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This is to certify that the Project Report at


Submitted in the partial fulfillment of the requirements for the award of the degree of


Is a record of bonafide Project carried out by SACHIN SHARMA Under my supervision and guidance and that no part of this report has been submitted for the award of any other degree / diploma / fellowship or the similar titles or the prizes.

FACULTY GUIDE Signature: Name: Mr.Munish Kumar Qualification: M.B.A. (Marketing)

Signature & seal of the H.O.D.

I, Sachin Sharma, a student of MBA 2ndYEARof, Guru Nanak Institute Of Management Mullana (Ambala), hereby declare that research project entitled


is the outcome of my own work and the same has not been submitted to any university, institute for the award of any degree or any professional diploma.

Sachin Sharma

As I write this acknowledgement, I must clarify that this is not just a formal acknowledgement but also a sincere note of thanks and regard from my side. I feel a deep sense of gratitude and affection for those who were associated with the project and without whose cooperation and guidance this project could not have been conducted properly. It was a great privilege to work as summer trainee in ITC Limited. Every person in this ITC Limited guided me to his or her heart content to help me paying my way towards the success. Words fail me to express my regard towards Mr. MANISH SHARMA (Area Executive), who was not only my coordinator during the training but also a good companion from whom I learnt a number of virtues of business and of life. I would also like to thank Mr. MUNISH KUMAR for their valuable guidance and support. A note of thanks to my colleagues who have always encouraged, motivated and given expert guidance to me. In the end, I dedicate this effort of mine to those persons who are lights of my life: My respected teachers, my parents, my friends.

This project is about the To Identify outlets (BY ITC) the retail census survey

This project is about the study of different retailers, the perception of customers and about the brand image of ITC among customers. The report starts with the introduction which includes the company history, about ITC Limited, and also distribution channel of ITC. After introduction comes the objective and scope of the study. Next there comes research methodology which includes the sampling & sampling design, statistical tool, hypothesis testing, data collection and limitations of study. Data collection includes the source of data collection & limitations of study include the limitations faced while doing the project. In the last come the findings, suggestions bibliography and annexure.

Research is the feedback, which any organization sought for the purposeof effective policy making. It is the systematic problem Analysis, modelbuilding and fact finding for the purpose of important decision -makingand control in the marketing of all goods and services.Every research is aimed to achieve certain solution to research problems.If there is no problem then, the meaning of the research becomesvague. The research problem that I was supposed to deal with was,brand wise comparison of personal care products and their loyaltyschemes given by the companies in Rohtak market. The study was doneon the basis of parameter like price paid for annual the display, service,and promotional schemes etc. The different comparative companies of personal care products were Hindustanunilever, P&G, Marico, Godrej. The sample unit was the retailer of Rohtak.With a well define research problem, a study was started two ascertainthe variations and conditions of the existing sales of personal careproducts.The overall objective of the study was to analyze the annual displayoutlets of the company and judge is it a wrong or a write outlet fordisplay

The Retail Census forms part of the ITC program of integrated economic data collections 1. a census of 150 outlets, known as the Retail and Services Census, where a limited range of data was collected from every in-scope retail and selected services location in Rohtak, 2. a sample survey of 150 retail outlets, known as the Retail Activity Survey, where detailed commodity sales, services. Retail is the sale of goods and services from individuals or businesses to the end-user. Retailers are part of an integrated system called the supply chain. A retailer purchases goods or products in large quantities from manufacturers or directly through a wholesaler, and then sells smaller quantities to the consumer for a profit. Retailing can be done in either fixed locations or online. Retailing includes subordinated services, such as delivery. To provide periodic and comprehensive statistics about retail establishments and activities Domestic establishments that sell merchandise and related services to the public for personal or household consumption. These are all establishments classified in SIC Division G, excluding nonemployers engaged in direct selling (SIC 5963).

The ITC Profile

ITC is one of India's foremost private sector companies with a market capitalization of over US $ 33 billion and a turnover of US $ 7 billion. ITC is rated among the World's Best Big Companies, Asia's 'Fab 50' and the World's Most Reputable Companies by Forbes magazine, among India's Most Respected Companies by Business World and among India's Most Valuable Companies by Business Today. ITC ranks among India's `10 Most Valuable (Company) Brands', in a study conducted by Brand Finance and published by the Economic Times. ITC also ranks among Asia's 50 best performing companies compiled by Business Week. ITC has a diversified presence in Cigarettes, Hotels, Paperboards & Specialty Papers, Packaging, Agri-Business, Packaged Foods & Confectionery, Information Technology, Branded Apparel, Personal Care, Stationery, Safety Matches and other FMCG products. While ITC is an outstanding market leader in its traditional businesses of Cigarettes, Hotels, Paperboards, Packaging and Agri-Exports, it is rapidly gaining market share even in its nascent businesses of Packaged Foods & Confectionery, Branded Apparel, Personal Care and Stationery. As one of India's most valuable and respected corporations, ITC is widely perceived to be dedicatedly nation-oriented. Chairman Y C Deveshwar calls this source of inspiration "a commitment beyond the market". 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. 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'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, superior brand-building capabilities, effective supply chain management and acknowledged service skills in hoteliering. Over time, the strategic forays into new businesses are expected to garner a significant share of these emerging high-growth markets in India. ITC's Agri-Business is one of India's largest exporters of agricultural products. ITC is one of the country's biggest foreign exchange earners (US $ 3.2 billion in the last decade). The Company's 'eChoupal' initiative is enabling Indian agriculture significantly enhance its competitiveness by empowering Indian farmers through the power of the Internet. This transformational strategy, which has already become the subject matter of a case study at

HarvardBusinessSchool, is expected to progressively create for ITC a huge rural distribution infrastructure, significantly enhancing the Company's marketing reach. ITC's wholly owned Information Technology subsidiary, ITC Infotech India Ltd, provides IT services and solutions to leading global customers. ITC Infotech has carved a niche for itself by addressing customer challenges through innovative IT solutions.

ITC's production facilities and hotels have won numerous national and international awards for quality, productivity, safety and environment management systems. ITC was the first company in India to voluntarily seek a corporate governance rating. ITC employs over 26,000 people at more than 60 locations across India. The Company continuously endeavors to enhance its wealth generating capabilities in a globalizing environment to consistently reward more than 4, 12,000 shareholders, fulfill the aspirations of its stakeholders and meet societal expectations. This over-arching vision of the company is expressively captured in its corporate positioning statement: "Enduring Value. For the Nation for the Shareholder."

History and Evolution

ITC was incorporated on August 24, 1910 under the name Imperial Tobacco Company of India Limited. As the Company's ownership progressively Indianite, the name of the Company was changed from Imperial Tobacco Company of India Limited to India Tobacco Company Limited in 1970 and then 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-business, Foods, Lifestyle Retailing, Education & Stationery and Personal Care - the full stops in the Company's name were removed effective September 18, 2001. The Company now stands rechristened 'ITC Limited'. The Companys beginnings were humble. A leased office on Radha Bazaar 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. 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. ITC's Packaging & Printing Business was set up in 1925 as a strategic backward integration for ITC's Cigarettes business. It is today India's most sophisticated packaging house. In 1975 the Company launched its Hotels business with the acquisition of a hotel in Chennai which was rechristened 'ITCWelcomgroup Hotel Chola'. The objective of ITC's entry into the hotels business was rooted in the concept of creating value for the nation. ITC chose the hotels business for its potential to earn high levels of foreign exchange, create tourism infrastructure and generate large scale direct and indirect employment. Since then ITC's Hotels business has grown to occupy a position of leadership, with over 100 owned and managed properties spread across India. In 1979, ITC entered the Paperboards business by promoting ITC Bhadrachalam Paperboards Limited, which today has become the market leader in India. Bhadrachalam Paperboards amalgamated with the Company effective March 13, 2002 and became a Division of the Company, Bhadrachalam Paperboards Division. In November 2002, this division merged with the Company's Tribeni Tissues Division to form the Paperboards & Specialty Papers Division. ITC's paperboards' technology, productivity, quality and manufacturing processes are comparable to the best in the world. It has also made an immense contribution to the development of Sarapaka, an economically backward area in the state of Andhra Pradesh. It is directly involved in education, environmental protection and

community development. In 2004, ITC acquired the paperboard manufacturing facility of BILT Industrial Packaging Co. Ltd (BIPCO), near Coimbatore, Tamil Nadu. The Kovai Unit allows ITC to improve customer service with reduced lead time and a wider product range. In 1985, ITC set up Surya Tobacco Co. in Nepal as an Indo-Nepal and British joint venture. Since inception, its shares have been held by ITC, British American Tobacco and various independent shareholders in Nepal. In August 2002, Surya Tobacco became a subsidiary of ITC Limited and its name was changed to Surya Nepal Private Limited (Surya Nepal). In 1990, ITC acquired Tribeni Tissues Limited, a Specialty paper manufacturing company and a major supplier of tissue paper to the cigarette industry. The merged entity was named the Tribeni Tissues Division (TTD). To harness strategic and operational synergies, TTD was merged with the Bhadrachalam Paperboards Division to form the Paperboards & Specialty Papers Division in November 2002. Also in 1990, leveraging its agri-sourcing competency, ITC set up the Agri Business Division for export of agri-commodities. The Division is today one of India's largest exporters. ITC's unique and now widely acknowledged e-Choupal initiative began in 2000 with soya farmers in Madhya Pradesh. Now it extends to 10 states covering over 4 million farmers. ITC's first rural mall, christened 'ChoupalSaagar' was inaugurated in August 2004 at Sehore. On the rural retail front, 24 'ChoupalSaagars' are now operational in the 3 states of Madhya Pradesh, Maharashtra and Uttar Pradesh.

In 2000, ITC forayed into the Greeting, Gifting and Stationery products business with the launch of Expressions range of greeting cards. A line of premium range of notebooks under brand Paperkraftwas launched in 2002. To augment its offering and to reach a wider student population, the popular range of notebooks was launched under brand Classmate in 2003. Classmate over the years has grown to become Indias largest notebook brand and has also increased its portfolio to occupy a greater share of the school bag. Years 2007- 2009 saw the launch of Children Books, Slam Books, Geometry Boxes, Pens and Pencils under the Classmate brand. In 2008, ITC repositioned the business as the Education and Stationery Products Business and launched India's first environment friendly premium business paper under the Paperkraft Brand. Paperkraft offers a diverse portfolio in the premium executive stationery and office consumables segment. Paperkraft entered new categories in the office consumable segment with the launch of Textliners, Permanent Ink Markers and White Board Markers in 2009. ITC also entered the Lifestyle Retailing business with the Wills Sport range of international quality relaxed wear for men and women in 2000. The Wills Lifestyle chain of exclusive stores later expanded its range to include Wills Classic formal wear (2002) and Wills Clublife evening wear (2003). ITC also initiated a foray into the popular segment with its men's wear brand, John Players, in 2002. In 2006, Wills Lifestyle became title partner of the country's most premier fashion event - Wills Lifestyle India Fashion Week - that

has gained recognition from buyers and retailers as the single largest B-2-B platform for the Fashion Design industry. To mark the occasion, ITC launched a special 'Celebration Series', taking the event forward to consumers. In 2000, ITC spun off its information technology business into a wholly owned subsidiary, ITC Infotech India Limited, to more aggressively pursue emerging opportunities in this area. Today ITC Infotech is one of Indias fastest growing global IT and IT-enabled services companies and has established itself as a key player in offshore outsourcing, providing outsourced IT solutions and services to leading global customers across key focus verticals -

Manufacturing, BFSI (Banking, Financial Services & Insurance), CPG&R (Consumer Packaged Goods & Retail), THT (Travel, Hospitality and Transportation) and Media & Entertainment. ITC's foray into the Foods business is an outstanding example of successfully blending multiple internal competencies to create a new driver of business growth. It began in August 2001 with the introduction of'Kitchens of India' ready-to-eat Indian gourmet dishes. In 2002, ITC entered the confectionery and staples segments with the launch of the brands mint-o and Candyman confectionery and Aashirvaadatta (wheat flour). 2003 witnessed the introduction of Sunfeast as the Company entered the biscuits segment. ITC's entered the fast growing branded snacks category with Bingo! in 2007. In eight years, the Foods business has grown to a significant size with over 200 differentiated products under six distinctive brands,

with an enviable distribution reach, a rapidly growing market share and a solid market standing. In 2002, ITC's philosophy of contributing to enhancing the competitiveness of the entire value chain found yet another expression in the Safety Matches initiative. ITC now markets popular safety matchesbrands like iKno, Mangaldeep, Aim, Aim Mega and Aim Metro. ITC's foray into the marketing of Agarbattis (incense sticks) in 2003 marked the manifestation of its partnership with the cottage sector. ITC's popular agarbattis brands

include Spriha and Mangaldeepacross a range of fragrances like Rose, Jasmine, Bouquet, Sandalwood, Madhur, Sambrani and Nagchampa. ITC introduced Essenza Di Wills, an exclusive range of fine fragrances and bath & body care products for men and women in July 2005. Inizio, the signature range under Essenza Di Wills provides a comprehensive grooming regimen with distinct lines for

men (InizioHomme) and women (Inizio Femme). Continuing with its tradition of bringing world class products to Indian consumers the Company launched 'Fiama Di Wills', a premium range of Shampoos, Shower Gels and Soaps in September, October and December 2007 respectively. The Company also launched the 'Superia' range of Soaps and Shampoos in the mass-market segment at select markets in October 2007 and Vivel De Wills &Vivelrange of soaps in February and Vivel range of shampoos in June 2008.

The ITC Way

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

Information Technology. Benchmark the health of each business comprehensively across the criteria of Market Standing, Profitability and Internal Vitality. Ensure that each of its businesses is world class and internationally competitive. Enhance the competitive power of the portfolio through synergies derived by blending the diverse skills and capabilities residing in ITC are various businesses.

Create distributed leadership within the organization by nurturing talented and focused top management teams for each of the businesses. Continuously strengthen and refine Corporate Governance processes and systems to catalyze the entrepreneurial energies of management by striking the golden balance between executive freedom and the need for effective control and accountability.

Vision statement
Sustain ITC's position as one of India's most valuable corporations through world class performance, creating growing value for the Indian economy and the Companys stakeholders

The mission statement

To enhance the wealth generating capability of the enterprise in a globalizing environment, delivering superior and sustainable

stakeholder value

Positioning statement
Enduring Value.For the nation.For the Shareholder."

Core Values
ITC's Core Values are aimed at developing a customer-focused, high-performance organization which creates value for all its stakeholders: Trusteeship As professional managers, we are conscious that ITC has been given to us in "trust" by all our stakeholders. We will actualize stakeholder value and interest on a long term sustainable basis. Customer Focus We are always customer focused and will deliver what the customer needs in terms of value, quality and satisfaction. Respect for People We are result oriented, setting high performance standards for ourselves as individuals and teams. We will simultaneously respect and value people and uphold humanness and human dignity. We acknowledge that every individual brings different perspectives and capabilities to the team and that a strong team is founded on a variety of perspectives. We want individuals to dream, value differences, create and experiment in pursuit of opportunities and achieve leadership through teamwork.

We do what is right, do it well and win. We will strive for excellence in whatever we do. Innovation We will constantly pursue newer and better processes, products, services and management practices. Nation Orientation We are aware of our responsibility to generate economic value for the Nation. In pursuit of our goals, we will make no compromise in complying with applicable laws and regulations at all levels


To fund its cash guzzling FMCG start-up, the company is still dependent upon its tobacco revenues. Cigarettes account for 47 per cent of the company's turnover, and that in itself is responsible for 80% of its profits. So there is an argument that ITC's move into FMCG (Fast Moving Consumer Goods) is being subsidised by its tobacco operations. Its Gold Flake tobacco brand is the largest FMCG brand in India - and this single brand alone holds 70% of the tobacco market. Unrelated diversification is also a major weakness of ITC.

ITC leveraged it traditional businesses to develop new brands for new segments. ITC is a diversified company trading in a number of business sectors including cigarettes, hotels, paper, agriculture, packaged foods and confectionary, branded apparel, personal care, greetings cards, Information Technology, safety matches, incense sticks and stationery.

Core brands such as Aashirwad, Mint-o, Bingo! And Sun Feast (and others) can be developed using strategies of market development, product development and marketing penetration.ITC is moving into

new and emerging sectors including Information Technology, supporting business solutions. e-Choupal is a well thought of initiative that could be used in other sectors in many other parts of the world. It is also an ambitious project that has a goal of reaching 10 million farmers in 100,000 villages Per capita consumption of personal care products in India is the lowest in the world offering an opportunity for ITC's soaps, shampoos and fragrances under their Wills brand.

Through strategic development based on these business lines, ITC connects business opportunities to markets. As a result, we achieve long-term, tangible benefits at regional, national and community levels. ITC is headed by an Executive Director, who reports to the Secretary General of the United Nations Conference on Trade and

Development (UNCTAD) and the Director General of the World Trade Organization (WTO). The Senior Management Committee (SMC) is made up the two executive officers and the heads of ITCs four divisions. Internally, our organization is structured into the offices of the Executive Director and the Deputy Executive Director, and four divisions with Divisional Directors at the head. The Office of the Executive Director is in charge of strategic planning, external relations and communications.

The Division of Country Programmers coordinates ITCs projects at the country level and serves as the focal point for coordinating with client countries. The Division of Market Development provides market analysis and research, trade information services and coordinates ITCs sector-specific work. The Division of Business and Institutional Support focuses on enhancing the competitiveness of exporters and the

effectiveness of trade support institutions. The Division of Programmed Support provides administrative support activities, such as budget preparation human and





management, building management, procurement, travel and registry services and information technology services to the organization . As of 31 December, 2011, ITC had a staff of 277, representing 72 nationalities. An additional 541 consultants and individual contractors provided further technical expertise to support ITC projects implemented during 20011. The staff is composed of 45% men and 55% women with an equal balance.




Till a few years ago, Rohtak used to be a sleepy town on NH-10. Despite being just an hour-and-a-half drive away from Delhi, it remained untouched by development and modernity. On weekends, youngster would travel to Gurgaon just to see its skyscrapers and swanky malls. Well, that was then. Today, Rohtak has emerged as a political capital of Haryana as chief minister Bhupinder Singh Hooda has not

forgotten his homeland. Things have changed quite drastically since 2005. New roads have been laid across the city and NH-10 is going through an expansion. The education sector has got a big boost after the city pipped the rest of the NCR to be home to the Indian Institute of Management. MaharshiDayanandUniversity and PanditBhagwatDayal Sharma Post-Graduate Institute of Medical Sciences (PGIMS) are among the finest educational institutions in north India. That's not it. Every second street has an English-only school, some of them being centrally airconditioned. The old cricket stadium has been replaced by Rajiv Gandhi Sports Complex, which hosts world-class facilities. A decade ago, the city had only Maruti 800s and a few SUVs. Today, there are more than 200 super luxury cars like Mercedes, Audis and BMWs. About 500 new cars hit the city roads every month, clogging its narrow roads. Rohtak, which was then famous for its 'gajak', now has a multiplex where youngsters chew on Dominos and down Baskin Robbins. Two new malls are coming soon. Don't be impressed by all this, because a new Rohtak is created on the outskirts - one that can challenge Gurgaon tomorrow. Here, the Hooda government is developing an industrial model township on 5,500-acre land. MNCs like Maruti Suzuki, Asian Paints, Suzuki Motorcycle, Nippon Carbide, Amul Dairy, Lakshmi Precision Screws and Aisin Automotive have launched work on projects worth Rs 5,000 crore. With this, integrated townships like OmaxeCity and Sun City are coming up. Land rates have gone up by two-to-three folds in last few years. Last month, during the foundation stone-laying ceremony of its only R&D facility outside Japan, Maruti Suzuki managing director Shinzo Nakanishi said that like Gurgaon, Rohtak will soon make its mark on the international automobile market

Believes that the city's name is of Indo-Aryan origin and is recorded in the Vedas. He traces the development of the name as being "Rohtaka-kula>Rohitaka>Rohtek" and notes that this accords with the place existing around 500 BC

Average annual rainfall in Rohtak city is 458.5mm (18.0 inch). Rohtak's climate shows extreme variation in temperature. It does not usually fall below freezing point in the winter months from November to January. In summer from April to July, the day temperature generally remains between 30C and 40C occasionally going up to 44C on a few days

Industry and Business

Haryana State Industrial and Infrastructure Development Corporation (HSIIDC) has developed an Industrial Model Township (IMT) The following Companies are in IMT.

Asian Paints Limited Maruti Suzuki's Research and Development Plant. Hitech Plastics Limited Footwear Design and Development Institute

PCP division
In 2002, ITC's philosophy of contributing to enhancing the

competitiveness of the entire value chain found yet another expression in the Safety Matches initiative. ITC now markets popular safety matches brands like iKno, Mangaldeep and Aim. ITC's foray into the marketing of Agarbattis (incense sticks) in 2003 marked the manifestation of its partnership with the cottage sector.Mangaldeepis a highly established national brand and is available across a range of fragrances like Rose, Jasmine, Bouquet, Sandalwood, Madhur, Sambrani and Nagchampa. ITC entered the Personal Care Business in 2005. In seven years, the Personal Care portfolio has grown under 'Essenza Di Wills', 'Fiama Di Wills', 'Vivel' and 'Superia' brands which have received encouraging consumer response and are also being progressively extended nationally.

ITC PCP Product line

Vivel product

Between February and June 2008, ITC expanded its personal care portfolio with the launch of Vivel range of soaps and shampoos to cater to the specific needs of a wide range of consumers. This high quality range of soaps and shampoos are for the upper-mid and mid-market consumer segments. All products offer a unique value proposition of bringing together ingredients that provide the benefit of Nourishment, Protection and Moisturisation through one product, hence providing the ever discerning consumer complete care, which makes her beautiful and confident.

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. Vivel Satin Soft is enriched with Vitamin E and Aloe Vera which help the skin feel beautifully soft. Vivel Sandal Sparkle is enriched with Sandalwood Oil and Active Clay which helps in providing clear skin. Vivel Ayurveda Essence is enriched with multiple Ayurvedic Ingredients which help protect skin from germs and harsh environment, keeping it healthy and beautiful. Vivel Silk Spring is enriched with Green Apple extracts and Olive oil which help in making skin smooth.

Vivel expanded its soaps portfolio by launching the Vivel Luxury Creme range of soaps in the mid - premium segment. Vivel Luxury Creme soaps are available in the two variants of Olive and Shea butter, both known to give skin care benefits.

Olive butter, with its natural goodness, is known to help make skin gorgeous and radiant. Shea butter is known to be an excellent moisturiser that makes skin soft and beautiful. Vivel Luxury Creme soaps have a unique double layer packaging of clear film and flip top carton pack that not only ensure product freshness, but also give the consumer a unique involving experience. The exotic fragrance of the soaps is infused with the essential oils of cedarwood, copaiba, pine and clove.

To take the experience to new heights, a pack insert welcomes the consumer to the luxurious world of VivelLuxury Crme. The double layer easy access packaging with a pack insert is a first time phenomenon in the soap industry.

The portfolio was further expanded with the launch Vivel Milk Cream and Glycerine bathing bar in January 2010. This is creamy and luxurious bathing bar is enriched with the goodness of double moisturising ingredients of milk cream and glycerine. Glycerine penetrates deep into the skin and moisturises while milk cream locks in the moisture to leave the skin feeling soft and smooth. It is packed in a premium carton and has an extremely alluring fragrance.

Launched in May 2010, VivelDeo Spirit Soap is targeted at the young, modern, experimental, vivacious and trendy youth. The new variant made from exotic ingredients like Kiwi Fruit, known to condition the skin and Eucalyptus Oil with antibacterial properties, ensures a long lasting fragrance that refreshes the skin and leaves one rejuvenated for hours after every wash. Launched in May 2011,Vivel Healthy Glow soap is enriched with the goodness of neem, turmeric and milk cream, promising clear healthy glowing skin by controlling acne-causing germs. Vivel Healthy Glowcontains Actipro-N which gives total care through nourishment, protection and moisturisation. This latest addition to the Vivel range is an exquisite

mix of traditional and modern ingredients which gives the consumer healthy glowing skin. Vivel soaps further expanded its portfolio with the launch of Vivel Clear 3 in 1. As the name suggests, Vivel Clear 3 in 1 offers three benefits in one soap. Vivel Clear 3 in 1 is enriched with renowned skin care ingredients and offers a unique benefit by working on the three layers of the skin Almond Oil goes deep down to nourish the skin from within, Glycerin moisturizes the middle layer of skin and the Germ Guards protect the skin by forming a sheet on top, making the skin healthy. The three ingredients alongwith a unique skin care active, Actipro Ne, make skin Soft and Radiant. Infused with essential oils of Orange and Patchouli, the fragrance makes for a blissful sensorial experience.

ITC forayed into the skin cream category with the launch of Vivel Active Fair in July 2010. Vivel Active Fair locks in fairness ingredients to deliver faster and longer-lasting fairness. This fairness cream helps the skin from the inside as well as the outside, thereby delivering visible results in just 7 days. Additionally, Vivel Active Fair is enriched with vitamins, minerals and moisturizers that

provide total care to the skin. The cream has SPF 15 sun protection rating. The cream is suitable for all skin types.

Launched recently, Vivel Summer Fair Cream is a Summer Specialist with Triple Filter SPF 15 and Aloe Vera for Fresh, Fair Skin. The product is being launched nationally and is currently available in all major cities.

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 adds shine to hair. Vivel Soft & Fresh is suitable for dry to normal hair and contains Extra Conditioners and Soya Protein. It makes hair soft and fragrant. Vivel Volume & Bounce is suitable for oily to normal hair and contains Jojoba Oil and Conditioners. It adds volume and bounce to hair.

The product portfolio was further enhanced with the launch of Ultrapro anti-dandruff shampoo under the umbrella brand Vivel in December 2008. Ultrapro promises to fight dandruff twice as effectively while also providing care for hair through the plus plus benefits of Nourishment and Moisturisation.

Vivel has augmented the skin care range with the launch of Vivel Active Essentials and Vivel Active Fair face washes. The 100% soap free range of Vivel face washes promise soft, clear and glowing skin after each wash. Vivel Active Essentials Purifying Face Wash: Enriched with the goodness of green tea, Vivel Active Essentials Purifying Face Wash not only removes oil from the skin without drying it, but also fights pimple-causing microbes to prevent breakouts.

Vivel Active Essentials 3-in-1 FaceWash + Scrub:Vivel Active Essentials 3-in-1 FaceWash + Scrub is a unique product which offers triple benefits of scrubbing, cleansing and moisturizing. The gentle jojoba scrub reveals a bright and glowing skin; the cleansing action removes oil, dirt and pollutants from skin; and the glycerine and pro vitamin E base helps to moisturise the skin.

Vivel Active Fair Mild Exfoliating Face Wash with fairness beads removes dead skin cells and cleanses oil and impurities to reveal fair and bright skin. Vivel also forayed into lip care segment with the launch of Vivel Active Essentials Kokum Butter Lip Care providing total lip care with its 3 way action of UV protection, moisturization and nourishment to give you soft healthy lips.

The Superia range of soaps and shampoos has been launched to cater to the large popular market in the personal care category. The products under the Superia brand are made from scientifically developed formulations enriched with natural ingredients that have traditionally been known to be good for the skin and hair. The range offers consumers access to some of the best-in-class products in vibrant attractive packaging. Superia Soaps enriched with natural ingredients give radiant glowing skin. Superia Soaps are available in four variants :


Fragrant Flower: with the fragrance of Rose & Lavender Oil


Soft Sandal: with the fragrance of Sandal & Almond Oil Natural Glow: with Neem& Coconut Oils



Healthy Glow: with Orange Oil

Superia Lemon Fresh & Milky Glow Soaps Superia added two new soap variants to enhance its product portfolio. Superia Lemon Fresh with its lime extracts, mint oil and germ fighters keeps skin fresh, fragrant and glowing. Superia Milky Glow with the goodness of milk protein, saffron oil and the essence of jasmine, keeps skin soft and radiant.

Superia shampoos with triple conditioners and natural ingredients bring a natural shine to hair. Superia shampoos are available in two variants: 1. Shiny Black with Triple Conditioners and the natural goodness of Hibiscus &Brahmi extracts. 2. Vibrant Green with Triple Conditioners and the natural goodness of Amla& Arnica extracts.

Another addition to the Superia shampoo portfolio, Superia Maxi Protect Active Health shampoo contains Dandruff Fighter along with Vitamins & Soya Protein. It fights multiple types of dandruff causing germs and leaves hair & scalp feeling clean & healthy.

Fiama Di Wills

In September 2007, ITC launched Fiama Di Wills, a premium range of personal care products comprising shampoos, conditioner, shower gels, bathing bar and face and body Talc. The Fiama Di Wills range combines the goodness of nature and science, providing gentle and effective care. The Fiama Di Wills product portfolio has been developed by scientists at the ITC R&D Centre, leveraging the

expertise of International product formulation specialists. The fragrances, aesthetics and packaging have been developed in collaboration with European specialists.Fiama Di Wills products are targeted at the young, modern, aware customers who are confident of themselves and seek indulgences that make them feel alive and beautiful. Fiama Di Wills Hair Care Range consists of the Colour Damage Repair System, the Anti Hair Fall System and the Total Damage Repair System. Each range has a shampoo, a conditioner and a serum. Made from the goodness of Nut Oils and Restore System the range gives 6X stronger hair.

Fiama Di Wills Skinsense Bathing Bar. The skin is made up of proteins and every time one bathes with a soap these proteins are washed away making the skin dull, dark and lifeless. Fiama Di Wills Skinsense bathing Bar is enriched with plant derived extracts and 6 Pro formula that ensures skin loses minimum proteins making it soft, supple, radiant, moisturized, even toned and smooth.

Fiama Di Wills Shower Gels & Shower Gel Bars product range includes the Exotic Dream, the Clear Springs and the Mild Dew. They all have natural ingredients and scientific beads that make the skin beautiful and soft. The ITC Research and Development has found a revolutionary method the Liquid Crystal Freezing technology to freeze the goodness of these shower gels in a soap. Now one can actually experience the beauty of a shower gel in a soap.

Fiama Di Wills Face and Body Talchas been introduced in a variety of exotic, international fragrances. The product range is enriched with the unique Enviro Defense Complex that protects the skin from the damaging effects of the sun.

Fiama Di Wills Swiss Soft is for sensitive skin and helps reduce skin irritation and soothes the skin. Fiama Di Wills European Lite promises toreduce skin oiliness and its fragrance is as refreshing as the European Air. Fiama Di Wills Australian Care in Sun combats UV rays and gives the confidence to celebrate sunshine, while protecting the skin and leaving it fragrant.

Fiama Di Wills Men Fiama Di Wills Men's bath care range is enriched with Sea Minerals and Blue Lotus extracts . It keeps one rejuvenated and re-energized all day long. Voted "Product of the Year" the shower gel is the perfect kick start to the day and night - making one feel confident and enhancing the looks even more. .

Objectives of the study

To study the availability of the PCP Products in the outlets. To study the companys schemes & services offered to the outlets owners. To study the competitors stratergy.

To study the promotional tools used by the outlets

Research Methodology
A research design is the arrangement of condition for collection andanalysis of data in a manner that aims to combine relevance to theresearch purpose with economy in procedure. A good design is oftencharacterized by adjectives like flexible, appropriate, efficient, andeconomical and so on. The design appropriate for this research isDISCRIPTIVE RESEARCH WITH A HELP OF A SCHEDULE.

A total of 800 retail stores. But we conduct the research on 150 outlets During the course of the study a no. of stores that were scattered all over Rohtak (source list mentioned below) were visited.

Written record of the number and names of the stores in the city was maintained. It was very difficult to tabulate a record of all the retailers and wholesalers present in the city and then carry out our study, in the short span of time that was allotted. As a result retailers were selected according to our convenience. All shops and areas were surveyed that could possibly be approached. A personal interview as well as observation was used to carry out the study. Personal interviews were conducted with the retailers to ascertain major competitors of ITC. Observation was used to ascertain the visibility of ITC PCP Product.

It is a dicriptive research.

What is descriptive Research

Descriptive research includes surveys, fact-findings enquiries of differentkinds. The major purpose of the research is description of the state of affairs, as it exists at present. The main character of this method is thatthe researcher has no control over the variables CLASSIFICATION OF DATA: I have classified the data into two specific types: Primary

Secondary SOURCE OF DATA: Primary data & Secondary data Primary data is the first hand data. Primary data is collected from the outlets owners through structured questionnaire including open ended and closed ended question. Secondary data is collected from the internet, magzines,etc. RESEARCH INSTRUMENT: Structured questionnaire A structured questionnaire, is one in which the questions asked are precisely decided in advance. When used as an interviewing method, the questions are asked exactly as they are written, in the same sequence, using the same style, for all interviews. Nonetheless, the structured questionnaire can sometimes be left a bit open for the interviewer to amend to suit a specific context.

A part of population is called sample. In other words, selected or sorted unit from the population is known as a sample. In fact , a sample is that part of the population which we select for the purpose of investigation. SAMPLING METHOD: Random sampling. Random sampling means in which all member of group have an equal and independent chance of being selected SAMPLE UNIT: outlets



Field area: This research study work was carried out inRohtak (Haryana).



30.85106383, 31% 1 2 69.14893617, 69%

We Find THIS 69% Retailer have itc product and 31% Retailer do not have itcproduct .


100 90 80 70 60 50 40 30 20 10 0 1 2 3 4 5 6


We find that 90% Retailer have superia silk and 30% Superia Shampoo, and 67% Retailer have Vivel soap ,hardly 8% Retailer have Vivel shampoo,24% Retailer have Vivel Active Cream and 10% Retailer have Vivel luxury Cream . SO IN That survey demand of itc product some where down and some where up.


43.33333333, 39% 66.66666667, 61%

1 2

We Find that 61% Retailer satisfied withthe pricing policy of the ITC and 39% Retailer are not satisfied with the pricing policy.



27.77777778, 25% 1 2 83.33333333, 75%

We find in the survey 75% Retailers are satisfied with the service of ITC and 25% Retailers are not satisfied with the service by ITC.


Time is short for deep research.

The rate will change time to time. The study is limited in some area of Rohtak. Certain open ended questions were not answered with justice. Many customers dont express their original perception

and views because of biasness. As the nature of research was discriptiveso it was difficult to cover each and every retailer


After conducting the survey on theretail outlets in PCP division in the city of Rohtak. We find the rate of ITC PCP Product is more than its competitors such as Hul, Godrej. The retailer said that Product is strong but due to high rate that other its sale is less than its competitors. We also find that the packing of PCP Product is better than its competitors. We also find that the distribution of ITC PCP Products is much better than others.

Company should decrease the rate of PCP Products.

Company should more work on advertisement of PCP Products. Company should start many schemes & offers to increasing the sales of pams products. Company should also analyse the competitor strategy

Conclusion is that there are 50% of Rohtak& belong to middle class family & also 30% people ofRohtak living below poverty line , and

mostly retailer purchase products from delhi at low price . isdifficult to purchase costly products.

so it

So ITC should work on it, to increase the sales of PCP Products in Rohtak.

Bibliography www.itc www.wikipedia .com

B.R.M BOOK (C.R .KOTHARI) www.Research and www.Google .com