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

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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
“PROF.RAJWADE”

Principal
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 20032004 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 1. TOPIC Chapter I • Introduction. • About the Cigarette Industry of India. • About the Company (ITC). Chapter II Page No. 1-11

2.

3

4 5 6 7 8

• Gold Flake. • Hierarchy of the company. • Manufacturing process. Chapter III • Attributes of the product. • Benefits of the product. • Packaging of the product. Chapter IV • Marketing Mix. Chapter V • Branding of Gold Flake. Chapter VI • Data analysis. Chapter VII • SWOT Analysis. Chapter VIII • Conclusion.

12-24

25-30

31-36 37-45 46-65 66-71 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

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