A PROJECT REPORT

ON
“DISTRIBUTION OF ITC
IN
CONVENIENCE CHANNEL FOR NTD CATEGORY

Submitted in partial fulfillment requirements for the award of

Master of Business Administration (MBA)

Submitted To
L.N Mishra Institute of Economic development & social change
Under the guidance of: Submitted By:
Dr. Chandra Singh Abhishek Lal
Professor Roll: 19076
LNMI MBA(Marketing)
Session: 2019-21
 Acknowledgement

No task is a single person effort, same is with this project. Thus I would
like to extend my sincere thanks to all those people who helped me in
accomplishing my project. With deep sense of pleasure and satisfaction
I complete this project on
“DISTRIBUTION OF ITC IN CONVENIENCE CHANNEL FOR
NTD CATEGORY” and take this opportunity to thank Mr.
AMARJEET KUMAR, for believing in my idea of carrying out the
market research which I intended to do.

He played the central role in helping me gather all the relevant data
needed for my research. I would like to thank Mr. Ishu Nirala and
Krishna Puri for their help in making the data collection process
convenient for me.

Above all, I would like to thank Faculty of LMNI, and specially Mrs.

RITU NARAYAN mam who is my Mentor, for helping and proving
full support, my Institute, for enabling me in dealing with the corporate
world.

1
 INDEX
Sl no. TOPIC PAGE
NUMBER
1. EXECUTIVE SUMMARY 4
2. OBJECTIVE OF THE STUDY 5
3. RESEARCH MEDHEDOLOGY 6

4. INTRODUCTION 7

5. VISION STATEMENT 7

6 MISSION STATEMENT 7
7 POSITIONING STATEMENT 8
8 ITC PPORTFOLIO 8

9 History of ITC 9
10 Distribution system at ITC 17

11 Process followed in this Project 20

12 Identification & SWOT analysis 20

13 Planning & Implementation 22
14 Controlling 23
15 Questionnaire 26
16 Conclusion AND Suggestions 35
17 Bibliography 36

2
 EXECUTIVE SUMMARY OF THE PROJECT

This topic has been chosen to study the competition which the
company is facing and also how to curb the competition with
different tools. There are certain perspective on which a sells their
products with schemes and try to keep a check on the
competition. This project has been a great learning experience for
me, at the same time it gave me enough scope to implement my
analytical ability. Full project gives an insight about the strategies
and its various aspects. I have tried to cover the entire topic in a
very systematic way. The best thing about the project is that it
was real time project where collection of data took place, new
outlet addition, product distribution, auditing of MLC’S outlet. The
various theories like learning, perception, attitude, motivation, and
personality are fully studied in the project.

3
 OBJECTIVE OF THE STUDY
The objective of the summer training is to ensure that I as a
management student develop in real life experience for handling
the specific projects and also to develop all the various
management activities related to the area of my specialization.
This training gives us a substantial corporate exposure and also
serves as a useful tool of interaction with the corporate sector.

The project has been derived from the field of Marketing and is
entitled as“Distribution of ITC in NTD category” in Gandhi
Maidan beat (PTC).

The main objective of the study is:-

 To know all the cigarettes brands of all the different
companies.
 To increase the sales of new cigarettes
 New outlet addition
 Product distribution and Inventory checks
 Auditing of MLC’s outlet
 Pricing of cigarettes

4
 Research methedology
It includes the response of ITC products(cigarettes) from retail
outlets with respect to its competitor.

Work at retail outlets: -

1. To check the availability of products and know their selling
per day in sticks
2. To check the visibility of products
3. Placing of the new launch cigarettes at all the outlets
4. Bringing down the sales of Marlboro

Sampling plan

1. Sampling design: -
Sample unit: - Paan shops, tea stalls, cigrattes
shops, general stores, fast food stalls, etc.

2. Sample size: - 100

3. Sample region: - Ashok Rajpath to Boring road.
4. Sampling procedure: - random sampling

5
 INTRODUCTION
 ITC is one of India's foremost multi-business enterprise with
a market capitalization of INR 324,124cr.
ITC is rated among the World's Best Big Companies, Asia's
'Fab 50' and the World's Most Reputable Companies by
Forbes magazine.
 'India's Most Admired Company' by Fortune India magazine.
ITC is one of the country's biggest foreign exchange earners
(US $2 billion in the last decade).
 Ranks No. 4 among Indian listed in Private Sector
Companies by market cap. (@ April 09)
 No. 1 in FMCG Sector
 Rated as one of India’s Most Respected Companies (IMRB-
Business- world Survey 2006).
 Diversified group of companies with operations in various
industry segments from cigarettes to apparels.
 Annual turnover is of the order US$2.4 billion

ITC Limited is an Indian conglomerate founded on 24 August

1910. The company (formerly known as Imperial Tobacco
Company of India limited) is currently headed by Mr. Yogesh
Chander Deveswar. The company has its registered office in
Kolkata. It employs over 32,000 people at more than 60 locations
across India.
ITC has a diversified presence in cigarettes, Hotels, Paperboards
& Specialty Papers, Packaging, Agri-business, Packaged Foods
& Confectionary, Information Technology, Branded Apparel,
Personal care, Stationary, Safety Matches and other FMCG

6
products. While ITC is an outstanding market leader in its
traditional business of cigarettes, Hotels, Paperboards,
Packaging and Agri-Exports, it is rapidly gaining market share
even in its nascent business of Packaged Foods & Confectionary,
Branded Apparel, Personal care and Stationary.

ITC is one of India’s most valuable and respected corporations.

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 Company’s stakeholders.

The Mission Statement

To enhance the wealth generating capability of the enterprise in a

globalizing environment, delivering superior and sustainable
stakeholder value.

7
 Positioning Statement

“Enduring Value. For the nation. For the Shareholder.

8
 ITC PORTFOLIO

HISTORY OF ITC

ITC was incorporated on August 24, 1910 under the

name Imperial Tobacco Company of India Limited. As the
Company's ownership progressively Indianised, the name of the
Company was changed from Imperial Tobacco Company of India
9
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
- Fast Moving Consumer Goods comprising Foods, Personal
Care, Cigarettes and Cigars, Branded Apparel, Education and
Stationery Products, Incense Sticks and Safety Matches, Hotels,
Paperboards & Specialty Papers, Packaging, Agri-Business and
Information Technology - the full stops in the Company's name
were removed effective September 18, 2001. The Company now
stands rechristened Limited, ‘where ‘ITC’ is today no longer an
acronym or an initialised form.

A Modest Beginning

The Company's beginnings were humble. A leased office on

Radha Bazar 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.

1925: Packaging and Printing: Backward Integration

10
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, 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.

1975: Entry into the Hospitality Sector - A 'Welcom'

Move
The Seventies witnessed the beginnings of a corporate
transformation that would usher in momentous changes in the life
of the Company. In 1975, the Company launched its Hotels
business with the acquisition of a hotel in Chennai which was
rechristened 'ITC- Welcome Group Hotel Chola' (now renamed
My Fortune, Chennai). 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 under four brands namely, ITC Hotels - Luxury
Collection, WelcomHotels, Fortune Hotels and WelcomHeritage.

ITC Hotels recently took its first step toward international

expansion with an upcoming super premium luxury hotel
in Colombo, Sri Lanka. In addition, ITC Hotels also recently tied
up with RP Group Hotels & Resorts to manage 5 hotels in Dubai
and India under ITC Hotels' 5-star 'Welcome Hotel' brand and the
mid-market to upscale 'Fortune' brand.

11
1979: Paperboards & Specialty Papers - Development
of a Backward Area

In 1979, ITC entered the Paperboards business by promoting ITC

Bhadrachalam Paperboards Limited. 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.

1985: Nepal Subsidiary - First Steps beyond National

Borders
In 1985, ITC set up Surya Tobacco Co. in Nepal as an Indo-
Nepal and British joint venture. In August 2002, Surya Tobacco
became a subsidiary of ITC Limited and its name was changed
to Surya Nepal Private Limited (Surya Nepal). In 2004, the
company diversified into manufacturing and exports of garments.

12
1990: Paperboards & Specialty Papers - Consolidation
and Expansion

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 thePaperboards & Specialty Papers Division in
November 2002.

1990: Agri Business - Strengthening Farmer Linkages

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. Also, through the 'Choupal
Pradarshan Khet' initiative, the agri services vertical has been
focusing on improving productivity of crops while deepening the
relationship with the farming community.

2002: Education & Stationery Products - Offering the

Greenest products
ITC launched line of premium range of notebooks under
brand Paperkraft in 2002. To augment its offering and to reach a
wider student population, the Classmate range of notebooks was
launched in 2003. Classmate over the years has grown to
13
become India's 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 Practical Books, Drawing Books,
Geometry Boxes, Pens and Pencils under the 'Classmate' brand.
In 2008, ITC positioned 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.
In 2010, Colour Crew was launched as a new brand of art
stationery.

2000: Lifestyle Retailing - Premium Offerings

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 Club life 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 'Wills Signature', taking the event forward to consumers.

14
2000: Information Technology - Business Friendly
Solutions
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 India's 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 - Banking Financial Services & Insurance (BFSI),
Consumer Packaged Goods (CPG), Retail, Manufacturing,
Engineering Services, Media & Entertainment, Travel, Hospitality,
Life Sciences and Transportation & Logistics.

2001: Branded Packaged Foods - Delighting Millions

of Households
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 Aashirvaad atta (wheat flour).
2003 witnessed the introduction of Sunfeast as the Company
entered the biscuits segment. ITC entered the fast growing
branded snacks category with Bingo! In 2007. In 2010, ITC
launched Sunfeast Yippee! To enter the Indian instant noodles
market. In just over a decade, the Foods business has grown to a
significant size under seven distinctive brands, with an enviable
distribution reach, a rapidly growing market share and a solid
market standing.
15
2002: Agarbattis & Safety Matches - Supporting the
Small and Cottage Sector
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. Mangaldeep is a highly established national brand and is
available across a range of fragrances like Rose, Jasmine,
Bouquet, Sandalwood and 'Fragrance of Temple'.

2005: Personal Care Products - Expert Solutions for

Discerning Consumers
ITC entered the Personal Care Business in 2005. In eight 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 have been
progressively extended nationally. In May 2013, the business
expanded its product portfolio with the launch of Engage - one of
India's first range of 'couple deodorants'

2010: Expanding the Tobacco Portfolio

16
In 2010, ITC launched its hand rolled cigar, Armenteros, in the
Indian market. Armenteros cigars are available exclusively at
tobacco selling outlets in select hotels, fine dining restaurants and
exclusive clubs.

17
 Distribution system at ITC
The process of passing down each passing the product down the
chain to the next organization through Chain intermediaries.
Before it finally reaches the consumer or end-user is known as
the ‘distribution’ or’ channel.’
A number of alternate ‘channels’ of distribution may be available:

 Distributor, who sells to retailers.

 Dealer or wholesaler, who sells to end customers.
 Advertisement typically used for consumption goods.

ITC DISTRIBUTION CHANNEL IN PATNA MARKET

1) Distribution Salesmen- A person responsible for taking

accurate order, collecting cash and maintaining desired
freshness in the outlets assigned to his beats for a
particular category assigned to him in the market on weekly
basis.
2) Common DS- This type of DS is appointed for smaller
markets (typically for a population group of less than 1lac).
This DS captures the order for all ITC FMCG products
(Foods and PCP) other than cigarettes.
3) Convenience DS-This DS takes the orders from all the
Paan stores for FMCG products including cigarettes.

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DISTRIBUTION METHOD FOLLOWED:
 Outlet Wise Sales.
 Each outlet mapped to Infrastructure type , Channel type,
DS Type, DS Routes
 Coverage or Throughput issues highlighted
 Inefficiencies/gaps identified in Infra at both channel & DS
Level for recommending corrective actions.

 In terms of Improving/Increasing coverage.

 Improvement of Productivity Measures- UOB (Unique Outlet
Billing).
 Mapping of correct number of Outlets.
 Increasing ABV (Average Bill Value) to Retail/SWD Outlets.

19
 ITC CIGARETTES

 ITC is the market leader in cigarettes in India. It’s highly

popular portfolio of brands includes Insignia, India Kings,
State Express 555Gold, Benson & Hedges, Classic, Gold
Flake, Navy Cut, Players, Capstan, Flake and Silk Cut.
 ITC’s cigarettes are produced in its state-of0the art factories
at Bangalore, Munger, Sharanpur and Kolkata. These
factories are known for their levels of quality. Contemporary
technology and work environment.
 ITC’s has presence in overseas markets as well. In the
extremely competitive US market. ITC offers high-quality.
Value-priced cigarettes and roll-your-own solutions. In west
Asia, ITC has become a key player in the GCC markets
through growing volumes of its brands.

20
 Process followed in this Project

 Identification (SWOT ANALYSIS)

 Planning
 Implementing
 Trackin

1) Identification:-

Identification of the stores selling Marlboro trough data

collection technique.

SWOT Analysis of ITC Ltd. for this project.

 Strength
 Weakness
 Opportunities
 Threats

Strength
 Robust distribution channel of ITC Ltd in Patna.
 Diversified Portfolio of Cigarettes.
 Good hold of supervisors and Salesmen on outlets they
serve.
 90% market share of ITC in Cigarettes segment (numeric
Availability).
 Full Support from higher authorities of ITC for this project.
 A balance team of Area executive, Trainees, supervisors
and salesmen led by Asst. Manager Cigarettes, Bihar
Jharkhand.
21
Weakness
 Growing Market of Marlboro. (increasing Demand)
 Not keeping Marlboro Leads to loss of sale of other items,
where Cigarettes are secondary goods like Tea Shops,
Cold-drink Shops, General stores.
 Future perspective: Supply issues with ITC during pandemic
scenario.
 Addiction of a particular Brand leads to customer’s
dissatisfaction.
 Disputes with supervisors.
 Personal Relations of outlets with Marlboro people.

Opportunities
 As a flagship company of Modi Enterprises, Godfray Philips
India takes care of production and distribution of Marlboro in
India. In Patna ITC is the market leader.
 10% numeric Availability of Marlboro in Patna i.e. Marlboro
is available at only 10% of total outlets of Patna.
 28% weighted Availability of Marlboro in Patna i.e. Marlboro
is available at only 28% of the outlets where KSFT cigarettes
should be.
 Smaller portfolio of Marlboro.

Threats
 Probability of spreading rumors that ITC is providing money
to outlets who sell Marlboro can provoke others outlets to
keep Marlboro.
 Biased information of daily Marlboro sales provide by outlets
can effects the negotiation process.
 Keeping and selling Marlboro by outlets even after signing
the agreement.

22
 2). Planning and implementation:-

 Divided the selected outlets on the basis of their

respective salesman and supervisor.
 On the basis this database the company launched an
android application having all the details i.e., outlet
name, address, respective supervisor’s and
salesman’s name, daily sales of Marlboro and features
to fill the rental (negotiated) amount, pictures of outlets,
cigarettes shelf, and under the counter stock.
 Company launched two new products i.e., CLASSIC
LOW SMELL PLUS & CLASSIC RICH&SMOOTH and
positioned the as substitute for Marlboro Advance and
Fuse with an offer of Rs. 20 discounts on PTR (price to
retailer).
 Provided displays for the visibility of these new
products.
 NEGOTIATION with the outlets was done to sell the
new launched product in place of Marlboro products.
Where they had to sell only the cigarettes of ITC
brands and not of Marlboro’s. in return they will be paid
a reasonable amount for keeping and selling ITC’s
products and displays was also provided for the
visibility of the new products.
 Higher profit margins were given on substitute brand
than Marlboro.
 Huge discounts were provided on selected brands.

23
 3.Controlling.

 Follow up of the Enrolled outlets.

 Submitting details along with pictures of outlets via app on a
daily basis.
 Third party survey.
 Gather feedbacks by communication to outlets.

24
 Major brand of ITC cigarettes which is sold by
retailers on daily basis:
1. Gold flake king (Red)
2. Gold flake king (Blue)
3. Gold flake premium
4. Super star
5. Wills Navy cut
6. Classic Rich test
7. Classic regular
8. Classic mild
9. Gold flake indiemint
10. Capstan (Pilot).
11.flake
12. classic low smell
13. classic rich&smooth

 Major competitors in Patna Gandhi maidan beat.

1. Charms.
2. Marlboro.
3. Black.
4. More.
5. Total.
6.Dunhill
25
Reason for the low sales of cigarettes:-

 In Gandhi maidan beat also I observed that the sale of ITC

cigarettes are goes down to 20%.
 85% coverage of the warning picture demotivates the buyers
to buy the product.
 This pandemic situation has also affected the business a lot.
 Lack of sale of cigarettes in all WD Point in the peak season.
 Basically, malboro is captured most of the market of players.
 Communication gap is also important factor in this point.
 DSE timing is also important.
 Police activity also affects the sale of cigarettes
 IPL played a major role for the low sales as in summer
season casual smoker opt to buy cigarettes only in evening.
 Summer season –the main reason behind the low sales.
 Black selling of cigarettes by DS also effect the overall sales.

26
 Data collection method

 Primary data:- Primary data was collected through self-

administered questionnaire to gather the information of
various branded cigarettes which the outlets are having.
And also, to know about the sales of the respective
cigarettes per day in sticks which the keep.

 Secondary data:- Secondary data was collected through

salesman (DS) and the respective supervisors.

QUESTINNAIRE DESIGN:

As questionnaire is self-administered one, the survey is kept

simple and user friendly. Words used in questionnaire is easily
understandable to all respondent and technical jargons avoided
to make it most worthwhile without any confusion to
respondents.

1) Have you heard of the company ITC?

a) Yes ( )
b) No ( )

2) Do you sell cigarettes?

a) Yes ( )
b) No ( )

3) Do you sell king size cigarettes?

27
 a) Yes ( )
b) No ( )

4) Do you keep ICE BURST? If yes then how many sticks of

it?
a) Yes ( )
b) No ( )

No. of cig being sold daily =

5) Do you keep RICH&SMOOTH? if yes then how many

sticks of it?
c) Yes ( )
d) No ( )
No. of cig being sold daily =

6) Do you keep INDIEMINT? if yes then how many sticks of

it?
e) Yes ( )
f) No ( )

No. of cig being sold daily =

7) Do you keep B&H LIGHT? if yes then how many sticks of

it?
g) Yes ( )
h) No ( )

No. of cig being sold daily =

8) Do you have MARLBORO ADVANCE? if yes then how

many sticks of it?
i) Yes ( )
j) No ( )

28
 No. of cig being sold daily =

9) Do you keep MARLBORO FUSE? If yes then how many

sticks of it?
k) Yes ( )
l) No ( )

No. of cig being sold daily =

10) Do you keep CONTRA BRANDS CIGARETTESS?

m) Yes ( )
n) No ( )

11) Do you keep CLASSIC MILD? if yes then how many

sticks of it?
o) Yes ( )
p) No ( )

No. of cig being sold daily =

12) Do you keep ESSE? if yes then how many sticks of it?
q) Yes ( )
r) No ( )

No. of cig being sold daily =

13) Do you keep BLACK? if yes then how many sticks of

it?
s) Yes ( )
t) No ( )

No. of cig being sold daily =

29
14) Do you keep GODAM GARAM? if yes then how many
sticks of it?
u) Yes ( )
v) No ( )

No. of cig being sold daily =

15) Do you keep DUNHILL? if yes then how many sticks of

it?
w)Yes ( )
x) No ( )

No. of cig being sold daily =

16) Do you keep LUV-IN? if yes then how many sticks of

it?
y) Yes ( )
z) No ( )

No. of cig being sold daily =

17) Do you keep Rs 1 CG? if yes then how many sticks of

it?
aa) Yes ( )
bb) No ( )

No. of cig being sold daily =

30
 In another set of questionnaire, the company wanted to know
about the selling of their own cigarettes in the shops. This
questionnaire is designed to understand the availability and sells
of the ITC cigarettes brand.

Do you keep the following brands of cigarettes of ITC:-

18) CLASSIC RICH&SMOOTH ( )
19) CLASSIC BALANCED TASTE ( )
20) CLASSIC REFINED TASTE ( )
21) CLASSIC REFRESHING TASTE ( )
22) GOLD KING RED ( )
23) GOLD KING BLUE ( )
24) CLASSIC ICE BIURST ( )
25) CLASSIC LOW SMELL ( )
26) NAVY CUT REGULAR(NCR) ( )
27) GOLD FLAKE PREMIUM ( )
28) GOLD FLAKE INDIEMINT ( )
29) SUPER STAR ( )
30) GPR MINT ( )
31) NCR MINT ( )

How many sticks you sell per day of these cigarettes of

the above :-

32) CLASSIC RICH&SMOOTH ( )

33) CLASSIC BALANCED TASTE ( )
34) CLASSIC REFINED TASTE ( )
35) CLASSIC REFRESHING TASTE ( )
36) GOLD KING RED ( )
37) GOLD KING BLUE ( )
38) CLASSIC ICE BIURST ( )
39) CLASSIC LOW SMELL ( )
40) NAVY CUT REGULAR(NCR) ( )
31
 41) GOLD FLAKE PREMIUM ( )
42) GOLD FLAKE INDIEMINT ( )
43) SUPER STAR ( )
44) GPR MINT ( )
45) NCR MINT ( )

Another set of questionnaire was to know about the sells of

cigarettes of other brands specially MARLBORO and whether
they have displays? If yes then it is of which company.

46) MARLBORO ADVANCE ( )

47) MARLBORO FUSE ( )
48) MARLBORO LITE ( )
49) STELLER( )
50) OTHERS ( )
Sells of the above cigarettes in sticks per day :-

51) MARLBORO ADVANCE ( )

52) MARLBORO FUSE ( )
53) MARLBORO LITE ( )
54) STELLER( )
55) OTHERS ( )

56) Do You have any displays provided by any company? If

yes then which company?

a) Yes ( )
b) No ( )

1. ITC display( )
2. Marlboro display ( )
32
 

This questionnaire is designed to understand your perception

about the brand image of some of the major tobacco company in
the country. Your views shall be solely used for the purpose of
this research.

1) Rank the following companies in terms of the size of their

business.
o ITC
o GOODFREY PHILLIPS
o VST
o BLACK
o GODAND GARAM
o DUNHILL
2) Rank the following companies in terms of reliability/trust.
o ITC
o GOODFREY PHILLIPS
o VST
o BLACK
o GODAND GARAM
o DUNHILL

3) Rank the following companies in terms of innovation in

product / marketing strategy.
o ITC
o GOODFREY PHILLIPS
o VST
o BLACK
o GODAND GARAM

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 o DUNHILL

4) Rank the companies in terms of competence/ expertise.

o ITC
o GOODFREY PHILLIPS
o VST
o BLACK
o GODAND GARAM
o DUNHILL

This questionnaire is designed to know the level of satisfaction

with certain parameters:-
1) Rate your overall satisfaction with the quality of the
service provided by ITC:-
o Strongly satisfied
o Satisfied
o Neither satisfied nor dissatisfied
o Dissatisfied
o Highly dissatisfied

2) Rate the overall satisfaction with the quality of the

salesman’s attitude and behavior:-
o Strongly satisfied
o Satisfied
o Neither satisfied nor dissatisfied
o Dissatisfied
o Highly dissatisfied

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3) Rate your overall satisfaction level with the quality of
the supervisors attitude and behavior:-
o Strongly satisfied
o Satisfied
o Neither satisfied nor dissatisfied
o Dissatisfied
o Highly dissatisfied

4) Rate the overall satisfaction level with the product

quality:-
o Strongly satisfied
o Satisfied
o Neither satisfied nor dissatisfied
o Dissatisfied
o Highly dissatisfied

5) Rate the overall satisfaction level with all the schemes

provided:-
o Strongly satisfied
o Satisfied
o Neither satisfied nor dissatisfied
o Dissatisfied
o Highly dissatisfied

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 CONCLUSION

In the above analysis I found that the Marlboro market share was
increasing rapidly with a much greater and faster pace. All the
new and young people were opting for Marlboro. In most of the
cases it was because of the modern name “MARLBORO”. While
some were going for this because of the double filter.

My project objective was to increase the sales of the ITC

cigarettes and decrease the sale of Marlboro in KSFT Segment.
After completing the whole project and going through all the
process I have succeeded in bringing down the sales of Marlboro
and increasing the sales of ITC cigarettes. The project was a real
time project where I had all the support from the area head Mr.
Amarjeet kumar and respective TL of my wd point. The
supervisor MR. KRISHNA PURI helped in the process of
negotiation and data collection and the respective salesman also
helped me a lot in completing this project.

SUGGESTIONS

 The company have to pay attention to new outlets which are

added by us so that they can become an asset of the
company.
 We can make distribution channel to work more smoothly by
collecting data of stocks present in each outlet after every
one week.
 Many outlets are having problems in MLC’s payment which
results in reducing the trust of outlets for the company.
 To stop black market of cigarettes, company have to spread
the right pricing of their brands.

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 BIBLIOGRAPHY
 https://en.wikipedia.org/wiki/ITC_(company)
 http://www.itcportal.com/itc-address/itd.aspx
 http://www.startlocal.in/retail_-
_general/cigarettes_tobacco_products/bihar/Itc_Limited
_2994663.htm
 Market Research, Retailers, consumers.
 Scribd.com

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