Professional Documents
Culture Documents
BBA PROGRAM
GITAM INSTITUTE OF MANAGEMENT
GITAM UNIVERSITY
declaration
I Aakanksha Murarka, student of Bachelors of Business
Administration, Gitam Institute of Management, hereby
declare that the summer project, a study on ITC
(PERSONAL CARE) is a genuine work done by me in
LIMITED
partial fulfillment for the requirement of the degree of
a
Bachelors of Business Administration.
Place: Visakhapatnam
Signature:
Aakanksha Murarka
certificate
This is to certify that the project report titled “A STUDY ON
ITC LIMITED” (PERSONAL CARE) is an original work carried
out by Aakanksha Murarka (121913602011), under my
guidance and supervision, in partial fulfillment for the
award of the degree Bachelors of Business Administration
by Gitam institute of Management, Visakhapatnam during
the academic year 2018-2021.
Place: VISAKHAPATNAM
Signature:
Mr. Sri. V. ADINARAYANA RAO
acKnoWledGement
I would like to express my sincere gratitude to Prof. Dr. Y. Gouthama Rao,
Dean and Director Gitam institute of Management, Visakhapatnam, for
his encouragement and support throughout the academic period.
I take this opportunity to record my everlasting thanks and hearty
feelings of gratitude to my project guide Mr. Sri. V. ADINARAYANA RAO,
Professor, and my Program Co-ordinator MR. VENUGOPAL R for constant
encouragement and guidance for the successful completion of the project
work.
I would like to specially thank my class co-ordinator K.SHIVAJI GANESH sir
for giving me this opportunity and parents and friends without whose co-
operation, guidance and support the completion of this project would not
be possible.
Aakanksha Murarka
121913602011
table of contents:
s.no Topic Page no
1. Chapter 1 - Introduction 8
3. Objectives of study 9
4. Scope of study 9
Scope of study:
The scope of the study is to achieve the above objectives as I have not restricted the project to only
ITC personal care products. In order to study about the personal care business in India, and to
understand the scope that ITC personal care has in this business, I have extended my project to do a
detailed study of personal care of the competitors of ITC personal care.
Data Collection Method:
This project is truly based on secondary data which includes descriptive method of study.in the
data is taken from secondary data from websites, journals etc.,
The documents used in the project are very useful for theoretical and conceptual. They are used in
the project to analyze accurate insights for research.
M Ganesan Head
3.EDUCATION
• Classmate
• Paperkraft
• MATCHES & AGARBATTI
4.MATCHES AND AGARBATTI:
• AIM
• Mangaldeep
• Homelites
5.LIFESTYLE
• WLS
ITC has a premium range of luxury hotels in
.over 70 destinations.
ITC hotels are the greenest luxury hotels in
the world because of its sustainable and
responsible policies.
2.ITC Price/Pricing Strategy:
ITC has different price points as it has a diversified product portfolio.
ITC have products in all price brackets but more and more new products are on the premium side as they provide
higher margins. Pricing of the product depends on several things like pricing objective, the market one is operating in,
the purchasing power of the consumers, the market condition, product’s market position etc.
For instance, as Bingo was entering the market, it .adopted a very clever aggressive pricing strategy to capture the
market share. They maintained the ir prices as per the market leader but offered more quantity and more margin to
the retailers which gave them a competitive
edge
ITC follows different marketing mix pricing strategy for different products. Their economy brands follow economy
pricing. Marketing and manufacturing cost is kept at a minimum. ITC had to hike the price its premium products the
industry due to hike in excise
in
duty.
3.ITC Place & Distribution Strategy:
ITC has an unmatched distribution network. Its products are available in 4.3 mil lion retail
stores in India. A strong distribution shows its marketing mix place strategy. ITC is
trying to reduce the lead time and to make the products reach to the retailers as quickly as
constantly possible. Being an environment friendly organization, ITC is carbon positive, solid
positive and water positive.
waste
Out of the total energy it consumes over 47% comes from renewable sources. E-choupals
ensure timely supply of high quality raw materials. ITC has well integrated manufacturing
and Logistics facilities with a wide and deep distribution network. All manufacturing units
owned by ITC are hazard Analysis and critical control po int certified.
ITC has distinctive agri-sourcing capabilities with farm l nkages in over 17 states which
i
for commodity
provide customers.
it with high quality ITC's Paperboards
wheat, andcoffee
soya, potato, Specialty
etc.Papers Division
It has an hasCRM
efficient fourprogram
100 hotels are present
manufacturing in 70regional
units, eight destinations.
sales offices and over 60 dealers in India. ITC has over
ITC’s food products are exported to North America, Middle east, Africa and Australia.
4.ITC Promotion & Advertising Strategy :
The promotional and advertising strategy in the ITC marketing strategy is as follows:
ITC designs its promotion strategy keeping in mind its brand proposition and its target audience. It promotes
its product through Print, television and radio as a part of its marketing mix. TC’s
I different brands have
different brand ambassadors.
For example, classmate has been endorsed by Yuvraj Singh and Soha Ali Khan; Saina Nehwal has endorsed
Salvon; Shahrukh Khan has been endorsing the entire range of snacks under the umbrella brand of Sunfeast .
ITC roped in Ranbir Kapoor for John players.
As part of ITC’s centenary initiative, Classmate launched the largest student contact program- Ideas for India
challenge. It provided a platform for Indian youth to bra instorm and address the issues and challenges which
our nation faces and help in developing the nation.
ITC also launches a lot of digital campaigns to ensure maximum participation. The Fiama De Wills Men
campaign is one such example. Fiama DE Wills has had an association with the talented designer, Massaba
Gupta for Wills Lifestyle Fashion Week.
ITC also engage in cross marketing promotions. Yippee! Launched a campaign with Paytm offering recharge
coupons equivalent to the price of Yippee noodles. The company launched an advertisement to back the
campaign. Hence this concludes the ITC marketing mix.
chapter 3 theoretical
frameWorK
(topic releated)
personal care
1.Essenza Di Wills:
Sublimely crafted to encapsulate the very essence of fine living.
Essenza Di Wills is a luxurious marque dedicated to the creation of an exclusive, international range of fine
fragrances and personal care products for discerning individuals.
• Fine Fragrances
• Hair & Body Shampoos
• Bathing Bars
• Deodorants
• After Shave Lotion
INIZIO:
Inizio, the signature range from Essenza Di Wills, provides
a comprehensive grooming regmen i with distinct lines
for women (Inizio
and men
Femme) (Inizio Homme).
The rich and sensual international fragrances of Essenza Di Wills
are all-day tofferings created by leading French fragrance houses.
The range includes a host o bath & body care products
that share he same olfactory fsignature to offer
a harmonised fragrance experience.
Aqua:
The Essenza Di Wills portfolio was enhanced with the
Aqua range for men (Aqua Homme) offering
a distinctive and fresh aquatic fragrance.
The fragrance note revolves around "Citrus Aromatic Musky".
The alliance of bergamot mandarin & Italian lemon
which stimulates and re-energizes the mind.
The top notes are blended with a spicy aromatic heart
which burst with the energy of French rosemary, Clary sage
& Tonka beans arousing vigor & pure masculinity.
This is further enhanced with musky end notes which
reveal the warmth of amber and vanilla creating a discreet
refinement that can never go out of style.
Mikkel:
Another addition to the Essenza Di Wills portfolio is the enigmatic
'Mikkel' that embodies a fine balance between Mystery and Elegance.
The sharp Lavender and Bergamot top notes blend sophistication
with a hint of mystery. At the heart, sensual Neroli and serene
Orange Blossom dance to an effortless tune of elegance.
The rich and passionate undertones of Vanilla delicately
bring out the aroma of Amber, creating an unmistakable aura.
2.Dermafique:
Dermafique brings to you an intelligent skincare system, developed in partnership with dermatologists and
cellular biologists.
Our Smart New Derma Routine offers a tailored step-by-step system to perfectly balance your individual skin
needs and deliver beautiful, zen-like skin.
Cleanse:
Our cleansers are mild but do some heavy lifting to get rid of a day's worth of impurities without
disturbing the natural health of your skin. Cleansing is the unmissable step for healthy skin. Our
cleansers are designed to preserve and help maintain the skin mantle.
Tone:
Your skin care routine is incomplete without the efficacy of a toner.
You may have cleansed your skin thoroughly but only the
power of a toner can cleanse and purify your skin, maintain its pH
balance and keep it moisturised. Make sure you embrace this step
by reaching out for our alcohol-free All Important [Skin Toner].
Hydrate:
Lend your skin a boost of hydration and restore your skin's natural bounce with our hydrators. Our
revitalising day cream battles oxidative damage to restore your skin back to its luminous best. It contains
10x@ Vitamin E that keeps the skin plump and nourished. Our wondrous night cream is infused with 5x
Ceramide synthesis boost* that prevents collagen breakdown and restores the skin's youthfulness. @as
compared to placebo
3.Fiama:
Fiama offers a range of expert solutions designed to make consumers look and feel young.
With innovation at its core, Fiama offers an enviable portfolio of products developed through years of
scientific research at Laboratoire Naturel.
• Shower Gels
• Bathing Bars
• Handwashes
• Essential Oils
• Body Oils
• Bathing Accessories
Fiama Men:
Fiama Shower Gel range designed especially for men have skin conditioners that keep your skin
moisturised and invigorating fragrance to keep your mood fresh for hours. Pick your favorite
among the three exciting variants: Refreshing Pulse, Quick Wash and Cool Burst. It cleans
thoroughly and washes off quickly, giving you a great bathing experience even when you're in a
rush. So wash away the tiredness from your body and mind. Rejuvenate yourself with Fiama Men
Shower Gel.
Fiama Scents:
Fiama Scents Body Wash is made using ITC's best fragrance technology
aimed at keeping one's mood uplifted after every bath.
Fiama Scents has the longest lasting fragrance amongst bodywashes in India.
This unique body wash with 8 hour touch activated fragrance encapsulation technology
has skin- friendly beads that get locked on to your skin when you bathe.
These beads can be unlocked with just a rub, anywhere for up to 8 hours after a shower.
Fiama Scents is available in 2 variants, Mimosa and Neroli &
Juniper Berries and Geranium in 250ml and 100ml.
Body oil:
4.Vivel:
Vivel Committed to creating products that deliver nourishment for the skin.
The essence of Brand Vivel culminates in its current role in the lives of women today, where they have an equal right to
dream, live with respect and be achievers. Vivel inspires them to 'Never Compromise ’.
Vivel is already a 500 Crore Brand in terms of annualized consumer spend
Bath Care:
Body Wash:
5.Engage:
Engage's proposition of playful chemistry has been complemented with
the innovative packaging design that brings alive special couple moments engaging in a new language of love.
Number 2 in Deodorants
• ENGAGE DEOS
• ENGAGE COLOGNE SPRAYS
• ENGAGE PERFUME SPRAY
• ENGAGE SPORT
• ENGAGE ON PERFUME SPRAYS
• POCKET PERFUME
• ENGAGE L'AMANTE
• ENGAGE EAU DE PARFUM
6.Superia:
Superia range of soaps and shampoos cater to the large popular market in the personal care category.
The range offers consumers access to some of the best-in-class products in vibrant attractive packaging.
Soaps, Shampoos for the popular market
SUPERIA SOAPS:
Superia Soaps enriched with natural ingredients give radiant glowing skin.
Superia Soaps are available in below variants:
SUPERIA SHAMPOOS:
7.Nimyle:
Nimyle Herbal is a floor cleaner that derives its efficacy from Neem extracts.
Its unique Chlorine free formulation & 100% Natural action* ensures germ free floors for children & pets
protecting them from germs that cause 100 diseases#.
Nimyle herbal is a 100 percent natural action floor cleaner that harnesses the power of neem.
ABOUT NIMWASH:
NimWash with its 100% natural action assures the effective removal of pesticides and 99.9% germs from fruits
& vegetables.
Made with Neem and Citrus Fruit extracts, the anti-germ properties of its plant derived ingredients act as a
natural cleanser and eliminates germs.
With NimWash, you can be assured you are providing fresh and healthy food to your family everyday keeping
them safe, healthy and free from illness.
10.Savlon:
For over 50 years, Savlon has kept Indians protected against germs.
Starting out with Antiseptic Liquid, Savlon has gained repute for effectiveness in germ protection and its gentle action on skin.
SWOT Analysis of ITC Limited focuses on Strength, Weakness, Opportunities, and Threats. ITC Limited is an
Indian conglomerate that operates in a variety of diversified businesses. ITC has six separate industry verticals,
FMCG, Hotel, Paperboards, Specialty Papers, Packaging, IT, and Agribusiness .
Strengths:
• Managing diverse businesses by creating strong brand in various businesses.ITC has 105 subsidiaries
connected with its various operations.
• Brand ITC comes in ten most valuable brand in a study conducted by brand Finance
• Debt free it is a debt free company that is why it is said as less vulnerable company.
• Distribution channel distribution channel of the company helps to reach to its customers effectively.
• Innovation it has sophisticated research and development facilities.
• Excellent management ITC has experienced management predictability and visibility by connecting the
audience with its advertisement.
• CSR and sustainability around 6500 e-choppal CSR activities and sustainability practices not only enhances
companies image but also bring the spirit of entrepreneurship among farmers.
Weeknesses:
• Unrelatable diversification diversification is there into various product lines where the lack of knowledge
prevents would be risky.
• competition competition from various leading brands in personal care price HUL P&G and marico has
resulted in reduced profit margin for ITC.
• source of earning ITC is mainly dependent on tobacco revenue which contributes 80% of total revenue
• lack of price in power in personal care businesses and absence of growth drivers have put ITC personal care
on a deflationary mode
Threats:
• Strict government regulations and policies regarding cigaratees
• Intense and increasing competition amongst other FMCG companies and hotel chains
• FDI in retail thereby allowing international brands
chapter 5
findinGs, suGGestions, implications and
conclusion
Findings:
On the basis of research I came to know, In line with ITC's aspiration to be India's premier FMCG company,
recognised for its world-class quality and enduring consumer trust, ITC forayed into the Personal Care business
in July 2005.
In the short period since its entry, ITC has already launched an array of brands, each of which offers a unique
and superior value proposition to discerning consumers. Anchored on extensive consumer research and
product development, ITC's personal care portfolio brings world-class products with clearly differentiated
benefits to quality-seeking consumers.
ITC's Personal Care portfolio under the 'Essenza Di Wills', 'Fiama', 'Vivel', 'Engage', 'Savlon', 'Charmis', 'Shower
to Shower', 'Nimyle', 'Nimwash' and 'Superia' brands has received encouraging consumer response and is
being progressively extended nationally.
ITC's state-of-the-art manufacturing facility meets stringent requirements of hygiene and benchmarked
manufacturing practices. Contemporary technology and the latest manufacturing processes have combined to
produce distinctly superior products which rank high on quality and consumer appeal.
Extensive insights gained by ITC through its numerous consumer engagements have provided the platform for
its R&D and Product Development teams to develop superior, differentiated products that meet the
consumer's stated and innate needs. The product formulations use internationally recognised safe ingredients,
subjected to the highest standards of safety and performance.
Suggestions and Recommendations:
• Stock problem need to be curbed out though they having the stock in the godown it is unable to reach the dealers
• The timing delivery is very necessary.
• The packaging need to be upgraded
• The quality of the product need to be enhanced
• The must give free samples with the hot product like ashirwad atta and vivel soap.
• Every variant need to have RS 1 sachets.
• Need to tap the rural market.
• Need to focus on advertisement like T.V, NEWSPAPER, RADIO, AS WELL AS PAMPLETES.
• Off seasons campaign in rural area
• Need to create two separate team name fiama and vivel which will only deal with shampoo.
• Need to promote more LP outlets.
• Live workshop in different malls to attracts customers ITC LTD
Implications:
• Company should keep in mind the rural consumer behavior of less brand loyalty towards F.M.C.G. products,
so company should offer their product in such a way to the rural consumer, would like to buy the product
again and again and company should by the time get the advantage of brand loyalty.
• In the rural area, there is a presence of spurious products, and due to variation in literacy and product
awareness level, this spurious products has got benefits of getting place in to the regular market. So
company has to take action against this and make the rural people aware about the brand and brand
should create some uniqueness in their product, so one can easily recognized the real brand compare to
the spurious product.
• Company should design their distribution system in such a way that, the product remains available all time
in to the rural areas. Because the rural customer prefers the products which are easily available.
• Company should try to offer small packaging for the products wherever it is possible, because the rural
customers prefer medium size products while making purchase decision.
• Rural consumer prefers price discounts on the product as the best promotional scheme as per collected
data, so company should design their promotional schemes accordingly to get more acceptances by the
rural customers
• ITC promoting their brands through advertisement campaign as well as door to door promotion.
• They have a wide range and diverse set of competitors in consumer goods businesses.
• Many of they also operate on an international scale, but others have a narrower regional or local focus.
• onclusion
C Competition is a normal part of business
: .
• ITC now offering more margins, exiting offers and long credit period to retailers and wholesalers.
Biblography:
• https://www.itcportal.com/about-itc/profile/history-and-evolution.aspx
• https://www.itcportal.com/businesses/fmcg/personal-care-produc ts.aspx
• https://indiancompanies.in/itc-limited-products-chairman/
• https://www.itcportal.com/about-itc/shareholder-value/report-and-accounts.aspx
• https://en.wikipedia.org/wiki/ITC_Limited
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