Comparative Research on Market Size of Cigarette Brand of ITC Ltd
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Comparative Research on Market Size of Cigarette Brand of ITC Ltd.
REASEARCH REPORT ON
Comparative Research on Market Size of
Cigarette Brand of TC !td"#
Master of B$siness Administration
%&&'())
SUBMITTED T! SUBMITTED B"!*"B"T"+" *opa, -ias.a,
!$ckno. Ro,, no" &'%/01&&&2
MBA 34thSem"5
NSTT+TE O6 TECHNO!O*7 AN8 MANA*EMENT
PANCH!9 MEER+T
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AC:NO;!E8*EMENT
Before# I get into thick of things# I $o%&d &ike to add a fe$ heartfe&t $ords for a&&
those peop&e $ho $ere part of this report in n%mero%s $a's# and gave their %nending
s%pport thro%gho%t. I $ish to e(press m' thanks and gratit%de to a&& those $ho have
provided the va&%a)&e s%pport# insight and enco%ragement d%ring m' research at ITC Ltd.
In the process of comp&eting this pro*ect Comparative research on Cigarette )rands. I
have received cooperation from man' +%arters.
I e(press m' sincere gratit%de and inde)tness to Mr" :rishna A.tar Pande
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I a&so fee& gratef%& and e&ated in e(pressing m' inde)tedness to a&& those $ho have
direct&' or indirect&' he&ped me in accomp&ishing this research $ork.
I $ish to e(press gratef%& fee&ings and thanks to ITC Ltd for giving me s%ch a great
opport%nit' to comp&ete m' research.
*opa, -ais.a,
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STUDENT DECLARATION
I# *OPA! -AS;A! %nder signed here)' dec&are that the pro*ect report on
=Comparative Research on Market Size of Cigarette Brand of ITC Ltd#.comp&ied and
s%)mitted %nder the g%idance of Mr" 8eepak *$pta 9 6ac$,t< of Management9 TM9
Meer$t is m' origina& $ork. The empirica& finding in this reports are )ased on the
ann%a& reports of the compan'. 1hi&e preparing this report# I have not copied materia&
from an' report.
*OPA! -AS;A!
Ro,, No" > &'%/01&&&2
M"B"A" Sem"
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PRE6ACE
The changing marketing scenario emerging )' virt%e of &i)era&ization in &ast one
decade has introd%ced a vast variet' of ne$ concepts. Behaviora& ana&'sis gives m%ch
information at a sing&e time.
In the changed )%siness scenario# $here organizations are re+%ired to compete
g&o)a&&'# )enchmarks have a&so )ecome g&o)a organization s%rviva& and e(ce&&ence
re+%ires not on&' meeting the targets# )%t a&so setting %p of g&o)a& standards. In the
present scenario# to achieve $or&d2c&ass e(ce&&ence or even s%rpass them depends %pon
the efficienc'2marketing scenario of the compan'# $hich is the most important for an'
organization.
The +%est of prod%ctivit'# +%a&it' and speed has spa$ned a remarka)&e n%m)er of
management too&s and techni+%es. Tota& +%a&it' management# )ench marking# and Time
)ased competition. %t servicing partnering# reengineer# change management of fee&ing
the gap )et$een the originations and the cons%mer# on the )ases of market research are
cond%cted )' the )ig organizations.
3o$ it is a $or&d of 4.or,d of c$t throat competition5. The concept of
marketing has )een changed comp&ete&'6 c%stomer has )ecome a$are in the ever' fie&d in
the c%rrent time# toda'0s market is c%stomer oriented. The prime motive of the compan'
sho%&d )e c%stomer de&ight and hence to s%rvive and achieve organizationa& goa&s.
Cigarette is one of the to)acco prod%cts. 7Cigarette0 itse&f has a niche in the
market. To)acco prod%cts are e(cisa)&e item# $hich is contro&&ed )' the 8overnment. The
8overnment earns m%ch mone' from to)acco prod%ct d%e to m%ch e(cise d%t' on
to)acco prod%ct. The to)acco companies $ork %nder the r%&e and reg%&ations of the
8overnment. It is ver' necessar' and comp%&sor' for man%fact%rers of to)acco to take
&icense from the 8overnment.
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This research report has )een divided in to vario%s parts. 9irst part gives an
introd%ction a)o%t the pro*ect. Second part contains profi&e of the compan' and its financia&
overvie$. Third part is o)*ective and scope of st%d'. 9o%rth part is a&& a)o%t research
methodo&og'. 9ina&&' data interpretation and ana&'sis of data# on the )asis of ana&'sis some
recommendations and conc&%sions are given.
In the end I $o%&d &ike the eva&%ators and readers to do a comprehensive st%d' of m'
pro*ect and e(press their vie$s and recommend va&%a)&e s%ggestions that $o%&d great&'
enhance o%r kno$&edge of the s%)*ect.
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)) RECOMMEN8ATONS
)% BB!O*RAPHES
) +ESTONNARES
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E?EC+T@E S+MMAR7
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OB-ECT@E O6 THE RESEARCH
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The research cond$cted th$s emphasized in f$,fi,,ing fo,,o.ing
oDectivesF
6ROM THE OR*ANGATON PONT O6 @E;
rganization $o%&d )e coming to kno$ a)o%t the dea&ers attit%de and their
Comp&aints )' this the' can take corrective meas%res to rectif' the comp&aints.
rganization can a&so find its market share
M7 PONT O6 @E;SF(
I $hi&e %ndergoing m' training got fami&iar $ith the organization 4TC !td"#
Cigarettes5 and came to kno$ a)o%t the $orking of the organization as $e&& as the
services# po&icies etc. of the organization.
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NTRO8+CTON
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NTRO8+CTON
Marketing Research is a vehic&e thro%gh $e can o)tain information a)o%t present
and potentia& c%stomer0s )ehavior# their reaction and prospective a)o%t marketing.
Learning more a)o%t the cons%mer and marketing is the heart of marketing research. The
o)*ective of this st%d' is to kno$ a)o%t the cons%mer0s perception preference to$ards
cigarette of ITC Ltd.
7Cigarette0 itse&f has a niche in the market The To)acco ind%str' is deve&oping
$ith speed of app. ;@. The ITC en*o's a good position in the Cigarette Market )'
&a%nching 2 Checkers, Hi-Val, Royal Classic and Gold Crest - in the e(treme&'
competitive US market. The coming %p of M%&tinationa& in the fie&d has made it to%gh
for the compan' to capt%re the same market share as it $as en*o'ing fe$ decades ago.
Since thirt' 'ears p%t no$ seeing the c%rrent re+%irements the compan' decided to
change its o&d pattern and p&anned to $a&k $ith the Traits. This st%d' contains the a)o%t
the reaction of cons%mers to$ards the Cigarette. The target cons%mers are there fig%red
and the area for research is a&so so%nd and thro%gh it.
To)acco cons%mption is gro$ing at a rate of
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of ITC cigarette are fo%nd to )e satisfied $ith the prod%ct. 1e find that the cigarette
)rand of ITC &imited has a ver' good position in the market among the c%stomers.
Ma*orit' of cons%mers go for the taste of cigarette and )rand name. 1hi&e some of the
cons%mers of cigarette emphasize on the price.
ITC is en*o'ing the market &eadership in the ind%str' not )eca%se of its prod%cts
)%t another reason is that it is the first entrant in the Indian cigarette market. Most of the
cigarette )rands of ITC are doing $e&& $hi&e a fe$ are not in a good position. ITC sho%&d
offer some offers and disco%nts to the c%stomers and retai&ers.
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THE TOBACCO INDUSTRY IN INDIA
? p&a'ers 2 ITC# 8odfre' :hi&&ips# GST and 8TC# dominate the cigarette ind%str'
in India. These fo%r companies together contro& a&most HH of the market. The cigarette
ind%str' faces competition main&' from the %norganized sector BIDI man%fact%rers# $ho
are protected from high d%ties d%e to sma&&2sca&e ind%str' stat%s. ffected )' steep d%t'
hikes# the ind%str' has )een facing stagnant vo&%me gro$th in the &ast
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ther states $hich man%fact%re to)accos are Maharashtra# rissa# Tami& 3ad%# 1est
Benga U: and Bihar.
To)acco is cons%med in t$o $a's# either )' smoking or che$ing. 1hi&e smoking
the fo&&o$ing to)acco prod%cts are cons%med! Cigarette# Cigar# Bidi -,and ro&&ed &eaf
$rapped co%ntr' cigarettes/ and to che$ the prod%cts are! Ra$ to)acco# S%pari -reca
n%t/# 8%tkha# :an :arag etc.. D%e to diverse c&imatic conditions ever' t'pe of to)acco is
gro$n in India. &most H of area is acco%nted for )' 3icotine to)acem. and ; )'
3icotina Restica. n&' one third of the to)acco o%tp%t in the co%ntr' is 9&%e c%red
Girginia -9CG/ variet'# s%ita)&e for cigarette man%fact%ring. s per 1or&d ,ea&th
rganization -1,/# reported the preva&ence to)acco ha)its in India to )e# Bidis -=?/#Cigarettes -=;/# Che$ing to)acco -;H/# ,ookah -H/# Cigars2cheroots -@/# and
Sn%ff-
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India is a ma*or gro$er and e(porter of to)acco in the $or&d. :resent&' India is
among top three prod%cers of to)acco in the $or&d. Despite &o$er proportion of tota&
prod%ce )eing e(ported Indian e(ports it fig%re among top ; e(porters of the prod%ct in
the $or&d. In addition to )eing the &argest contri)%tor to government coffers# the ind%str'
a&so provides emp&o'ment to more than
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;oes of the toDacco ind$str
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and a second time offender $i&& res%&t in a fine of r%pees ;## and imprisonment for
%p to three 'ears. De&hi $as the first to impose a )an on smoking in p%)&ic. In ;HHA#
De&hi :rohi)ition of Smoking and 3on2 Smokers ,ea&th :rotection ct $as passed. This
act prohi)ited sa&e of cigarettes ; meters from the schoo& )%i&ding and to minors. The
offender $as fined a s%m of r%pees ;. B%t it $as diffic%&t to enforce this act and had
&itt&e rea& impact# the ke' pro)&em )eing &ack of manpo$er to enforce the &a$. In ;HHH#
Kera&a ,igh Co%rt came o%t $ith a *%dgment prohi)iting smoking in p%)&ic p&aces#
inc&%ding parks and high$a's and 8oa )anned smoking in p%)&ic p&aces thro%gh anti2
to)acco &egis&ation. 9or the past three 'ears# Tami& 3ad% and ndhra :radesh have
)anned the marketing and sa&es of g%tkha.In s%ch a scenario of rising ta(es and decreasing cons%mption# an' f%rther
imposition of &evies or ta(es on the cigarette ind%str' seems %n*%stified. So I think that
the government sho%&d give a g&ance to these aspects and sho%&d tr' to see the sit%ation
from cigarette ind%str's point of vie$ )efore fina&izing an' proposa&.
Ann$a, Per Capita Ad$,t Cigarette Cons$mption
So$rceF ToDacco nstit$te of ndia
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PRESENT SCENARO
Cigarette man%fact%rers are p&anning to raise the rates )eca%se of the high ta(es
and recent&' GT in man' states and the price of a fe$ cigarette )rands have )een raised
a&read'. pack of the premi%m )rand C&assic $as re2priced at Rs JJ from Rs J ear&ier
$hi&e a pack of the mid2market 8o&d 9&ake )rand $as no$ priced at Rs ? against Rs =J
ear&ier. The econom' )rand Si&k C%t had a&so )een revised %p$ards margina&&' from Rs
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To)acco cons%mption is gro$ing at a rate of
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COMPAN7 PRO6!E
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TC !td" An Overvie.
THE COMPAN7 PRO6!E
ITC is one of Indias foremost private sector companies $ith a market
capita&isation of near&' US ;J )i&&ion and a t%rnover of over US @.; Bi&&ion. ITC is
rated among the 1or&ds Best Big Companies# sias 9a) @ and the 1or&ds Most
Rep%ta)&e Companies )' 9or)es magazine# among Indias Most Respected Companies )'
B%siness 1or&d and among Indias Most Ga&%a)&e Companies )' B%siness Toda'. ITC
a&so ranks among Indias top ; NMost Ga&%a)&e -Compan'/ Brands# in a st%d' cond%cted
)' Brand 9inance and p%)&ished )' the Economic Times. ITC has a diversified presence
in Cigarettes# ,ote&s# :aper)oards Specia&t' :apers# :ackaging# gri2B%siness#
Branded ppare :ackaged 9oods Confectioner'# 8reeting Cards and other 9MC8
prod%cts. 1hi&e ITC is an o%tstanding market &eader in its traditiona& )%sinesses of
Cigarettes# ,ote&s# :aper)oards# :ackaging and gri2E(ports# it is rapid&' gaining market
share even in its nascent )%sinesses of :ackaged 9oods Confectioner'# Branded
ppare :ersona& Care and Stationer'.The TC !td
T
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ITC emp&o's over
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:e< points
Strong vo&%me gro$th in the core cigarette )%siness in F;9"
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Increase in other e(pendit%re main&' coming from increased advertisement spends
)efore the Cigarettes and ther To)acco :rod%cts -:rohi)ition of dvertisement and
Reg%&ation of Trade and Commerce# :rod%ction# S%pp&' and Distri)%tion/ ct#
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Prod$cts of TC !td"
Histor< of TC !td
ITC $as incorporated on %g%st
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range of )%sinesses 2 Cigarettes To)acco# ,ote&s# Information Techno&og'# :ackaging#
:aper)oards Specia&t' :apers# gri2E(ports# 9oods# Lifest'&e Retai&ing and 8reeting
8ifting Stationer' 2 the f%&& stops in the Compan's name $ere removed effective
Septem)er ;J#
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!ifest
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The Core Competenc
This +%estion $as asked to find o%t the percentage of ITC cigarette cons%mers.
The responses from the vario%s respondents are given in the fo&&o$ing ta)&e!
Brands No" of Respondents
ITC @
GTC @
8ST ?
8odfre' :hi&&ips
Don0t kno$ @
Tota, 1)
%t of ; cigarette cons%mers prefer cigarette of ITC $hi&e # A # ;
&ike the cigarette of GTC# 8ST and 8odfre' :hi&&ips respective&'.
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F@. 1hich prod%ct of ITC 'o% &ike most>
This +%estion $as asked to find o%t the most pop%&ar prod%ct of ITC Ltd. 9o%r
different options $ere given# 8o&d 9&ake# 1i&&s# C&assic and India Kings. The responses
of the respondents are given in the fo&&o$ing ta)&e.
Brand No" of Respondents
8o&d 9&ake ;H
1i&&s ;@
C&assic
India Kings A
n' ther =
The graphica& representation of the a)ove ta)&e $i&& give a c&earer vie$ a)o%t the
4Brand :reference5 among ITC Cigarette cons%mers.
9rom the a)ove pie chart it is c&ear that 8o&d 9&ake and 1i&&s are the most pop%&ar
)rand of ITC Ltd. $ith a cons%mer )ase of AJ of the ITC cigarette cons%mers.;? of
the respondents prefers C&assic and ;
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Bet$een ; to @ it $i&& )e considered as :oor.
Bet$een @ to
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A.areness aDo$t the Prod$ctF 0 The score of this statement fa&&s )et$een
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9rom the a)ove co&%mn chart it is c&ear that o%t of @ respondents =< -A?/ rated
the +%a&it' of ITC Cigarettes as either 4ver' good or good5. minorit' of respondents A
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9rom the a)ove co&%mn chart it is c&ear that o%t of @ respondents = -?/ rated
the packaging of ITC Cigarettes as either 4ver' good or good5. minorit' of respondents
? -J/ is of the vie$ that packaging of ITC cigarettes is 4)e&o$ average or of poor.5 Rest
of H -;J/ respondents think the packaging of ITC Cigarette as 4average5
9rom the a)ove co&%mn chart it is c&ear that o%t of @ respondents =< -A?/
thinks that ITC has presented s%fficient varieties of the cigarette and the' rated the
variet' dimension of ITC Cigarettes as either 4ver' good or good5. minorit' of
respondents ;? -
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;;-
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J-;A/ of the respondents said avai&a)i&it' of ITC cigarettes is ver' good#
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9rom the a)ove co&%mn chart it is c&ear that o%t of @ respondents
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9rom the a)ove co&%mn chart it is c&ear that o%t of @ respondents =< -A?/
thinks that the taste of ITC cigarette is either 4ver' good or good5. minorit' of
respondents H -;J/ is of the vie$ that taste of ITC cigarette is 4)e&o$ average or of
poor.5 Rest of respondents rated the variet' of ITC Cigarettes as 4average5
The ne(t fact to ana&'ze is 41hether the cons%mers are satisfied $ith ITC
Cigarettes or not.5
1e can c&ear a)ove +%estion $ith the he&p of Chi S+%are. 9or the Chi S+%are $e
can take n%&& h'pothesis# as cons%mers are not satisfied $ith the ITC :rod%cts.
6eat$res No" of Respondents
Satisfied 8issatisfied Tota,
F%a&it' =< ;J @
:ackaging = ;= @
Gario%s Garieties of prod%ct =< ;J @
:rice
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6or dissatisfied cons$mers
E -;J/@V;?
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% Q -2E/
In response to the a)ove +%estion the fo&&o$ing n%m)ers $ere fo%nd o%t of @
respondents are! 2
Response No of respondents"es ?=
3o @
Indifferent If 'es# then p&ease
S%ggestions from the cons%mers are inc&%ded in the recommendation section of the
report.
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6N8N*S
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6N8N*S
9rom the ana&'sis and interpretation of data $e can find the fo&&o$ing facts from the
a&&ocated are for the st%d'! 2
n&' == of the tota& respondents smoke in the a&&ocated area of the st%d'.
?= of the smokers cons%me cigarette and ?; cons%me Bidi# $e can sa' that
the Bidi prod%cers are the main competitors for the cigarette prod%cers in the
Indian cigarette market.
ma*orit' of the cigarette cons%mers agreed to the fact that most determent
factor that affects them $hi&e )%'ing cigarette is taste -A
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n the )asis of Chi S+%are $e can sa' that the cons%mers of ITC prod%ct are
satisfied.
JA of the ITC cigarette cons%mers are satisfied $ith the prod%ct $hen ;
fo%nd to )e %nsatisfied and ? are indifferent.
;? said that the retai&er forces them to p%rchase another )rand in the a)sence of
demanded )rand.
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RECOMMEN8ATONS
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RECOMMEN8ATONS
The fo&&o$ing are Recommendations for the compan' to improve itse&f $hich the st%d'
has )een sho$n!2
ITC sho%&d foc%s on the sa&es promotion as competitors are offering &o$er prices
for the simi&ar t'pe of the prod%cts.
ITC sho%&d revise the pricing of the cigarettes.
The )ehaviora& ana&'sis of the retai&ers and c%stomers sho$s that most of the
c%stomers give the preference to the price of a prod%ct# then performance of the
prod%cts at most of the times. There are ver' &ess peop&e $ho prefer )oth the
options. So it sho%&d )e more and more price oriented.
1e can see that the most important factor# $hich is considered )' the retai&ers to
keep the prod%cts of a compan'# is profit margin. fter that it is fo&&o$ed )'
)randcompan'# price of prod%ct# vario%s schemes and performance respective&'.
Retai&ers prefer that prod%ct# $hich gives more profit margins so it sho%&d
increase profit margin for retai&ers.
ITC sho%&d foc%s on s%rrogate advertising as a$areness of ITC0s cigarettes is &ess
among the c%stomers# as direct advertising of to)acco prod%cts is )anned as per
Indian government r%&es.
Incentive schemes for Retai&ers sho%&d )e started )' ITC Ltd to increase the sa&e#
if the' &oose the confidence of the Retai&ers# the compan' can &oose the market
share.
The compan' Representative sho%&d reg%&ar&' visit to the Retai&ers to so&ve their
pro)&ems# and to te&& them a)o%t ne$ prod%cts and schemes. This $o%&d he&p
them to kno$ a)o%t the cons%mer )ehavio%r# their taste and preferences.
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Schemes provided )' the compan' are a&so an important factor for the retai&ers.
Schemes distri)%tion of the Redistri)%tion Stockiest is not so m%ch accepted )'
the retai&ers# so it sho%&d provide proper scheme distri)%tion to keep them happ'.
The compan' sho%&d a&so offer some 8ifts and scratch co%pon schemes for the
cons%mers.
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CONC!+SON
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CONC!+SON
The st%d' that has %ndertaken conc&%des that the prod%ct of ITC is de&ightf%&
prod%ct for the cons%mers. Th%s from the ana&'sis and interpretation of data $e can
conc&%de the fo&&o$ing things. The sa&e of ITC is good )%t $e sho%&d sa' it satisfactor'#
as it is the first entrant in the Indian market.
Conc,$sion is as fo,,o.sF (
The a$areness of ITC0s cigarettes is &ess to the cons%mer d%e to advertisement
)anned.
Taste of Cigarette is the factor that attracts the cons%mers most $hi&e the' go for
smoking.
E(tensive distri)%tion net$ork
o ver H $ho&esa&e dea&ers serving more than ; mi&&ion retai& o%t&ets
Cons%mers prefer fi&tered cigarette to the non2fi&tered.
8o&d 9&ake 1i&&s are more preferred )' the cons%mers.
3o attractive scheme is offered )' the ITC to the retai&ers and cons%mers.
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!MTATONS
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!MTATONS
In spite of making a&& m' efforts to make the dissertation a perfect one there are
certain &imitations in the st%d'# $hich are fe&t $hi&e cond%cting the s%rve'. s the st%d'
is an e(p&orator' one designed to find ne$ h'pothesis# readers are not s%ggested to
conc&%de the res%&t. The st%d' s%ffers from the )asic &imitations of the possi)i&ities of
difference )et$een $hat is recorded and $hat is tr%e.
In addition# some &imitation regarding of the st%d' are mentioned.
The samp&e size is ver' &ess and therefore the test that co%&d )e done on &arge
pop%&ation cannot )e done.
The findings of the s%rve' are )ased on the s%)*ective opinion of the respondents
and there is no $a' of assessing the tr%th of the statements.
There is some respondent0s )ias that cannot )e removed.
)sence of serio%sness of the respondent $hi&e fi&&ing the +%estionnaire.
Even after ass%ring the retai&ers that the s%rve' $as p%re&' for academic p%rpose#
the' $ere re&%ctant to share information.
3o competitors are intervie$ed and hence there is a pro)&em of comparing the
)rand $ith others thoro%gh&'. Besides this no he&p has )een taken from an'
secondar' data of this t'pe in this regard
Some retai&ers $ere not friend&' and gave distorted information.
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BB!O*RAPH7
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BB!O*RAPH7
Books:
Kot&er# :hi&ip# arketin! ana!ement: :earson :%)&ication#Kot&er rmstrong# "rinci#les o$ arketin!: :earson Ed%cation#
Beri 8.C.# arketin! Research: Tata Mc8ra$ ,i&
Bhattachar'a D.K.# Research ethodolo!y: E(ce& Books#
8%pta S.C.# %&ndamental o$ 'tatistics: ,ima&a'a :%)&ishing ,o%se
B.C. Marketing Research
Cha))ra T.3. Marketing Management
a!aines:
B%siness 1or&dB%siness Toda'To)acco or hea&th! g&o)a& stat%s report. 1, p%)&ication
e*sites:
$$$.itcporta&.com$$$.itc&td.com$$$.itc$e&comgro%p.in
$$$.$e&comeheritagehote&s.com$$$.fort%nehote&s.com
http://www.itcportal.com/http://www.itcltd.com/http://www.welcomeheritagehotels.com/http://www.itcportal.com/http://www.itcltd.com/http://www.welcomeheritagehotels.com/ -
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+ESTONNARE
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+ESTONNARE
)" Do 'o% smoke>
"es 3o
%" 1hat do 'o% smoke>
Bidi Cigarette Both
" If cigarette then# $hat are most determinates factors affect 'o% $hi&e )%'ing
cigarette>
Brand Compan'
:rice of :rod%ct
Taste
&& of the a)ove
n' other
4" 1hich )rand do 'o% prefer most among the fo&&o$ing
ITC GST 8TC 8odfre' :hi&&ips
Don0t kno$ n' other -p&ease specif'/WWWWW..
0" 1hich prod%ct of ITC 'o% &ike most>
8o&d 9&ake 1i&&s C&assic
India Kings ther p&ease specif'WWWW.
2" :&ease rate ITC0s prod%ct on the fo&&o$ing parameters! 2
Ger' good 8ood verage Be&o$ :oorverage
I/ F%a&it'
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