ITC LTDSUBMITTED TO

PROF.DR.GEETA JOSHIBY

SUDIPTO SINHAPGDM(AICTE)

PERSONAL CARE PRODUCT OF ITC

ITC LTD

Objective of the study

• The main objective of the study is that as ITC ltd is new in FMCG business they want to know their position in the market as well as know the position of the competitors.

 • To know the visibility of both the bottles as well as

sachets in the market. • To know where itc shampoo stands compare to the

competitors. • What is the preference of the customer and why. • Comparison of bottles and sachets in the Kolkata

market.

ITC LTD

Scope of the study  

• Gaining knowledge about the process of sales.

 • Exchange of facts, opinions, idea while interacting.

• Helping to analyse situations and for the company for the purpose of growth.

 • Helping to build strategy for the company to tackle the competitors.

 • To find out the potential area and outlets in the market.

  

ITC LTD

COMPANY PROFILE

• ITC was incorporated on August 24, 1910 under the name Imperial Tobacco Company of India Limited

• One of India's premium private player with an experience of 100 years

• Large and establish distribution network with an market capitalization of us $ 15 billion

• Annual turnover of us $ 4.75.• It enter into the personal care segment in 2005.• It has a vast diversification.

ITC LTD

PAST AND PRESENT• 24 Aug1910 – ITC incorporated under the name of

'Imperial Tobacco Company of India Limited'.• 1925– ITC’s Packaging & Printing Business Division was

set up as a strategic backward integration for ITC’s Cigarettes business.

• 1974 – The Company's ownership progressively Indianised, and the name of the Company was changed to ITC Limited (Indian tobacco company).

• 1975 – The Co. launched its HOTEL BUSINESS which was named ‘ITC-Welcome group Hotel Chola’.

• 1979 – ITC entered the Paperboards Business by promoting. Bhadrachalam Paperboards Limited, which today has become the market leader in India.

• 2002 – Enter into fmcg sector.

ITC LTD

ITC BUSINESS PORTFOLIO

FMCG &CIGRAT

ES

HOTELS & IT

AGRI BUSINESS

PAPERBORD

&PACKAGING

ITC LTD

PRODUCTS

ITC LTD

PERSONAL CARE PRODUCT Current market size estimated at over Rs. 29000 cores (growing at 12%

p.a.)

ITC presence established in Body Wash (Soaps, shower gels), Hair Care

(Shampoos, conditioner).

Product portfolio enlarged with the launch of Fairness cream.

Portfolio approach straddling all consumer segments with 4 umbrella brands

• Essenza Di Wills (Prestige)

• Fiama Di Wills (Premium)

• Vivel Di Wills and Vivel (Mid)

• Superia (Popular)

Products well received in the market, gaining customer acceptance

Supported by investments in brands – celebrity endorsements

Investments being made in Research & Development and strategic tax

incentivized manufacturing sites

ITC LTD

MARKETING STRATEGY• They have a DIFFERANTIAL MARKETING STRATEGY

type.• Always use their existing channels.• Various kind of promotions• Brand Ambassador are selected according to the brands

and mostly are YOUTH ICONS• They emphasize on going with current trend in the

market .

ITC LTD

DISTRIBUTION CHALNNELS……..• Trade channel covers the distance between

the producer and the consumer 

• ITC Foods/Fmcg utilizes distribution network efficiently

• Distributes products to more than a million outlets across the country

• Distribution centres located in the major states

• E-choupals-distribution channel where the farmers are linked to the company

• It even uses the services of Panwalaasfor distributing its brands

ITC LTD

• Supervision process is to avoid overstocking and stock outs

• Frequency of distribution to retail outlets

• Help retailers manage their stock better

• company can manage working capital better

• ERP based logistics link-Distributers-Warehouses-Marketing branches toits head offices and factories

• Developed a companywide hybrid network called Project Infoben

ITC LTD

MAJOR PLAYERS• HINDUSTAN UNILEVER LIMITED• PROCTER & GAMBLE HYGIENE & HEALTH

CARE LIMITED.• GODREJ CONSUMER PRODUCTS LIMITED.• DABUR INDIA LIMITED.

ITC LTD

T- TEST• H0= there is no significant difference between the

sunsilk pouch and the sunsilk bottles• H1=there is a significant difference between

sunsilk pouch and bottles• T Cal= x14 - x42/s√1/n1+1/n2 = .945• DOF with 5%level t tab is3.28• T tab> t cal accept H0• There is no significant difference between the

sunsilk bottles and sunsilk shampoo

ITC LTD

CHI- SQUARE TEST• H0= the nul hypothesis there is no association

between the features of the product and the different brands of product. 

• H1= there is a relation between the features of the product and the various brand.

• 9 dof 5% level = 16.919.• The calculated value =18.858• The tabulated value = 16.919• Chi2 calculated > chi2 tabulated accept H1 • It implies the two variable are not independent the

features of shampoo and the different brands of shampoo

• So we accepted the H1 and reject H0.  

ITC LTD

RECOMMENDATION• Stock problem need to be curbed out though they having

the stock in the godown it is unable to reach the dealers • The timing delivery is very necessary.• The packaging need to be upgraded• The quality of the product need to be enhanced• The must give free samples with the hot product like

ashirwad atta and vivel soap.• Every variant need to have RS 1 sachets.• Need to tap the rural market.• Need to focus on advertisement like T.V, NEWSPAPER,

RADIO, AS WELL AS PAMPLETES.• Off seasons campaign in rural area• Need to create two separate team name fiama and vivel

which will only deal with shampoo.• Need to promote more LP outlets.• Live workshop in different malls to attracts customers

ITC LTD

THANK YOU