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Summer Training ProjectReport

On

Retail Coverage

Submitted in the partial fulfillment of the requirement for theaward of the Degree of 

Master of Business Administration(20121!"

Under the supervision of : By:

Mr. Deepak Kumar Jitender

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(astly, I would lie to thans to the %(#I"/ and my parents for their moral and financial

support and my colleagues with whom I shared my day0to0day experiences and received lots off 

suggestions that improved my wor quality.

1itender 

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#2%PREF!E"

In the economy for tightening 2usiness nuts and bolt of any company need to measure its maret

 position in a certain time interval with ever changing theories and the concept of maret.

 3or this assessment we need the robust methodology of survey. %lthough surveys does not

reveal the absolute solution of any ob!ectives, but it provides the inclination towards a good

output.

I"' (td. is a good 3#' company in Indian maret. In this pro!ect I compare the +etail

'overage of this company. 3ind the maret share * maret potential of this company etc.

"he preparation of this report provides you great pleasure in releasing our wor and maret

experiences in few pages which shows overall and experienced nowledge and the practical

approach about the style of a professional and thing which I found various affecting to our 

mareting and product image.

"he pro!ect termed as 4+etail 'overage5 has made an effort to find out the issues concerning

with I"' ("D.

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#B$E OF !O%#E%#S. 6o 'hapters 7age 6o

8 "itle 7age 8

9 'ertification from organi:ation

%cnowledgement 9

< 7refaces

=

&xecutive Summary

• "opic

• >b!ective of the study

•  +esearch methodology

=

?

@

A

? 'ompany 7rofile B09?

@ SC>" %nalysis 9@

A 'ompetitive %nalysis 9A08

B Industry %nalysis $sing 7orter’s five forces model) 90

8E %nalysis and interpretation

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OBJE!#'(E" OF #E "#UD)"he ob!ective of the summer training is to ensure that I as a management student develop in real

life experience for handling the specific pro!ect and also to develop all understanding of the

various management activities related to the area of my speciali:ation. "his training gives us a

substantial corporate exposure and also serves as a useful tool of interaction with the corporate

sector.

"he pro!ect has been derived from the field of #areting and is entitled as *Retai+ /overa,e of 

'#!0s produ/ts-.

"he main ob!ective of the study isG

• "o now the retail coverage of I"' products.

•Identify the ma!or competitor of I"' 3#' products in the maret.

• "o chec the competitor’s maret strategies.

• &stimate maret potential for I"' 3#' products.

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RE"ER! ME#ODO$O1):It includes the response of I"' products from retailers at retail outlets with respect to its

competitors.

2ork at retai+ out+ets:

8) "o chec the availability of products.

9) "o chec visibility of products.

  ) Identifying what would the factor to increase sale.

Data /o++e/tion te/hni3ueG 0

8) Interview with retailers.9) Fuestionnaire.

) >bservation.

Resear/h instrument: 4

• Direct contacts with retailers.

 

"amp+in, P+an: 4

Sample si:e 9EE retailers

Sampling #ethod Simple +andom

Sampling %rea Shimla

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!ompany Profi+e

I"' (imited is an Indian  conglomerate founded on 9< %ugust 8B8E. "he company $formerly

nown as Imperial "obacco 'ompany of India (imited) is currently headed by /ogesh 'hander 

Deveshwar . "he company has its registered office in -olata. It employs over 9E,EEE people at

more than ?E locations across India.

I"' has a diversified presence in 'igarettes, otels, 7aperboards * Specialty 7apers, 7acaging,%gri02usiness, 7acaged 3oods * 'onfectionery, Information "echnology, 2randed %pparel,

7ersonal 'are, Stationery, Safety #atches and other 3#' products. Chile I"' is an

outstanding maret leader in its traditional businesses of 'igarettes, otels, 7aperboards,

7acaging and %gri0&xports, it is rapidly gaining maret share even in its nascent businesses of 

7acaged 3oods * 'onfectionery, 2randed %pparel, 7ersonal 'are and Stationery.

It rans third in pre0tax profit among IndiaHs private sector corporations. I"' is one of IndiaHs

foremost private sector companies with a maret capitali:ation of over S 99 billion and aturnover of S ? billion.

  I"' is rated among the CorldHs 2est 2ig 'ompanies, %siaHs H3ab =EH and the CorldHs #ost

+eputable 'ompanies by 3orbes maga:ine, among IndiaHs #ost +espected 'ompanies by

2usiness Corld and among IndiaHs #ost Jaluable 'ompanies by 2usiness "oday. I"' rans

among IndiaHs K8E #ost Jaluable $'ompany) 2randsH, in a study conducted by 2rand 3inance

and published by the &conomic "imes. I"' also rans among %siaHs =E best performing

companies compiled by 2usiness Cee.

I"' is one of IndiaHs most valuable and respected corporations.

11

http://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Conglomerate_(company)http://en.wikipedia.org/wiki/Yogesh_Chander_Deveshwarhttp://en.wikipedia.org/wiki/Yogesh_Chander_Deveshwarhttp://en.wikipedia.org/wiki/Net_profithttp://en.wikipedia.org/wiki/Net_profithttp://en.wikipedia.org/wiki/Conglomerate_(company)http://en.wikipedia.org/wiki/Yogesh_Chander_Deveshwarhttp://en.wikipedia.org/wiki/Yogesh_Chander_Deveshwarhttp://en.wikipedia.org/wiki/Net_profithttp://en.wikipedia.org/wiki/India

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Jision statement

Sustain I"'Hs position as one of IndiaHs most valuable corporations through world class

 performance, creating growing value for the Indian economy and the 'ompany’s staeholders

"he mission statement"o enhance the wealth generating capability of the enterprise in a globali:ing environment,

delivering superior and sustainable staeholder value

7ositioning statement

L&nduring Jalue. 3or the nation. 3or the Shareholder.L

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I"'’s corporate strategies are

M 'reate multiple drivers of growth by developing a portfolio of world class businesses that

 best matches organi:ational capability with opportunities in domestic and export marets.

M 'ontinue to focus on the chosen portfolio of 3#', otels, 7aper, 7aperboards *

7acaging, %gri 2usiness and Information "echnology.

M 2enchmar the health of each business comprehensively across the criteria of #aret

Standing, 7rofitability and Internal Jitality.

M &nsure that each of its businesses is world class and internationally competitive.

M &nhance the competitive power of the portfolio through synergies derived by blending

the diverse sills and capabilities’ residing in I"'’s various businesses.

M 'reate distributed leadership within the organi:ation by nurturing talented and focused

top management teams for each of the businesses.

M 'ontinuously strengthen and refine 'orporate overnance processes and systems to

cataly:e the entrepreneurial energies of management by striing the golden balance

 between executive freedom and the need for effective control and accountability.

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IS">+/ >3 I"'

I"' was incorporated on %ugust 9

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In 8BBE, I"' acquired "ribeni "issues (imited, a Specialty paper manufacturing company and a

ma!or supplier of tissue paper to the cigarette industry. "ribeni "issues Division was merged with

the 2hadrachalam 7aperboards Division to form the 7aperboards * Specialty 7apers Division in

 6ovember 9EE9.

In 8BBE, leveraging its agri0sourcing competency I"' set up the %gri 2usiness Division for 

export of agri0commodities. I"'Hs unique and now widely acnowledged e0'houpal initiative

 began in 9EEE with Soya farmers in #adhya 7radesh. 6ow it extends to B states covering over <

million farmers. I"'Hs first rural mall, christened H'houpal SagaarH was inaugurated in %ugust

9EE< at Sehore. >n the rural retail front, 9< H'houpal SaagarsH are now operatonal in the states

of #adhya 7radesh, #aharashtra and ttar 7radesh.

In 9EEE, I"' launched a line of high quality greeting cards under the brand name H&xpressionsH.

In 9EE9, the product range was enlarged with the introduction of ift wrappers, %utograph boos

and Slam boos. In the same year, I"' also launched H&xpressions #atrubhashaH, a vernacular 

range of greeting cards in eight languages and H&xpressions 7aperraftH, a range of premium

stationery products. In 9EE, the company rolled out H'lassmateH, a range of noteboos in the

school stationery segment.

 I"' also entered the (ifestyle +etailing business with the Cills Sport range of international

quality relaxed wear for men and women in 9EEE. "he Cills (ifestyle chain of exclusive stores

later expanded its range to include Cills 'lassic formal wear $9EE9) and Cills 'lublife evening

wear $9EE). I"' also initiated a foray into the popular segment with its menHs wear brand, 1ohn

7layers, in 9EE9. In 9EE?, Cills (ifestyle became title partner of the countryHs most premier 

fashion event 0 Cills (ifestyle India 3ashion Cee 0 that has gained recognition from buyers and

retailers as the single largest 20902 platform for the 3ashion Design industry. In 9EE@, the

'ompany introduced H#iss 7layersH0 a fashion brand in the popular segment for the young

woman.

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In 9EEE, I"' spun off its information technology business into a wholly owned subsidiary, I"'

Info"ech India (imited, to more aggressively pursue emerging opportunities in this area.

I"'Hs foray into the 3oods business is an outstanding example of successfully blending multiple

internal competencies to create a new driver of business growth. It began in %ugust 9EE8 with

the introduction of H-itchens of IndiaH ready0to0eat Indian gourmet dishes.

In 9EE9, I"' entered the confectionery and staples segments with the launch of the brands mint0

o and 'andyman confectionery and %ashirvaad atta $wheat flour). 9EE witnessed the

introduction of Sunfeast as the 'ompany entered the biscuits segment. I"'Hs entered the fastgrowing branded snacs category with 2ingoN in 9EE@.

In 9EE9, I"'Hs philosophy of contributing to enhancing the competitiveness of the entire value

chain found yet another expression in the Safety #atches initiative. I"' now marets popular 

safety matches brands lie i-no, #angaldeep, %im, %im #ega and %im #etro.

 I"' forayed into the mareting of agarbattis $incense stics) in 9EE mared the manifestation

of its partnership with the cottage sector. I"'Hs popular agarbattis brands include Spriha and

#angaldeep across a range of fragrances lie +ose, 1asmine, 2ouquet, Sandalwood, #adhur,

Sambrani and 6agchampa.

 I"' introduced &ssen:a Di Cills, an exclusive range of fine fragrances and bath * body care

 products for men and women in 1uly 9EE=. Ini:io, the signature range under &ssen:a Di Cills

 provides a comprehensive grooming regimen with distinct lines for men $Ini:io omme) and

women $Ini:io 3emme). 'ontinuing with its tradition of bringing world class products to Indian

consumers the 'ompany launched H3iama Di CillsH, a premium range of Shampoos, Shower els

and Soaps in September, >ctober and December 9EE@ respectively. "he 'ompany also launched

the HSuperiaH range of Soaps and Shampoos in the mass0maret segment at select marets in

>ctober 9EE@ and Jivel De Cills * Jivel range of soaps in 3ebruary and Jivel range of 

shampoos in 1une 9EEA.

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PaperboardPackaging

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FoodsI"' made its entry into the branded * pacaged 3oods business in %ugust 9EE8 with the launch

of the -itchens of India brand. % more broad0based entry has been made since 1une 9EE9 with

 brand launches in the 'onfectionery, Staples and Snac 3oods segments.

"he 3oods business strives to deliver quality food products to the consumer. %ll products of 

I"'Hs 3oods business available in the maret today have been crafted based on consumer insights

developed through extensive maret research. I"'Hs state0of0the0art 7roduct Development

facility is located at 2angalore.

#he Foods 5usiness is represented in 6 /ate,ories in the market. #hese are:

8. +eady "o &at 3oods

9. Staples

. 'onfectionery

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$ifesty+e retai+in,

I"'’s ventured into (ifestyle +etailing 2usiness Division through its 2i++s $ifesty+e chain of 

exclusive specialty stores.

2i++s $ifesty+e, the fashion destination, offers a tempting choice of 2i++s !+assi/ wor wear,

2i++s "port relaxed wear, 2i++s !+u5 +ife evening wear, fashion accessories and Essen7a Di

2i++s O an exclusive range of fine fragrances.

Cith a distinctive presence across segments at the premium end, I"' has also established John

P+ayers as a brand that offers a complete fashion wardrobe to the male youth of today.

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E

du/ation 8 "tationary

I"' made its entry into the stationery business in the year 9EE9 with its premium range of 

noteboos. I"'Hs &ducation and Stationery 7roducts are mareted under the brands L'lassmateL

and L7aperraftL.

"he 'lassmate range of products is targeted at satisfying education * stationery needs of 

students * young adults. "he product range includes 6oteboos, #ath Instruments, Scholastic7roducts as well as Criting Instruments.

"he 7aperraft range of products aims at satisfying the stationery needs * office consumables

need of office executives * woring professional. "he continuously expanding product range

under 7aperraft includes 7remium 2usiness 7aper, 7aper Stationery, #arers * ighlighters.

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"afety Mat/hesI"'’s range of Safety matches include popular brands lie i -no, #angaldeep, %im, %im #ega

and %im #etro. Cith differentiated product features and innovative value additions, these brands

effectively address the needs of different consumer segments. "he %im brand is the largest

selling brand of Safety #atches in India.

,,ar5attis

I"' commenced mareting %garbattis $Incense Stics) sourced from small0scale and cottage

units in 9EE. #angaldeep %garbattis are available in a wide range of fragrances lie +ose,

1asmine, 2ouquet, Sandalwood, #adhur, Durbar, "arangini, %nushri, %nanth and #ogra.Durbar 

old is a new offering from #angaldeep launched in %ndhra 7radesh and has received wide

consumer acceptance..

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Persona+ /areI"' forayed into the 7ersonal 'are business in 1uly 9EE=. In the short period since its entry, I"'

has already launched an array of brands, each of which offers a unique and superior value

 proposition to discerning consumers. %nchored on extensive consumer research and product

development, I"'Hs personal care portfolio brings world0class products with clearly

differentiated benefits to quality0seeing consumers.

I"'Hs 7ersonal 'are portfolio under the H&ssen:a Di CillsH, H3iama Di CillsH, HJivel Di CillsH

HJivel ltra7roH, HJivelH and HSuperiaH brands has received encouraging consumer response and is

 being progressively extended nationally.

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2e+/om1roup of ote+sI"'0Celcome groupG fastest growing ospitality chain in India

• >ver BE properties across @E locations

• = 2rands OI"' otels, Celcome otel, #y 3ortune, 3ortune * Celcome eritage

• 8= =0Star DeluxeP =0Star 7roperties with over AEE rooms

•

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#%+-&"I6 S"+%"&/ S&D 2/ I"'I"' started an earnest exercise by creating a new brand image and corporate philosophy by

investing in new business categories lie personal care, premium apparel, rural business $e0

'houpal) and foods. %ll along using its famed distribution strengths built through its successful

 past businesses lie cigarettes, paperboards and pacaging, hotels and agri business, to create

synergies across its verticals and help prop up its new businesses, lie personal care and foods.

I"' has a well thought0out strategic approach. +ather than acquiring weaer brands to get into

these new segments inorganically, it created a range of new personal care and branded apparel

 brands.

"he first step in this well0planned strategy was the launch of 2i++s $ifesty+e, the premium

 branded apparel business in 9EE9.

I"' then moved on to tae the competition head on in the FM!1 domain9 through I"' 3oods

in %ugust 9EE8, and personal care business, which is the focal point of this story, in 9EE=. It has

created good impact with its well etched0out Persona+ !are Brands. nder this category, brands

lie &ssen:a Di Cills, 3iama Di Cills, Jivel Di Cills, Jivel and the Superia were designed to

tae care of various sets of consumer segments.

2ut behind this launch was five years of intensive on ground research of maret conditions and

consumer expectations. >ver one lah consumers were surveyed across the country to test

various prototypes. %cceptance benchmar was ept as high as BE percent for the final products.

I"' called this exercise as HE0 approa/h ;e

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everyone to see. In less than four years, I"' has been able to create brand awareness and

consumer acceptance for its five product lines Essen7a Di 2i++s9 Fiama Di 2i++s9 (ive+ Di

2i++s9 (ive+ and the "uperia Qeach targeted at the needs, aspirations and usage behaviour of 

different consumer segments. -aul informs that the strategy for designing personal care is that

everyone is a potential consumer.

Distribution system at I"'

"he process of passing down each passing the product down the chain to the next organi:ation

through 'hain of intermediaries, before it finally reaches the consumer or end0user is nown as

the Hdistribution chainH or the Hchannel.H

% number of alternate HchannelsH of distribution may be availableG

• Distributor, who sells to retailers,

• Dealer  >r wholesaler, who sells to end customers

• %dvertisement typically used for consumption goods

'#! fo++o>s:

!%%E$ 2'"E D'"#R'BU#'O%

• ere the total product is divided into different channels lie, ealth

care product, 7ersonal care products, ome products * etc.

BE# 2'"E D'"#R'BU#'O%

• ere total maret is divided into different areas where the products are served to all the

outlets exist in that area.

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http://en.wikipedia.org/wiki/Dealerhttp://en.wikipedia.org/wiki/Dealer

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SC>" of I"'Strengths

• 'igarette maret is 99,EEE crore and I"' has lion’s share in it.

• Strong brand recognition and product portfolio.

• Distribution networ.

Ceanesses

• Dependence on tobacco revenues

•  6egative 'onnection of "obacco

• nrelated diversification.

>pportunities• 'onsumption >f personal care products

• +ural #aret

• &0'houpal

"hreats

• 'ompetition both Domestic * International

• Increasing "ax on cigarettes 

• +egulatory restrictions on cigarettes

• 2an on smoing

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'ompetitive %nalysis

industan nilever (imited $() is IndiaHs largest fast moving consumer goods company,

touching the lives of two out of three Indians with over 9E distinct categories in home * personal

care products and food * beverages. ( is also one of the countryHs largest exporters; it has

 been recogni:ed as a olden Super Star "rading ouse by the overnment of India.

( was formed in 8B as (ever 2rothers India (imited and came into being in 8B=? as

industan (ever (imited through a merger of (ever 2rothers, industan Janaspati #fg. 'o.

(td. and nited "raders (td.It is headquartered in #umbai, India and has employee strength of

over 8=,EEE employees and contributes for indirect employment of over =9,EEE people. "he

company was renamed in 1une 9EE@ to 4industan nilever (imited5.

( is the maret leader in Indian consumer products with presence in over 9E consumer

categories such as soaps, tea, detergents and shampoos amongst others with over @EE million

Indian consumers using its products. It has over = brands. It’s a company that has consistently

had the largest number of brands in the "op =E and in the "op 8E $with < brands).

industan nileverHs distribution covers over 8 million retails outlets across India directly and its

 products are available in over ?. million outlets in India, i.e., nearly AER of the retail outlets in

India.

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http://en.wikipedia.org/wiki/Fast_moving_consumer_goodshttp://en.wikipedia.org/wiki/Lever_Brothershttp://en.wikipedia.org/wiki/Mumbaihttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Fast_moving_consumer_goodshttp://en.wikipedia.org/wiki/Lever_Brothershttp://en.wikipedia.org/wiki/Mumbaihttp://en.wikipedia.org/wiki/India

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SC>" %nalysis of (

30

StrengthsG

• Strong brand portfolio, price quantity

* variety.• Innovative %spects.• 7resence of &stablished distribution

networs in both urban and ruralareas.

• Solid 2ase of the company.• 'orporate Social

+esponsibility$'S+)

CeanessesG

• L#e0tooL products which illegally

mimic the labels and brands of theestablished brands.• Strong 'ompetitors * availability

of substitute products.• (ow exports levels.• igh price of some products.• igh %dvertising 'osts.

>pportunitiesG

• (arge domestic maret O over a billion populations.

• ntapped rural maret.• 'hanging (ifestyles * +ising

income levels, i.e. increasing percapita income of consumers.

• &xport potential and tax * duty benefits for setting exports units.

"hreatsG

• "ax and regulatory structure.• #imic of brands• +emoval of import restrictions

resulting in replacing of domestic brands.

• "emporary Slowdown in &conomycan have an impact on 3#'Industry.

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7rocter * amble 'o. $7*) is an %merican company based in 'incinnati, >hio that

manufactures a wide range of consumer goods. In India 7roctor * amble has two subsidiariesG

7* ygiene and ealth 'are (td. and 7* ome 7roducts (td.

7* ygiene and ealth 'are (imited is one of IndiaHs fastest growing 3ast #oving 'onsumer

oods 'ompanies with a turnover of more than +s. =EE crores. It has in its portfolio famous

 brands lie Jics * Chisper. 7* ome 7roducts (imited deals in 3abric 'are segment and

air 'are segment. It has in its itty global brands such as %riel and "ide in the 3abric 'are

segment, and ead * Shoulders, 7antene, and +e!oice in the air 'are segment.

7rocter * amble entered Indian marets in 8B=8 with Jics 7roduct Inc. S%, branch of 7 *

.

7rocter * amble India since then has launched Chisper 0 the breathrough technology sanitary

napin, %riel detergent, %riel super soaer, 7antene 7ro0J shampoo, ead * Shoulders

shampoo, "ide Detergent 7owder 0 the largest selling detergent in the world. In 9EE, 7rocter *

amble ome 7roducts (imited launched 7ampers 0 worldHs number one selling diaper brand.

"oday, 7roctor * amble is the second largest 3#' 'ompany in India after industan (ever

(imited.

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SC>" %nalysis of 7* I6DS"+/ %6%(/SIS

Porter0s five for/e mode+

32

"tren,ths:

• (eading #aret 7osition• Diversified and innovative

 product 7ortfolio• Strong 3inances in past

years

2eakness:

• Fuality control 7roblem• Decreased +evenues in

their 6ortheast %sian#aret

Opportunities:

 

• Developing #arets• Demographic trends across

the world

#hreats:

• 'ompetitors• +ising cost of energy

 prices•  6ew +egulations

7orter’s 3ive 3orces Degree +emar  

"hreat of new entrants (ow 3avorable

"hreat of substitute products igh nfavorable

2argaining power of customers igh nfavorable

2argaining power of suppliers igh nfavorable

'ompetitive rivalry within an industry igh nfavorable

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'nterpretation: @FM!1 "E!#ORA

?. #hreat of ne> entrants:

&conomies of Scale 6ot &asy to %chieve 7ositive

7roduct Differentiation +equires huge +*D 7ositive

'apital +equirements igh 7ositive

%ccess to Distribution 'hannels 6ot &asy 7ositive

'ost Disadvantages #ore 7ositive

overnment 7olicy #ore 7ositive

Switching 'osts (ow 6egative

. #hreat of su5stitute produ/ts:

•7roducts with improving pricePperformance tradeoffs relative to present industry products.

. Bar,ainin, po>er of /ustomers:

• (ow switching cost.

• 2uyers are numerous and fragmented.

• 'onsidering buyer power retailers, they are able to negotiate the price with the company.

6. Bar,ainin, po>er of supp+iers:

• Supplier industry is dominated by a few firms.

• Suppliers’ products have few substitutes.

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• 2uyer is not an important customer to supplier.

• Suppliers’ product is an important input to buyers’ product.

• Suppliers’ products are differentiated.

• Suppliers’ products have high switching costs.

• Supplier poses credible threat of forward integration.

C. !ompetitive riva+ry >ithin an industry:

• sing price competition.

• Staging advertising battles.

• #aing new product introductions.

• Increasing consumer warranties or service.

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"our/e: Data /o++e/ted throu,h uestionnaire.

Fi,ures in parentheses indi/ate per/enta,e.

#a5+e no. ?.?.

Fre3uen/y of D"

Ceely 8

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#a5+e no. ?..

Fre3uen/y of the /ompetitor0s D"

Ceely 8?? $AR)

#onthly 9E $8ER)

"wice a wee E $ER)

#onthly 8< $@R)

"he data above in table and graph shows that theAR of DS of competitor’s are going weely on

the retail outlets while @R of the DS go only once in a month.

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#a5+e no. ?..

re the orders de+ivered to you on time

Strongly %gree 9A $8

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#a5+e no. ?.6.

re the orders of /ompetitor0s de+ivered to you on time

Strongly %gree =A $9BR)

Disagree 99 $88R)

%gree 8E? $=R)

Strongly %gree 8< $@R)

"he above pie0chart shows that 9BR of the retailers are strongly agree that there product is

delivered to them on time and =R are of them agree and only @R of the retailers are not happy

 because the product is not delivered to them on time.

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#a5+e no. ?.C

ua+ity of /ompetitor0s servi/e

&xcellent 8? $AR)

2ad 8< $@R)

ood 8

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#a5+e no. ?.G

Best /ompany in terms of servi/es

( ?< $9R)

3rito0(ay ?E $ER)

odfrey 7hillips India 8A $BR)

2ritannia 8? $AR)

 6estle

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"he above chart clearly shows that ( * 3rito0(ay are the maret leader in terms services and

 6estle is also providing good services to their retailers.#a5+e no. ?.H

re your orders fu+fi++ed proper+y

Strongly %gree E $8=R)

Disagree

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#a5+e no. ?.

re your /omp+aints so+ved proper+y

Strongly %gree 9< $89R)

Disagree 8E $=R)

%gree 8=A $@BR)

Strongly Disagree A $

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#a5+e ?.?

1ro>th rate of '#!

&xcellent 9E $8ER)

2ad 89 $?R)

ood AA $

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#a5+e ?.??

"ervi/es of '#!

&xcellent < $8@R)

2ad

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#a5+e no. ?.?

Ratin, of '#!8 A

9 ?<

<

< @?

= 8A

1 2 3 4 5

0

10

20

30

40

50

60

70

80

1422

76

5235

3rom the data collected through questionnaire it is founded that the respondents has give overall

of .< points to I"' from = and which is above average and can also b called as good.

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3indings * +ecommendations

• %naly:ing and identifying ma!or competitors. -eeping a tab on their strengths and weaness

and accordingly preparing own strategy.

• Increasing awareness for I"' products among the consumers and retailers.

• &fficient mareting of products to retailers.

• Increasing the efficiency of distribution system. &nsuring every shop in the area must have

I"'’s product.

• %ppointing nowledgeable salesmen who can maret products to retailers effectively.

• "ie up with regionalPlocal newspapers running competitions at the time of festive season.

• "here is vast distribution gap between I"' 2ingo snacs and 3rito0(ays which has to be

filled up in order to increase the sales for that I"' should considerG

  aLCidth of DistributionG total number of outlets covered should be increase in order to

 bridge the distribution gap. 3or that I"' should

  5L Increase the number of DS.

  /L +eady StocG there are many areas around the city where supply through loading

auto is not possible for that ready0stoc should be made available.

• Ce can increase the total margin given to retailers.

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(imitations and 'onclusion$imitations:

• "he time period for the study was not enough for such a vast topic.

• It was difficult for the salesmen to pinpoint the sales of a particular brand in retail stores.

• %s the nature of research was exploratory so it was difficult to cover each and every

retailer.

• #any retailers don’t express their original perception and views because of biasness.

•

'ertain questions were not answered with !ustice.

!on/+usion:

3rom the above comparison it could be inferred that besides I"' is new in the 3#' sector but

still it has managed to reach a level at which the other strong companies are. % score of .< is a

very good score at a point when the old competitors $leaders) are at a score of .A.

• (ays has been around for a longer time and has its loyalists. (ays scores on flavor while

2ingo is crunchier. +ight now (ays has the upper hand but 2ingo has a good thing going

with new and innovative products lie H#ad %nglesH.

• "here is a need to put the image of our product 2ingo in the mind of customers before

they come to purchase at shop.

• "here is need of more focus on the sales of 7ersonal care products.

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Retai+ /overa,e   rea4"him+a

uestionnaire

F 8) 6ame of the retailer .

F 9) "ype of retailer .

F ) 6ame of the DS covering the beat .

F

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F 8E) %re your orders fulfilled properlyT

a) Strongly agree c) %gree

 b) Disagree d) Strongly disagree

F 88) Chat is your perception about I"'’s distribution channelT

a) &xcellent c) ood

 b) 2ad d) %verage

F 89) %re your complaints solved properlyT

a) Strongly agree c) %gree

 b) Disagree d) Strongly disagree

F 8) Chat do you thin about the growth rate of I"'T

a) &xcellent c) ood

 b) 2ad d) %verage

F 8

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2ibliography

• +esearch #ethodology 0 6aresh -umar #alhotra

• +etail #anagement 0 >gden

• www.Itcportal.com

• www.itcindia.com

• 'ompetitive %nalysis >f Itc 3ree &ssays 8 O 9E

• I"' 'ompetitors 0 'ompare I"' (td with 'ompetitors

• Indian tobacco company

• industan nilever (imited $()• 7roctor and amble $7*)

http://www.itcportal.com/http://www.itcindia.com/http://www.google.co.in/#hl=en&output=search&sclient=psy-ab&q=what+are+the+key+success+factors+of+ITC&oq=what+are+the+key+success+factors+of+ITC&gs_l=hp.3...94.21473.1.22253.39.26.2.8.8.4.2567.23749.4-1j0j2j3j5j4.15.0.les%3B..0.0...1c.1.1ncvFvIVGVA&bav=on.2,or.r_gc.r_pw.r_qf.&fp=http://www.scribd.com/doc/4715246/Hindustan-Unilever-Limited-HULhttp://www.itcportal.com/http://www.itcindia.com/http://www.google.co.in/#hl=en&output=search&sclient=psy-ab&q=what+are+the+key+success+factors+of+ITC&oq=what+are+the+key+success+factors+of+ITC&gs_l=hp.3...94.21473.1.22253.39.26.2.8.8.4.2567.23749.4-1j0j2j3j5j4.15.0.les%3B..0.0...1c.1.1ncvFvIVGVA&bav=on.2,or.r_gc.r_pw.r_qf.&fp=http://www.scribd.com/doc/4715246/Hindustan-Unilever-Limited-HUL