UNIVERSITY OF MUMBAI

PROJECT ON
INDIA’S TOP BRAND IN CIGARETTES
‘GOLD FLAKE’

SUBMITTED BY
“ROHAN.R.MALI”

PROJECT GUIDE
“PROF.RAJWADE”

BACHELOR OF MANAGEMENT STUDIES

SEMESTER V
(2007-08)

V.E.S. COLLEGE OF ARTS, SCIENCE & COMMERCE,

SINDHI COLONY, CHEMBUR – 400071
 UNIVERSITY OF MUMBAI

PROJECT ON
INDIA’S TOP BRAND IN CIGARETTES
‘GOLD FLAKE’

Submitted
In Partial Fulfillment of the requirements
for the Award of the Degree of
Bachelor of Management
By
ROHAN.R.MALI

PROJECT GUIDE
“PROF.RAJWADE”

BACHELOR OF MANAGEMENT STUDIES

SEMESTER V
(2007-08)

V.E.S. COLLEGE OF ARTS, SCIENCE & COMMERCE,

SINDHI COLONY, CHEMBUR – 400071
 Declaration

I, ROHAN.R.MALI, student of BMS – Semester V (2007-08)

hereby declare that I have completed this project on
INDIA’S TOP BRAND IN CIGARETTES ‘GOLD FLAKE’. The
information submitted is true & original to the best of my
knowledge.

Student’s Signature
(ROHAN.R.MALI)
Name of Student
 C E R T I F I C A T E

This is to certify that Mr. ROHAN.R.MALI

of TYBMS has successfully completed the project on
INDIA’S TOP BRAND IN CIGARETTES ‘GOLD FLAKE’
in the academic year 2007-2008. The information
submitted is true and original to the best of my
knowledge.

Project Guide Principal

“PROF.RAJWADE” DR. (MS.) J. K PHADNIS

Course Co-ordinator
“Mrs.A.Martina”

External Examiner
 ACKNOWLEDGEMENT

I am deeply indebted to Prof.Rajwade who gave me the full support and

co operation to complete this project. He not only served as my supervisor but
also encouraged, stimulated suggestions and helped me in all the time of
research for and writing of this project.

I would also like to express my gratitude to Mr. Mineel Mali who helped
me in giving insights about the company.

I would also like to be grateful to my parents, associates and acquaintance

who were indirectly involved in the completion of this project.
INDIA’S TOP BRAND IN
CIGARETTES
‘GOLD FLAKE’
 EXECUTIVE SUMMARY

Cigarette is a product which is harmful for health, in spite of this feeble; its sales
are increasing globally. The product has been ban from advertisement and promotional
activities. It is a challenge for the companies to sale this product and build its brand
image. The Cigarette Industry is one of the oldest industries in India. India is the second
largest producer of tobacco in the world after China. It produced 572 million kilograms
of tobacco in 2002-2003. Approximately 5.5 trillion cigarettes are produced globally
each year by the tobacco industry, smoked by over 1.1 billion people, which is more
than 1/6 of the world's total population.
ITC is the market leader in cigarettes in India. It's highly popular portfolio of brands
includes Insignia, India Kings, Classic, Gold Flake, Silk Cut, Navy Cut, Scissor, etc.
Gold Flake is the top brand of cigarettes in India. It was launched by ITC in the
seventies. It is a well-positioned brand in India and is the market leader in its segment.
The brand Gold Flake became popular because of the exceptional characteristics
offered by the product and also the branding strategies applied by the company to
establish the brand name. Gold Flake was at No.1 position in highest sales in 2003-
2004 in FMCG products. About 85% of the revenues of ITC are earned through the
sales of cigarettes. The company today is facing competition from International players.
Today the cigarette industry of India is booming in the market. The sales of
cigarettes are increasing day-by-day. In future the company may face many challenges
from competitors and government, but it is very difficult to change the aspirations of
the consumers. Due to this the company is benefited. It has been predicted by the
company the sale of Gold Flake will grow at the rate of 8% annually.
 INDEX

Sr.No TOPIC Page No.

1. Chapter I
• Introduction.
• About the Cigarette Industry of 1-11
India.
• About the Company (ITC).
2. Chapter II
• Gold Flake.
• Hierarchy of the company. 12-24
• Manufacturing process.
3 Chapter III
• Attributes of the product.
• Benefits of the product. 25-30
• Packaging of the product.
4 Chapter IV
• Marketing Mix. 31-36

5 Chapter V
• Branding of Gold Flake. 37-45

6 Chapter VI
• Data analysis. 46-65

7 Chapter VII
• SWOT Analysis. 66-71

8 Chapter VIII
• Conclusion. 72-73

Bibliography
Annexure
 OBJECTIVE OF THE PROJECT

 The primary motive is to understand the branding strategies and marketing

of the company to promote its No.1 brand of cigarettes Gold Flake.

 The secondary motive is to understand how the company overcomes the

challenges put forward by the government like ban on advertisements and
promotion of cigarettes.
 LIMITATIONS

 It was impossible to gather the current sales of ‘Gold Flake’ and the current
branding strategy applied by the company because as a part of secret
information of the company they have not disclosed it.

 It was also not possible to know the top position in the sales of cigarettes of
this year, as the company has still not come up with its facts and figures.