Cap Task 2

1) Why do you want Sale role?

A: I have always been interested in understanding the society and social service. Pursuing
this interest, I have given 3 attempts at UPSC civil service examinations. During my
preparation for Civil Services Examinations, I got deep insights into the working of the
society, legal issues, problems arising in society and hence have developed an empathetic
attitude towards them. By being in sales role, I wish to be able to have better contact at the
grassroot levels, be able to understand the problems of the people and being able to act on
them. I also like to maintain relationship with people and the sales role suits my needs
perfectly.
I consider my self well suited for sales role mainly because of my ability to keenly observe
and grasp the problems of the people. I have also gained immense understanding of society,
the problems of the underprivileged and human values during my UPSC preparations which
add to my ability to connect well with people. Also, my role in Capital One was that of a
model validation analyst to validate the credit risk models of Capital One. All my clients
were senior management of Risk Management department located in USA and the model
development teams were also located in USA. As part of my job, I worked extensively with
data analytics and had regular interaction in a multicultural environment. As a result, my
analytical skills as well as my adaptability to different cultural values have been honed
significantly. Hence, I believe that I possess the analytical skills as well as the social skills
needed to excel in the sales job.
Due to my interest in sales role as well as my aptitude in the same, I wish to be in sales role

2) Why do you want to do Marketing?

A: I have always admired the creativity used in various TV advertising and admired the role
of marketing professional. In addition, I have always liked the social engineering aspect of
marketing whereby the marketeers tap into the psychology of the people and tailor their
campaigns to suit the needs of the people with the product. I have a deep interest in human
psychology and have learnt a great deal about the social values and psychological aspects of
humans during my preparations for civil service examination which adds to my desire to be
in marketing role.
I consider myself well suited to marketing role mainly because of the 3 traits:
Firstly, with marketing shifting towards data analytics, my talent in the analysis of data will
be very suitable. I worked in Capital One as a model validation analyst whereby I had to
validate the credit risk models of Capital One bank developed by the model development
team. In the course of the work, I learnt significantly about various techniques of data
analytics and also developed skill of simplifying the analytics for better sharing with other
teams.
Secondly, I have a good understanding of human society and psychology due to my
preparation for UPSC exam and my extensive understanding of history and analysis of the
psychology that guides human action.
Thirdly, I have a creative side and am very good at pattern finding abilities as well as
innovating and optimising things.
Due to my interest as well as suitability in marketing, I wish to be in marketing role.

3) Answer the following questions for one company among the mentioned companies
o Coca Cola
o Colgate Palmolive
o Dabur
o GCPL
o GSK
o HUL
o ITC
o Johnson & Johnson
o Mondelez
o Nestle India
o Pepsico
o RB

a) Map out the Company-Category-Brand portfolio for the chosen company

b) 2 favorite brands from the company, and why
c) Why would you like to join that company
d) CSR initiatives taken by the company
e) Company vision basis most recent top leadership interviews
A: Company – ITC
ITC is a FMCG company which sells cigarette, household and personal care goods as
well as stationeries. ITC also operates a chain of luxury hotels across India
a) The list of brands and category for the important ITC brands being sold in the market
are-
Category----------------Brand
- Cigarettes – Wills, Gold Flake
- Personal care - Fiama, Savlon, Vivel
- Safety matches - Aim, Homelite
- Incense Sticks – Mangaldeep
- Cooking ingredients - Aashirvaad
- Biscuits & Cakes - Sunfeast
- Noodles - Yippee
- Potato Chips - Bingo
 - Stationery – Classmate
- Premium stationery – Paperkraft
- Juice – Natural

b) Two favourite brands are:

- Sunfeast – Sunfeast offers a variety of products in the bakery items
segment like biscuits and cakes. I like Sunfeast mainly because of the
versatility it offers for a household having people with different health
conditions and different taste. These cater to different taste as well as
has extensive distribution across India making them easily available. In
addition, they are priced reasonably compared to the competition.
Also, sunfeast has brought several products with highly nutritious
products for the health-conscious people while also maintaining
products for those seeking different flavour and taste
- Yippee – Yippee is a brand of ITC having products in noodles and
pasta. I like Yippee brand mainly because it offers a variety of noodles
and pasta products which also caters to different taste needs and health
needs of members of a family. In addition, Yippee helps in curbing the
monopolisation of Maggi which has over the time reduced its taste and
increased its price. Presence of Yippee as a strong competitor helps in
providing a cheaper substitute for Maggi.

c) I would like to join ITC because of the diverse opportunities through internal
movement. ITC has hotels, stationery, grocery, cigarettes and personal care goods etc
which covers a vast scathe of India and caters to people of different background and
cultural practices. I believe that ITC has enough opportunities for me to gain a strong
ground level experience as well as increase my knowledge of India at the grassroot
levels. The amount of opportunities that arise by working at the grassroot levels and
the relationships which can be built is enormous while working in ITC. Hence, I
would like to join ITC
d) ITC has many CSR initiatives, most of which are focused on 2 categories:
i. Rural communities across India where ITC has agri-business, mainly the small
farmers
ii. Communities residing near ITC units, mainly in rural but also in semi-urban
and urban areas
Some of the important CSR initiatives are:
- E-Choupal system – This is an initiative by ITC to help small farmers
in remote and rural areas to gain real time and quick information on
weather, price discovery, agricultural knowhow and best practices
readily available. ITC set up several internet enabled kiosks across
villages managed by trained local farmers to give information to others
in the village
 - Afforestation programme – This is aimed at tribal and remote areas
whereby the locals are helped in growing wood and bamboos in
wastelands to be used in paper pulp production. Over 8 lakh acres of
land is being targeted to be greened in this project which will help the
locals gain better livelihood as well as benefiting India in reducing
import of raw materials for making paper
- Watershed Developent programme – ITC is trying to improve the lives
of farmers and locals spanning over 1.1 million acres by helping
develop better and robust water management. ITC provides support to
people in forming local support groups, training locals in construction
of micro water harvesting systems etc.
- Livestock development programme – ITC offers artificial insemination
services in rural areas to help in producing calves with significantly
higher milk yields. In addition, the local milk producers are
encouraged to form local groups and local milk collection centres to
reduce logistical costs so as to be able to increase their income
ITC also has several other CSR initiatives like – Women’s economic empowerment
programme, Primary education programme, Skilling and vocational training programme in
collaboration with government’s skill India programme

e) The vision held by ITC as per the interviews given by its CEO is “to be an engine of
growth for the Indian economy through a vibrant portfolio of future-ready businesses
that are well poised to serve the emerging needs of a growing market through world-
class Indian brands”.
ITC intends to accelerate growth in FMCG business by fortifying the existing
business as well as venturing into newer categories. ITC also intends to invest in
diverse areas and strategic opportunities. ITC is also building state of the art
manufacturing infrastructure across India to rapidly upscale its FMCG business and
build a competitive supply chain logistics.
Source: https://economictimes.indiatimes.com/industry/cons-products/fmcg/to-foray-into-
new-fmcg-categories-eye-on-acquisitions-says-itc-chairman-sanjiv-
puri/articleshow/70189262.cms?