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A PROJECT

REPORT ON THE POSITIONING OF THE

“I.T.C.’S SUNFEAST BISCUIT IN THE MARKET OF

TORPA VILLAGE (BOKARO THERMAL).

FROM 26TH OF NOV. TO 9TH OF DEC.

As the partial fulfillment of POST GRADUATE DIPLOMA IN MANAGEMENT

.

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INSTITUTE OF PRODUCTIVITY AND MANAGEMENT

MEERUT

PREFACE

“Learning categorizes you and practicing on that learning specializes you.”

Practical aspect gives more knowledge and experience than the theory and no learning can be completed without practical aspect.

Winter training is one of the most important parts of our curriculum for management students, its basic idea is to strengthen the students’ concept through winter training and make them equipped with recent development.

This project report has been in partial fulfillment of my management programme post graduate diploma in business administration (PGDBM). The object of my project was “Brand positioning of the I.T.C’s SUNFEAST biscuit at the market of Torpa village in Bokaro Thermal, Jharkhand.”

In previous days companies could succeed by there new product with concept, supported by hard selling and good advertisement, and considered that customer exhibit diverse requirements for product / service combinations and prices. They considered that the customers have high and rising expectations of quality and services. In the face of their vast choices, customers will gravitate to the offering that best meet their individual needs and expectations. They will buy on the basis of their perception value. And all this will come out as the positioning of the brand in the market. This is a project on “POSITIONING OF .I.T.C.’S SUNFEAST BISCUIT IN THE MARKET”.

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ACKNOWLEDGEMENT

I would like to express our sincere regards to Mr. V.S. Solanki Sir (Deputy Director-IPM Meerut) for giving me the permission for undertaking the project&helping me in completing the project because it is very difficult to take up &complete a project without the help of a guide. I thank profoundly all the respondents who very patiently responded and provided me with all the necessary information without which completion of this project was quiet impossible. I am also thankful to Mr. Asit Mohan (Director-IPM MEERUT) for giving me permission for the undertaking of the project. Last but not the least, I must thank to all the respondents of the village who gave me their precious time and information necessary without which completion of this project might have remained a dream. (PRATAP SAKTESH)

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CONTENTS PAGE NO.

1. PREFACE 2 2. ACKNOWLEDGEMENT 3 3. ABOUT I.T.C. 5 4. OBJECTIVE OF STUDY 8 5. RESEARCH METHODOLOGY 9 6. QUESTIONNAIRE 10 7. ANALYSIS OF QUESTIONS 12 8. SUGGESTION AND RECOMMENDATION 26 9. LIMITATION 27 10. CONCLUSION 28

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11. BIBLIOGRAPHY 29 .

ABOUT COMPANY

I.T.C. PROFILE

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ITC is one of India's foremost private sector companies with a market capitalization of more than US $ 10 billion and a turnover of US $ 3 billion. Rated among the World's Best Big Companies by Forbes magazine, ITC ranks third in pre-tax profit among India's private sector corporations. ITC has a diversified presence in Cigarettes, Hotels, Paperboards & Specialty Papers, Packaging, Agri-Business, Packaged Foods & Confectionery, Branded Apparel, 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.

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 &

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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 beginnings of a corporate transformation that would usher in momentous changes in the life of the Company.

SUNFEAST

Riding on the success of offerings in the Glucose, Marie and Cream categories, ITC has recently enriched its 'Sunfeast' range of biscuits. The Company has launched three new cream flavours - Coconut, Strawberry and Pineapple. Strawberry & Pineapple creams have flavour enhancers. ITC has pioneered the launch of coconut cream biscuits in India. The Company has also introduced 'Sunfeast Dark Fantasy', a dark chocolate and vanilla cream offering for the premium segment in select markets.

'Sunfeast' has also entered the milk biscuit category with its 'Sunfeast Milky Magic' biscuits. These biscuits are made of cow's milk. Sunfeast has tied up with 'Aavin', the biggest milk brand in Tamil Nadu, for

sourcing cow's milk. Both the new cream biscuits and milk biscuits have received an enthusiastic response from consumers.

The Sunfeast range has been further expanded with the launch of 'Sunfeast Snacky' salted crackers in 2 unique variants viz., Chilli Flakes and Classic Salted.

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Sunfeast's latest offering, Golden Bakes blends the sheer richness of pure butter with that of crisp cashews. This range is available in 3 exciting variants viz. Butter, Cashew and Honey & Cashew.

Sunfeast Pasta Treat', whole wheat based non-fried product in 4 exciting flavours, has been introduced as a healthy snacking option for children. The snack food team is geared and ready to further enrich its product portfolio in the near future.

I.T.C. Launched Sunfeast range of biscuits on July 30, 2003.

PROJECT TITLE ‘POSITIONING OF THE I.T.C.’S SUNFEAST BISCUIT IN THE MARKET.’ OBJECTIVE OF THE PROJECT

In view of upcoming competition and forthcoming challenges in the biscuit market SUNFEAST Biscuit has come out with the various varieties of biscuit such as cream biscuit and also with the biscuit of salty taste. It has positioned itself as a family biscuit among the other biscuit available in the market. SUNFEAST is emerging as a good quality of biscuit in the market. Some other costomeris are also associating themselves with the SUNFEAST. What is the reason of this, so to find out the real story of SUNFEAST I tried to find out how it has positioned itself? The objective of the project was to “Find out how the SUNFEAST biscuit positioned itself at the market of Torpa village in Bokaro.” SCOPE OF THE PROJECT

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This project is confined to study the market of Torpa village of Bokaro Thermal(Jharkhand). Under this project a sample of 75 different person & the responses of retailer were taken. On the basis of interview and the questionnaire the decision were taken. It is well known that consumer’s behaviour is quiet unexpected so it might be that they have exaggerate about their monthly expenditure on biscuits and the consumption of the biscuits. It may also be that the persons were bias about a particular brand affecting by this fact their answer could be wrong. But from my side I have tried to escape from all errors.

RESEARCH METHODOLOGY The systematic approach is essential in a good research. The methodology adopted in this report was based on the primary as well as secondary data source of information available from the various marketing statements and the journal of the different magazines. The major emphasis is on discovery of ideas and insights. A comprehensive analysis of the facts and figures about the brand SUNFEAST. The method of data collection I used is - 1. PRIMARY DATA: I used the following method of collection of the primary data-

A) Interview method B) Questionnaire method

2-SECONDRY METHOD-

The data were collected by the other Sources like:

a) MAGAZINES b) INTERNET c) NEWSPAPERS

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After the collection of the data, from the various sources I analyzed the data. I meet 75 persons in the city to get the required answer regarding the positioning of the SUNFEAST biscuits. The study, essentially exploratory in nature, is based on a field survey having close and open ended questions The study is actually is qualitative and quantitative survey and is understanding of the customers behaviour/psychology for SUNFEAST biscuit.

QUESTIONNARE (FOR CUSTOMER ONLY) NAME : AGE : SEX : ADDRESS : Q1 How much importance do you give to a brand name when asking for biscuit? a) Very much b) moderate c) low Q2 Which of the following influences you most when asking the biscuit? a) TV. commercial b) press advertisement c) in-store promotion d) gift scheme Q3 If you don’t get your favourite brand what will you do? a) Take what the seller gives b) Ask your next preference c) Leave the shop Q4 Do you any have any idea about SUNFEAST biscuit? What type of quality and taste this biscuit have? a) Yes b) no c) could not say

Q5 Do you use sunfeast biscuit? If yes how frequently you use sunfeast biscuit (packets) a) Less than 5 b) between 5-7 c) above 7

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Q6 Which brand of biscuit do you use and why (give reason)? ………………………………………………………….. ……………………………………………………………………. Q7 Are you satisfied with the product quality of the biscuits? a) Yes b) no Q8 Let’s say the price of the sunfeast biscuit goes up while the price of the other biscuit brand remain same what will you do? A) Change the brand b) remain the customer of the sunfeast c) Go for economic one Q9 Distribute 10 points among the following 6 attributes based on the importance they have in your purchasing decision? Attribute Points (Brand name) SUNFEST 1-Price 2-packging 3-promotion schemes 4-advetrtising 5-avialibility 6-quality Q10 Who suggests you to buy Sunfeast biscuits? a) Family member b) friends c) relatives d) retailer/dealers Q 11 For whom you buy Sunfeast biscuit? a) For own b) for family c) for guests Q12 What is the amount paid by you in a month on the SUNFEAST biscuits? a) Less than 50 b) between 50-100 c) above 100-150 Q13 How many person in your family use Sunfeast biscuit? a) 1 b) 2 c) 3 d) 4 and above Q14 What is your next preference brand biscuit if Sunfeast is not available? A) Parle-g B) Britania C) Priya gold Q15 Which brand biscuit do you think has the highest sales revenue? A) PARLE-G

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B) BRITANIA CREAM TREAT C) PRIYA GOLD D) SUNFEAST Q16 If any suggestion you want to give to the company (most welcome)? ……………………………………………………………………….. ………………………………………………………………………….. Q1 How much importance do you give to the brand when asking for biscuit? a) Very much b) Moderate c) Low

IMPORTANCE OF BRAND NAME

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2025

05

101520253035

VERY MUCH MODERATE LOW

Series1

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INTERPRETATION: From the chart we could say that people generally give highest importance to the brand name. But there are people who do not go on a brand name but it can easily perceive that most of the time people are brand conscious, they do not tend to compromise on the brand they purchase. Q2 Which of the following influences you most when purchasing the biscuit? a) TV commercial b) Press advertisement c) In –store promotion d) Gift scheme

Factor affecting purchase decission

32, 50%

13, 20%

8, 12%

12, 18%

T.V.COMMERCIAL

PRESSADVERTISEMENTIN-STOREPROMOTION

GIFT SCHEME

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INTERPRETATION: We could easily say that the T.V. commercial influences the customers most. Out of 75 respondent 32 said they are influenced by T.V. commercial. The other important factor is press advertisement; as soon as awareness is generated they get influenced by information medium. Q3 If you do not get your favourite brand what will you do? a) Take what the seller gives b) Ask your next preference c) Leave the shop

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CUSTOMER REACTION

23

42

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01020304050607080

1 2 3

LEAVE THESHOPASK YOUR NEXTPREFERENCETAKE WHAT THESELLER GIVES

INTER PRETATION: Out of 75 respondent 23 said that they will take what the seller gives to them, other 42 said that they will ask for their next preference. As consumer behavior is to not come back without having the item to which he/she gone for so they generally asked for next preference. Q4 Do you have any idea about SUNFEAST biscuit? What type of quality and taste this biscuit have? a) Yes b) No c) Could not say

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AWARENESS ABOUT SUNFEST BISCUIT

36, 48%

28, 37%

11, 15%

YES NO COULD NOT SAY

INTERPRETATION: Most of the people to whom I visited were satisfied with the quality of the SUNFEAST biscuit. It seemed that there is a good image of the quality the SUNFEAST biscuit. While some of the respondents find that there are some draw backs in the quality of the SUNFEAST biscuit. Q5 Do you use Sunfeast biscuit? If yes how frequently you use this SUNFEAST band in a month? a) Less than 5 b) Between 5-7 c) Above 7

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CONSUMPTION OF BISCUITS IN PACKS

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45

18 LESS THAN 3BETWEEN 5-7ABOVE 7

INTERPRETATION: The chart shows that maximum consumption is of 7 packs in a month by 45 people. 18 people said that they consume 5-7 packs of biscuit. The consumer have find that the quality of the biscuit is alright that is why out of 75 respondent consuming 7 packs of 100 gm in a month. Q6 Are you satisfied with the product quality of the biscuit? a) Yes b) No

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QUALITY SATISFACTION LABLE

YES , 47, 63%

NO, 28, 37% YES

NO

INTERPRETATION: Out of 75 respondent 47 that they are satisfied with the product quality. It shows that these persons are feeling deep involvement in the SUNFEAST biscuit. The quality satisfaction level is really very high. Q7 Lets say the price of your favourite brand goes up while the price of the other biscuit brand remains same what will you do? a) Shift the brand b) Be brand loyal

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c) Go for the economic one

Customer reaction

27, 37%

21, 28%

26, 35%

SHIFT THEBRANDBE BRANDLOYALGO TO THEECONOMIC ONE

INTERPRETATION: We could interpret in the case of price change most of the customer will shift the brand as it is the human tendency that generally people wants the commodity at reasonable price. Q9 Distribute10 points among the following attributes based on the importance they have in your purchasing decision? ATTTRIBUTE POINTS SUNFEAST 1-price 2-packaing 3-avalibility

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4-promotion schemes 5-advertising 6-quality

ATTRIBUTES &POINTS GIVEN

01020304050

PR

ICE

PA

CK

AIN

G

AV

IALI

BIL

TY

PR

OM

OTI

ON

AD

VE

RTS

ING

QU

ALI

TY

POINTSPERSON

INTERPRETAION: We could interpret that the most important factor effecting consumer behaviour are advertising and price of the biscuit. These are the two aspects which really influences the customers. Availability of the product on the right time is quiet necessary. These are the features which people like in a brand. Q10 Who suggests you to buy SUNFEAST brand? A) Family member B) Friends C) Relatives D) Retailer/ dealers

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Effecting factor

45, 60%18, 24%

10, 13%

2, 3%FAMILYMEMBERFRIENDS

RELATIVES

RETAILER/DEALERS

INTERPRETATION: Family member and the friends generally affect most of the persons buying behaviour. Some time relatives suggests them they should buy such and such brand. Q11For what purpose you use the biscuit? A)for own B)for family

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c)others

PERSON WHO CONSUME BISCUIT

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43

40

1020304050

FOR OWN FOR FAMILY OTHERS

Series1

INTERPRETATION: Generally people buy the biscuit for their family members And for own consumption out of 75 respondent 43 said they buys SUNFEAST biscuit for their family. It represents that SUNFEST positioned it self as a family biscuit pack. Q12 What is the average amount spent by you in a month? A) less than 50 B) between 50-100

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C) above 100-150

MONTHLY EXPENDITURE

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33

21

0 10 20 30 40

LESS THAN 50

BETWEEN 50 -100

ABVOVE 100-150

Series1

INTERPRETATION: Out of the sample of 75 majority of people spend around 100-150 Rs in a month. It represents that SUNFEAST has positioned itself as a good brand. Q13 How many people use SUNFEAST biscuit in your family?

a) 1 b) 2 c) 3 d) 4 and above

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NO.OF CONSUMER

16, 21%

23, 31%27, 36%

9, 12% 1234 and abve

INTERPRETATION: In maximum families 3 people eat Sunfeast biscuit. It shows that it has positioned itself as a family biscuit. It is being considered as a good quality biscuit to the person to whom I visited. Q14 What is your next preference brand biscuit name (if any)? And why A)Parle-g B)Britania C)Priya gold

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OTHER BRAND PREFERED BY CUSTOMER

35

23

17

0 10 20 30 40

PARLE-G

BRITANIA

PRIYA GOLD

Series1

INTERPRETATION: Out of the total 75 respondent maximum people said their next preference is PARLE-G. Other 23 respondent said that they will purchase BRITANNIA biscuit in case on unavaibility of their favourite brand. Q15 Which biscuit brand you think will have the highest sales figure in the city? a)PARLE-G b)BRITANIA CREAM TREAT c)PRIYA GOLD d)SUNFEAST

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MAXIMUM SALES REVENUE

35

12

5

23

05

10152025303540

1

PARLE-G BRITANIA CREAM TREATPRIYA GOLD SUNFEAST

INTERPRETATION: From the survey of 75 people and retailers the sale of the PARLE –G is highest where as SUNFEAST stands on the second position and BRITANIA and PRIYA GOLD are 3rd & 4th in terms of sales revenue.

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SUGGESTIONS AND RECOMMENDATIONS

Sunfeast has to give attention towards Advertisement. Sunfeast has to maintain its status by providing more and more

facilities.

Sunfeast has to develop more variety of biscuit so that the customer could not return in case of lack of choice.

Timely and proper follow-up should be there in market by sales

team.

Since the SUNFEAST biscuit is not very much recognized so the company should take necessary steps not only on advertisements but the company should also give emphasis on other gift schemes.

The company should start the very heavy advertising campaign

so that it is easy for them to differentiate with other biscuits available in the market.

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LIMITATIONS

Although every effort is made to make this report as accurate and appropriate but yet it has got some limitations. The limitations of my study are----------

1. The study may be infested by the exaggeration of some respondents.

2. It is possible that some potential source might have remained untapped.

3. This study is limited to time.

4. I visited person to person to collect the opinion and perception about Sunfeast biscuit and this may vary because of their replies.

5. Sometimes the person to whom I visited was busy in some other work

so they could not able to give proper time for interview and filling the questionnaire hence some of the answers may not be exact.

6. Some time due to lack of time the respondent were not really able to

give me proper time.

7. It is human behaviour to boast about themselves so it is possible that they have exaggerated the facts.

CONCLUSION

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From visiting so many person, retailers and the distributor of SUNFEAST biscuit I come on this fact that really SUNFEAST has made a good brand image if itself in the market of TORPA. The term positioning is really very vast it is depended upon the different factors that how exactly a brand has make its image in the mind of the consumer. Are all the customer really aware of that brand. After all this research I have come to know with the help of the primary as well as secondary data and with the help of the internet and the website, I have come to this fact that SUNFEAST has positioned itself as a family biscuit in the mind of customer. There are some findings of this research are as follows-

SUNFEAST is doing well at the market of Torpa in terms of sales volume.

SUNFEAST still has to work on the local promotion campaign in the market.

SUNFEAST has positioned itself as the family biscuit. SUNFEASTS sales is just second to the PARLE-G. In Torpa SUNFEAST main competitors are Britannia, Krack jack

and Priya Gold. SUNFEAST still has to work on the quality of the biscuit According to the most of the consumer & retailer the taste of the

biscuit should be more crispy. In terms of market share SUNFEAST in on 2nd position.

BIBLIOGRAPHY

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BOOKS AUTHORS

Marketing Management Philip Kotler Research Methodology C.R. Kothari WEBSITES www.i.t.c.portal.com www. google.com www.kitchen.sofindia.co.in