Session: 2017-2018

PROJECT ON:

THE AWARNESS OF ITC PRODUCTS IN

VARANASI WITH A SPECIAL STUDY TO
FMCG PRODUCTS

SUBMITTED TO- SUBMITTED BY-

MISS PALIMA PANDEY VEDANT SHARMA
(Assistant Professor) (MAM 3RD Year)
 DECLARATION

I want to declare that the project is original

and done by Vedant Sharma . I have not copied
anyones work from anywhere through I have
taken help from the Wikipedia, Books, Philip
kotler, Kothari and other books also.

But the work is on the whole original and not

anyones idea and hard work. I have done my
own hard work to make this project possible.

Thank You.
 ACKNOWLEDGEMENT

I am neither a research expert nor a trend spotter.

I am a management student with foundation of

management principles and theories, who is curious
about various sectors and its latest happenings.
Definitely, I cant ignore the technology, with
internet as the backbone and those search engines
which helped me in building up this research project.
To being with, I am obliged to my college who gave
me the opportunity to do this project. And I want to
deliver heart full thanks to my parents, my teachers
and HOD Sir without whom this project would not
become possible.

This project gave me knowledge about this topic

along with giving a deeper understanding regarding
this project.

I also want to say thanks to Mahadev who made

me capable of being able of what I am today.
 TABLE OF CONTENT

DECLARATION
ACKNOWLEDGEMENT
TABLE OF CONTENT
OBJECTIVE
EXCUTIVE SUMMARY
INTRODUCTION
RESEARCH METHODOLOGY
MAIN TEXT
DATA TABULATION
DATA ANALYSIS
FINDINGS
CONCUSION
LIMITATION
RECOMMENDATION
BIBLIOGRAPHY
ANNEXURE
 OBJECTIVE

To know the perception of customer.

Regarding the differential advantages of
ITC FMCG products.
To know the brand image of company and
recive feedback regarding a recent event,
product, or service of the company.
To knw the drawbacks or the problems with
the products or service of the company.
 EXECUTIVE SUMMARY

The report is and earnest endeavor made to

understand the present market scenario of FMCG
products of ITC in urban Varanasi region and
simultaneously ascertain visibility and availability of
ITC products. I was required to conduct a market
study to see the awareness to ITC products with
special study to FMCG products. During the course of
study I took my sample as 100 units and conducted
personal interviews with them to find out the
awareness of ITC, Its major competitors, customers
satisfaction with regard to its service and products.
I also used observation technique to ascertain
penetration of the ITC products and the market
potential for the new products. Also interviews were
conducted to determine major competitors in FMCG.
My findings through this project were that there is
huge market and there is can be scope of
improvement. Population is aware of best of the
FMCG products of ITC.
 INTRODUCTION
ITC limited or ITC is an Indian conglomerate headquartered in Kolkata, West
Bengal. Its diversified businesss includes five segments: Fast-Moving consumer
Goods, Hotels, Paperboards & Packaging, amd Agri Business & Information
Technology.

Type : Public
CEO : Sanjiv Puri
(2017)
Headquarter : Kolkata
Customer Service : 03322889371
Revenue : 60,493 crore (US$9.4 billion)
(2017)
Founded : August 24,1910 (as imperial
Tobacco Company of India)

Net Income : 10,471 crore (US$1.6 billion)

(2017)
Operating Income : 15037 crore (US$2.3 billion)
(2017)
Products : Consumer Goods
Tobacco
Hotels
Agribusiness
Paperboards & Specialty
Paper
Packging
Information Technology
Total Assets : 32,159 crore (US$5.0 billion)
(2015)
Numbers of Employees: 25,959 (Mar 2013)
Predecessor : W.D. & H.O. Wills
List Of Products Brands

In FMCG, ITC has a strong presence in:

Cigarettes:
W.D. & H.O. Wills,
Gold flake Kings,
Navy Cut,
Insignia,
India Kings,
Classic
Verve,
Menthol
Menthol Rush
Regular Citric Twist
Mild & Ultra Mild,
555
Silk Cut
Capstan
Berkeley
Bristol
Scissors
Lucky Strike
Players
Flake

Foods:
Ashirvaad
Minto
Sun feast
Candy Man
Bingo
Yippee
Sun feast Pasta Brands in ready to eat , staples, Biscuits,
 Confectionery, Noodles and Snack Foods
Apparel:
Wills Lifestyle
John Players
Personal Care
Fiama di Wills,
Vivel
Essenza di Wills
Superia
Savlon
Engage
Stationery:
Classmates
Paper Kraft Brands
Safety Matches and Agarbattis:
Mangaldeep
AIM
Other Business Includes:
Hotels: ITCs hotels (under brands
including welcome hotels) have evolved
into being indias second largest hotels
chain with over 80 hotels throughtout the
country. ITC is also the exclusive
franchise in india of two brands owned
by Sheraton international Inc- The
Luxury collection and Sheraton which
ITC uses in association with its own
brands in the luxury 5 star segment .
 Brands in the hospitality sector owned
and operated by its subsidiaries include
fortune and welcome heritage brands.
Paperboards , speciality paper, graphic
and other paper.
Packaging and printing for diverse
international and Indian clientele.
Infotech (through its fully owned
subsidiary ITC infotech india Limited
which is a SEI CMM Level 5 company)
ITC has a diversified presence in
Cigarettes, Hotels, Paperboards &
Specialty papers, packaging, Agri-
business, Packaged Foods &
Confectionery, Information Technology,
Branded Apparel , Personal Care,
Stationery, Safety Matches and other
FMCG Product. While ITC is an outstanding
market leader in its traditional business of
cigarettes, Hotels, Paperboards,
Packaging and Agri- Exports, it is rapidly
gaining market share even in its nascent
business of packaged Foods &
confectionery, Branded Apparel, Personal
care and stationery. It ranks third in pre-tax
Profit among Indias private sector
corporations. ITC ranks among india10
Most valuable (company) Brands, in a
 study conducted by Brands Finance and
published by the Economic Times. ITC also
ranks among Asias 50 best performing
companies compiled by Business Week.
ITC is one of the Indias most valuable and
respected corporation.

Vision statement Sustain ITCs position as one of

Indias most valuable corporation through World
class performance, creating growing value for the
Indian economy and the Companys stakeholders
mission statement to enhance the wealth
generating capability of the enterprise in a global
izing environment,delivering superior and
sustainable stakeholder value positioning
statement Enduring value for the nation, For the
Shareholder .

ITCs corporate strategies are:

Create multiple drivers of growth by developing a

organizational capability with opportunities in
domestic and export markets.
 Continue to focus on the chosen portfolio of FMCG,
Hotels, Paperboards & Packaging, Agri bisiness and
information Technology.

Benchmarks the health of each business

comprehensively across the criteria of Market standing,
and Internal Vitality.

Ensure that each of its business is world class and

internationally competitive.

Enhance the competitive power of the portfolio through

synergies derived by blending the divers skills and
capabilities residing in ITCs various business.

Create distributed leadership within the organization by

nurturing talented and focused top management teams
for each of the businesses.

Continuously strengthen and refine corporate

governance process and system to catalyze the
entrepreneurial energies of management by striking the
golden balance between executive freedom and the
need for effective control and accountability.

ITC FMCG cigarettes ITC is the market leader in

cigarettes in india. Its highly popular portfolio of brands
 includes insignia, India Kings,Classic,Gold Flake, Silk Cut,
Navy Cut, Scissors, Capstan, Berkeley, Bristol and flake .
ITCs cigarettes are produced in its state-of- the-art factories at Bangalore ,munger
,Saharanpur and Kolkata. These factories are known for the high level of quality
contemprory technology and work environment. ITCs has presence in overseas markets as
well. In the extremely competitive US market, ITC offers high quality, value priced cigarettes
and role your own solution. In west asia ITC has become a key player in the GCC markets
through growing volumes of its brand.
Food ITC made its entry into the branded and packaged food business in agust 2001 with the
launch of the kitchen of india brand. A more broad based entry has been made since june
2002 with brand launches in confectionery, staples and snacks food segment. The food
business strives to deliver quality food product to the consumer. All product of ITCs food
business available in the market today have been based on consumer insight develop
through extensive market research. ITCs state of the art product development facility is
located Bangalore. The food business represenred in 4 categories in the market. There are:
Ready to eat foods
Staples
Confectionery
Snack foods
Life style retailing ITCs ventured into lifestyle Retailing business division through its wills
lifestyle chain of exclusive specialty stores. Wills lifestyle, the fashion destination ,offers
tempting choice of wills classic work wear, wills sport relaxed wear,wills club life evening
wear, fashion accessories and Essenza Di wills- an exclusive range of the fine fragrance.
With a distinctive presence aceoss segments at the premium end, ITCs has also established
John Players as a brand that offers a completed fashion wardrobe to the male youth of
today.
Education & stationery ITC made its entry into the stationery business in the year 2002 with
its premium range of notebooks. ITCs education and stationery products under the brands
Classmates and paper kraft. The classmates range of the product is targeted at
satisfying education stationery need of the students and young adults. The products range
inclides Notebooks, math instruments, scholastic products as well as writing instruments.
The paperkraft range of the products aims at satisfying the stationery needs & office
consumables need of office executive & working professional. The continuously expanded
products range under paper kraft include premium business paper ,paper stationery ,and
Markers & Highlighters.
Safety matches ITCs range of safety matches includes popular brands like mangaldeep, Aim
,Aim meghs and Aim Metro. With differentiated product features and innovatives value
additions, these brands effectively address the needs of different consumer segments .
The AIM brand is the largest selling brand of safety matches in india . Agarbattis ITC
commenced marketing agarbattis (Incensde sticks) sourced from small scale and cottage
unit in 2003. Managaldeep agarbattis are available in a wide range of fragrance like rose,
Jasmine, Bouquet, Sandal wood, Madhur, Durbaar, Tarangini, Anushri, Ananth, & Mogara.
 Durbar Gold is a new offering from Mangaldeep launched in Andhra Pradesh and has
received wide consumer acceptance
Personal care ITC forayed into the personal care business july 2005 .In the short period
since its entry, ITC has already launched an arrary of brands , each of which offers a Unique
and superior value prposition to discerning consumers. Anchored on extensive consumer
research and product development, ITCs personal care portfolio bring world class product
with clearly differentiated benefits to quality seeking consumers. ITCs Personal care
portfolio under the Essenza Di Wills, Fiama Di Wills, Vivel, Vivel ultra pro, Vivel and
Superia brands has recived encouraging consumer response and is being progressively
extended nationally.
Welcome group of Hotels ITC-Welcome group: fastest growing hospitality chain in india over
90 properties across 70 location 5 brands ITC Hotels, Welcome Hotels, My Fortune and
welcome heritage 15 5-star Deluxe/ 5- Star properties with over 3800 rooms 40 fotune
hotels with over 3000 Rooms 40 welcome Heritage Properties nearly 1000 Room Exclusive
Tie-up With Starwoods Luxury collection for 10 hotels. First hotels chain in the world to
have all its premium luxury hotels certified at highest LEED (Leadership in energy, and
environmental design) Platinum rating.
Swot of ITC
Strength cigarette market is 22000 Crore and ITC has lions share in it. Strong brand
recognition and product portfolio distribution network.
Weaknesses dependence on tobacco revenue negarive connection of tobacco
unrelated diversification.
Opportunities consumption of personal care products rural market E Choupal.
Threats competition both domestic and international increasing tax on cigarettes
regulatory restriction on cigarettes ban on smoking.

COMPETITORS OF ITC LTD

Industries where ITC limited competes

Crop production
Information Technology services
Consumer products manufacturing
Apparel manufacturing

Main competitors of ITC limited ;

Hindustan uniliver
Golden tobacco ltd.
Godfrey Philips india Ltd.
RTCL Ltd.
VSTIndustries Ltd.
 Mario Ltd.
Competitive analysis
Hindustan unilever limited (HUL) is indias largest fast moving
consumer goods company , touching the lives of two out of
three Indians with over 20 distinct categories in home &
personal care products and food & beverages.HUL is also one of
the countrys largest exporters; it has been recognized as a
golden super star trading house by the government of
india.HUL was formed in 1933 as lever brothers india limited
through a merge of lever brothers , Hindustan vanaspati mfg.
co. ltd. And united traders ltd. It is headquartered in Mumbai,
india and has employee strength of over 15,000 employees and
contributes for indirect employment of over 52000 people. The
company was renamed in june 2007 to- Hindustan unilever
limited . HUL is the market leader in Indian consumer product
with presence in over 20 consumers categories such as
soaps,tea ,detergents and shampoos amongst others with over
700millions Indian consumer using its products . It has over 35
brands . Its a company that has consistently had the largest
number of brands in the top 50 and in the top 10 (with 4
brands). Hindustan unilevers distributions covers over 1
millions retails outlets across india directly and its products
are available in over 6.3millions outlets in india ,i.e., nearly
80% of the retails outlets in india.
 RESEARCH METHDOLOGY

RESEARCH TYPE
My research is based on the primary & secondry data that has been
use to understand the scope of business in india and then suggestion
use full for the company under study that is FMCG products.

DATA TYPE
Primary data has been for the purpose of study of understanding the
strategy and requirements for ITC FMCG supplies, for penetrating ITC
offers into institutions.

SAMPLE SELECTION
To collect data regarding the scope of business of ITC FMCG, I had to
visit several places over a period of a few months. The list of the
places was given by my mentor. I had a few questions for the people I
met . At the same time , I also enquired about the products they are
currently using and if they were interested in taking products from
ITC FMCG. In the next phase , I visited retail stores to observe the
supply chain maintain by the company. I had a set of questionnaire
for the shops.

DATA COLLECTION METHOD