A

PROJECT REPORT

On

“A STUDY ON SALES AND DISTRIBUTION OF ITC WITH RESPECT TO

AASHIRVAAD ATTA”

Submitted to

The Rashtrasant Tukdoji Maharaj Nagpur University,

In partial fulfillment of the requirement for the award of degree of Master of

Business Administration (MBA)

Submitted By

Mr. ASHWAJEET A. LOKHANDE

Guided By

Mrs. MEENA RAJESH

CHAITANYA BAHU UDDESHYIA

SANATHA’S

INSTITUE OF MANAGEMENT &RESEARCH

KHAPARKHEDA, NAGPUR

2010 – 2012

1

CHAITANYA BAHU UDDESHIYA SANSTHA

BabuBhai Colony, Prince Lawn, Chincholi, Khaperkheda

Tel: 0712-6617181, 6617182, 6617183 Fax: 0712-6630782,

E-mail: cbsimr.khaperkheda@gmail.com Web: www.cbsimrn.raisoni.net

This is to certify that Mr. ASHWAJEET ASHOK LOKHANDE, a student

of Post Graduate Degree batch of 2010-2012 Chaitanya Bahu Uddeshiya Sastha,

Institute of Management and Research (CBSIMR), Nagpur has successfully completed

his project on “A STUDY ON SALES AND DISTRIBUTION OF ITC WITH

RESPECT TO AASHIRVAAD ATTA”

Mrs. MEENA RAJESH Dr. RAVINDRA AHER

Project Guide DIRECTOR

2

Acknowledgement

It is my pleasure to place on record my sincere gratitude

towards my guide Mrs. Meena Rajesh, who spent her precious time

providing continuous ideas and expert guidance to my project work.

It was her direction and encouragement at every moment and step

that motivated me to steer the research work confidently and

successfully.

I am also grateful to principal Dr. Ravindra Aher for his

encouragement, moral support and the valuable guidance. I am

indebted to my respected parents because of whose blessings I have

been able to carry out this work successfully. I am also thankful to all

those who have directly or indirectly helped me for this project work

(Signature)

Mr. Ashwajeet Lokhande

3

UNDERTAKING

I, Ashwajeet A. Lokhande hereby undertake that the project work entitled “A

STUDY ON SALES AND DISTRIBUTION OF ITC WITH RESPECT TO

AASHIRVAAD ATTA” Is my own work and to the best of my knowledge and belief

is not submitted to any university for any degree.

Signature

Ashwajeet Lokhande

(C.B.S.I.M.R)

4

TABLE OF CONTENT

Chapter 1 : Introduction

Chapter 2 : Company Profile

- About ITC

- History of the Company

- Product Line

- About Aashirvaad atta

- Competitors

Chapter 3 : Objectives

Chapter 4 : Hypothesis

Chapter 5 : Limitations of the study

Chapter 6 : Research Methodology

Chapter 7 : Data Interpretation and Analysis

Chapter 8 : Recommendations and Suggestions

Chapter 9 : Conclusion

Chapter 10 : Bibliography

Chapter 11 : Annexure

5

Chapter 1

INTRODUCTION

6

ABOUT SALES

A sale is the act of selling a product or service in return for money or other

compensation.It is an act of completion of a commercial activity.

The seller' orsalesperson – the provider of the goods or services – completes a sale in

response to an acquisition or to a request. There follows the passing of title (property

or ownership) in the item,

and the application and due

settlement of a price, the

obligation for which arises

due to the seller's

requirement to pass

ownership. Ideally, a seller

agrees upon a price at

which he willingly parts

with ownership of or any

claim upon the item. The

purchaser, though a party to

the sale does not execute the sale, only the seller does that. To be precise the sale

completes prior to the payment and gives rise to the obligation of payment. If the

seller completes the first two above stages (consent and passing ownership) of the sale

prior to settlement of the price, the sale remains valid and gives rise to an obligation

to pay.

7

SALES TECHNIQUES

A sale can take place through:

Direct sales, involving person to person contact

Pro forma sales

Agency-based

▪ Sales agents (for example in real estate or in manufacturing)

▪ Sales outsourcing through direct branded representation

▪ Transaction sales

▪ Consultative sales

▪ Complex sales

▪ Consignment

▪ Telemarketing or telesales

▪ Retail or consumer

Traveling salesman

▪ Door-to-door methods

▪ Hawking

Request for proposal – An invitation for suppliers, through a bidding process, to

submit a proposal on a specific product or service. An RFP usually represents part

of a complex sales process, also known as "enterprise sales".

Business-to-business – Business-to-business ("B2B") sales are much more

relationship-based owing to the lack of emotional attachmentto the products in

question. Industrial/professional sales involves selling from one business to another

Electronic

▪ Web – Business-to-business ("B2B") and business-to-consumer ("B2C")

▪ Electronic Data Interchange (EDI) – A set of standard for structuring information

to be electronically exchanged between and within businesses

Indirect, human-mediated but with indirect contact

▪ Mail-order

Vending machine

8

ABOUT DISRIBUTION

Product distribution (or place) is one of the four elements of the marketing mix. An

organization or set of organizations (go-between) involved in the process of making a

product or service available for use or consumption by a consumer or business user.

The other three parts of the marketing mix are product, pricing, and promotion.

Managerial concerns

The channel decision is very important. In theory at least, there is a form of trade-off:

the cost of using intermediaries to achieve wider distribution is supposedly lower.

Indeed, most consumer goodsmanufacturers could never justify the cost of selling

direct to their consumers, except by mail order. Many suppliers seem to assume that

once their product has been sold into the channel, into the beginning of the

distribution chain, their job is finished. Yet that distribution chain is merely assuming

a part of the supplier's responsibility; and, if they have any aspirations to be market-

oriented, their job should really be extended to managing all the processes involved in

that chain, until the product or service arrives with the end-user. This may involve a

number of decisions on the part of the supplier:

Channel membership

Channel motivation

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TYPES OF MARKETING CHANNELS

Intensive distribution - Where the majority of resellers stock the 'product' with

convenience products, for example, and particularly the brand leaders in consumer

goods markets (price competition may be evident).

Selective distribution - This is the normal pattern (in both consumer and industrial

markets) where 'suitable' resellers stock the product. In this case retailers can keep

the competitors products in their outlets e.g. furniture etc.

Exclusive distribution - Only specially selected resellers or authorized dealers

(typically only one per geographical area) are allowed to sell the 'product'. In this

retailers are restricted to keep only one manufacturer's products, e.g. exclusive

outlets of cars, apparels and jewelry, etc.

Channel motivation

It is difficult enough to motivate direct employees to provide the necessary sales and

service support. Motivating the owners and employees of the independent

organizations in a distribution chain requires even greater effort. There are many

devices for achieving such motivation. Perhaps the most usual is `incentive': the

supplier offers a better margin, to tempt the owners in the channel to push the product

rather than its competitors; or a compensation is offered to the distributors' sales

personnel, so that they are tempted to push the product.

10

MONITORING AND MANAGING CHANNELS

In much the same way that the organizations own sales and distribution activities need

to be monitored and managed, so will those of the distribution chain.

In practice, many organizations use a mix of different channels; in particular, they

may complement a direct sales-force, calling on the larger accounts, with agents,

covering the smaller customers and prospects. These channels show marketing

strategies of an organization. Effective management of distribution channels requires

making and implementing decisions in these areas.

11

ABOUT ITC

Type Public

Traded as BSE: 500875

BSE SENSEX Constituent

Industry Conglomerate

Predecessor(s) W.D. & H.O. Wills

Founded

August 24, 1910

(As Imperial Tobacco Company of India)

Founder(s) Henry Overton Wills

Headquarters Kolkata, West Bengal, India

Key people Yogesh Chander Deveshwar,

(Chairman)

Products Tobacco, Hotels, Paperboards&

specialty papers, packaging, agri-

business, packaged

foods&confectionery, IT, branded

apparel, personal care, stationery,

safety matches and other FMCG

products

Revenue US$ 7 billion (2010)

Employees 24,027 (2009)

Website www.itcportal.com

12

ITC Limited (BSE: 500875) or ITC is an Indian publicconglomerate company

headquartered in Kolkata, West Bengal, India. Its diversified business includes four

segments: Fast Moving Consumer Goods (FMCG), Hotels, Paperboards, Paper &

Packaging and Agri Business. ITC's annual turnover stood at $7 billion and market

capitalization of over $33 billion. The company has its registered office in Kolkata. It

started off as the Imperial Tobacco Company, and shares ancestry with Imperial

Tobacco of the United Kingdom, but it is now fully independent, and was

rechristened to Indian Tobacco Company in 1970 and then to I.T.C. Limited in

1974.

The company is currently headed by Yogesh Chander Deveshwar. It employs over

26,000 people at more than 60 locations across India and is listed on Forbes 2000.

ITC Limited completed 100 years on 24 August 2010.

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.

HISTORY

The company had founded-pioneered canteens for the workers, free medical care,

sports facilities and paid holidays. In 1830, the company was renamed W.D. & H.O.

Wills. Their first brand was Bristol, made at the London factory from 1871 to 1974.

Three Castles and Gold Flake followed in 1878 and Woodbine ten years later.

In 1901 Sir William Henry Wills formed the Imperial Tobacco Company from a

merger of W.D. & H.O. Wills with seven other British tobacco companies. Imperial

remains one of the world's largest tobacco companies. Embassy was introduced in

1914 and relaunched in 1962 with coupons. The last member of the Wills family to

serve the company was Christopher, the great great grandson of H.O. Wills I. He

retired as sales 1969.

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THE ITC VISION & MISSION

The ITC Vision

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 Company’sstakeholders

The ITC Mission

To enhance the wealth generating

Capability of the enterprise in a

Globalizing environment,

Delivering superior and sustainablestakeholder value

Core values

ITC's Core Values are aimed at developing a customer-focused, high-performance

organization, which creates value for all its stakeholders:

Trusteeship

As professional managers, we are conscious that ITC has been given to us in "trust"

by all our stakeholders. We will actualize stakeholder value and interest on a long-

term sustainable basis.

Customer Focus

We are always customer focused and will deliver what the customer needs in terms of

value, quality and satisfaction.

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Respect for People

We are result oriented, setting high performance standards for ourselves as individuals

and teams.

We will simultaneously respect and value people and uphold humanness and human

dignity.

We acknowledge that every individual brings different perspectives and capabilities to

the team and that a strong team is founded on a variety of perspectives.

We want individuals to dream, value differences, create and experiment in pursuit of

opportunities and achieve leadership through teamwork.

Excellence

We do what is right, do it well and win. We will strive for excellence in whatever we

do.

Innovation

We will constantly pursue newer and better processes, products, services and

management practices.

Nation Orientation

We are aware of our responsibility to generate economic value for the Nation. In

pursuit of our goals, we will make no compromise in complying with applicable laws

and regulations at all levels.

15

ITC PRODUCT LINE

INDIA TOBACCO

FOOD DIVISION

LIFESTYLE RETAILING BUSINESS

PERSONAL CARE PRODUCT STRATEGIC BUSINESS UNIT

EDUCATIONARY & STATIONARY PRODUCT STRATEGIC BUSINESS

UNIT

SAFETY MATCHES STRATEGIC BUSINESS UNIT

AGARBATTIS STRATEGIC BUSINESS UNIT

HOTEL DIVISION

PAPER BOARD & SPECIALITY PAPER DIVISION

PACKAGING & PRINTING STRATEGIC BUSINESS UNIT

AGRI BUSINESS DIVISION

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LIST OF PRODUCTS & BRANDS

In FMCG, ITC has a strong presence in:

Cigarettes: W. D. & H. O. Wills, Gold Flake Kings, Gold Flake Premium, Navy

Cut, Insignia, India Kings, Classic (Verve, Menthol, Menthol Rush, Regular, Citric

Twist, Mild & Ultra Mild), 555, Benson & Hedges, Silk Cut, Scissors, Capstan,

Berkeley, Bristol, Lucky Strike, Players and Flake.

Foods: (Kitchens of India; Aashirvaad, Minto, Sunfeast, Candyman,Bingo,Yippee,

Sunfeast Pasta brands in Ready to Eat, Staples, Biscuits, Confectionery, Noodles

and Snack Foods);

Apparel: (Wills Lifestyle and John Players brands);

Personal care: (Fiamadi Wills; Vivel; Essenzadi Wills; Superia; Viveldi Wills brands

of products in perfumes, haircare and skincare)

Stationery: (Classmate and PaperKraft brands)

Safety Matches and Agarbattis: [Ship (through ownership of WIMCO); iKno;

Mangaldeep; Aim brands]

Other businesses include:

▪ Hotels: ITC's hotels (under brands including WelcomHotel) have evolved into being

India's second largest hotel chain with over 80 hotels throughout the country. ITC

is also the exclusive franchisee in India of two brands owned by Sheraton

International Inc. - The Luxury Collection and Sheraton, which ITC uses in

association with its own brands in the luxury 5 star segments. Brands in the

hospitality sector owned and operated by its subsidiaries include

Fortune[disambiguation needed ] and WelcomeHeritage brands.

▪ Paperboard, Specialty Paper, Graphic and other Paper;

▪ Packaging and Printing for diverse international and Indian clientele.

Infotech (through its fully owned subsidiary ITC Infotech India Limited

which is a SEI CMM Level 5 company)

17

AASHIRVAAD AATA

Aashirvaad is a brand of staple food and kitchen ingredients owned by ITC Ltd.. The

Aashirvaad range of products includesAtta, Salt, Spices and Instant mixes.

AATA

ITC entered the branded Atta market with the launch of Aashirvaad Atta in Jaipur and

Chandigarh on 26 May 2002. The product is now available all over India.

The Aashirvaad package is PET Poly, with the design showcasing the farming process

undertaken in the rural heartland of India in the form of a Madhubani painting.

ITC entered the branded Atta market with

the launch of Aashirvaad Atta in Jaipur

and Chandigarh on 26th May 2002. The

product is now available all over India.

Aashirvaad aata has further built on its

leadership position among the National

Branded Players with a market share of

56%.

'Aashirvaad' promises the Indian

housewife the joy of providing her family

with the most delightful homemade rotis,

made from the finest quality atta. ITC

uses the sourcing strength of its e-

Choupals to buy wheat directly from the farmers to deliver happiness to the Indian

consumer – Khushiyaan Chun Chunke (Happiness handpicked). ‘Aashirvaad’ is made

from finest quality wheat that ITC has the unique capability to source through its e-

Choupal network. Premium quality atta, made from 100% MP 'sharbati' wheat is also

available as Aashirvaad Select Atta. The wheat for Aashirvaad Superior MP

Wheat Atta comes from the plush, fertile soil of Madhya Pradesh and then blended

18

using the traditional 'chakki-grinding' method to give the superior, discerning taste.

 

ITC Foods also aims to delight the consumer

through superior and innovative packaging. The

Aashirvaad package is PET Poly, with the design

showcasing the farming process undertaken in

the rural heartland of India in the form of a

Madhubani painting. ‘Aashirvaad Select’ Atta (5

kg pack) was awarded the World Star Award

for Excellence in Packaging in the Consumer

Pack Category. This is one of the most

prestigious awards in the world for Packaging.

The latest offering is Aashirvaad Atta with

Multigrain’s. This new and improved variant is

designed to provide nourishment for people of

all ages and is an integrated mix of six different

grains – wheat, soya, channa, oat, maize &

psyllium husk – which gives a better and

healthier option for the consumers. Aashirvaad

Atta with Multigrains is an excellent source of

vitamins, which is vital in strengthening

immunity, and extra protein content improves

body strength. The extra fibre makes food easier

to digest and low content of saturated fat keeps

the heart smiling all through the day and above

all, still retaining the same great taste. This product is available in select cities.

19

COMPETITORS

SHAKTI BHOG FOODS LTD.

Established in the year 1970, we, "Shakti Bhog Foods Ltd.", are the most reputed name in the field of food products. Our brand- Shakti Bhog is India's fastest selling wheat flour and has made us a popular name in the global market. The distinctiveness of our products and further broadening of product lines has established us as the most acknowledged manufacturer, exporter and supplier of Wheat Flour, Basmati and Non-Basmati Rice, Poha, Daliya, Biscuits, Semoline (Suji), etc. Our impeccable quality products, cost effective production process, voluminous experience of the market and prompt delivery has fetched us tremendous customer response in overseas markets like USA, New Zealand, Australia, UAE, Qatar and host of other countries. The work culture of our organization is focused on high performance, innovation, entrepreneurship and empowerment. Our products have been well-appreciated by all our clients, which motivates us to elevate the standards of excellence.We are a leading producer in milled product segment in Indian processed food industry, products like Packaged Atta (Whole Wheat Flour), Besan (Gram Flour), Samoline (Suji), Basmati Rice and Dalia (Porridge) are part of our product line. We produce three kinds of Flour, two kinds of Porridge and different variety of Basmati Rice. Absolute hygienically proven and tested quality checks are undertaken at every level of the production process, in order to make sure that only quality proven batches of products are dispatched in the market.

20

PARAKH AGRO

Samrat Whole Wheat Atta

Atta is Whole Wheat Flour made from hard wheat grown across the Indian

subcontinent, commonly known as Chakki Fresh Atta

Best in Class High Output Fully Automatic Wheat Flour Plains in combination with

Buhler - Swiss

Parakh Agro is India's Leading Atta Manufacturer with a Capacity or 901 Tons per

day with 3 plants operating from Pithampur (MP) Nimrani (MP) & Khopoli

(Maharashtra)

Wheat Products manufactured at Parakh Agro Plants

are from Best Quality Wheat , Carefully Chosen ,

Autocleaned and Ground in Traditional Stone

Grinders to Preserve Freshness and all the Essential

Nutrients

Samrat Chakki Fresh Atta is Rich in All Natural

Fibre , Vitamins (B & E), Proteins, Minerals , Fats &

Carbohydrates

Samrat Clhakki Fresh Atta / R-Atta I tandoori atta are Ideal for various lndian ,

Asian and Continental Cuisine

Samrat Chakki Fresh Atta has More Shelf- Life than Comparable Brands

Customized Hygienic / High Barrier Quality Packaging available to suit any demand

from all Our Clients

Samrat Chakki Fresh Atta's are most ideal for Chapatti , Roti , Naan , Purl , Whole

Wheat Breads etc.

Automatic Packaging with the help of Bosch (German Technology) Machines , thus

ensuring no Human Touch from Manufacturing till Packing Samrat Chakki Fresh Atta's are available in the Range of - I k. 2 i.e. S kg. 10 kg. 25

kg. & 50kg. Bags

21

Current market price of the product (MRP)

Product 5kg 10kg

Aashirvaad atta 140/- 270/-

Aashirvaad atta (multi grain) 205/- ----

Samrat atta --- 300/-

Shaktibhog atta 145/- 255/-

22

Chapter 2

OBJECTIVES OF THE RESEARCH

23

OBJECTIVES OF THE RESEARCH

To analyze the sales of aashirvaad atta.

To study the distribution channel of aashirvaad atta.

To study the customer satisfaction of aashirvaad atta.

To analyze the market position of aashirvaad atta.

24

Chapter 3

HYPOTHESIS

25

HYPOTHESIS

A hypothesis is a tentative statement about the relationship between two or more

variables. A hypothesis is a specific, testable prediction about what you expect to

happen in your study. For example, a study designed to look at the relationship

between sleep deprivation and test performance might have a hypothesis that states,

"This study is designed to assess the hypothesis that sleep deprived people will

perform worse on a test than individuals who are not sleep deprived."

The sales and distribution of aashirvaad atta is comparatively low than other

brands of atta.

Customers are satisfied with the aashirvaad atta.

Samrat atta and shaktibhog atta are giving tough competition to Aashirvaad

atta.

26

Chapter 4

LIMITATIONS OF THE STUDY

27

LIMITATIONS OF THE STUDY

Biased Behavior

Misinterpretation of data

Time Constraints

Limited sample size

The topic of project handled by me was very wide, but demanding one for

the time being. Although it was an interesting one but there were some

limitations attached to it such as –

The scope of study was very vast but it was limited due to time constraints.

The sample size has to be reduced.

Visiting all the outlets is not possible.

Study will be only for Nagpur area and not for whole India.

Inadequate data disclosure by the companies.

In spite of all these limitations, the project was successfully completed on time.

28

Chapter 5

RESEARCH METHODOLOGY

29

RESEARCH METHODOLOGY

Data Source:-

Data is one of the most important and vital aspects of any research

studies. Researches conducted in different fields of study can be different

in methodology but every research is based on data, which is analyzed

and interpreted to get information

Types of Data:-

There are two types of Data –

1) Primary Data-

Primary Data includes –

Observations

Questionnaire:- A formal list of the questions were answered by

across 100 Retailers who are thought to have the desired

information and later analyzing the responses is the questionnaire

method. It can be used to get some data relative to most problems.

Interviews:- Personal interview is the most versatile and flexible

kind of technique. Direct face-to-face conversation helps in getting

accurate data. Personal interview were done with the people in

order to get the required information.

30

2) Secondary Data –

Secondary Data includes –

In collection of secondary data we used ITC website, newspaper ITC report,

market trend, magazine article & other related information to complete the

objective of research.

Journals

Research design

SAMPLE SIZE: A sample size of 100 Retailers was taken.

31

Chapter 6

DATA INTERPRETATION

32

1. Retailer dealing with ITC Aashirvaad atta

60%

40%

Retailers

YES

NO

Interpretation:

40% retailers says that they do not deal with Aashirvaad atta .

60% retailers says that they deal with Aashirvaad atta .

Findings:

At current, samrat atta is leading the market as it is having market experience of more than 30

years.

Our product has interred the market about 10 years before though it is giving tough

competition. At present 60% of the retailer’s are dealing with ITC Aashirvaad atta. And

retailers are increasing day by day.

33

2. Duration of stocking of Aashirvaad atta brand.

LESS THAN 1 YEAR

1-2 YEAR 2-3 YEAR ABOVE 4 YEAR

10%

20%

30%

40%

DURATION

DURATION

Interpretation:

40% retailers are selling Aashirvaad atta from more than 4 years.

30% retailers are selling Aashirvaad atta from more than 2-3 years.

20% retailers are selling Aashirvaad atta from more than 1-2 years.

10% retailers are selling Aashirvaad atta from less than 1 year.

Findings:

Majority of retailers are dealing with Aashirvaad atta for more than four years and they are

increasing year after year.

34

3. Brand preference given by customer.

25%

30%

35%

10%

PREFRENCE

AASHIRVAD AATASHAKTIBHOG AATASMRAT AATAUNBRANDED AATA

Interpretation:

35% customers have preferred samrat atta.

30% customers have preferred shaktibhog atta.

25% customers have preferred Aashirvaad atta.

10% customers have preferred unbranded atta.

Findings:

The availability of Aashirvaad atta is not with all the retailers hence the percentage is lesser

then samrat atta and shaktibhog atta. The most preferred brand by the customer is samrat atta

because it is existence in market from last 25 years and it is readily available to distributor.

Quality and availability are major factor for preferences by the customers.

35

4. Preference of Aashirvaad atta.

QUALITY PRICE PACKAGING AVAILABLITY0%

10%

20%

30%

40%

50%

60%

70%

60%

10%

25%

5%

PREFRENCE BASIS

PREFRENCE BASIS

Interpretation:

60% customers have preferred Aashirvaad atta as per as quality is concerned.

10% customers have preferred Aashirvaad atta because of its price.

Packaging of Aashirvaad atta attracted 25% customers.

5% customers preferred Aashirvaad atta as per its availability.

Findings:

60% of consumers preferredAashirvaad atta because of its quality and 25% and 10% prefer

due to its packaging and price.

36

5. Recommendation given to customer for Aashirvaad atta by retailers.

MARGIN QUALITY AVAILABILITY PROMOTIONS AND OFFERS

0%

10%

20%

30%

40%

50%

60%

70%

15%

60%

10% 15%

RECOMMENDATION

RECOMMENDATION

Interpretation:

60% retailers recommend Aashirvaad atta because of its quality.

15% retailers recommend Aashirvaad atta because of its margin.

10% retailers recommend Aashirvaad atta because of its availability.

15% retailers recommend Aashirvaad atta because of its promotions and offers.

Findings:

Most of the retailers recommend Aashirvaad atta because of its quality. Promotions & offers

and margin are other reasons for it. Availability should be increase to all the retailers and

promotion and offers to be enhance for attracting customers.

37

6. Encouragements for point of purchase by ITC.

60%

40%

POINT OF PURCHASE

YESNO

Interpretation:

60% of retailers say that they are encouraged by ITC brand.

40% of retailers say that they are not encouraged by ITC brand.

Findings:

The majority of retailers are satisfied with encouragement by ITC.

ITC should be more aggressive to the point of purchase

38

7. Leading brands in terms of sales.

AASHIRWAD AATA

SHAKTIBHOG AATA

SAMRAT AATA UNBRANDED AATA

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

20%

40%

30%

10%

LEADING BRANDS

Interpretation:

20% of market share is captured by Aashirvaad atta.

40% of market share is captured by shaktibhog atta.

30% of market share is captured by samrat atta.

10% of market share is captured by Unbranded atta.

Findings:

Samrat atta and shaktibhog atta are giving tough competition to Aashirvaad atta in

terms of sales. Price and availability are also the major factors, which are affecting the

sales of the product.

39

8. Brand ranking as per availability.

AASHIRVAAD AATA

SHAKTIBHOG AATA

SAMRAT AATA UNBRANDED AATA

RANKING

RANKING

Interpretation:

Samrat atta is leading the market.

Second position is captured by shaktibhog atta.

Aashirvaad atta is ranked 3rd because of its availability.

Unbranded atta is capturing the 4th positions.

Findings:

As per as the availability factor is concerned Samrat atta and Shaktibhog atta are leading

the market.

Retailers feel that our product should be easily available and should be easily

approached by the customers.

40

9. Additional features recommend by retailers.

35%

25%

40%

ADDITIONAL FEATURES

NUTRIENT VALUEPACKAGING IN LESS QUANTITYOFFERS AND DISCOUNTS

Interpretation:

40% retailers have recommended ITC to provide new offers and discounts.

35% retailers asked ITC to add some nutrient value to their product.

25% of retailers suggested ITC should come up with small pack.

Findings:

ITC should provide interesting offers and discount so as to maximize the sales. It should also

add some nutrition value to their product at competitive price. And come up with smaller

packing as the customer want lo purchase in lesser quantity.

41

10. Retailers satisfaction towards promotional campaign by ITC for Aashirvaad atta.

HIGHLY SATISFIED SATISFIED NOT SATISFIED0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

25%

45%

30%

SATISFACTION LEVELS

SATISFACTION LEVELS

Interpretation:

25% retailers are highly satisfied with the brand promotion.

45% retailers are just satisfied the promotional activities by ITC.

30% retailers are not satisfied with the product advertisements.

Findings:

ITC is having effective and impressive brand promotion; it should encourage retailers time to

time by providing various offers and discounts.

42

11. Effectiveness of sales and distribution by ITC for Aashirvaad atta.

54%

46%

SALES AND DISTRIBUTIONEFFECTIVENESS

YESNO

Interpretation:

54% of retailers are satisfied with sales and distribution policy.

46% of retailers were disappointed with the sales and distribution policy.

Findings:

So many retailers are facing problems with the availability of aashirvaad atta, so ITC should

make their sales and distribution channel more effective.

43

12. Brand providing proper sales and distribution service.

AASHIRVAD AATA

SHAKTIBHOG AATA

SAMRAT AATA UNBRANDED AATA

0%

5%

10%

15%

20%

25%

30%

35%

40%

25%30%

40%

5%

SERVICES

SERVICES

Interpretation:

40% retailers are saying that they are satisfied with the sales and distribution of samrat atta.

30% retailers are saying that they are satisfied with the sales and distribution of shaktibhog

atta.

25% retailers are saying that they are satisfied with the sales and distribution of Aashirvaad

atta.

5% retailers are satisfied with the services provided by unbranded atta.

Findings:

Shaktibhog atta and samrat atta are providing better services to the retailers. Their products

are easily available to the market.

ITC should have to increase their product availability in the market for increasing the sales.

44

Chapter 7

RECOMMENDATIONS AND

SUGGESTIONS

45

RECOMMENDATIONS AND SUGGESTIONS

ITC should have to make sales and distribution channel much more

effective.

ITC should have to do effective promotional activities and provide offers

and discounts for the retailers and also for the consumers. This will

increase our retailers and consumers.

ITC should add some nutrition values to their product. Which will

increase the quality of the product and we can easily differentiate our

product from others. This will attract more customers towards our

products.

Company should more work on advertising of aashirvaad atta. They should

target the house wife’s and increase the media advertisements.

Company should also analysis its competitor’s strategy.

We find that the rate of Aashirvaad atta (multi grain) is more than its

Competitor ShaktiBhogh and Samrat atta.

The Retailers said that product is strong, but due to availability its sale is

less than its competitors.

We also find that the packaging of Aashirvaad atta is better than its

competitors.

46

Chapter 8

Conclusion

47

CONCLUSION

ITC is a much organized brand it is felt that the sales could increase further and ITC

can capture better market shares by following major: -

Making the product easily available to the retailers.

As the customer prefer to by in smaller quantity it is suggested that ITC should

come up with smaller packets of the products.

Aggressive brand promotion targeting house wife’s by innovative methods

like

1. Cookery show

2. Coupons schemes

3. And increasing point of purchase display material

ITC should also come up with leaflets highlighting nutrient value of the

product at the retailers point.

48

Chapter 9

BIBLIOGRAPHY

BIBLIOGRAPHY

49

ITC ANNEXURES

ITC REPORTS

MARKETTING MANAGEMENT- P. KOTLER

MARKETING RESEARCH-G.C. BERI

www.itcportal.com , www.wikipedia.com

RESEARCH METHODOLOGY-C.R.KOTHARI

50

Chapter 10

ANNEXURES

ANNEXURES

51

1. Do you deal with itcAashirvaad atta?

Yes

No

2. For how long you are going for this brand?

> 1year

1 year – 2 year

2 year - 4 year

4 year <

3. What do the consumer prefer more?

Aashirvaad atta

Shaktibhog atta

Ginni atta

Local / unbranded atta

4. If they prefer Aashirvaad atta, why do they?

Quality

Price

Packaging

Availability

5. Do you recommend Aashirvaad atta to customer? If yes why?

Margin

Quality

Availability

Promotions and offers

6. Does ITC encourage point of purchase?

Yes

52

No

7. From the sales prospective, which brand leads the sales?

Aashirvaad atta

Shaktibhog atta

Ginni atta

Local / unbranded atta

8. Rank the brands according to their availability?

1

2

3

4

9. As a retailer what additional features do you recommend for Aashirvaad atta?

Nutrient value

Packaging in less quantity

Offers and discounts

10. Are you satisfied with ITC promotional campaign of Aashirvaad atta?

Highly satisfied

Satisfied

Not satisfied

11. As a retailer are you satisfied with the sales and distribution process of ITC Aashirvaad atta?

Yes

53

No ------------ 1. Complicated levels

2. Documentations

3. Payment methods

12. Which brands gives you proper sales and distribution service?

Aashirvaad atta

Shaktibhog atta

Ginni atta

Local / unbranded atta

54