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TABLE OF CONTENT

SERIAL NO. 1. 2. 3. 4. 5.

TOPIC TO BE PRESENTED ACKNOWLEGMENT INTRODUCTION OBJECTIVE OF THE REPORT SIGNIFICANCE OF THE PROJECT

PAGE NO. 1 2-5 6 7 8

SCOPE OF THE PROJECT 6. RESERCH METHODOLOGY 7. LIMITATIONS OF THE 8. PROJECT 11 10 9

BIBLIOGRAPHY

ACKNOWLEGEMENT I, MD.NADIMUL HAQUE felt privileged to be a part of SD.COLLEGE OF MANAGEMENT STUDIES, MUZAFFARNAGAR (U.P) My project title is A ANALYSIS OF CONSUMER BEHAVIOUR OFITCS AASHIRVAAD ATTA
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INTRODUCTION :ITC was incorporated on August 24, 1910 under the name of 'Imperial TobaccoCompany of India Limited'. Its beginnings were humble. A leased office on RadhaBazar Lane, Kolkata, was the centre of the Company's existence. The Companycelebrated its 16th birthday on August 24, 1926, by purchasing the plot of land situatedat 37, Chowringhee, (now renamed J.L. Nehru Road) Kolkata, for the sum of Rs310,000. This decision of the Company was historic in more ways than one. It was to mark the beginning of a long and eventful journey into India's future. The Company'sheadquarter building, 'Virginia House', which came up on that plot of land two years later, would go on to become one of Kolkata's most venerated landmarks. The Company's ownership progressively Indianised, and the name of the Company was changed to I.T.C. Limited in 1974. In recognition of the Company's multi-business portfolio encompassing a wide range of businesses - Cigarettes & Tobacco, Hotels,Information Technology, Packaging,Paperboards & Specialty Papers, AgriExports,Foods, Lifestyle Retailing and Greeting Gifting & Stationery - the full stops in the Company's name were removedeffective September 18, 2001. The Company nowstands rechristened 'ITC Limited'.

Though the first six decades of the Company's existence were primarily devoted to the growth and consolidation of the Cigarettes and Leaf Tobacco businesses, the Seventies witnessed the beginnings of a corporate transformation that would usher in momentous changes in the life of the Company. ITC's Packaging & Printing Business Division, was set up in 1925 as a strategic backward integration for ITC's Cigarettes business. It is today India's most sophisticated packaging house. In 1975 the Company launched its Hotels business with the acquisition of a hotel in Chennai which was rechristened 'ITC-Welcomgroup Hotel Chola'. The objective of ITC's entry into the hotels business was rooted in the concept of creating value for the nation. ITC chose the hotels business for its potential to earn high levels of foreign exchange, create tourism infrastructure and generate large scale direct and indirect employment. Since then ITC's Hotels business has grown to occupy a position of leadership, with 66 owned and managed properties spread across India. It also has a marketing and reservation arrangement with the Sheraton Corporation, the reputed international hotel chain. In 1979, ITC entered the Paperboards business by promoting ITC Bhadrachalam Paperboards Limited, which today has become the market leader in India.

Bhadrachalam Paperboards amalgamated with the Company effective March 13, 2002 and became a Division of the Company, Bhadrachalam Paperboards Division. In November 2002, this division merged with the Company's Tribeni Tissues Division to form the Paperboards & Specialty Papers Division. ITC's paperboards' technology,productivity, quality and manufacturing processes are comparable to the best in the world. It has also made an immense contribution to the development of Sarapaka, an economically backward area in the state of Andhra Pradesh. It is directly involved in education, environmental protection and community development. In 2004, ITC acquired the paperboard manufacturing facility of BILT Industrial Packaging Co. Ltd (BIPCO), near Coimbatore, Tamil Nadu. This KOVAI Unit allows ITC to improve customer service with reduced lead time and a wider product range. In 1985, ITC set up Surya Tobacco Co. in Nepal as a joint venture with the reputed Soaltee group. In August 2002, Surya Tobacco became a subsidiary of ITC Limited and its name was changed to Surya Nepal Private Limited (Surya Nepal). In 1990, ITC acquired Tribeni Tissues Limited, a Specialty paper manufacturing company and a major supplier of tissue paper to the cigarette industry. The merged entity was named the Tribeni Tissues Division (TTD). To harness strategic and operational synergies, TTD was merged with the Bhadrachalam Paperboards Division to
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form the Paperboards & Specialty Papers Division in November 2002. Also in 1990, leveraging its agri-sourcing competency, ITC set up the International Business Division (IBD) for export of agri-commodities. The Division is today one of India's largest exporters. ITC's unique and now widely acknowledged e-Choupal initiative began in 2000 with soya farmers in Madhya Pradesh. Now it extends to 6 states covering over 3.1 million farmers. In 2000, ITC's Packaging & Printing business launched a line of high quality greeting cards under the brand name 'Expressions'. In 2002, the product range was enlarged with the introduction of Gift wrappers, Autograph books and Slam books. In the same year, ITC also launched Expressions Matrubhasha, a vernacular range of greeting cards in eight languages and Expressions Paperkraft, a range of premium stationery products. In 2003, the company rolled out Classmates, a range of notebooks in the school stationery segment. ITC also entered the Lifestyle Retailing business with the Wills Sport range of international quality relaxed wear for men and women in 2000. The Wills Lifestyle chain of exclusive stores later expanded its range to include Wills Classic formal wear (2002) and Wills Clublife evening wear (2003). ITC also initiated a foray into the

popularsegment with its men's wear brand, John Players, in 2002. In 2000, ITC spun off its information technology business into a wholly owned subsidiary, ITC Infotech India Limited, to more aggressively pursue emerging opportunities in this area. ITC made its entry into the branded & packaged Foods business in August 2001 with the launch of the Kitchens of India brand. A more broad-based entry has been made since June 2002 with brand launches in the Confectionery, Staples and Snack Foods segments. In 2002, the 'mint-o trade mark was acquired and relaunched in orange and mint flavours. In the same year Candyman was added to the confectionery range and Aashirvaad atta was rolled out. The 'Aashirvaad brand now extends to ready-to-eat foods, ready-to-cook pastes and salt. In 2003 the Candyman range was expanded to include deposited candies and clairs. In 2003 Sunfeastbiscuits were launched and mint-o lemon mint flavour was introduced. In 2004 the Kitchens of India brand was extended to cooking pastes. In 2002, ITC's philosophy of contributing to enhancing the competitiveness of theentire value chain found yet another expression in the Safety Matches initiative. ITC now

markets popular safety matches brands like iKno, Mangal Deep, VaxLit, Delite and Aim. ITC's foray into the marketing of Agarbattis (incense sticks) in 2003 marked the manifestation of its partnership with the cottage sector. ITC's popular agarbattis brands include Spriha and Mangal Deep across a range of fragrances like Rose, Jasmine, Bouquet, Sandalwood, Madhur, Sambrani and Nagchampa.

OBJECTIVE OF THE RESEARCH REPORT


The market of the new millennium is a simple one and is a easy to define i.e. todays market are of consumers. Marketers are doing every thing to comprehend this new wave that is sweeping many a market today. The consumers are walking up to the reality because of the enormous choices available to them. For every product
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category there are various alternatives to choose from. The market has cleverly segmented the market into manufactures definitions of premium, popular and discount. This study has been structured on the basis of certain objectives, planning and proceedings.

Some of the objectives are listed below:1) To find the reason for selecting a brand. 2) To know the product is available in the market or not. 3) To know the effectiveness of Advertising over consumers. 4) To identify the place from which a consumer buy the product.
5) To

analyze the consumers satisfaction level

towards the product.


6) To analyze the Competitor of the product in the

market and their distinguishing attributes.

SIGNIFICANCE OF THE PROJECT

The significance of any project lies in its ability to bring out certain facts which can be added in decision making regarding the marketing mix of a certain product. This again requires factual and unbiased information about the existing and potential market, their competitor strategy, consumer buying behaviour, customers perception about the product and those of the substitutes. The study had the purpose to fulfill the above mentioned requirements. The significance of the study can be mentioned as below. 1) To know the consumers buying behaviour. 2) To design effective sales promotion schemes to boost up sales. 3) To device strategies for better customer relation and brand awareness. 4) To enable ITC to select the best channel of distribution to meet the needs of the customers.

SCOPE OF THE PROJECT


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In this era of stiff competition this study provides enormous scope to make up for market share by ITC LIMITED. The study share. By knowing the preferences and needs effective marketing strategies can be developed by the organization to have a competitive edge. The study provides guidelines in certain policy decisions of the company. This can be used to identify and locate appropriate target markets identifies the area which requires specific

attention by the company for strengthening the market

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RESEARCH METHODOLOGY
TYPE OF RESEARCH:- Descriptive research SAMPLING TECHNIQUE:-non probability quota SOURCES OF DATA COLLECTION:a) Primary source:- Through personal interview. b) Secondary source:- through External sources like internet. Type of Questionnaire:-non structured undisguised multiple type.

sampling.

Place of survey:- MUZAFFARNAGAR. Sample size :30

TOOLS OF ANALYSIS

A) B) C)

TABLE PIE-CHART BAR CHART

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LIMITATIONS OF THE PROJECT

The real scope of the project is limited in the following manner: 1) The study was confined to MUZAFFARNAGAR area only. The industry and the rural centers could not be considered for the above study. 2) The study was conducted by taking too little respondents to arrive to valid conclusion on the several aspects related to the marketing of ITC LIMITED. 3) The time being allotted for such project is very short. 4) There is very less amount of data available for such project.

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BIBLIOGRAPHY:1. MARKETING MANAGEMENT BYPHILIP KOTLER (TATA MACGRAW HILL) 2. MARKETING MANAGEMENT BY CB.GUPTA

INTERNET WEBSITES
1) ITC Portal.com 2) 3) Google.com Buzzle.com

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