ITC – YUVA SALES CHALLENGE

RAJALAKSHMI SCHOOL OF BUSINESS

RAVI KUMAR R
HARSHIT KUMAR A
SIREESHA M
INTRODUCTION
We were assigned a supermarket in Manapakkam for

observation.

We have converted our observation into data which was

helpful in giving suggestions and recommendations.

This also includes the extra activities done by us during our

time at supermarket.

We were given three products, Aashirvaad aata, Aashirvaad

ghee and Engage pocket perfume, for observation.

MARUTHI SUPERMARKET
Located at Manapakkam
near porur
18 months old

400 footfalls per day

6 employees

Leading supermarket in
the locality
Majority customers – North

Indians and Africans

AASHIRVAAD ATTA
 AASHIRVAAD ATTA
VARIENTS SKU MRP SELLIN STOCK STOCK STOCK
G (DAY 1) (DAY2) (DAY3)
PRICE
MULTIGRAI 1KG 58 57 6 4 2
NS
5KG 285 280 1 1 1
SELECT 1KG 56 55 22 18 16
5KG 275 270 2 2 0
SUPERIOR 0.5KG 27 27 44 44 44
MP
1KG 51 50 4 3 1
5KG 235 230 1 1 1
SUGAR 1KG 62 61 14 11 11
RELEASE
CONTROL
 AASHIRVAAD ATTA
COMPETITOR PRICE POINT OF POINT OF
PARITY DIFFERENCE
(AASHIRWAD)
NATURAL (SMT) 40 WHEAT FLOUR VARIENTS
1KG QUANTITY SUPERIOR
QUALITY
BRAND TRUST

UNIQUE SELLING PROPOSITION: SUPERIOR QUALITY AND

BRAND TRUST.
AASHIRVAAD GHEE
AASHIRVAAD SVASTI GHEE
WEIGHT MRP STOCK STOCK STOCK

(DAY 1) (DAY 2) (DAY 3)

50ML 36 11 8 8

100ML 67 20 19 18

200ML 129 2 1 1

500ML 302 10 9 9

1L 599 2 2 2
 AASHIRVAAD SVASTI GHEE
COMPETITOR SKU PRICE (INR)
HATSUN 100ML, 200ML 79, 141
AAVIN 100ML, 500ML 55, 235
UDHAYAM 100ML, 500ML, 1L 65, 310, 627
KRISHNA
GRB 50ML(PACKET,BOTTLE) 38, 42
AACHI 50ML, 100ML , 200ML 34, 65, 141

POINT OF DIFFERENCE: SUPERIOR QUALITY PRODUCT WITH

LESSER PRICE WITH THE BRAND EQUITY OF AASHIRVAAD.
UNIQUE SELLING PROPOSITION: LESS PRICE AND BRAND
TRUST.
ENGAGE POCKET PERFUME
 ENGAGE POCKET PERFUME
VARIENTS PRICE STOCK STOCK STOCK
(DAY 1) (DAY 2) (DAY 3)
MAN
CLASSIC 60 6 6 6
WOODY
CITRUS FRESH 60 5 5 5
COOL MARINE 60 1 1 1
BREEZY FLIP 70 8 8 8
MUSKY FLIP 70 7 7 7
FOREST FLIP 70 6 6 6
WOMAN
COOL AQUA 60 6 6 6
FLORAL 60 5 5 5
FRESH
SWEET 60 4 4 4
BLOSSOM
 ENGAGE POCKET PERFUME
COMPETITOR PRICE STOCK STOCK STOCK
(DAY 1) (DAY 2) (DAY 3)
AXE TICKET
PERFUME
CHAMPION 65 6 6 6
INTENSE 65 7 7 7

POINT OF PARITY: 250 SPRAYS

POINT OF DIFFERENCE: VARIENTS AND FIRST MOVER
UNIQUE SELLING PROPOSITION: LESS PRICE, SAME QUANTITY
 BUYERS OF OUR PRODUCT
AASHIRVAAD ATTA AASHIRVAAD ENGAGE POCKET

SVASTI GHEE PERFUME

FAMILY BUYERS FAMILY BUYERS STUDENTS
BACHELORS BACHELORS WORKING

PROFFESSIONALS
WORKING TEMPLE GOERS TRAVELLERS

PROFESSIONALS
 NEED/FUNCTION SERVED
AASHIRVAAD ATTA AASHIRVAAD ENGAGE POCKET

SVASTI GHEE PERFUME

HEALTHY ROTIS PROTEIN GOOD SMELL DURING

CONSUMPTION TRAVEL
SUGAR CONTROL ADDED TASTE TO PROTECTS FROM BAD

FOOD ODOUR AFTER SWEAT

ADDED PROTEINS TEMPLE LAMPS REFRESHMENT
ITC VS OTHER COMPANIES
20
18
16
14
12
10 ITC
OTHER BRANDS
8
6
4
2
0
ATTA GHEE POCKET PERUME
NEW CUSTOMERS VS EXISTING
CUSTOMERS
20
18
16
14
12
10
8
6
4
2
0 EXISTING
CUSTOMERS
NON - EXISTING
CUSTOMERS
 PRODUCT POSITIONING
AASHIRVAAD ATTA AASHIRVAAD ENGAGE POCKET
SVASTI GHEE PERFUME
THE URBAN INDIAN THE URBAN INDIAN WORKING
HOMEMAKERS, HOMEMAKERS, 100% PROFFESSIONALS,
WHEAT ATTA, GIVE PURE COW MILK, TRAVELLERS, POCKET
YOU FINEST QUALITY FINEST QUALITY IN FRIENDLY, GOOD
AND AUTHENTIC REASONABLE PRICE SMELL AND 250
TASTE OF WHEAT SPRAYS AT LESSER
FLOUR. PRICE
PURCHASING DECISION
AASHIRVAAD AASHIRVAAD ENGAGE POCKET
ATTA SVASTI GHEE PERFUME
QUANTITY QUANTITY VARIENT
QUALITY QUALITY PERFUME SMELL
PRICE PRICE PRICE
 SUGGESTIONS
AASHIRVAAD ATTA AASHIRVAD SVASTI ENGAGE POCKET
GHEE PERFUME
•CONTRACTS WITH •INTRODUCE 50 ML •MAKE CONTRACTS
FRANCHISEES LIKE AND 100 ML BOTTLES. WITH LEADING
MC’DONALDS, •DISPLAY PRICE IN SUPERMARKETS,
DOMINOS, ETC. FRONT SIDE OF THE APPAREL STORES,
•CONCENTRATE ON PACKET. HYPERMARKETS.
RURAL MARKET. •INCREASE QUANTITY •MAKE POCKET
•CHANGE THE PLACE BY 10% AND MENTION PERFUME, KEEP ON THE
OF THE PRODUCT IN “110ML AT Rs. 67”. BILLING COUNTERS OF
SUPERMARKET. •MAKE CONTRACTS THESE STORES.
WITH RESTAURANTS.
CATEGORY SPACING
CATEGORY SPACING

10%

AASHIRVAAD
90%
NATURAL
CATEGORY SPACING
AASHIRVAAD SVASTI GHEE

30%
10%
AASHIRVAAD
15% GRB
UDHAYM KRISHNA
AACHI
OTHERS
25%
20%
CATEGORY SPACING
ENGAGAGE POCKET PERFUME

20%

ENGAGE
80% AXE
TIME AT SUPERMARKET
We helped them in arranging Bingo chips in the rack.

We kept ITC products in the front to increase the visibility.

We helped customers at supermarket to find their products.

We spoke to the sales people of other companies about their

products.
THANK YOU!