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STUDY OF RETAILERS PREFERENCE TOWARDS ITC VIVEL SOAP AND HUL PERSONAL CARE PRODUCTS

SUBMITTED TO: MIT-COLLEGE OF MANAGEMENT, PUNE. IN PARTIAL FULFILMENT OF THE REQUIREMENT FOR THE CERTIFICATE OF POST GRADUATE PROGRAMME IN Agri & Food Business Management. BATCH (2008-2010)

GUIDE:
Mr.KOKATE

SUBMITTED BY:
ABHAYSINH SALUNKE ROLL No. 40

MIT-COLLEGE OF MANAGEMENT, PUNE.

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INDEX
Contents
Certificate Acknowledgement Preface Declaration Chapter I:ITC Vivel Profile HUL Profile Chapter II:Objective of the study Scope of the study Research Methodology Limitations of the study Chapter III:Data Analysis & Interpretation Chapter IV:Findings Swot Analysis Suggestions Conclusions Chapter V:Annexure Chapter VI:Bibliography 59 53 47 48-50 51 52 22-45 17 18 19-20 21 9-12 13-15 5 6 7

Page no.

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LIST OF TABLES
TABLE NUMBER 1 2 3 4 5 6 7 8 9 10 11 12 13 14 16 17 20 21 22 23 24 TITLE Sale Of The Soaps Brand Preferences Purchase Of ITC Personal Care Products Purchase Of HUL Personal Care Products Overall Purchase Of Soaps Preference Of Sub-brands Of ITC PCP Preference Of Sub-brands Of HUL PCP Influencing Factors During Purchase Of Soaps Influencing Factors During Purchase Of ITC Personal Care Products Influencing Factors During Purchase Of HUL PCP Factors Giving More Satisfaction To The Retailers Factors Giving More Satisfaction To The Retailers in ITC PCP Factors Giving More Satisfaction To The Retailers In HUL PCP Form Preferences Promotional Offers Factors Affecting Purchase Media Of Advertisement Frequency Of Consumption Reasonable Price Consumer’s Brand Loyalty Reaction Of Customers If New Brand Is Introduced PAGE NUMBER 23 24 25 26 27 28 29 30 31 32 33 34 35 36 38 39 40 41 42 43 44

LIST OF GRAPHS
GRAPH NUMBER 2 3 4 5 6 8 9 Brand Preference Purchase Of ITC PCP Purchase Of HUL PCP Overall Purchase Of Soaps Form Preferences Promotional Offers Factors Affecting Purchase TITLE PAGE NUMBER 24 25 26 27 36 38 39

4 10 11 12 13 14 Media Of Advertisement Frequency Of Consumption Reasonable Price Retailer’s Brand Loyalty Reaction Of Retailers If New Brand Is Introduced 40 41 42 43 44

ACKNOWLEDGEMENT
First of all I would like to thank the Management at ITC ltd. for giving me the opportunity to do my two months project training in their esteemed organization. I am highly obliged to my project guide Mr. PIYUSH MISHRA for granting me to undertake my training at Nasik. I express my thanks to all Staff of the branch under whose able guidance and direction, I was able to give shape to my training. Their constant review and excellent suggestions throughout the project are highly commendable. My heartfelt thanks go to all the executives who helped me gain knowledge about the actual working and the processes involved in various departments. I have no words to express my feeling of deep gratitude, which I owe to Prof. Kokate (faculty

member), who extended me assistance, support and council without, which this project
would not have been materialized

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GUIDE:
Mr. Kokate Abhaysinh Salunke

PREFACE
I am lucky that, I got an opportunity for making the project report on “ITC’s PERSONAL CARE PRODUCTS.” I visited the various concerns for two months and I prepare my project report on the topic “STUDY OF RETAILERS PREFERENCE TOWARDS ITC VIVEL SOAP AND HUL PERSONSL CARE PRODUCTS.” and the study is divided into various chapters to get knowledge. I also considered some published material on the particular topic as well as about the concern. This helps me in boosting up my confidence and determination which will help me to face the situation in coming years. This report is written account of what I learnt and experienced during my survey. I wish, those going through it will not only find it readable but also get as useful Information. The main limitation of my experience was that I did not get the full and correct Information from the market, as many of the respondents did not answer to my questionnaire correctly and completely.

” submitted for the Certificate in PGP AFBM. associate ship.6 DECLARATION Hereby declare that the project report entitled “STUDY OF RETAILERS PREFERENCE TOWARDS ITC Vivel Soap & HUL Personal Care Products. is my original work and the project report has not formed the basis for the award of any diploma. fellowship or similar other titles. It has not been submitted to any other university or institution for the award of any degree or diploma. Place: Date: Abhaysinh Salunke PGP AFBM-III Sem . degree.

7 CHAPTER-I INTRODUCTION .

Paperboards & Specialty Papers. As one of India's most valuable and respected corporations. While ITC is an outstanding market leader in its traditional businesses of Cigarettes. it is rapidly gaining market share even in its nascent businesses of Packaged Foods & Confectionery.1 Billion. . Packaging." 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. ITC practices this philosophy by not only driving each of its businesses towards international competitiveness but by also consciously contributing to enhancing the competitiveness of the larger value chain of which it is a part. ITC is rated among the World's Best Big Companies. Packaged Foods & Confectionery. Chairman Y C Deveshwar calls this source of inspiration "a commitment beyond the market". Personal Care. In his own words: "ITC believes that its aspiration to create enduring value for the nation provides the motive force to sustain growing shareholder value. 50' and the World's Most Reputable Companies by Forbes magazine. Agri-Business. Hotels. ITC also ranks among India's top 10 `Most Valuable (Company) Brands'. Hotels. superior brand-building capabilities. Stationery.8 ITC PROFILE ITC is one of India's foremost private sector companies with a market capitalization of nearly US $ 18 billion and a turnover of over US $ 5. Over time. Information Technology. Packaging and Agri-Exports. Branded Apparel. ITC is widely perceived to be dedicatedly nation-oriented. the strategic forays into new businesses are expected to garner a significant share of these emerging high-growth markets in India. Paperboards. among India's Most Respected Companies by Business World and among India's Most Valuable Companies by Business Today. ITC has a diversified presence in Cigarettes. effective supply chain management and acknowledged service skills in hotelier. Personal Care and Stationery. Safety Matches and other FMCG products. Asia's 'Feb. in a study conducted by Brand Finance and published by the Economic Times. Branded Apparel.

In the short period since its entry.9 ITC's Agri-Business is one of India's largest exporters of agricultural products. fulfill the aspirations of its stakeholders and meet societal expectations. ITC forayed into the Personal Care business in July 2005. ‘Vivel’ and ‘Superia’." ITC currently has three brands in the personal care product segment –‘Fiama’.83. For the nation. safety and environment management systems. each of which offers a unique and superior value proposition to discerning . productivity. ITC has already launched an array of brands. ITC InfoTech India Limited. The Company continuously endeavors to enhance its wealth generating capabilities in a globalizing environment to consistently reward more than 3.000 people at more than 60 locations across India. For the Shareholder. The Company's 'e-Choupal' initiative is enabling Indian agriculture significantly enhance its competitiveness by empowering Indian farmers through the power of the Internet. ITC's wholly owned Information Technology subsidiary. is aggressively pursuing emerging opportunities in providing end-to-end IT solutions. recognized for its world-class quality and enduring consumer trust.2 billion in the last decade).000 shareholders. This over-arching vision of the company is expressively captured in its corporate positioning statement: "Enduring Value. In line with ITC's aspiration to be India's premier FMCG Company. ITC's production facilities and hotels have won numerous national and international awards for quality. This transformational strategy. ITC is one of the country's biggest foreign exchange earners (US $ 3. ITC was the first company in India to voluntarily seek a corporate governance rating. is expected to progressively create for ITC a huge rural distribution infrastructure. including e-enabled services and business process outsourcing. which has already become the subject matter of a case study at Harvard Business School. significantly enhancing the Company's marketing reach. ITC employs over 24.

differentiated products that meet the consumer's stated and innate needs. ITC's state-of-the-art manufacturing facility meets stringent requirements of hygiene and benchmarked manufacturing practices. Extensive insights gained by ITC through its numerous consumer engagements have provided the platform for its R&D and Product Development teams to develop superior. 'Vivel' and 'Superia' brands has received encouraging consumer response and is being progressively extended nationally. ITC's Personal Care portfolio under the 'Essenza Di Wills'. . The product formulations use internationally recognized safe ingredients.10 consumers. ITC's personal care portfolio brings world-class products with clearly differentiated benefits to quality seeking consumers. subjected to the highest Standards of safety and performance. Contemporary technology and the latest manufacturing processes have combined to produce distinctly superior products which rank high on quality and consumer appeal. Anchored on extensive consumer research and product development. 'Vivel Di Wills' 'Vivel UltraPro'. 'Fiama Di Wills'.

which makes her beautiful and confident. The Vivel Di Wills range of Soaps is available in two variants. The Vivel range of soaps is available in five variants:- • Vivel Young Glow is enriched with Vitamin E and Fruit Infusions which help in providing youthful glow to the skin. a range of soaps and shampoos. Protection and Moisturisation through one product. • Vivel Ayurveda Essence is enriched with multiple Ayurvedic Ingredients which help protect skin from germs and harsh environment. • Vivel Di Wills Sheer Radiance is enriched with Olive Oil. . cater to the specific needs of a wide range of consumers. • Vivel Di Wills Sheer Crème is enriched with Shea Butter. Vivel Di Wills and Vivel are high quality ranges of soaps and shampoos for the upper-mid and mid-market consumer segments. keeping it healthy and beautiful. • Vivel Satin Soft is enriched with Vitamin E and Aloe • Vivel Sandal Sparkle is enriched with Sandalwood Oil and Active Clay which helps in providing clear skin. Vera which help the skin feel beautifully soft.11 Vivel Portfolio: Between February and June 2008. to moisturize skin to make it soft and supple. to provide skin lustre to make it radiant. All products offer a unique value proposition of bringing together ingredients that provide the benefit of Nourishment. Vivel Di Wills. hence providing the ever discerning consumer complete care. a range of soaps. ITC expanded its personal care portfolio with the launch of Vivel Di Wills and Vivel brands. and Vivel.

Ultrapro promises to fight dandruff twice as effectively while also providing care for hair through the plus plus benefits of Nourishment and Moisturisation. It adds volume and bounce to hair.12 • Vivel Silk Spring is enriched with Green Apple extracts and Olive oil which help in making skin smooth. . The product portfolio was further enhanced with the launch of Ultrapro anti-dandruff shampoo under the umbrella brand Vivel in December 2008. It adds shine to hair. Vivel Volume & Bounce is suitable for oily to normal hair and contains Jojoba Oil and Conditioners. Vivel Soft & Fresh is suitable for dry to normal hair and contains Extra Conditioners and Soya Protein. The Vivel range of shampoos is available in three variants:• • • Vivel Shine & Glow is suitable for dull to normal hair and is enriched with Green Tea Extract and Conditioners. It makes hair soft and fragrant.

. Paperboards & Packaging. ITC’s corporate strategies are: • 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.13 STRATEGIES OF ITC ITC is a board-managed professional company. Paper. Its philosophy of all-round value creation is backed by strong corporate governance policies and systems. It has a rich organizational culture rooted in its core values of respect for people and belief in empowerment. Agri Business and Information Technology. Hotels. committed to creating enduring value for the shareholder and for the nation. • Continue to focus on the chosen portfolio of FMCG.

The company was renamed in late June 2007 to “Hindustan Unilever Limited”. Enhance the competitive power of the portfolio through synergies derived by blending the diverse skills and capabilities residing in ITC’s various businesses. Ensure that each of its businesses is world class and internationally competitive.000 people. Co. Profitability and Internal Vitality. and United Traders Ltd.000 crores (calendar year 2007).14 • • • • • Benchmark the health of each business comprehensively across the criteria of Market Standing. India and has employee strength of over 15. Ltd. . Hindustan Vanaspati Mfg. HUL PROFILE ➢ HISTORY OF THE COMPANY: Hindustan Unilever Limited (abbreviated to HUL) (BSE: HUL) formerly Hindustan Lever Limited. Continuously strengthen and refine Corporate Governance processes and systems to catalyses the entrepreneurial energies of management by striking the golden balance between executive freedom and the need for effective control and accountability. Create distributed leadership within the organization by nurturing talented and focused top management teams for each of the businesses. It is headquartered in Mumbai. It was formed in 1933 as Lever Brothers India Limited and came into being in 1956 as Hindustan Lever Limited through a merger of Lever Brothers.000 employees and contributes for indirect employment of over 52. is India’s largest consumer products company and has an annual turnover of over Rs 13.

Lifebuoy 4.e. HUL has the largest number of brands in the Most Trusted Brands List. Sixteen of HUL’s brands featured in the AC Nielsen-Brand Equity list of 100 Most Trusted Brands Annual Survey (2008). Lux has offered a range of soaps in different sensuous colours and world class fragrances. One can choose from a range of skincare benefits like firming. Hindustan Unilever distribution covers over 1 million retails outlets across India directly and its products are available in over 6. It has over 35 brands. It’s a company that has consistently had the largest number of brands in the Top 50 and in the Top 10 (with 4 brands). Lux recognized the need for a compelling message about beauty that would resonate with women of today.It continues to be a favourite with generations of users for the experience of a sensuous and luxurious bath. Liril 5. HUL was one of the eight Indian companies to be featured on the Forbes list of World’s Most Reputed companies in 2007. Range Of Personal Care Products: Personal Wash: 1. one of India’s leading business magazines.3 million outlets in India. Since 1929. Lux stands for the promise of beauty and glamour as one of India's most trusted personal care brands. It has 39 factories in the country. i. The Anglo-Dutch company Unilever owns a majority stake (52%) in Hindustan Unilever Limited. Since its launch in India in the year 1929. Lux has recently launched its two fruit extract variants – New Lux Strawberry & Cream and Lux Peach & Cream contain a blend of succulent fruits & luscious Chantilly cream that melts down into your skin making it soft and smooth. Lux is a beauty soap of film stars. Lux believes that femininity shouldn’t be denied. fairness and moisturizing. offers an exciting range of soaps and Body Washes with unique elements to make bathing time more pleasurable.15 In 2007. Lux in step with the changing trends and evolving beauty needs of the consumers. Breez 3. Lux 2. HUL is the market leader in Indian consumer products With presence in over 20 consumer categories such as Soaps. Detergents and Shampoos amongst others with over 700 million Indian consumers using its products. Lux Believes in passion for beauty . nearly 80% of the retail outlets in India. Hindustan Unilever was rated as the most respected company in India for the past 25 years by Business World. Hamam . According to Brand Equity. The rating was based on a compilation of the magazine’s annual survey of India’s Most Reputed Companies over the past 25 years. Tea. Two out of three Indians use the company’s products and HUL products have the largest consumer reach being available in over 80 per cent of consumer homes across India.

Ayush . Sunsilk Naturals 2. Pears 8.16 6. Rexona Hair Care: 1. Clinic Ayurvedic Personal And Health Care: 1. Dove 7.

17 CHAPTER-II .

 To study the factors affecting the consumption pattern. Objectives of the study are:  The other objective is to know about the customer satisfaction level associated with the product and the customer preference level.  To increase customer satisfaction and capture the market share by fulfilling the customer needs. .18 OBJECTIVES OF THE STUDY This project is based on the comparative study consumer behavior towards ITC Vivel Soap & HUL Personal Care Products.

as breathing. The scope of my study restricts itself to the analysis of retailer preferences. how to use.19 SCOPE OF THE STUDY As learning is a human activity and is as natural. psychologists do not agree on how learning takes place. product attributes. . Despite of the fact that learning is all pervasive in our lives. They want retailers to learn about their products. The scope of my study is also restricts itself to Panchavati Region of Nasik only. There are many other brands of PCP available but my study is limited to two major players of PCP leaving behind the others. maintain or even dispose of the product and new ways of behaving that will satisfy not only the consumer’s needs. They want to teach retailers in their roles as their roles as consumers. but the marketer’s objectives. How individuals learn is a matter of interest to marketers. perception and consumption of ITC Vivel Soap & HUL Personal Care Products. potential consumers benefit.

The data had been used to cover various aspects like usage. Research Instrument: This work is carried out through self-administered questionnaires & company Provided Excel Sheets. In collecting requisite data and information regarding the topic selected.20 RESEARCH METHODOLOGY This chapter describes the methodology of the study. For the purpose of present study a related sample of population was selected on the basis of convenience. The questions included were open ended. The actual retailers were contacted on the basis of random sampling. Research Period: Research work is only carried for 3 or 4 weeks. After the detailed study. . This project is based on information collected from primary sources. retailer’s preference and retailer’s satisfaction regarding Vivel Soap & HUL Personal Care Products. dichotomous and offered multiple choices. Sample Size and Design: A sample of 100 Peoples was taken on the basis of convenience. an attempt has been made to present comprehensive analysis of use of ITC Vivel Soap & HUL Personal Care Products used by the people. I went to the retailers of Panchavati(Nasik) and collected the data. Survey design: The study is a cross sectional study because the data were collected at a single point of time.

 Secondary Source: The secondary data was collected from internet and references from Library. which is collected for the purpose of study.21 Data Collection: The data. The data has been collected directly from respondent with the help of structured questionnaires. Data Analysis: The data is analyzed on the basis of suitable tables by using mathematical techniques. The technique that I have used is bar graphs. . is divided into 2 bases:  Primary Source: The primary data comprises information survey of “Comparative study of retailer behavior towards ITC Vivel Soap & HUL Personal Care Products”.

.  The main source of data for the study was primary data with the help of selfadministered questionnaires. Hence. So the sample of retailers was not enough to generalize the findings of the study. every possible aspect of the topic was kept in mind. despite of fact constraints were at play during the formulation of this project. The main limitations are as follows:  Due to limitation of time only few people were selected for the study.22 LIMITATIONS OF THE STUDY In attempt to make this project authentic and reliable. the chances of unbiased information are less.  The chance of biased response can’t be eliminated though all necessary steps were taken to avoid the same. Nevertheless.  People were hesitant to disclose the true facts.

23 CHAPTER-III DATA ANALYSIS AND INTERPRETATION .

.24 ANALYSIS OF THE STUDY SALE OF THE PCP Table: 1 Sale of the Soaps Number of Respondents Yes 95 No 5 Chart: 1 From the above analysis of the given sample of 100 respondents it is concluded that out of 100 people 95 people sell Soaps while only 5 people don’t sell Soaps.

25 BRAND PREFERENCE Table: 2 BRANDS ITC Vivel Soap HUL LUX PREFERENCE BY CONSUMERS 22 73 Chart: 2 From the above analysis of given sample of 95 respondents who sell Soaps it is concluded that only 22 people prefer to sell ITC Vivel Soap while 73 people likes to sell HUL Lux. PURCHASE OF PERSONAL CARE PRODUCTS PURCHASE OF ITC VIVEL SOAP Table: 3 ITC PERSONAL CARE PRODUCTS .

PURCHASE OF HUL PERSONAL CARE PRODUCTS Table: 4 SUB.BRANDS LUX LIFEBUOY LIRIL HUL PCP NUMBER OF RESPONDANTS 69 64 61 .26 SUB.BRANDS Fiama Di Wills Vivel Di Wills Vivel TS Superia TS Vivel ayurvedic NUMBER OF RESPONDANTS 14 16 21 19 9 Chart: 3 From the above analysis of given sample of 22 respondents who use ITC Personal Care Products it is concluded that mostly people has purchased Vivel TS sub-brand of ITC PCP while Vivel Ayurvedic is least purchased by the people.

PREFERENCE OF SUB-BRANDS OF ITC PCP PREFERENCE OF SUB-BRANDS OF ITC PCP Table: 6 SUB.BRANDS Vivel TS Superia TS Vivel Di Wills Fiama Di Wills Vivel Ayurvedic TOTAL NO. While Vivel Ayurvedic is the least preferred sub-brand of ITC PCP. Vivel TS is the most preferred sub-brand as it is ranked first by the respondents. . OF PREFERENCE 21 19 16 14 9 1 2 3 4 5 RANKS According to the above analysis it is concluded that in ITC PCP.27 BREEZE DOVE 41 49 Chart: 4 From the above analysis of given sample of 73 respondents who use HUL personal care products it is concluded that mostly all sub-brands are purchased by people but top most is LUX followed by LIFEBUOY and LIRIL.

BRANDS TOTAL NO. . While BREEZE is the least preferred sub-brand of HUL Personal Care Products.28 PREFERENCE OF SUB-BRANDS OF HUL PCP Table: 7 SUB.LUX is the most preferred sub-brand as it is ranked first by the respondents. OF LUX LIFEBUOY LIRIL DOVE BREEZE PREFERENCE 69 64 61 49 41 1 3 2 4 5 RANKS According to the above analysis it is concluded that in HUL BRANDS.

quantity and brand. OF RESPONDENTS 69 84 88 64 62 79 72 56 61 81 RANK 6 2 1 7 8 4 5 10 9 3 According to the above analysis it is concluded that on an average mostly people are influenced by quality followed by price.29 INFLUENCING FACTORS DURING PURCHASE OVERALL INFLUENCE Table: 8 FACTORS FLAVOR PRICE QUALITY PACKAGING FORM BRAND IMAGE COLOR SHAPE QUANTITY TOTAL NO. . It is surprised to know that very few people are influenced by shape followed by color of the soaps.

Here color and shape are not all influencing people while purchasing ITC Personal Care Products. quality and quantity.30 INFLUENCING FACTORS DURING PURCHASE OF ITC PERSONAL CARE PRODUCTS Table: 9 FACTORS FLAVOR PRICE QUALITY PACKAGING FORM BRAND IMAGE COLOR SHAPE QUANTITY TOTAL NO. . OF RESPONDENTS 11 20 18 16 13 19 15 9 6 17 RANK 8 1 3 5 7 2 6 9 10 4 According to the above analysis it is concluded that on an average mostly people are influenced by Price followed by brand.

31 INFLUENCING FACTORS DURING PURCHASE OF HUL PCP Table: 10 FACTORS FLAVOR PRICE QUALITY PACKAGING FORM BRAND IMAGE COLOR SHAPE QUANTITY TOTAL NO. image and packaging. OF RESPONDENTS 70 61 60 64 59 73 69 52 44 56 RANK 2 5 6 4 7 1 3 8 10 9 According to the above analysis it is concluded that on an average mostly people are influenced by Brand followed by flavor. . Here shape and quantity are not all influencing people while purchasing HUL Personal Care Products.

32 FACTORS GIVING MOST SATISFACTION TO RETAILERS OVERALL Table: 11 FACTORS FLAVOR PRICE QUALITY PACKAGING FORM BRAND IMAGE COLOR SHAPE QUANTITY GRAND TOTAL 61 89 80 78 74 86 72 67 63 82 RANK 10 1 4 5 6 2 7 8 9 3 According to the above analysis it is concluded that on an average people are most satisfied with the price of a soaps followed by quantity and brand. PACK PREFERENCE . It is surprising to know that although people are satisfied with quantity but unsatisfied with the shape and colour.

33 Table: 14 FORM OF SOAP SINGLE PACK OF 2 PACK OF 3 PACK OF 4 NUMBER RESONDENTS 27 14 43 16 OF Chart: 6 According to the above analysis it is concluded that most of the people likes to purchase soaps in pack of Three and single pack of a soap is least preferred. PROMOTIONAL OFFERS Table: 16 .

FACTORS AFFECTING PURCHASE Table: 17 FACTORS ADVERTISEMENT SUGGESTION FROM CUSTOMERS NUMBER OF RESPONDENTS 67 17 . 52 by price offers while 20 were attracted by some other reasons.34 PROMOTIONAL OFFERS FREE GIFTS PRICE OFFER ANY OTHER NUMBER OF RESPONDENTS 23 52 20 Chart: 8 According to the above analysis it is concluded that out of sample of 95 people who sell soaps 23 are attracted by free gifts.

MEDIA OF ADVERTISEMENT Table: 18 MEDIA OF ADVERTISEMENT TELEVISION NEWSPAPERS BROCHURES HOARDING DISPLAY NUMBER OF RESPONDENTS 75 10 5 8 25 .35 ATTRACTIVE DISPLAY SALESMAN ADVICE BRAND AMBASSADORS INGREDIENTS 12 14 10 28 Chart: 9 According to the above analysis it is concluded that Advertisement is the best measure to attract retailers to purchase more. While customers and brand ambassadors also play a significant role in this regard. Its impact is much more than other factors.

It is much more than other ways as out of 95 respondents 82 are attracted to by through television media while brochures are the least attracting media.15 Rs. 10 Rs.25 ABOVE Rs.10-Rs.36 Chart: 10 According to the above analysis it is concluded that television emerges as the best media for advertisement of Personal Care Products that compel consumers to buy.20-Rs.25 NUMBER OF RESPONDENTS 6 23 51 4 11 .15-Rs.20 Rs. REASONABLE PRICE Table: 20 PRICE OF SOAPS BELOW Rs.

So it must be worthwhile to know this as it may effect the sale of Personal Care Products. CONSUMER’S BRAND LOYALTY Table: 21 BRAND LOYALTY ACTIONS POSTPONE YOUR PURCHASE SWITCH OVER TO OTHER BRANDS GO TO OTHER SHOP FOR SEARCH OF PREFERED BRAND NUMBER OF RESPONDENTS 26 24 45 .20 is the reasonable price of soap.37 Chart: 12 According to the above analysis it is concluded that the retailers thinks Rs15-Rs.

SHALL NOT NUMBER OF RESPONDENTS 35 27 4 .38 Chart: 13 According to the above analysis it is concluded that mostly people are loyal to the brand as in the absence of availability of their preferred brand mostly people like to search for it or they are ready to postpone their purchase. REACTION OF RETAILERS IF NEW BRAND IS INTRODUCED Table: 22 SHIFT TO NEW BRAND OF THE PREFERED PRODUCT NO. NOT AT ALL MAY CONSIDER NO.

39 CAN’T SAY 29 Chart: 14 According to the above analysis it is concluded that mostly people are addicted to the same flavor and they don’t want to change it as out of 95 respondents 35 are not ready to try new brand at any cost. REASONS FOR NOT SWITCHING OVER TO OTHER BRANDS All the retailers why they continue to buy the old brand gave various important reasons. The most important reasons given by the retailers were:  Brand  Image  Quality  Packaging  Flavor .

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In this I came to know about the retailers need and expectation levels regarding products and ascertainable levels of satisfaction.41 CHAPTER-IV FINDINGS  RETAILER RESEARCH: Retailer research deals with retailer and their problems and solution to the problems.  PRODUCT RESEARCH: .

2. and quantity etc of their favorite Brand. In this I have tried to find out retailer’s price expectations and reactions. color. packing. ITC used its experience of transporting and distributing tobacco products to .  PRICING RESEARCH: This includes interest of consumers. shape. .  ADVERTISING RESEARCH: Under this I have concluded that whether the advertisement appeals the retailers or not. ITC is one of India's foremost private sector companies. to pay for the product. how much a person can spend on his/her favorite Brand of Personal Care Products. ITC leveraged it traditional businesses to develop new brands for new segments. This also includes evaluating and selecting the proper media-mix and measuring advertising effectiveness.42 Under product research I came to know about the modification which retailers wants as to the quality. For example. SWOT ANALYSIS STRENGTHS: 1.

packaged foods and confectionary. To fund its cash guzzling FMCG start-up. Personal Care. 7. ITC's Agri-Business is one of India's largest exporters of agricultural products. 6. agriculture. hotels. Information Technology. branded apparel. 2. Branded Apparel. ITC ranks among India's top 10 Most Valuable (Company) Brands. safety matches. Hotels. despite the negative connection of tobacco with poor health and premature death. greetings cards. Packaged Foods & Confectionery. Agri-Business. It has market capitalization of nearly US $ 18 billion. WEAKNESSES: 1. It is interesting that a business that is now so involved in branding continues to use its original name. Packaging. 4. and that in itself is responsible for 80% of its profits. 3. Cigarettes account for 47 per cent of the company's turnover. So there is an argument that ITC's move into FMCG (Fast Moving Consumer Goods) is being subsidized by its tobacco operations. incense sticks and stationery.43 remote and distant parts of India to the advantage of its FMCG products. personal care. ITC stands for Imperial Tobacco Company of India Limited. Stationery. paper. The company's original business was traded in tobacco. Information Technology. Paperboards & Specialty Papers. Its . ITC has a diversified presence in Cigarettes. 5. ITC is a diversified company trading in a number of business sectors including cigarettes. Safety Matches and other FMCG products. the company is still dependant upon its tobacco revenues.

Bingo! And Sun Feast (and others) can be developed using strategies of market development.htm ITC leverages e-Choupal in a novel way. West and East of India of atta (a popular type of wheat flour).and this single brand alone holds 70% of the tobacco market. It is also an ambitious project that has a goal of reaching 10 million farmers in 100. OPPORTUNITIES: 1. Aashirvaad MP Chakki in the Western market and Aashirvaad in the Eastern market.000 villages. This is an original and well thought of initiative that could be used in other sectors in many other parts of the world.itcportal. Per capita consumption of personal care products in India is the lowest in the world offering an opportunity for ITC's soaps. The company researched the tastes of consumers in the North. 4. shampoos and fragrances under their Wills brand. 3.44 Gold Flake tobacco brand is the largest FMCG brand in India . Take a look at e-Choupal here http://www. then used the network to source and create the raw materials from farmers and then blend them for consumers under purposeful brand names such as Aashirvaad Select in the Northern market. Information Technology and supporting business solutions. ITC is moving into new and emerging sectors including Personal Care Products. 5. This concept is tremendously difficult for competitors to emulate. 2. Mint-o. Chairman Yogi Deveshwar's strategic vision is to turn his Indian conglomerate into the country's premier FMCG business.com/agri_exports/e-choupal_new. . Core brands such as Aashirvaad. E-Choupal is a community of practice that links rural Indian farmers using the Internet. product development and marketing penetration.

Duplicate items are available in abundance at much lesser rates. SUGGESTIONS AND RECOMMENDATIONS  Company should concentrate more on television for advertisement. 4. 3. 2. This affects the company financially and adversely affects its goodwill. The laws of economics dictate that if competitors see that there is a solid profit to be made in an emerging consumer society that ultimately new products and services will be made available.45 THREATS: 1. both domestic and international. Then ITC will need to decide whether being a diversified conglomerate is the most competitive strategic formation for a secure future. as mostly people get attracted through television only. Western companies will see India as an exciting opportunity for themselves to find new market segments for their own offerings. ITC's opportunities are likely to be opportunities for other companies as well. . Therefore the dynamic of competition will alter in the medium-term. The obvious threat is from competition.

company should go for free gifts rather than going for other ways. Some people often like to have soap with good flavor. It is concluded that mostly people preferred VIVEL TS of ITC Personal Care Products due to its flavor. .46  For promotional offers.  ITC Company should concentrate on its packing of Personal Care Products as people are least satisfied with it while ITC VIVEL should concentrate on the shape of their shampoo bottles. It is observed that overall retailers like to buy HUL LUX soap rather than ITC VIVEL soap. CONCLUSION A survey of the people has been conducted to know the liking pattern of the ITC VIVEL SOAP and HUL LUX. quality and image and due to its attractive packaging.  People are unsatisfied with the price and quantity of soap so companies should concentrate in this regard also. quality so they are going towards LUX and LIFEBUOY of HUL due to its quality and image.

47 It is thus concluded from the facts collected that mostly people refer to buy soaps in pack of three of their favorite Brand and sometimes some of them go for single pack and pack of two. .

48 ANNEXURE QUESTIONNAIRE PROJECT REPORT ON RETAILER PREFERENCE TOWARDS ITC CANDYMAN AND CANDICO CANDIES Que1. Which brand of soaps do you prefer? . Do you sell soaps? Yes No Que2.

How much importance do you give to the following factors when you purchase soap? (Tick in the desired column) Factors Flavor Price Quality Packaging Very Important Important Normal Least Important None . Which sub-brand you have purchased? ITC PCP Fiama Di Wills Vivel Di Wills Vivel TS Superia TS Vivel Ayurvedic HUL PCP Lux Lifebuoy Liril Dove Breeze Que4.49 ITC Vivel HUL LUX Que3. Rank the sub-brands of candies according to your preference? (1 for most preferred) ITC PCP Fiama Di Wills Vivel Di Wills Vivel TS Superia TS Vivel Ayurvedic HUL PCP Lux Lifebuoy Liril Dove Breeze Que5.

Which pack of soap do you sell? Single Pack of 2 Pack of 3 Packs of 4 Que8. What pack do you purchase? Single Pack of 2 Pack of 3 Packs of 4 Que9. Which promotional offers attract you most? Free gifts Price Offer Any other Que10.50 Form Brand Image Color Shape Quantity Que6. How much are you satisfied with the following factors in your preferred soap? (Tick in the desired column) Factors Very Satisfied Normal Least Can’t Say Satisfied Satisfied Flavor Price Quality Packaging Form Brand Image Color Shape Quantity Que7.Which of these factors affects your purchase?  Advertisement  Suggestion from customers  Attractive Display .

If another brand of the same product appears in the market. What according to you is the reasonable price of candy? BelowRs.15-Rs.51  Salesman Advice  Brand Ambassadors  Ingredients Que11. then what are the reasons for continuing to purchase the old brand? PERSONAL DETAILS .20 Que13. If your preferred brand is not available for repeat purchases then what will you do?  Postpone your purchase  Switch over to other brand  Go to the other seller to search for your preferred brand Que14. Which media of advertisement influence your purchase? Television Newspapers Brochures Hoarding Display Que12.10 Rs20-Rs25 Rs.10-Rs. I shall not can’t say Que16. not at all I may consider No. will you prefer to stop buying this brand and buy the new brand? No.15 Above Rs25 Rs. If you don’t like to change to the new brand.

52 Name: Address: Gender: Phone Number: Marital status: Education: Profession: THANKS .

53 BIBIOGRAPHY BIBLIOGRAHY 1.Sontakki 2. WEBSITES REFFERED: . BOOKS/MAGAZINES REFFERED:  Marketing Management by “Philip kotler”  Marketing Management by”C.N.

scribd.com  http://www.54  http://en.com  http://www.com  http://autherstream.itcportal.com  http://www.google.yahoo.com  http://www.com .org  http://www.wikipedia.orkut.

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