
stopped selling it because the DS didn’t asked again for the
orders and were irregular in their visits .
3. Convert prospective customers (retailers & whole sellers) into
actual customers as there are a lot of retailers & whole sellers
who can sell ITC Sunfeast Premium biscuits, but were not
provided with the proper information (as there were few RO’s
where sales took place first time after convening them).
4. DS should be provided with minimum sales target
(quantitative - based on the past sales record and territory
potential)
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5. Additional incentives can be granted on the sale of sunfeast
biscuits.
Quality
High level quality check is required at the time of
Manufacturing process – to control splitting problem
and to correct the quality of sunfest biscuits.
Packaging – as to ensure the proper quantity
Quality of the product should be unmatched, some
thing innovative need to be done
In order to verify these complaints, Random Sampling should be
carried out at company warehouses and in manufacturing units.
For short term, random sampling should be carried out and
replacement of defective goods must to be done by company’s
supervisors on regular basis to rebuild the brand image and
trust.
Trade/Promotional Schemes
Free gifts on bulk purchase
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Scratch Coupons with sure cash prize.
Carry bag if the purchase is done in bulk quantity
Cash discount of 1%-2% on future purchases.
The best way to push sales is to give higher margin to retailer as
compared to competitors as they act as opinion leaders for consumers.
Brand Awareness
1. More advertisement should be given in the local newspaper to
catch media as well as public attention.
2. Wall paintings
Other Issues
1. Price discrimination was also reported in the market for the
same product, so for sorting out this problem supervisor should
regularly visit the territory and keep a close watch on it.
2. Promotion schemes for both traders and consumers should be
there it may include Incentives to traders on fixed volume of
sales and Schemes during special occasions like cricket matches
and tourist season should be launched in terms of gift-hampers
coupons to enhance sale.
.
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LEARNING EXPERIENCE DURING THE TRAINING
My, project entitled “COMPERATIVE STUDY OF BISCUITS WITH SUNFEAST
ITC” was given to me for my summer training in I.T.C. It has been a great
experience, while during a training in Shamli city. In, my life it was my
first experience to get people knows of different categories through
survey. After doing my survey, I learnt that at each and every level there is
a competition.
GAINS
1. The first and main thing I learnt about the distribution channel of
different companies of biscuits.
2. About handling the work force.
3. How to get people convince for buying the product.
4. How to increase the sales force.
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5. About the current situation of market condition.
LOSS
1. During the training some of the sample respondents does not give
their full information and also hesitate to answer the questions.
2. The sample selected by the research was of approximately 100
convenience outlets so due to a small sample out of a big universe,
the results may not be completely correct.
It was too hot outside and places were far from each other.
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BIBLIOGRAPHY
C.R. Kothari, Research Methodology, Methods & Techniques
(Second Edition)
Kooper, Research Methodology
Philip Kotler, The Marketing Management (The Millennium
Edition)
T.N. Chhabra Marketing Management
Website of different Companies
http://www.itcportal.com
http://www.outlookbusiness.com
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http://www.expressindia.com
http://www.icmr.org
http://www.moneycontrol.com
http://www.google.com
News Papers
1. I.T.C. News
2. The Economic Times
QUESTIONNAIRE
(FOR RETAILERS)
1. Are Sunfeast biscuits available in your shop ? Yes No
2. If not, reasons for not having Sunfeast biscuits. Margin Cash discount
Credit Replacement problem
Problem with distributor
3 Frequency of distributor visit to your shop.
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Once in 3 days Once in 5 days
Once in a week Once in a 2 week
4 Mention in % market share of different biscuit companies.
Sunfeast _______%
Britania _______%
Parle _______%
Others _______%
5 Mention in % market share of different Sunfeast brands.
Cream ______%
Snacky ______%
Glucose ______%
Marie ______ %
Cookies ______%
6 Which company provide better distribution to retailor.
Sunfeast
Parle
Britania
Others
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8 Please specify behaviour of distributing agency visiting to your shop.
Outstanding Satisfied
Unsatisfied
9 To what you give preference in buying ?
Margin Brand image
Scheme Credit
10 Do you think consumer are ready to pay high for good quality ?
Yes No
11. Do you think the ad campaigns adopted for sales promotion are sufficient.
Yes No
12 If no, then please give suggestions to improve sales promotion.
Name of Shop:
Contact Person
Address Tel. No.
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QUESTIONNAIRE
(FOR CONSUMERS)
1. Do you like to eat biscuits ?
Yes No
2. If yes , then which company you prefer among biscuits . Sunfeast Britania Parle
Others
3. Which attributes describes your buying behaviour ?
Taste Price
Brand image Advertisement
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4. Which advertisement mode affects you most ?
Newspaper Magazine
Television Bus tickets
5. When you use to eat biscuits ?
With Tea With Coffee
With Cold drink Alone
6. Rate of consumption of biscuits.
Once in a day More than once in a day
Once in 2 days Once in a week
Occasionally
7. How you find the packing of the Sunfeast biscuits ?
Average Good
Outstanding Poor
8. Please comment something on the taste of Sunfeast biscuits.
9. Any suggestions to improve the sales volume
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Name: Age
Sex : M / F Address
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