SUMMER INTERNSHIP Project

on
promotional activities of newly
launched cigarette classic rich
&smooth

BY
AMIT KUMAR
ISM PATNA
PGDM 182041
INTRODUCTION
 My internship was based at ITC Ltd. Patna.
 I completed my required two months by

serving in marketing department as intern of

ITC Ltd.
 It includes various work such as sampling,

mystery audit and checking preferred

partners of ITC Ltd.
objectives
 To study the consumer preference of ITC for
newly launched cigarette classic rich & smooth
 To find out the premium outlets in the
institutional areas
 To study the competitor having similar
products in market
 To study purchase intention of ITC newly
launched cigarette reach & smooth
methodology
 Identification of Marlboro contributing outlet
 Surveys
 Promotion
 Placing Rich & smooth to the same outlet
 Extra schemes for retail outlets for ITC
CHALLENGES
 There are some of the challenges faced during
my internship:
.In collecting primary data , it is really hard
to get correct information from people as they
might not feel comfortable or provide their false
feelings.

.To observe the whole corporation activities and

come up with the fruitful result requires huge
amount of time , so time limit is another crucial
challenges of this study.
Jobs at glance.
 Sampling: Sampling is a process used in
statistical analysis in which a predetermined
number of observations are taken from a
larger population. In this I was given some
sticks of cigarettes and I had to offer that to
the smokers and ask about the tastes and
preferences not only that but I also had to
click pictures and note their contact numbers.
Jobs at glance[cont’d]
 Preferred partners of ITC & Their Monthly rental:
A preferred partner agreement normally refers
to an agreement between a vendor (service
provider) and those who are allowed to on-sell
its products. I had given some preferred
partners list there I had to visit and checking
whether the rich and smooth cigarettes are
available there for sale or not. Not only that I
also had given some list of outlets which I had
to make an offer to them becoming the
preferred partners.
Jobs at glance [cont’d]
 Mystery Audit: - Set of activities that enable
the organization to monitor its performance
in an anonymous and confidential. In this I
had to check that our preferred partners are
selling our cigarettes or selling the Marlboro ,
the competitor of our brand as customers
and making the final report.
DATA ANALYSIS AND
INTERPRETATION.
1.Do you have MARLBORO cigarette in
your outlet?
15%

85%

2. The Promotional activities should

conduct by ITC at outlets?
10% Free
Samples
20%
POP
70% Promotion
3+3 Offer
DATA ANALYSIS AND
INTERPRETATION [cont’d]
3. Products are clearly presented through
Displays in outlets? 10%

Y
e
s

90%

4. Rate the Attractiveness of the

promotional activities of ITC?
Very Attractive
Less Attractive
Not at all Attractive
Findings suggestions and
conclusions.
 From the survey, it is found that 85% retailers
having Marlboro.
 80% retailers were ready to buy Rich & Smooth
cigarettes.
 Ratings given by retailers are 90% said very
attractive , 5% said less attractive and 5% said
not at all attractive.
 The reason behind the buying of more and more
packs of Rich & Smooth ,30% retailers said
attractive schemes, 50% said high profit margin
and 20% said customer demand.
Findings suggestions and
conclusions[cont’d]
 There should be paper tracking merchandise
displays at outlets.
 There should not be communication gaps

between company & salesman and salesman

& retailers.
 Visibility of the outlets should be long term.
 Salesman play an important role to sell out

the products . So the company should give

benefits and incentives regularly.
Photos of internship activities.
MGA
Sl. Available
No WD Code TL Name Cluster Intern Name Date Outlet Name Outlet Address (Yes/No)

249 PA1783 Manoj 1 Amit 3/6/2019 Khushbu Exbition Road Yes

250 PA1783 Manoj 1 Amit 3/6/2019 Jai Mata DI Frazer Road Yes

251 PA1783 Manoj 1 Prakash 3/6/2019 Pandit Ji Frazer Road No

252 PA1783 Manoj 1 Prakash 3/6/2019 Upendra Frazer Road No

253 PA1783 Manoj 1 Prakash 3/6/2019 Bola Dak Banglow No

254 PA1783 Manoj 1 Prakash 3/6/2019 Bina Dak Banglow No

382 PA1783 Manoj 1 Prakash 3/6/2019 shuhani Exbition Road Yes

383 PA1783 Manoj 1 Prakash 3/6/2019 Ahatasam Exbition Road No

565 PA1783 Manoj   Prakash 3/6/2019 MAHESH FRAZER ROAD Closed

FRAZER ROAD-
566 PA1783 Manoj   Prakash 3/6/2019 Birendra Jha Vishal Mega No

567 PA1783 Manoj   Prakash 3/6/2019 BARTI BUDH MARG Closed

568 PA1783 Manoj   Prakash 3/6/2019 MONU PAN GPO GOLUMBER No

573 PA1783 Manoj   Prakash 3/6/2019 Sonu Fraser Road Yes

574 PA1783 Manoj   Prakash 3/6/2019 Golcha Fraser Road No

577 PA1783 Manoj   Prakash 3/6/2019 AMIT S.P. VERMA ROAD No

BD Evening
572 PA1783 Manoj   Prakash 1/6/2019 Sunil College,Mithapur Yes
Thank

You