SUMMER TRAINING REPORT

ON
The study on consumer Buying Behaviour of Aashirwad Flour

In partial fulfillment of the requirements for the award of the degree of

MASTER OF BUSINESS ADMINISTRATION (MBA)

Submitted by
(Rahul Yadav)
(MBA2210192)

Submitted to
Thakur Digvijay Singh
(Assistant Professor)

School of Management Sciences, Varanasi

Affiliated to
(Dr. A.P.J. Abdul Kalam Technical University, Lucknow)
CERTIFICATE
 DECLARATION

I, Rahul Yadav hereby declare that my report entitled ―The study on consumer Buying

Behaviour of Aashirwad Flour‖ is a project work carried out by me independently. The

information presented in the report is correct to the best of my knowledge and the analysis is as

per the norms and guidelines of the report.

I feel extremely exhilarated to have completed this report under the able and inspiring guidance

of Thakur Digvijay Singh, Assistant Professor. His guidance and timely encouragement has

infused courage in me to complete the work successfully.

I claim this report to be my indigenous work and have not presented it anywhere else for any

purpose.

Rahul Yadav

MBA III Semester

Roll no.: MBA2210192

 ACKNOWLEDGEMENT

The work on this report has been an inspiring, often exciting, something challenging, but always

an interesting experience.

Bearing in mind, I am using this opportunity to express my deepest gratitude and special thanks

to the School of Management Sciences, Varanasi. I express my deepest thanks to Director, Prof.

P.N. Jha, Coordinator: Dr. Amitabh Pandey of MBA for providing me the valuable chance for

doing the research purpose.

Last but not the least I apologized for my omission & mistakes, as from my side I prepared it by

my best. I perceive this opportunity as a big milestone in my career development. I will strive to

use gained skills & knowledge in the best possible way, & I will continue to work on their

improvement in order to attain the desired career objectives.

Rahul Yadav
MBA III Semester
Roll no.: MBA2210192
 PREFACE

It is a great honour to work on a project assigned to me and to prepare a report on the assigned

project. This project gives information about ―The study on consumer Buying Behaviour of

Aashirwad Flour.‖

The topic assigned to me was a very challenging one and I had to work really hard to collect the

relevant data. After analyzing those data, I have reached a conclusion which has been clearly

stated in the report.

It was not an easy task to work on this project without proper help and guidance of my mentor

Thakur Digvijay Singh, Assistant Professor. He guided me to the right path on each and every

problem that I was confronted with and I am really grateful to him for his assistance and

guidance to complete my report in proper and precise manner.

 TABLE OF CONTENTS
S. No. Particulars Page No.

SECTION – A

1. Introduction 1
1.1 Industry Overview
2

1.2 Company Overview 19

SECTION – B

1. Introduction

1.1 About the project 52

1.2 Objectives of the project 62

1.3 Rationale for the study 63

1.4 Importance of the project 67

2. Literature Review 72

3. Research Methodology 74

4. Limitations 76

5. Data Analysis & Interpretation 77

6. Conclusion from the work 95

7. Suggestions & Recommendations 96

8. Annexure 97

9. Bibliography 101
 LIST OF TABLES

S. No. Particulars Page No.

1. Market share of major players 17

Size of ITC Ltd. 34

2.
Governance structure of ITC Ltd. 39
3.
ITC Ltd. Company Management Team 40
4.
Branches of ITC Ltd. 41
5.
Contact details of ITC Ltd. 44
6.
Compound annual growth rate of ITC Ltd. 48
7.
Data Analysis & Interpretation 77
8.
Conclusion 95
9.
 LIST OF FIGURES

S. No. Particulars Page No.

1. Marketing Communication 1

Fast-Moving Consumer Goods 2

2.
Major players of FMCG industry 4
3.
Size of FMCG industry 8
4.
Products & Services of major players 10
5.
Sustainable developments goals of ITC Ltd. 24
6.
Types of products of ITC Ltd. 27
7.
Organization chart of ITC Ltd. 36
8.
Plant locations of ITC Ltd. 42
9.
Head office of ITC Ltd. 44
11.
Logo & Tagline of ITC Ltd. 45
12.
Print Ads of ITC Ltd. 46
13.
Growth rate of ITC Ltd. 46
14.
Financial performance of ITC Ltd. 49
15.
Data Analysis & Interpretation 77
16.
 SECTION – A

1. INTRODUCTION-

Marketing communication (MarCom) is a fundamental and complicated a part of a

enterprise‘s advertising efforts. Loosely defined, MarCom can be defined as all the messages and

media you set up to speak with the marketplace.

Marketing verbal exchange includes advertising, direct marketing, branding, packaging, youron

line presence, published materials, PR sports, sales displays, sponsorships, trade display

appearances and more. Marketing Communications refers to the use of various marketing

channels and gear in aggregate. Marketing verbal exchange channels awareness on any way a

enterprise communicates a message to its desired marketplace, or the market in fashionable. A

advertising communication tool can be something from: advertising and marketing, private

promoting, direct advertising, sponsorship, verbal exchange, social media and promoting to

public family members.

1
1.1 INDUSTRY OVERVIEW:-

Fast-moving consumer goods (FMCG) are the commodities that are sold quickly and for a

moderately minimal price. Models incorporate non-tough family merchandise like bundled food

sources, refreshments, toiletries, confections, beauty care products, over-the-counter

medications, dry products, and other consumables.

Fast-moving consumer goods have a high stock turnover and are diverged from forte things

which have lower deals and higher conveying charges. Numerous retailers convey just FMCGs

especially hypermarkets, enormous box stores and stockroom club stores. Little corner shops

likewise stock quick products; the restricted rack space is loaded up with higher turnover things.

Fast-moving consumer goods are otherwise called as the Consumer Packaged Goods(CPG).

FMCGs have a short time span of usability in light of high purchaser interest or on the grounds

that they are short-lived. These merchandise are bought every now and again, are burned-through

quickly, are estimated low, and are sold in enormous amounts. They additionally have a high

turnover when they're on the rack at the store.

2
1.1.1 CHARACTERISTICS OF FMCG-

Coming up next are the primary qualities of FMCGs:

⮚ According to the purchaser viewpoint-

● Regular buys

● Low commitment (practically no work to pick the thing)

● Low costs

● Short timeframe of realistic usability

● Quick utilization

⮚ According to the advertiser point of view-

● High volumes

● Low commitment edges

● Broad appropriation

● High stock turnover

1.1.2. MAJOR PLAYERS OF FMCG INDUSTRY-

1. Hindustan Unilever Ltd-

Hindustan Unilever Limited is India's biggest fastmoving buyer merchandise (FMCG)

organization with a Historical presence in India of more than 80 years. It is the biggest in the

rundown of top 5 FMCG organizations in India.

3
The vast majority of Indian families utilize at least one of HUL Brands. Divisions – Home Care,

Beauty and Personal Care and Foods and Refreshment – incorporates an arrangement of brands

that serve shoppers across the length and broadness of India.

With more than 40 brands across 12 unmistakable classes including Fabric Wash, Household

Care, Purifiers, Personal Wash, Skin Care, Hair Care, Color Cosmetics, Oral Care, Deodorants,

Beverages, Ice Cream and Frozen Desserts and Foods, the Company is important for the

everyday existence of millions of purchasers.

2. P & G-

The Procter & Gamble Company (P&G) is an American multinational purchaser items

corporation centered in Cincinnati, Ohio, based in 1837 by means of William Procter and James

Gamble. It specializes in a huge range of private fitness/patron fitness, and personal care and

hygiene merchandise; these products are prepared into numerous segments which include

Beauty; Grooming; Health Care; Fabric & Home Care; and Baby, Feminine, & Family Care.

Before the sale of Pringles to Kellogg's, its product portfolio additionally included meals, snacks,

and drinks. P&G is incorporated in Ohio.

In 2014, P&G recorded $eighty three.1 billion in sales. On August 1, 2014, P&G announced it

was streamlining the employer, dropping and selling off around one hundred brands from its

4
product portfolio on the way to attention at the remaining 65 manufacturers, which produced

ninety five% of the employer's income. A.G. Lafley—the corporation's chairman, and CEO until

October 31, 2015—said the destiny P&G could be "a much easier, much less complex business

enterprise of leading manufacturers that's less complicated to control and perform".

3. Nestle India Ltd-

Nestlé is the world's biggest food and drink organization. The organization has in excess of 2000

brands going from worldwide symbols to nearby top picks, and are available in 191 nations all

throughout the planet. After over extremely old relationship with the nation, today, NESTLÉ

India has a presence across India with 8 assembling offices and 4 branch workplaces. It is the

third Largest in Top FMCG Companies in India.NESTLÉ India set up its first assembling office

at Moga (Punjab) in 1961 followed by its assembling offices at Choladi (Tamil Nadu), in 1967;

Nanjangud (Karnataka), in 1989; Samalkha (Haryana), in 1992; Ponda and Bicholim (Goa), in

1995 and 1997, separately; and Pantnagar (Uttarakhand), in 2006. In 2012, Nestlé India set up its

eighth assembling office at Tahliwal (Himachal Pradesh).

5
The 4 Branch Offices situated at Delhi, Mumbai, Chennai and Kolkata assist with working with

the deals and showcasing exercises. The NESTLÉ India's Head Office is situated in Gurgaon,

Haryana. Settle is among the best Fmcg brands in India.

4. Britannia Industries Ltd-

Britannia Industries is one of India's driving Top FMCG Companies with a 100-year inheritance.

Britannia is among the most believed food brands and fabricates India's cherished brands like

Good Day, Tiger, NutriChoice, Milk Bikis and Marie Gold which are easily recognized names in

India. Britannia's item portfolio incorporates Biscuits, Bread, Cakes, Rusk, and Dairy items

including Cheese, Beverages, Milk, and Yoghurt.Britannia is a brand which numerous ages of

Indians have grown up with and our brands are valued and adored in India and the world over.

Britannia items are accessible the nation over in near 5 million retail outlets and reach more than

half of Indian homes.The organization's Dairy business contributes near 5% of income and

Britannia dairy items straightforwardly arrive at 100,000 outlets. It is in fourth in the rundown of

top 5 FMCG organizations in India.

6
5. Godrej Consumer Products Ltd-

Godrej Consumer Products is a main developing business sectors organization. As a component

of the more than 122-year youthful Godrej Group. Godrej Consumer Products Ltd partakes in the

support of 1.15 billion buyers internationally, across various organizations. It is fifth in the

rundown of top 5 FMCG organizations in India.

6. Patanjali Ayurved Limited-

Patanjali Ayurved Limited was set up in 2006 with a considered country and metropolitan turn of

events. The organization isn't just an association yet a considered making a sound society

through Yogand Ayurved.The Company perceive ranchers as principle resources. They give

home grown and natural items on agreement cultivating. The organization takes different drives

for ranchers to raise their pay and give guarantee towards offer of their produce.

7
1.1.3. SIZE OF FMCG INDUSTRY-

India's FMCG market was esteemed at 110 billion U.S. dollars in 2020. Contrasted with 2012,

the market size of quick purchaser products had significantly increased. By 2025, the market was

relied upon to develop to 220 billion dollars.

8
Indian FMCG area is the fourth biggest area in the country, which guarantees alluring business

openings for unfamiliar financial backers. According to reports, the FMCG area saw a sound and

promising FDI stream of 16.28 billion USD from April 2000 to March 2020. This was following

a critical expansion in private utilization just as rustic pay since the last decade.

India's food and refreshment area is one of the fundamental parts of the FMCG market, which

represents around 3% of its GDP.

1.1.4. INDUSTRYGROWTH RATES AND PROJECTIONS VIS A VIS GDP GROWTH

NUMBERS-

The FMCG area is the fourth biggest industry in India contributing almost 20% to the Gross

Domestic Product.

FMCG industry in India is relied upon to develop at the pace of 27.9% CAGR (Compounded

Annual Growth Rate) to aggregate to US$103.7 billion by 2020. Moreover, the country FMCG

market is projected to develop at a CAGR of 14.6% to arrive at US$100 billion by 2020 and

US$220 billion by 2025.

1.1.5. PRODUCTS AND SERVICES OF MAJOR PLAYERS-

FMCG Products Is Mainly Divided Into 5 Categories. As indicated by the reports, the food and

drink area independently holds 49% market space of the all out FMCG items though close to

home consideration 18%, cigarettes and alcohols 17%, home consideration 11% and OTC is the

littlest that holds just 5%.

9
1) Home Care-

All home upkeep items are recorded in it.

A) DISH WASHING:

As we can know by its name, it's for the most part utilized in the kitchen area. For support and

flawless cleaning of utensils.

B) FABRIC CARE:

This item is utilized to clean the garments.

C) SURFACE CARE:

These FMCG items are utilized in cleaning the house. They additionally contain antibacterial and

aroma items.

D) HOME INSECTICIDES:

10
This item is fundamentally used to kill bugs which are hazardous to the human body.

E) AIR CARE:

These FMCG items are utilized to make air unadulterated, new, and fragrant. For the most part

these sorts of items are utilized in the restrooms.

F) TOILET CARE:

As we can know by its name, latrine cleaner implies this item is utilized to clean the

latrine/restroom like chest, washbasin.

2) Personal Care-

This FMCG item class holds a 18% portion of the all out FMCG area. Under this class comes the

items which you use for your body and skin or for outer use. Individual consideration items are

accessible for each individual since early on to advanced age.

11
This FMCG item classification is additionally partitioned into subcategories which might help

you in the simple recognizable proof of each item. These are-Haircare, Soap, and shower,

Skincare beauty care products, Oral consideration, Baby care.

A) HAIR CARE:

The items which can be utilized in hair regions go under this class.

B) SOAP and BATH:

The items which can be utilized for the skin goes under this class.

C) SKIN CARE COSMETICS:

Like cleanser and shower items, these items also can be utilized for skin purposes. The main

contrast is that these items are utilized for keeping up with your complexion and dealing with the

skin. They can be reached in the inside layers of skin by focusing on it on a superficial level

normal use. They may likewise help in working on the sparkle and tone of your skin.

D) ORAL CARE:

The items which are utilized for the mouth hole goes under this classification. They are utilized

in the reward of the oral cavity. These items likewise help in working on the strength of your

teeth and giving them the necessary supplements. These items likewise help in brightening of

your teeth, working on the smell of your breath, eliminating the microscopic organisms and

making your mouth new and clean.

12
F) BABY CARE:

These items are exceptionally made for the touchy and delicate skin of children. The necessary

supplements for the skin are given through these items as it were. These items help in working

on the skin of children, keeping it delicate and smooth and rash free for the solaces of infants.

This is the explanation these items are made cautiously.

3) Food And Beverages-

Each sort of food and refreshments are recorded in it.

A) STAPLE FOODS:

In This Category Atta, Rice, Maize, Millets Are Included.

B) BAKED FOODS:

Biscuits,Cookies, Cake,Noodles,bread and so forth goes under this.

C) CONVENIENCE FOODS:

13
These FMCG items are quick cooking or with the end goal that you use for additional taste.

D) SNACKS:

Chips,Namkinetc.comes under it.

E) DAIRY PRODUCTS:

It incorporates milk and milk items.

F) CONFECTIONERY FOODS:

food things that are wealthy in sugar and starches incorporates chiefly sweet cakes, cakes, and

comparative heated merchandise.

DRINKS/BEVERAGES-

Sodas, natural product drinks/juices, mineral water, tea/espresso, solid refreshment go under this

FMCG item classification.

A) SOFT DRINKS:- -

A soda is a beverage that typically contains Carbonated water, A sugar, and a characteristic or

counterfeit enhancing.

B) FRUIT DRINKS/JUICES:

These beverages give us moment energy and furthermore known as Energy Drinks. It profoundly

contains nutrients, minerals, and furthermore accompanies many flavors.

C) MINERAL WATER:

14
It's cleanse water that accompanies fundamental minerals.

D) TEA/COFFEE:

It might come in powder structure, in little strong particles, and in leaves structure.

E) HEALTH AND BEVERAGES:

Specialists, nutritionists endorsed these FMCG items. Wellbeing and refreshment additionally

help in satisfying the fundamental supplements, nutrients, minerals, proteins of the body.

4) Cigarettes And Alcohol-

CIGARETTES :

a meager chamber of finely cut tobacco moved in paper for smoking.

Liquor :

IMFL (INDIAN MANUFACTURED FOREIGN LIQUOR), BEER, WINE are the

classifications of liquor (FMCG items).

15
A) IMFL:

Indian-made unfamiliar alcohol (IMFL) is the authority term used by legislatures, associations,

and media in India to suggest a wide scope of hard alcohol made in the country other than native

blended rewards, for instance, fenny, flavor, arrack and others.

IMFL furthermore suggests spirits that are made in far off countries and imported to India in

mass sums and bundled in an Extract Fortified Stockroom by the Merchants.

B) BEER:

It is fermented from cereal grains—most regularly from malted grain, however wheat, maize

(corn), and rice are likewise utilized. Lager is one of the most seasoned and most broadly

burned-through cocktails on the planet, and the third most famous beverage generally after water

and tea.

C) WINE:

Matured grapes are utilizing to deliver wine (blended refreshment).

5) OTC-

These are the FMCG items that are generally accessible at clinical shops and any client can take

them without medicine from the specialist.

16
1.1.6. MARKET SHARE OF MAJOR PLAYERS-

MARKET SHARE (By Revenue)-

17
1.1.7. SWOT ANALYSIS OF FMCG INDUSTRY-

18
1.2 COMPANY OVERVIEW:-

ITC Limited is an Indian agency established in Kolkata, West Bengal. ITC has a diversified

presence throughout industries inclusive of cigarettes, FMCG, hotels, packaging, paperboards

and uniqueness papers and agribusiness. The employer has a complete of thirteen groups in five

segments.

19
ITC Ltd is one among India's fundamental non-public area corporations. ITC has a various

presence in Cigarettes, Hotels, Paperboards & Specialty Papers, Packaging, Agri-Business,

Packaged Foods & Confectionery, Information Technology, Branded Apparel, Personal Care,

Stationery, Safety Matches and different FMCG products.

Set up in 1910, ITC Limited is an enhanced combination with organizations traversing Fast

Moving Consumer Goods including Foods, Personal Care, Cigarettes and Cigars, Branded

Apparel, Education and Stationery Products, Incense Sticks and Safety Matches; Hotels,

Paperboards, and Packaging, Agri-Business and Information Technology. ITC is among the top

FMCG marks in India.The Company was consolidated on August 24, 1910, under the name

Imperial Tobacco Company of India Limited. It is the second biggest in the rundown of top 5

FMCG organizations in India.

20
As the Company's possession dynamically Indianised, the name of the Company was changed to

India Tobacco Company Limited in 1970 and afterward to I.T.C. Restricted in 1974. In

acknowledgment of the ITC's multi-business portfolio including a wide scope of organizations,

the full stops in the Company's name were eliminated compelling September 18, 2001.

21
1.2.1MISSION STATEMENT OF ITC LTD. –

1.2.2 VISION STATEMENT OF ITC LTD. –

1.2.3 VALUES AND OBJECTIVES OF ITC LTD. –

ITC's Core Values are aimed toward growing a customer-targeted, high-performance business

enterprise which creates values for all its stakeholders-

● Trusteeship

22
As expert managers, we're conscious that ITC has been given to us in 'accept as true with' by

using all our stakeholders.

We will actualise stakeholder cost and interest on a long time sustainable foundation.

● Customer Focus

We are continually client centered and will deliver what the consumer desires in terms of cost,

exceptional and satisfaction.

● Respect for People

We are end result orientated, putting high overall performance requirements for ourselves as

individuals and teams. We will simultaneously recognize and cost humans and uphold

humanness and human dignity.

We well known that every man or woman brings extraordinary views and competencies to the

crew and that a robust crew is founded on an expansion of views.

We need individuals to dream, value variations, create and experiment in pursuit of opportunities

and attain management through teamwork.

● Excellence

We do what's right, do it well and win. We will strive for excellence in anything we do.

● Innovation

23
We will continuously pursue newer and better approaches, merchandise, services and control

practices.

● Nation Orientation

We are aware about our obligation to generate monetary value for the Nation. In pursuit of our

desires, we will make no compromise in complying with applicable legal guidelines and policies

in any respect tiers.

The objectives of ITC ltd. are as follows-

● To know the consumer buying behavior of the FMCG products with reference to

Ashirwaad flour of ITC lTD.

● To analysis the distribution of Ashirwad Flour in Jaipur city.

● To study the impact of advertisement on consumer.

24
The Global Goals for Sustainable Development are ITC’s Goals.

The Global Goals for Sustainable Development constitute a familiar, worldwide improvement

schedule for all United. Nations member states and all development actors until 2030.

They consist of an incorporated, interlinked set of 17 goals supported through 169 objectives in

economic, social and environmental improvement dimensions. ITC without delay helps 10

Global Goals.

ITC contributes to the Global Goals thru its support to SME worldwide competitiveness for

inclusive and sustainable boom through cost addition, exchange, funding and international

partnerships.

It has structures in region to display consequences and assists the global network in tracking

advances closer to fulfillment of the Global Goals. A code of conduct publications ITC

interventions.

25
1.2.4 HISTORY OF ITC LTD. –

ITC Limited became in the beginning named "Imperial Tobacco Company of India Limited",

succeeding W.D. & H.O. Wills on 24 August 1910 as a British-owned company registered in

Calcutta.Since the business enterprise changed into in large part primarily based on agricultural

aid, it ventured into partnerships in 1911 with farmers from the southern a part of India to source

leaf tobacco. Under the corporation's umbrella, the "Indian Leaf Tobacco Development

Company Limited" become shaped in Guntur district of Andhra Pradesh in 1912. The first

26
cigarette manufacturing facility of the business enterprise turned into set up in 1913 at

Bangalore.

In 1928, construction began for the organization's headquarters, the 'Virginia House' at Calcutta.

ITC acquired Carreras Tobacco Company's manufacturing facility at Kidderpore in 1935 to

further give a boost to its presence.[citation needed] ITC helped to installation indigenous

cigarette tissue-paper-making plant in 1946 to significantly reduce the import fees and a

manufacturing facility for printing and packaging turned into installation at Madras in

1949.[citation needed] The business enterprise acquired the manufacturing business of Tobacco

Manufacturers (India) Limited and the complementary lithographic printing commercial

enterprise of Printers (India) Limited in 1953.

The enterprise changed into transformed right into a Public Limited Company on 27 October

1954. The first step towards Indianization became taken in the equal yr with 6% of the Indian

shareholding of the enterprise. ITC additionally became the primary Indian organisation to foray

into consumer studies all through this time. During the Sixties, technology become given extra

focus on setting up cigarette equipment and filter out-rod production centers geared toward

reaching self-sufficiency in cigarette-making.

Ajit Narain Haskar became the organisation's first Indian chairman in 1969 and this turned into

critical in constructing up the Indian management for the company. As the organization's

ownership become steadily Indianised, below Haskar's management, the name of the corporation

turned into modified from "Imperial Tobacco Company of India Limited" to "India Tobacco

Company Limited" in 1970. ITC also have become the first business enterprise in India to start

27
from the 1971 Scissor's Cup. Innovative market campaigns and digital information processing

have been began in the 1970s.

In 1973, ITC set up its integrated studies center in Bangalore, geared toward diversification and

venturing into more recent companies with studies and development. With the unfolding

diversification plans, the name of the agency turned into changed to 'I.T.C. Limited' in 1974. The

Indian shareholding grew similarly to forty% all through this time. ITC entered into the

hospitality region with resort commercial enterprise in 1975 with the acquisition renaming of

ITC Welcomgroup Hotel Chola in Madras. ITC selected the hospitality quarter for its capacity to

earn excessive ranges of forex, create tourism infrastructure and generate big-scale direct and

oblique employment.

The shareholding went over 60% in 1976 and more accommodations had been began by means

of the corporation within the following years. ITC Sangeet Research Academy become set up at

Calcutta in 1977. In 1979, ITC entered the paperboards enterprise by selling ITC Bhadrachalam

Paperboards Limited. J N Sapru took over as the organization's chairman in 1983 and the global

growth started with the purchase of Surya Nepal Private Limited in 1985. The 12 months 1986

saw lively movements from the company with the opening of an Indian eating place in the town

of New York, acquisition and renaming of Vishvarama Hotels to ITC Hotels Limited, putting in

place of new ventures – the ITC Classic Finance Limited and ITC Agro Tech Limited below its

umbrella. ITC also entered into the edible oils enterprise with the release of the Sundrop logo of

cooking oils in 1988.

1.2.5 TYPES OF PRODUCTS OF ITC LTD. –

Following is the brandwise list of ITC‘s special fast-moving consumer goods-

28
1. FOODS-

● Biscuits & Cakes

● Noodles & Pasta

● Staples

● Snacks

29
 ● Beverages

● Dairy

30
 ● Aashirvaad Instant mix (Ready to eat)

1.2.6 SIZE OF ITC LTD. –

The size of the company in terms of manpower and turnover is as follows-

(As per March 2021)

Number of Employees 36, 500

Net Sales Turnover Rs. 45485.11 crores

31
1.2.7MARKET SHARE & POSITION OF ITC LTD. IN INDIA–

ITC is the second largest fast moving consumer goods (FMCG) company in India with 78%

market share in staples, biscuits, noodles, snacks, chocolate, dairy and personal care products

1.2.8 SALES PERFORMANCE OF ITC LTD. FOR THE LAST THREE YEARS–

The yearly sales performance of ITC Ltd. is as follows-

Net Sales Turnover March 2021 March 2020 March 2019

Rs.( in Crores) 45485.11 45619.70 44995.65

1.2.8 ORGANIZATIONAL CHART OF ITC LTD.–

32
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 2

government officials and the heads of ITC‘s four divisions.

Internally, our business enterprise is structured into the places of work of the Executive Director

and the Deputy Executive Director, and four divisions with Divisional Directors at the head.

33
Office of the Executive Director

The Office of the Executive Director (OED) provides strategic management for the improvement

and control of ITC. OED is liable for determining ITC‘s strategic course in the context of the

2030 Agenda for Sustainable Development and the worldwide Aid for Trade area. It ensures that

suitable policy and accountability mechanisms are in area, and secures resources to put in force

the method and extend the have an impact on of ITC by using raising focus around its

undertaking and key messages among stakeholders and the majority.

Division of Enterprises and Institutions

The Division of Enterprises and Institutions (DEI) works to connect MSMEs to international fee

chains, reinforce exchange and funding support institutions, and promote and mainstream

inclusive and green trade. DEI focuses on modern and inclusive marketplace-pushed techniques

34
to strengthen the international competitiveness of MSMEs from growing countries and

economies in transition.

Division of Country Programmes

The Division of Country Programmes (DCP) guarantees usa possession, coherence and effect of

ITC‘s Aid for Trade supplying across 153 programme countries and regions. DCP contains 5

devoted regional workplaces and ITC‘s Project Design Taskforce. DCP ensures strategic

consumer-relationship control and coordination of ITC‘s technical help on the national and

nearby levels with key public and personal sector stakeholders

Division of Market Development

The Division of Market Development (DMD) presents idea management on MSME

competitiveness, offers aggressive intelligence offerings, and supports governments in the design

and implementation of exchange development strategies. DMD affords helps to corporations and

enterprise institutions to provide a business angle within the formula of change strategies and

reform of regulations and guidelines at national and nearby degrees. The department promotes an

inclusive public-non-public communicate to deal with limitations to global trade an investment

and to provide customised answers to remove them.

Division of Programme Support

The Division of Programme Support (DPS) is accountable for supporting the programme

management of ITC in ensuring the green and effective control and utilization of human,

financial, IT and other assets required to put into effect the ITC programme of labor. DPS

manages the executive, prison and logistical support required by using ITC.

35
ITC's Corporate Governance techniques are designed to support powerful control of a couple of

organizations while preserving cognizance on each considered one of them.

The exercise of Corporate Governance in ITC takes vicinity at 3 interlinked tiers:

The Corporate features offer support and help to both the Corporate and Divisional Management

Committees.

This three-tier governance shape guarantees that:

36
● Strategic supervision (on behalf of the shareholders), being loose from involvement within the

challenge of strategic management of the Company, can be performed by using the Board

with objectivity, thereby polishing responsibility of control.

● Strategic management of the Company, uncluttered by way of the every day responsibilities

of executive management, stays centered and energized.

● Executive control of a Division or a Business, unfastened from collective strategic

obligations for ITC as an entire, makes a speciality of improving the fine, efficiency and

effectiveness of the commercial enterprise.

37
38
1.2.9BRANCHES/OFFICES OF ITC LTD.–

ITC is headquartered in Kolkata, India and has 72 office locations across 3 countries that are UK,

US and India. It has more than 60 locations all over India where it employs 36,500 people.

ITC OFFICE LOCATIONS IN INDIA

Kolkata Bhopal Coimbatore Haridwar

Andheri Agra Gurugram Hunsur

Bengaluru Bargur Gandhidham Hyderabad

Chennai Ahemdabad Guwahati Indukurpet

Abohar Bengaluru Chirala Jhan Khelan

Baddi Chandrahati Guntur Jaipur

1.2.10 PLANT LOCATIONS OF ITC LTD. IN INDIA–

Some of the ITC Ltd. plant locations in India are as follows-

● Sarapaka Village,
BhadradriKothagudemDist– 507128
Telangana – India

39
● Mouza Amraberia, J. L. No. 8,
Howrah District - 711303
West Bengal – India

● Village Manpura,
Solan District – 17410
Himachal Pradesh – India

● Survey No. 15/1 & 15/2,

Kolar Dist. - 563130
Karnataka - India

40
● Plot No. B-27, MIDC, Ranjangaon, Taluka Shirur,
Pune District - 412220
Maharashtra – India

1.2.11 CONTACT DETAILS OF ITC LTD.–

The contact details of ITC Ltd. area as follows-

Registered Office ITC Limited

Virginia House,
37, J. L. Nehru Road
Kolkata – 700071, India
Phone +91-033-22889371

Fax +91-33-22880655

Email For any queries or grievances, contact Dr.

Aurko Dasgupta at contactus@itc.in

Customer Care No. 1800-345-8152

1.2.12 HEAD OFFICE OF ITC LTD.–

The head office of ITC Limited is located in Kolkata, India.

ADDRESS:ITC Limited
Virginia House,

37, J. L. Nehru Road

Kolkata – 700071, India

41
1.2.13 LOGO & TAGLINE OF ITC LTD.–

1.2.14 PRINT ADS OF ITC LTD.–

● SAB SAATH BADHEIN:

42
ITC recently released a multi-movie company campaign that encapsulates the employer‘s

inclusive boom philosophy in the notion Sab SaathBadhein. The goal of the Campaign is to

enhance cognizance on ITC‘s significant contribution to countrywide priorities of livelihood

advent, doubling farm incomes and environmental replenishment.

The films exhibit via the eyes of children how ITC brings alive its business philosophy of Sab

SaathBadhein via on-floor tasks. These films are shot at real ITC places.

Paani Ki Lori – Watershed Development

KalKeKisaan – e Choupal

PedhBadheinBacchePadhein – Afforestation

The Sab SaathBadhein philosophy movie suggests 4 youngsters, every struggling for my part to

attain their collective destination. This is a hurdle these youngsters have to conquer day by day.

Then sooner or later, these kids determine to trade their approach: as opposed to suffering to

reach their destination on their own, they combine their efforts and we see the difference this

choice makes.

● PROUDLY INDIAN:

43
 ITC additionally released a virtual campaign these days with a bouquet of its global-class

Indian manufacturers proudly voicing their ―Nation First‖ credo. ITC‘s #ProudlyIndian

campaign saw a host of ITC‘s Foods and Personal Care manufacturers craft motivating

creatives that illustrate the manufacturers‘ Indian ethos and larger contribution to the state.

These manufacturers simply reflect the spirit of―Make in India‖ with the IP evolved in India

by using Indian scientists, made with produce grown in India through Indian farmers,

manufactured in India at world-magnificence Indian facilities and mainly crafted for the

Indian customer.

1.2.15 SWOT ANALYSIS OF ITC LTD.–

44
1.2.16 GROWTH RATE OF ITC LTD.–

REVENUE & NET INCOME, EPS GROWTH RATE

45
COMPOUND ANNUAL GROWTH RATE

Revenue 3.43%

Net Income -14%

EPS Basic -14%

RESERVES, DIVIDEND GROWTH

● GROWTH RATE OF FMCG INDUSTRY.–

The Indian FMCG enterprise grew 9.4% inside the January-March region of 2021, supported by

consumption-led boom and value growth from higher product prices, in particular for staples.

1.2.17 FINANCIAL PERFORMANCE OF ITC LTD.–

The financial performance of the company for last ten years are as follows-

46
47
1.2.18 BALANCE SHEET OF ITC LTD.–

Balance Sheet as at 31st March, 2021

48
SECTION –B

49
 TITLE OF THE PROJECT-

―The Study On Consumer Buying

Behaviour Of Aashirvaad Flour‖
1. INTRODUCTION-

1.1 ABOUT THE PROJECT-

Straight from the source

We take our promise of providing the choicest grains very seriously. To deliver the same we
procure grains from over 6,100 places and from these and choose fine grains, so that you can
deliver on your promise to your family.

Hygiene from start to finish

We leave no stone unturned in order to ensure high standards of food safety and hygiene. We use
a 3 stage process of cleaning so that high levels of hygiene are maintained.

50
Ground breaking packaging
Our entire process is mechanized. The wheat grains are ground via a modern 'chakki' grinding
process that preserves their natural goodness to ensure you get taste as well as nutrition. We at
AASHIRVAAD, aim to delight the consumer through superior and innovative PET Poly
packaging, ensuring the freshness of the atta is retained for your family to enjoy.

Did you Know - The design on the pack of AASHIRVAAD Whole Wheat Atta and
AASHIRVAAD Select Atta showcases the farming process undertaken in the rural heartland of
India in the form of a Madhubani painting.

Locking in the Nutrition

We ensure that the nutrition of the whole wheat grain is retained in our atta. Care is taken so that
the protein, carbohydrates and the fibres remain intact so that your family enjoys the wholesome
goodness of wheat in their rotis.

51
Marketing communication (MarCom) is a fundamental and complicated a part of a

enterprise‘s advertising efforts. Loosely defined, MarCom can be defined as all the messages and

media you set up to speak with the marketplace.

Marketing verbal exchange includes advertising, direct marketing, branding, packaging, youron

line presence, published materials, PR sports, sales displays, sponsorships, trade display

appearances and more.Marketing Communications refers to the use of various marketing

channels and gear in aggregate. Marketing verbal exchange channels awareness on any way a

enterprise communicates a message to its desired marketplace, or the market in fashionable. A

advertising communication tool can be something from: advertising and marketing, private

promoting, direct advertising, sponsorship, verbal exchange, social media and promoting to

public family members.

MC are made up of the advertising blend that's made of the 4P's: Price, Promotion, Place and

Product, for a commercial enterprise promoting goods, and made from 7P's: Price, Promotion,

Place, Product, People, Physical proof and Process, for a service-primarily based enterprise.

Marketing Communicationoutlines the basic advertising verbal exchange ideas and presents the

foundation for relaxation of the series.

● Positioning—discusses the fine details and significance of claiming the most attractive

position for your purchaser‘s thoughts.

● Your advertising message—presents the framework for planning your advertising and

marketing message during the technology adoption lifecycle (TALC).

● Marketing communication for tech startups—describes the method and methods to

expand phrase-of-mouth advertising and marketing in the market.

52
● Marketing communications: Reaching early adopters of technology products—focuses

on how (and why) you ought to tailor your message for era lovers and visionaries.

● Successful marketplace communication across the Chasm and within the Bowling

Alley—explains the methods to help you go the Chasm.

1.1.1 Objectives of Marketing Communication of ITC Ltd.-

The objectives of marketing communication of ITC Ltd. are as follows-

● Creating preference-

Creating preference is mostly a longer-term effort that ambitions at the usage of verbal exchange

gear to assist position your product or organization in the minds of the goal client.Positioning

and building a brand takes time and calls for a certain consistency (now not simply inside the

conversation efforts themselves, but additionally regarding the core factors of product, pricing,

and distribution) and therefore represents a giant dedication for the business

enterprise.Remember, setting up choice with the aid of building a emblem will impact market

proportion, profitability and even your get right of entry to to talent—and therefore presents

lengthy-term fee for the enterprise.

● To Increase Awareness:

Increased brand focus isn't always best one of the most common advertising conversation targets;

it's also typically the first for a brand new company. When you to begin with enter the

marketplace, you have to permit people know your company and services or products exist. This

53
may encompass broadcast commercials or print ads that depict the photo of your agency and

constant repetition of your brand call, slogans and jingles. The entire objective is to grow to be

recognized and memorable. Established corporations frequently use a carefully associated goal

of building or retaining pinnacle- of-mind attention, because of this customers consider you first

when thinking about your product category.

● To Change Attitudes:

Changing enterprise or emblem perceptions is any other commonplace conversation goal.

Sometimes, misconceptions broaden within the market approximately your company, products or

services.Advertising is a manner to cope with them without delay. In different instances, bad

exposure outcomes because your company is worried in a enterprise scandal or unsettling sports.

● To Influence Purchase Intent:

A key conversation objective is to encourage clients to buy. This is generally carried out thru

persuasive advertising, which entails emphasis of your advanced blessings to the user, usually

relative to competitors. It is crucial to strike a chord with the underlying need or want that

triggers a patron to behave.

● Shortening the sales cycle-

Shortening the sales cycle method helping your income and channel companions in their efforts

to pick out, engage and deliver a patron. Understanding the patron‘s shopping for method brings

important insight into find out how to shorten the income cycle. MarCom must attention on

54
developing, packaging and delivering applicable facts to the buyer at some point of the buying

method as a way to sales meet this education want.

1.1.2ITC Price Strategy-

The company is concerned in numerous enterprise pastimes and for this reason faces loads more

opposition inside the market. Therefore to enhance its marketplace segments the business

enterprise attempts to create its presence all over India with reasonable pricing policies. The

enterprise has followed premium pricing guidelines for expensive products and reasonable

pricing for the center-class section if you want to ultimately assist in producing income and

ultimately will cause higher revenue figures. They follow specific pricing techniques for

extraordinary merchandise.

For instance, as Bingo changed into getting into the market, it had adopted a totally clever

aggressive pricing approach that captured the marketplace. As they had maintained an affordable

pricing approach as according to the marketplace but supplied extra amount and greater margin

to the shops which gave them a competitive par

1.1.3ITC Place Strategy-

The corporation‘s distribution channel is widespread and for that reason its merchandise are to be

had in each retail store. It has a strong distribution channel because it provides the product

quickly as viable. It additionally has a properly-mounted manufacturing and logistics distribution

55
community. The organization has four production units and greater than 60 dealers in India. The

food merchandise are also exported the world over in countries like North America, Australia,

the Middle East, and Africa.

1.1.4Promotional Strategy of ITC-

The promotion method of the organization has some thing precise preserving in thoughts its

emblem proposition and its target market. It promotes its product on numerous social media

platforms also via print, television, and radio. The emblem presence is well-different due to

their extended product portfolio, they also have distinct logo ambassadors for unique

manufacturers. It has implemented an aggressive advertising and marketing method and has

taken advantage of any promotional medium available to sell its products. Several ad campaigns

have been launched, which can be seen on popular TV channels, broadcasted on the radio, and

shown through hoardings. It has also roped in distinguished personalities together with Kareena

Kapoor and Shahrukh Khan for higher visibility.These have been some of the advertising blend

strategies applied with the aid of the company.

1.1.5ITC Marketing Strategy-

An advertising and advertising and marketing strategy refers to an common marketing strategy

that allows to goal the clients and, therefore turning them into capacity customers of the products

or services. Let‘s look in addition into the specifics in their approach.

56
● Segmentation, targeted on, positioning of ITC-

As a logo, it serves the wishes of a diverse style of market corporations via manner of

segmenting the population based totally on common styles of capabilities. A mix of nearby

demographic and psychographic segmentation factors which include career, income degree,

gender, age, place, behaviour, and so forth. Are used by ITC.

● Distribution strategy of ITC-

The agency operates with its very personal distribution channel, gadgets are made to be had to

wholesale carriers through carried & ahead dealers (CFA‘s), which can be then transmitted right

now or thru small, wholesale, dealers to shops in cities to satisfy clients within the maximum a

ways flung areas of the state.

● Target Audience of ITC-

With its various variety of products and services, ITC caters to customers from the five-60 age

institution with its merchandise starting from Candyman, Mint-o to Aashirvaad, etc. ITC meets

the wishes of different corporations in the B2B marketplace, in addition to ITC Infotech inside

the IT zone and ITC Hotels inside the hospitality quarter.

Therefore, the advertising approach of ITC has applied numerous strategies to enhance their

market section.

57
1.1.6 ITC Marketing Campaigns-

The organisation has taken initiative to create emblem recognition on diverse social media

systems. It got here up with the #proudly Indian marketing campaign and #Sab SaathBadhein

campaign. Let us have a take a look at what this marketing campaign approach.

1. #proudly Indian marketing campaign

Here the brand showcases how the goods reflect the spirit of creating in India‘s marketing

campaign runs throughout diverse social media platforms which generate widespread interest in

citizens. The marketing campaign was initiated in 2020 with the philosophy of vocal for

neighborhood.

2. #Sab SaathBadhein marketing campaign

‗Sab SaathBadhein‘ is a company campaign that contains a chain of 4 TVCs (Television

Commercial ) Sab SaathBadhein is an expression of ITC‘s sustainable & inclusive increase.

58
These had been the various advertising campaigns initiated via the corporation which created

huge brand recognition.

1.1.7ITC Digital Marketing Strategy

A virtual presence truly refers to how your enterprise seems online and the way you control your

brand on various social media structures. Following is the social media presence of ITC on

Facebook, Instagram, and Twitter.

59
60
From the above photographs, we see the enterprise profile on diverse social media platforms has

a large presence and as a result has a strong base inside the marketplace.

ITC Ltd has been upscaling its digital marketing recreation and establishing its presence inside

the virtual market the business enterprise has a robust base and for that reason its evolving over

years. It is likewise one of the main manufacturers in numerous sectors of enterprise. Though it's

far tough for the agency as they‘ve were given a couple of competitors throughout various

organizations they need to hold their popularity and be steady with their extraordinary paintings

and initiative took by means of them.

1.2OBJECTIVES OF THE PROJECT-

The objective of this project is are-

● To know the consumer buying behavior of the FMCG products with reference to

Ashirwaad flour of ITC lTD.

● To analysis the distribution of Ashirwad Flour in Varanasi city.

● To study the impact of advertisement on consumer.

61
1.3RATIONALE FOR THE STUDY-

Measurement of Marketing Communication is a critical element of advertising campaigns and

different advertising and marketing pastime. Measurement makes some people very worried

because it brings accountability into marketing interest. In fact, this step may be one among a

marketer‘s great buddies. If you don‘t degree the impact of your advertising and marketing

efforts, you‘ll haven't any idea whether or not what you're doing is powerful or now not. On the

alternative hand, in case you do measure the impact, it will help you understand what's running,

and where and how to improve your efforts. By nature, advertising is a dynamic discipline

because markets trade and those alternate. What works beautifully this 12 months can be a entire

flop subsequent year, and vice versa.

Measurement–and the consequences or ―metrics‖ this system collects–are like a compass that

facilitates marketers alter route as a way to reach their dreams extra fast and efficiently.

1.3.1Deciding What to Measure-

Measuring only for the sake of getting numbers misses the complete point. It‘s surely important

to determine the proper things to degree first, in case you want to get a applicable photo of

what‘s going on. To do that, marketers typically go through a manner of identifying key overall

performance signs (frequently known as KPIs). A KPI is some thing measurable that suggests

the development an organization is making toward its commercial enterprise objectives. The KPI

isn't the same as the actual employer aim or goal; instead it's far something measurable that

enables managers recognize how properly they may be progressing toward the goal.

62
In a corporation, KPIs can be decided for many unique stages of the agency. These are defined

beneath:

Company-level KPIs suggest the general corporation overall performance on agency-extensive

desires, in terms of total revenue, profitability, client-delight rating, market share, or percentage

of growth inside the client base.

Department-stage KPIs suggest overall performance on the department level. For the

advertising and marketing branch, it might be brand consciousness, the quantity of certified new

leads generated, value according to lead generated, or the conversion fee: the share of leads who

are transformed into customers.

Team-degree KPIs suggest the effect and effectiveness of a group‘s activities. A group focused

on virtual advertising, for example, would possibly tune KPIs including e mail-advertising and

marketing click on fees, the quantity of Web-website online visits, or search engine optimization

income conversion charge: the share of folks who come to the Web web page via a search engine

and result in a sale.

Campaign-level KPIs suggest the impact of individual campaigns. By tracking similar metrics

across more than one campaigns, it is simple to peer which of them are handiest with target

audiences after which use this data to refine procedures and replicate successful processes.

Campaign-stage KPIs are quite depending on the campaign design; for example, campaigns

typically find out the ―open‖ rate: i.e., what number of people open an email message once it is

brought. If a marketing campaign doesn‘t use electronic mail, the open rate doesn‘t exist.

However, there are some common denominator marketing campaign metrics entrepreneurs can

tune throughout IMC sports to decide impact and development. Cost in step with influence,

63
impressions consistent with campaign, and conversion price are metrics that may be tracked for

genuinely any campaign.

Marketing tactic-level KPIs suggest the effectiveness of character marketing tactics and gear.

For instance, content-advertising and marketing KPIs song the effectiveness of person content

pieces used on a Web site and in IMC campaigns. These metrics, along with web page

perspectives consistent with article and range of social media shares offer perception for

marketers approximately which varieties of content material are maximum famous with target

clients and which content material pieces get little hobby.

Different agencies choose unique sets of KPIs, depending on what they're attempting to

accomplish and the strategies they're pursuing to reach their desires. At any given degree, it's far

essential to restrict the overall quantity of KPIs to those which are most vital and indicative of

development. If too many stuff are measured, managers have problem prioritizing and homing in

on what is most critical. In addition to KPIs–which represent key, strategic signs of progress–a

agency may additionally music an expansion of different metrics to tell its operations.

1.3.2 Alignment with the Goals and Objectives-

Figuring out what to measure starts offevolved with considering the agency‘s normal desires and

targets, in addition to the advertising crew‘s dreams and targets. The maximum-level KPIs must

64
inform managers about how well advertising is doing at meeting its goals as a group, and how

the group is contributing to the organization‘s average performance. KPIs can also reflect

absolute figures, consisting of total market percentage. Or they'll song development in the

direction of a target, together with progress towards attaining 1,500 new clients over the

direction of a year. KPIs ought to offer information to guide managers in their selection making

approximately what is working and where to adjust course.

It is beneficial for an organization to define a preferred set of KPIs for measuring the

effectiveness of marketing campaigns and for the contributions made through different features

inside the advertising corporation: public family members, advertising and marketing, social

media advertising, and so forth. When marketers define S.M.A.R.T. Desires on the outset of a

campaign, these dreams might also incorporate KPIs to verify what the marketing campaign

aspires to gain and the way nicely it does at achieving these dreams. KPIs for focus-building

campaigns, as an example, must be centered on campaign attain, which include variety of

impressions or publish-marketing campaign logo recognition.

Managers should be aware of how many KPIs they're tracking to make sure that size stays a

beneficial hobby in preference to a burden that cuts into the productiveness and effectiveness of

the broader crew. Fortunately, as advertising becomes extra information wealthy and generation

pushed, many KPI-kind metrics are calculated robotically by way of systems that aid the

advertising characteristic, making them readily available. Tools are also available that create

dashboards for advertising managers and group members to assist them effortlessly reveal KPIs

on an ongoing basis.

65
1.4 IMPORTANCE OF THE PROJECT-

It is as follows-

1) Develop a strategic vision-

The first point within the listing of Importance of Marketing Communication is that it facilitates

the management of the organization and marketing managers expand a strategic imaginative and

prescient about leveraging on the diverse advertising possibilities and structures and device the

plans that make the organisation provide you with the brand new and innovative methods to

promote the offerings to the customers.

It makes the enterprise curate a distinct identity inside the market and within the minds of the

customers because the emblem that craves out the advertising and promotional approaches that

aren't handiest strategic in nature but have an aspect within the ways to communicate

approximately the functions and attributes of the products and services.

2) Create emblem attention-

The idea of branding is absolutely related to the promoting the goals and imaginative and

prescient of the logo and business enterprise as a whole but understating the Importance of

Marketing Communication enables in the developing and imparting the specified impetus to the

logo awareness in an indirect way because the strategy and the innovative artistic endeavors of

the advertising communication starts with leveraging at the robust legacy of the emblem

accompanied through the capabilities and particular selling propositions of the products and

offerings.

66
3) Expresses aggressive advantage-

There are manner too many manufacturers in the market imparting the similar line of products

and services giving the customers pretty many options and options to select and choose from and

many a time the clients move for the goods and offerings presented with the aid of the

competition.

Hence, expertise the Importance of Marketing Communication allows the organisation to sell its

services in a unique and progressive manner via selecting numerous marketing and media

channels consisting of print advertisements, television commercials, radio spots, digital

advertising and marketing, interactive advertising, and PR among others that enables to

showcase the capabilities and nature of the services in a wonderful mild giving a tough

competition to the arch-opponents of the company and it works as a pull component for the

clients.

4) Fosters goodwill-

Next within the queue of the Importance of Marketing Communication is that it enables the

employer to foster the goodwill within the marketplace as when the communique approach is on

a consistent and continuous basis, the facet of agree with receives ingrained in the minds of the

prevailing and prospective clients as they are step by step witnessing the communication and

messages from the organization and its services and gives them a attitude that the corporation is

authentic and proper in its offerings.

67
Another component to date is that the advertising communication additionally entails taking part

in various sports related to the company social obligations and inside the advantage of the

society that helps the organisation to command the goodwill from its buyers and stakeholders.

5) Attracts expertise-

The actual and modern advertising communique and messaging strategy no longer handiest

draws the new set of customers however also attracts the expertise for the employer that is

inclined to get related to the enterprise as employees, vendors, investors, groups, and different

enterprise friends that facilitates the agency to develop from strength to strength and achieve its

pursuits and objectives within the enormously a success way.

6) Enlightens the investor community-

In continuation to the above point and harping on the Importance of Marketing Communication,

yet any other gain to the enterprise is that it enlightens the investor network approximately the

strengths, center values, basics, imaginative and prescient, technique, and goals of the company

together with its aggressive advantages, unique promoting propositions, and the functions and

attributes of the goods and services presented to the goal market.

And once the traders are inspired and satisfied with the values and targets of the company they

may be geared up to invest inside the enterprise and that facilitates the management to attain

their monetary dreams in order to further provide the impetus to the business operations and

result in the better income and extended income.

7) Boosts income-

68
As the thumb rule of enterprise strategy states that the advertising and marketing and sales

departments paintings because the spine of every other and after they each join forces, the

earnings of the corporation are on an all-time high due to the expanded income and marketplace

share in comparison to the competitors inside the marketplace because the advertising and

marketing conversation is strategic, revolutionary, and creative in nature plus is nicely aligned

with the general business goals of the business enterprise.

8) Improved communication with the clients-

In order to attract the brand new set of clients and retain the existing ones on an extended-term

basis, it's miles crucial for the advertising communique to be obvious, consistent, crisp, direct,

and enables to solve the issues of the customers.

And when the control of corporation and marketing branch duly is familiar with and grasps the

Importance of Marketing Communication, there is an automated improvement in the

communication with the customers and their stage of accept as true with within the logo, its

services, and the overall employer is elevated in manifolds with the organization in a position to

accomplish its favored dreams and goals as well.

9) Come up with progressive advertising and promotional thoughts-

Understanding the Importance of Marketing Communication enables the control and the

marketing department to try to come up with the revolutionary advertising and promotional ideas

that do not simplest deliver the emblem messages in an imaginative style however also gives the

logo an edge of creativity compared to their competitors within the market.

69
It is likewise imperative for the corporation to do a non-stop research on what are the cutting-

edge advertising and marketing trends in the market and be open to attempting out new and

novel ideas for the promoting of products and services.

The above were all the motives which provide an explanation for the Importance of Marketing

Communications.

70
2. LITERATURE REVIEW-

A literature assessment is a survey of scholarly resources on a particular topic. It gives an

overview of cutting-edge information, permitting you to perceive relevant theories, methods, and

gaps in the existing studies.

According to a research conducted by INSTITUTE OF RESEARCH ADVANCES(IRA) in

February, 2017The first and major aspect related to the FMCG sector is their community. The

agencies of this region have a large distribution network which enables them to make their

products available even to the most interior and rural parts of India. The exchange to trade that

helps those groups to satisfy this act is the ―Transportation‖ hobby. Huge quantity of their vans

pedals everywhere in the country dispensing those fast moving patron merchandise far and

extensive.

Transportation in spite of being such an critical hobby of the FMCG businesses, reveals very

much less emphasis in corporation‟s sustainability disclosures. Under Principle 2 of NVGs, BRR

pertinently asks the agencies in question three approximately their sustainable sourcing which

includes transportation. To this query, ITC Ltd. have replied satisfactorily.

The FMCG groups additionally do now not lay right emphasis on recycling of merchandise. The

fast shifting products are exceedingly consumed. The packages of these products contribute to

the environmental pollution to a huge extent. For this corporations must have campaigns and

programmes to accumulate the empty cartons of products from the consumers and recycle these

product packing containers.To those factors ITC has no longer satisfactorily pronounced in its

BRRs.

71
Again, any other essential element that desires instantaneous interest by using the FMCG zone is

at the stakeholder engagement. We find that even though ITC is claiming to take pleasure in

stakeholder engagement however the real photograph is different. The business enterprise does

not point out their degree of engagement with one of a kind stakeholder

groups, the ways and methods accompanied to have interaction with the stakeholders, the end

result of engagement and the activities followed to cope with the issues raised during the

stakeholder engagement. All those details are missing from ITC‟s disclosure reviews. Moreover,

for the FMCG quarter their items are immediately connected to the customers. The patron is the

king each for the Company‟s survival and boom. So, more proactive engagement is needed with

the customers to apprehend their wants, worries and needs that wishes to be addressed. On the

entire we are able to say ITC‟s document has concealed a good deal more than it has reported in

its Business Responsibility Reports. Far greater disclosure with a great deal extra transparency is

needed from ITC.

72
3. RESEARCH METHODOLOGY-

Research design refers back to the framework of marketplace studies techniques and strategies

which might be chosen by means of a researcher. The design this is selected through the

researchers permit them to utilize the techniques that are appropriate for the study and to

installation their research successfully inside the future as well.

Descriptive Researchrefers to the techniques that describe the traits of the variables beneath

examine. This methodology focuses on answering questions regarding ―what‖ than the ―why‖ of

the studies difficulty.

Primary Datameans unique facts that has been gathered specially for the reason in thoughts. It

way a person accrued the records from the unique supply first hand. Primary records has no

longer been published but and is more dependable, true and goal.

Convenience Samplingis a method of gathering samples with the aid of taking samples that are

comfortably placed round a place or Internet carrier.

Snowball sampling is a recruitment method wherein studies participants are asked to help

researchers in identifying different capability topics.

Questionnaireis a studies tool such as a series of questions for the purpose of gathering data

from respondents. Questionnaires may be notion of as a kind of written interview. They may be

completed face to face, through smartphone, laptop or post. Questionnaires provide a distinctly

reasonably-priced, brief and efficient way of obtaining large quantities of records from a massive

sample of human beings.

73
The research methodology used in this research is as follows-

● Type of Research-Descriptive & Analytical Research

● Data type-Primary & Secondary Data

● Sampling Unit-Users & non-users of ITC Ltd. products

● Sample size-100

● Sampling method-Convenience & Snowball Sampling

● Data collection tool-Questionnaire

● Data Analysis techniques- Pie chart, Percentage

74
● LIMITATIONS-

● Limited time-

A particular industry and company analysis requires much time but we got only about a month to

complete this project report.

● Limited sources-

A particular industry analysis requires more time but we got only a month to complete this

project report. And in this limited span of time, it was impossible for us to collect data from

multiple resources. Thus, we could collect primary data from only a few sources.

● Lack of practical exposure-

There was a lack of practical exposure due to in-house internships.

75
4. DATA ANALYSIS RESULTS & INTERPRETATION-

● Gender.

Gender % Frequency

Male 38 38

Female 62 62

Total 100 100

Data Analysis-From the above data, we got to know that 62% of the respondents were female

and 38% of the respondents were male.

Data Interpretation-From the above data, we may interpret that most of the respondents were

female.

76
● Age group.

Age group % Frequency

18-24 62 62

25-34 25 25
35-44 7.0 7
45-54 4.0 4
55-64 2.0 2
Total 100 100

Data Analysis-From the above data, we got to know that 62% of the respondents were of age

group 18-24 years, 25% of the responents were of age group 25-34 years, 7% of the responents

were of age group 35-44 years, 4% of the responents were of age group & 2% of the responents

were of age group 55-64 years.

Data Interpretation-From the above data, we may interpret that majority of the respondents

were of age group 18-24 years and minority of the respondents were of age group 55-64 years.

77
 What is your current occupation*

Occupation RESPONDENTS Percentage

Student 8 27.7%

Employed 12 24.8%

Self-employed 2 23.8%

Homemaker 6 23.8%

1 1
Professional
Total 50 100

INTERPRETATION:-

27% of peoples of employed, 24% of peoples are self-employed, 23%

of peoples are student and 23% of peoples are House wife while using
online payment

78
Which kind of flour do you use daily ?

Responses % Frequency

Wheat Atta 63 88

Fortified Atta 17 12

Maulti grain Atta 10 10

Other 10 10

Total 100 100

Data Analysis-From the above data, we got to know that 88.1% of the respondents were well

aware of the company ITC Ltd. & the products it offers to the market and 11.9% of the

respondents were not you are well aware of the company ITC Ltd. & the products it offers to the

market.

79
● Which brand of flour do you use daily ?

Responses % Frequency

Ashirwaad 17 17

Patanjali 63 63

Laxmi Bhog 05 05

Other 15 15

Total 100 100

Data Analysis-From the above data, we got to know that 33.3% of the respondents often used

ITC‘s products often, 28.4% of the respondents used ITC‘s products sometimes, 16.7% of the

respondents always used ITC‘s products and 15.7% of the respondents used ITC‘s products most

of the times.

80
● From where do you purchase flour

Responses % Frequency

Super Market 20 20

Online 60 60

Kirana Shop 05 05

Other 15 15

Total 100 100

Data Analysis-From the above data, we got to know that 50% of the respondents almost never

encountered any major substantial problems while or after using any of the ITC"s products,

36.3% of the respondents sometimes encountered any major substantial problems while or after

using any of the ITC"s products and 8.8% of the respondents often encountered any major

substantial problems while or after using any of the ITC"s products.

81
● What is important for you when you buying flour ?

Responses % Frequency

Price 51.5 52

Quality 9.9 10

Brand Value 4 4

Packaging 34.4 34

Total 100 100

Data Analysis- From the above data, we we got to know that 51.5% of the respondents found

information about ITC‘s products from TV, 34.4% of the respondents found information about

ITC‘s products from Digital platforms, 9.9% of the respondents found information about ITC‘s

products from Prints and 4% of the respondents found information about ITC‘s products from

Radio.

82
What quantity of flour you generally purchase to buy ?

OPTIONS RESPONDENTS Percentage

1 kg 5 5

5 Kg 25 25

10 kg 50 50

2 kg 20 20

Total 100 100%

INTERPRETATION:-

48% of peoples while survey they show YES they about advertisement, on

the other hand, 60% of peoples say NO and 22% people say some

times.

83
● Which advertising media influence you most?

OPTIONS RESPONDENTS Percentage

TV 5 5

Social Media 25 25

News Paper 50 50

Banner & Hording 20 20

Total 100 100%

Data Analysis-From the above data, we we got to know that 37.3% of the respondents found

ITC advertisements informative sometimes, 21.6% of the respondents found ITC advertisements

informative often, 22.5% majority of the respondents always found ITC advertisements

informative and 14.7% of the respondents found ITC advertisements informative most of the

times.

84
Have you Purchase Asshirwaad Atta ?

OPTIONS RESPONDENTS Percentage

Yes 46 46%

No 24 24%

Sometimes 30 30%

Total 100 100%

INTERPRETATION:-

46% of peoples while survey they show YES they use product, on

the other hand, 24% of peoples say NO and 30% people say some

times the use ITC product.

85
How much do you like this brand

OPTIONS RESPONDENTS Percentage

I Strongly like this brand 30 30%

I do not like 25 25%

I Strongly do not like 25 25%

I like this brand 20 20%

Total 100 100

RESPONDENTS

Aashirwad Atta

Sunfeast Biscuit

Vivel

Savlon

INTERPRETATION:-

30% of peoples use Aashirwada Atta, while survey 25 % people like Sunfeast Biscuit.

Vivel are use 25 % of People like. And other hand, 20% of peoples always use Savlon in

their house of ITC product.

86
Give a rank the brand of flour according to your preference.

OPTIONS RESPONDENTS Percentage

Ashirwaad 17 17

Patanjali 63 63

Laxmi Bhog 05 05

Other 15 15
Total 100 100

RESPONDENTS

Shopping Mall
Super market
Permanent Store
Medical store
Total

87
Why do you purchase the same brand.

OPTIONS RESPONDENTS Percentage

Daily
20 20%
Weekly
15 15%
Monthly
55 55%
Yearly
10 10%
Total 100 100

RESPONDENTS

Daily
Weekly
Monthly
Yearly

88
● How much satisfied are you with ITC products?

Responses % Frequency

Highly satisfied 43.1 43

Somewhat satisfied 41.2 41

Neither satisfied nor dissatisfied 12.7 13

Highly dissatisfied 1 1

Somewhat dissatisfied 2 2

Total 100 100

89
Data Analysis-From the above data, we get to know that 43.1% of the respondents were highly

satisfied, 41.2% of the respondents were somewhat satisfied, 12.7% of the respondents were

neither satisfied nor dissatisfied, 1% of the respondents were highly dissatisfied & 2% of the

respondents were somewhat dissatisfied with ITC products.

Data Interpretation-From the above data, we may interpret that majority of the respondents

were highly satisfied & minority of the respondents were highly dissatisfied with ITC products.

5. CONCLUSION FROM THE WORK-

Objective Conclusion

● To measure the effectiveness of Marketing Most of the respondents were highly satisfied

Communications of ITC Ltd. with regard to with ITC products & were well aware of the

special Fast-Moving Consumer Goods. company ITC Ltd. and the products it offers to

the market. Also, they found ITC ads

informative. Majority of the respondents found

information about ITC products through TV

ads. According to most of the respondents, ITC

promotes its products more effectively than

other FMCG companies in the industry.

● To measure the satisfaction level of users Majority of the respondents were highly

of Fast-Moving Consumer Goods of ITC satisfied with Fast-Moving Consumer Goods

Ltd. of ITC Ltd.

90
6. SUGGESTIONS & RECOMMENDATIONS-

● ITC Ltd. must undertake new marketing initiatives to drive consumer engagement on digital

platforms.

● It must promote more digital campaigns.

● Company should reduce the awareness of people about ITC.

● It should more work on advertising of ashirwad.

91
 ANNEXURE

1- Gender

a- male

b- female

2- Age group

a- 18-24

b- 25-34

c- 35-44

d- 45-54

e- 55-64

3- What is your current occupation

a- student

b- employed

c- self-employed

d- homemaker

e- professional

4- Which kind of flour do you use daily

a- wheat atta

b- fortified atta

c- multi grain atta

d- other

92
5- Which brand of flour do you use daily

a- ashirwad

b- patanjali

c- laxmi bhog

d- other

6- from where do you purchase flour

a- super market

b- online

c- kirana shop

d- other

7- what is important for you when you buying flour

a- price

b- quality

c- brand value

d- packaging

8- What quantity of flour you generally purchase to buy

a- 1kg

b- 5kg

c- 10kg

d- 2kg

93
9- Which advertising media influence you most

a- tv

b- social media

c- news paper

d- banner & hording

10- Have you purchase aashirwaad atta

a- yes

b- no

c- sometimes

11- How much do you like this brand

a- I strongly like this brand

b- I do not like

c- I strongly do not like

d- I like this brand

12- Give a rank the brand of flour according to your preference

a- Ashirwad

b- patanjali

c- Luxmi bhog

d- other

94
13- Why do you purchase the same brand

a- daily

b- weekly

c- monthly

d- yearly

14- How much satisfied are you with ITC products

a- highly satisfied

b- neither satisfied not dissatisfied

c- somewhat satisfied

d- highly dissatisfied

e- somewhat dissatisfied

95
 BIBLIOGRAPHY

http://www.livemint.com

http://www.itcinfotech.com

http://www.business-standard.com

http://www.economictimes.com

www.itcportal.com

http://www.indiancompanies.in

96