ITC Oulets Reports Sachin

7/31/2019 ITC Oulets Reports Sachin

http://slidepdf.com/reader/full/itc-oulets-reports-sachin 1/56

PROJECT REPORT

ON

TO IDENTIFY RETAIL CENSUS SURVEY OUTLETS(BY ITC)

SUBMITTED TO:KURUKSHETRAUNIVERSITY, KURUKSHETRA

IN THE PARTIAL FULFILMENT FOR THE DEGREE

OF MASTER OF BUSINESS ADMINISTRATION(2O11- 2013)

UNDER THE SUPERVISION:SUBMITTED BY: Mr. MANISH SHARMA SACHIN SHARMADesignation- Area Executive MBA 2 nd year

GURU NANAK INSTITUTE OF MANAGMENT& TECHNOLOGY AMBALA(MULLANA)

AFFILIATED TO KURUKSHETRAUNIVERSITY, KURUKSHETRA



CERTIFICATE

This is to certify that the Project Report at

TO IDENTIFY RETAIL CENSUS SURVEY OUTLETS(BY ITC)Submitted in the partial fulfillment of the requirements for the award of

the degree of

MASTER OF BUSINESS ADMINISTRATION

KURUKSHETRAUNIVERSITY, KURUKSHETRA

Is a record of bonafide Project carried out by

SACHIN SHARMA

Under my supervision and guidance and that no part of this report hasbeen submitted for the award of any other degree / diploma / fellowship or

the similar titles or the prizes.

FACULTY GUIDE Signature & seal of the

Signature: H.O.D.

Name: Mr.Munish Kumar

Qualification: M.B.A. (Marketing)



DECLARATION

I, Sachin Sharma, a student of MBA 2 nd YEARof , Guru NanakInstitute Of Management Mullana (Ambala) , hereby declare that

research project entitled

TO IDENTIFY RETAIL CENSUS SURVEY OUTLETS(BY ITC)

is the outcome of my own work and the same has not been submitted

to any university, institute for the award of any degree or anyprofessional diploma.

Sachin Sharma



ACKNOWLEDGEMENT

As I write this acknowledgement, I must clarify that this is not just a

formal acknowledgement but also a sincere note of thanks and

regard from my side. I feel a deep sense of gratitude and affection for

those who were associated with the project and without whose

cooperation and guidance this project could not have been conducted

properly.It was a great privilege to work as summer trainee in ITC Limited.

Every person in this ITC Limited guided me to his or her heart content

to help me paying my way towards the success.

Words fail me to express my regard towards Mr. MANISH SHARMA

(Area Executive), who was not only my coordinator during the training

but also a good companion from whom I learnt a number of virtues of business and of life. I would also like to thank Mr. MUNISH KUMAR

for their valuable guidance and support.

A note of thanks to my colleagues who have always encouraged,

motivated and given expert guidance to me.

In the end, I dedicate this effort of mine to those persons who are

lights of my life: My respected teachers, my parents, my friends.



EXECUTIVE SUMMARY

This project is about the To Identify the retail census surveyoutlets (BY ITC)

This project is about the study of different retailers, the perception of customers and about the brand image of ITC among customers.

The report starts with the introduction which includes the companyhistory, about ITC Limited, and also distribution channel of ITC.

After introduction comes the objective and scope of the study. Nextthere comes research methodology which includes the sampling &sampling design, statistical tool, hypothesis testing, data collectionand limitations of study. Data collection includes the source of datacollection & limitations of study include the limitations faced whiledoing the project. In the last come the findings, suggestionsbibliography and annexure.



PREFACE

Research is the feedback, which any organization sought for thepurposeof effective policy making. It is the systematic problem

Analysis, modelbuilding and fact finding for the purpose of importantdecision -makingand control in the marketing of all goods andservices.Every research is aimed to achieve certain solution toresearch problems.If there is no problem then, the meaning of theresearch becomesvague. The research problem that I was supposedto deal with was,brand wise comparison of personal care productsand their loyaltyschemes given by the companies in Rohtak market.The study was doneon the basis of parameter like price paid for annual the display, service,and promotional schemes etc. Thedifferent comparative companies of personal care products wereHindustanunilever, P&G, Marico, Godrej. The sample unit was theretailer of Rohtak.With a well define research problem, a study wasstarted two ascertainthe variations and conditions of the existingsales of personal careproducts.The overall objective of the study wasto analyze the annual displayoutlets of the company and judge is it awrong or a write outlet fordisplay



INTRODUCTION

The Retail Census forms part of the ITC program of integratedeconomic data collections

1. a census of 150 outlets, known as the Retail andServices Census, where a limited range of data wascollected from every in-scope retail and selected serviceslocation in Rohtak,

2. a sample survey of 150 retail outlets, known as the Retail

Activity Survey, where detailed commodity sales,services.

Retail is the sale of goods and services from individuals or

businesses to the end-user. Retailers are part of an integrated

system called the supply chain. A retailer purchases goods or

products in large quantities from manufacturers or directly through a

wholesaler, and then sells smaller quantities to the consumer for a

profit. Retailing can be done in either fixed locations or online.

Retailing includes subordinated services, such as delivery.

To provide periodic and comprehensive statistics about retailestablishments and activitiesDomestic establishments that sell merchandise and relatedservices to the public for personal or household consumption.These are all establishments classified in SIC Division G,excluding nonemployers engaged in direct selling (SIC 5963).

http://en.wikipedia.org/wiki/Sales


http://en.wikipedia.org/wiki/End-user

http://en.wikipedia.org/wiki/Supply_chain

http://en.wikipedia.org/wiki/Product_(business)

http://en.wikipedia.org/wiki/Manufacturing

http://en.wikipedia.org/wiki/Wholesale

http://en.wikipedia.org/wiki/Consumer

http://en.wikipedia.org/wiki/Consumer

http://en.wikipedia.org/wiki/Wholesale

http://en.wikipedia.org/wiki/Manufacturing

http://en.wikipedia.org/wiki/Product_(business)

http://en.wikipedia.org/wiki/Supply_chain

http://en.wikipedia.org/wiki/End-user




The ITC Profile

ITC is one of India's foremost private sector companies with a market

capitalization of over US $ 33 billion and a turnover of US $ 7 billion.

ITC is rated among the World's Best Big Companies, Asia's 'Fab 50'

and the World's Most Reputable Companies by Forbes magazine,

among India's Most Respected Companies by Business World and

among India's Most Valuable Companies by Business Today. ITC

ranks among India's `10 Most Valuable (Company) Brands', in astudy conducted by Brand Finance and published by the Economic

Times. ITC also ranks among Asia's 50 best performing companies

compiled by Business Week.

ITC has a diversified presence in Cigarettes, Hotels, Paperboards &

Specialty Papers, Packaging, Agri-Business, Packaged Foods &

Confectionery, Information Technology, Branded Apparel, PersonalCare, Stationery, Safety Matches and other FMCG products. While

ITC is an outstanding market leader in its traditional businesses of

Cigarettes, Hotels, Paperboards, Packaging and Agri-Exports, it is

rapidly gaining market share even in its nascent businesses of

Packaged Foods & Confectionery, Branded Apparel, Personal Care

and Stationery. As one of India's most valuable and respected corporations, ITC is

widely perceived to be dedicatedly nation-oriented. Chairman Y C

Deveshwar calls this source of inspiration "a commitment beyond the

market". In his own words: "ITC believes that its aspiration to create



enduring value for the nation provides the motive force to sustain

growing shareholder value. ITC practices this philosophy by not only

driving each of its businesses towards international competitiveness

but by also consciously contributing to enhancing the competitivenessof the larger value chain of which it is a part."

ITC's diversified status originates from its corporate strategy aimed at

creating multiple drivers of growth anchored on its time-tested core

competencies: unmatched distribution reach, superior brand-building

capabilities, effective supply chain management and acknowledged

service skills in hoteliering. Over time, the strategic forays into newbusinesses are expected to garner a significant share of these

emerging high-growth markets in India.

ITC's Agri-Business is one of India's largest exporters of agricultural

products. ITC is one of the country's biggest foreign exchange

earners (US $ 3.2 billion in the last decade). The Company's 'e-

Choupal' initiative is enabling Indian agriculture significantly enhanceits competitiveness by empowering Indian farmers through the power

of the Internet. This transformational strategy, which has already

become the subject matter of a case study at

HarvardBusinessSchool, is expected to progressively create for ITC a

huge rural distribution infrastructure, significantly enhancing the

Company's marketing reach.

ITC's wholly owned Information Technology subsidiary, ITC Infotech

India Ltd, provides IT services and solutions to leading global

customers. ITC Infotech has carved a niche for itself by addressing

customer challenges through innovative IT solutions.



ITC's production facilities and hotels have won numerous national

and international awards for quality, productivity, safety and

environment management systems. ITC was the first company in

India to voluntarily seek a corporate governance rating.

ITC employs over 26,000 people at more than 60 locations across

India. The Company continuously endeavors to enhance its wealth

generating capabilities in a globalizing environment to consistently

reward more than 4, 12,000 shareholders, fulfill the aspirations of its

stakeholders and meet societal expectations. This over-arching vision

of the company is expressively captured in its corporate positioningstatement: "Enduring Value. For the Nation for the Shareholder."



History and Evolution

ITC was incorporated on August 24, 1910 under the name Imperial

Tobacco Company of India Limited. As the Company's ownershipprogressively Indianite, the name of the Company was changed from

Imperial Tobacco Company of India Limited to India Tobacco

Company Limited in 1970 and then to I.T.C. Limited in 1974 . In

recognition of the Company's multi-business portfolio encompassing

a wide range of businesses - Cigarettes & Tobacco, Hotels,

Information Technology, Packaging, Paperboards & Specialty

Papers, Agri-business, Foods, Lifestyle Retailing, Education &

Stationery and Personal Care - the full stops in the Company's name

were removed effective September 18, 2001. The Company now

stands rechristened 'ITC Limited '.

The Company’s beginnings were humble. A leased office on Radha

Bazaar Lane, Kolkata, was the centre of the Company's existence.

The Company celebrated its 16th birthday on August 24, 1926, by

purchasing the plot of land situated at 37, Chowringhee, (now

renamed J.L. Nehru Road) Kolkata, for the sum of Rs 310,000. This

decision of the Company was historic in more ways than one. It was

to mark the beginning of a long and eventful journey into India's

future. The Company's headquarter building, 'Virginia House', which

came up on that plot of land two years later, would go on to becomeone of Kolkata's most venerated landmarks.

Though the first six decades of the Company's existence were

primarily devoted to the growth and consolidation of the Cigarettes

and Leaf Tobacco businesses , the Seventies witnessed the

http://www.itcportal.com/about-itc/itc-profile/ad.aspx






beginnings of a corporate transformation that would usher in

momentous changes in the life of the Company.

ITC's Packaging & Printing Business was set up in 1925 as a

strategic backward integration for ITC's Cigarettes business. It is

today India's most sophisticated packaging house.

In 1975 the Company launched its Hotels business with the

acquisition of a hotel in Chennai which was rechristened 'ITC-

Welcomgroup Hotel Chola' . The objective of ITC's entry into the

hotels business was rooted in the concept of creating value for the

nation. ITC chose the hotels business for its potential to earn highlevels of foreign exchange, create tourism infrastructure and generate

large scale direct and indirect employment. Since then ITC's Hotels

business has grown to occupy a position of leadership, with over 100

owned and managed properties spread across India.

In 1979, ITC entered the Paperboards business by promoting ITC

Bhadrachalam Paperboards Limited, which today has become themarket leader in India. Bhadrachalam Paperboards amalgamated

with the Company effective March 13, 2002 and became a Division of

the Company, Bhadrachalam Paperboards Division. In November

2002, this division merged with the Company's Tribeni Tissues

Division to form the Paperboards & Specialty Papers Division. ITC's

paperboards' technology, productivity, quality and manufacturing

processes are comparable to the best in the world. It has also made

an immense contribution to the development of Sarapaka, an

economically backward area in the state of Andhra Pradesh. It is

directly involved in education, environmental protection and



community development. In 2004, ITC acquired the paperboard

manufacturing facility of BILT Industrial Packaging Co. Ltd (BIPCO),

near Coimbatore, Tamil Nadu. The Kovai Unit allows ITC to improve

customer service with reduced lead time and a wider product range.

In 1985, ITC set up Surya Tobacco Co. in Nepal as an Indo-Nepal

and British joint venture. Since inception, its shares have been held

by ITC, British American Tobacco and various independent

shareholders in Nepal. In August 2002, Surya Tobacco became a

subsidiary of ITC Limited and its name was changed to Surya Nepal

Private Limited (Surya Nepal).In 1990, ITC acquired Tribeni Tissues Limited, a Specialty paper

manufacturing company and a major supplier of tissue paper to the

cigarette industry. The merged entity was named the Tribeni Tissues

Division (TTD). To harness strategic and operational synergies, TTD

was merged with the Bhadrachalam Paperboards Division to form

the Paperboards & Specialty Papers Division in November 2002. Also in 1990, leveraging its agri-sourcing competency, ITC set up

the Agri Business Division for export of agri-commodities. The

Division is today one of India's largest exporters. ITC's unique and

now widely acknowledged e-Choupal initiative began in 2000 with

soya farmers in Madhya Pradesh. Now it extends to 10 states

covering over 4 million farmers. ITC's first rural mall, christened

'ChoupalSaagar' was inaugurated in August 2004 at Sehore. On the

rural retail front, 24 'ChoupalSaagars' are now operational in the 3

states of Madhya Pradesh, Maharashtra and Uttar Pradesh.



In 2000, ITC forayed into the Greeting, Gifting and Stationery

products business with the launch of Expressions range of greeting

cards. A line of premium range of notebooks under

brand “Paperkraft” was launched in 2002. To augment its offeringand to reach a wider student population, the popular range of

notebooks was launched under brand “Classmate” in

2003. “Classmate” over the years has grown to become India’s

largest notebook brand and has also increased its portfolio to

occupy a greater share of the school bag. Years 2007- 2009 saw the

launch of Children Books, Slam Books, Geometry Boxes, Pens and

Pencils under the “Classmate” brand. In 2008, ITC repositioned the

business as the Education and Stationery Products Business and

launched India's first environment friendly premium business

paper under the “Paperkraft” Brand. “Paperkraft” offers a diverse

portfolio in the premium executive stationery and office consumables

segment. Paperkraft entered new categories in the office consumable

segment with the launch of Textliners, Permanent Ink Markers and

White Board Markers in 2009.

ITC also entered the Lifestyle Retailing business with the Wills

Sport range of international quality relaxed wear for men and women

in 2000. The Wills Lifestyle chain of exclusive stores later expanded

its range to include Wills Classic formal wear (2002) and Wills

Clublife evening wear (2003). ITC also initiated a foray into the

popular segment with its men's wear brand, John Players , in 2002.

In 2006, Wills Lifestyle became title partner of the country's most

premier fashion event - Wills Lifestyle India Fashion Week - that



has gained recognition from buyers and retailers as the single largest

B-2-B platform for the Fashion Design industry. To mark the

occasion, ITC launched a special 'Celebration Series', taking the

event forward to consumers.

In 2000, ITC spun off its information technology business into a

wholly owned subsidiary, ITC Infotech India Limited , to more

aggressively pursue emerging opportunities in this area. Today ITC

Inf otech is one of India’s fastest growing global IT and IT -enabled

services companies and has established itself as a key player in

offshore outsourcing, providing outsourced IT solutions and servicesto leading global customers across key focus verticals -

Manufacturing, BFSI (Banking, Financial Services & Insurance),

CPG&R (Consumer Packaged Goods & Retail), THT (Travel,

Hospitality and Transportation) and Media & Entertainment.

ITC's foray into the Foods business is an outstanding example of

successfully blending multiple internal competencies to create a newdriver of business growth. It began in August 2001 with the

introduction of 'Kitchens of India' ready-to-eat Indian gourmet

dishes. In 2002, ITC entered the confectionery and staples segments

with the launch of the brands mint-o and Candyman confectionery

and Aashirvaad atta (wheat flour). 2003 witnessed the introduction

of Sunfeast as the Company entered the biscuits segment. ITC's

entered the fast growing branded snacks category with Bingo! in

2007. In eight years, the Foods business has grown to a significant

size with over 200 differentiated products under six distinctive brands,



with an enviable distribution reach, a rapidly growing market share

and a solid market standing.

In 2002, ITC's philosophy of contributing to enhancing the

competitiveness of the entire value chain found yet another

expression in the Safety Matches initiative. ITC now markets

popular safety matches brands like iKno, Mangaldeep, Aim, Aim

Mega and Aim Metro .

ITC's foray into the marketing of Agarbattis (incense sticks) in 2003

marked the manifestation of its partnership with the cottage sector.

ITC's popular agarbattis brandsinclude Spriha and Mangaldeep across a range of fragrances like

Rose, Jasmine, Bouquet, Sandalwood, Madhur, Sambrani and

Nagchampa.

ITC introduced Essenza Di Wills , an exclusive range of fine

fragrances and bath & body care products for men and women in July

2005. Inizio, the signature range under Essenza Di Wills provides acomprehensive grooming regimen with distinct lines for

men (InizioHomme) and women (Inizio Femme) . Continuing with its

tradition of bringing world class products to Indian consumers the

Company launched 'Fiama Di Wills' , a premium range of Shampoos,

Shower Gels and Soaps in September, October and December 2007

respectively. The Company also launched the 'Superia' range of

Soaps and Shampoos in the mass-market segment at select markets

in October 2007 and Vivel De Wills &Vivel range of soaps in

February and Vivel range of shampoos in June 2008.



The ITC Way

ITC is a board-managed professional company, committed to

creating enduring value for the shareholder and for the nation. It has

a rich organizational culture rooted in its core values of respect for

people and belief in empowerment. Its philosophy of all-round value

creation is backed by strong corporate governance policies and

systems.

ITC’s corporate strategies are:

Create multiple drivers of growth by developing a portfolio of

world class businesses that best matches organizational

capability with opportunities in domestic and export markets.

Continue to focus on the chosen portfolio of FMCG, Hotels,

Paper, Paperboards & Packaging, Agri Business and

Information Technology.

Benchmark the health of each business comprehensively

across the criteria of Market Standing, Profitability and Internal

Vitality.

Ensure that each of its businesses is world class and

internationally competitive.

Enhance the competitive power of the portfolio throughsynergies derived by blending the diverse skills and capabilities

residing in ITC are various businesses.



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

processes and systems to catalyze the entrepreneurial

energies of management by striking the golden balance

between executive freedom and the need for effective control

and accountability.

Vision statementSustain ITC's position as one of India's most valuable corporations

through world class performance, creating growing value for the

Indian economy and the Company’s stakeholders

The mission statementTo enhance the wealth generating capability of the enterprise in a

globalizing environment, delivering superior and sustainable

stakeholder value

Positioning statement“Enduring Value.For the nation.For the Shareholder."



Core Values

ITC's Core Values are aimed at developing a customer-focused,

high-performance organization which creates value for all its

stakeholders:

Trusteeship

As professional managers, we are conscious that ITC has been given

to us in "trust" by all our stakeholders. We will actualize stakeholder

value and interest on a long term sustainable basis.

Customer Focus

We are always customer focused and will deliver what the customer

needs in terms of value, quality and satisfaction.

Respect for People

We are result oriented, setting high performance standards for ourselves as individuals and teams.

We will simultaneously respect and value people and uphold

humanness and human dignity.

We acknowledge that every individual brings different perspectives

and capabilities to the team and that a strong team is founded on a

variety of perspectives.We want individuals to dream, value differences, create and

experiment in pursuit of opportunities and achieve leadership through

teamwork.



Excellence

We do what is right, do it well and win. We will strive for excellence in

whatever we do.

Innovation

We will constantly pursue newer and better processes, products,

services and management practices.

Nation Orientation

We are aware of our responsibility to generate economic value for the

Nation. In pursuit of our goals, we will make no compromise incomplying with applicable laws and regulations at all levels



SWOT ITC

StrengthsTo fund its cash guzzling FMCG start-up, the company is still

dependent upon its tobacco revenues. Cigarettes account for 47 per

cent of the company's turnover, and that in itself is responsible for

80% of its profits. So there is an argument that ITC's move into

FMCG (Fast Moving Consumer Goods) is being subsidised by its

tobacco operations. Its Gold Flake tobacco brand is the largestFMCG brand in India - and this single brand alone holds 70% of the

tobacco market. Unrelated diversification is also a major weakness of

ITC.

Weaknesses

ITC leveraged it traditional businesses to develop new brands for new

segments. ITC is a diversified company trading in a number of business sectors including cigarettes, hotels, paper, agriculture,

packaged foods and confectionary, branded apparel, personal care,

greetings cards, Information Technology, safety matches, incense

sticks and stationery.

Opportunities

Core brands such as Aashirwad, Mint-o, Bingo! And Sun Feast (and

others) can be developed using strategies of market development,

product development and marketing penetration.ITC is moving into



new and emerging sectors including Information Technology,

supporting business solutions.

e-Choupal is a well thought of initiative that could be used in other

sectors in many other parts of the world. It is also an ambitious

project that has a goal of reaching 10 million farmers in 100,000

villages Per capita consumption of personal care products in India is

the lowest in the world offering an opportunity for ITC's soaps,

shampoos and fragrances under their Wills brand.

ITC ORGANIZATION

Through strategic development based on these business lines, ITC

connects business opportunities to markets. As a result, we achieve

long-term, tangible benefits at regional, national and community

levels.

ITC is headed by an Executive Director , who reports to the SecretaryGeneral of the United Nations Conference on Trade and

Development (UNCTAD) and the Director General of the World Trade

Organization (WTO). The Senior Management Committee (SMC) is

made up the two executive officers and the heads of ITC’s four

divisions.

Internally, our organization is structured into the offices of the

Executive Director and the Deputy Executive Director, and four

divisions with Divisional Directors at the head.

The Office of the Executive Director is in charge of strategic

planning, external relations and communications.

http://www.intracen.org/about/management/patricia-francis/



http://www.intracen.org/about/management/







The Division of Country Programmers coordi nates ITC’s

projects at the country level and serves as the focal point for

coordinating with client countries.

The Division of Market Development provides market analysisand research, trade information services and coordinates ITC’s

sector-specific work.

The Division of Business and Institutional Support focuses on

enhancing the competitiveness of exporters and the

effectiveness of trade support institutions.

The Division of Programmed Support provides administrativesupport activities, such as budget preparation and

implementation control, accounting, human resources

management, building management, procurement, travel and

registry services and information technology services to the

organization

.

As of 31 December, 2011, ITC had a staff of 277, representing 72

nationalities. An additional 541 consultants and individual contractors

provided further technical expertise to support ITC projects

implemented during 20011. The staff is composed of 45% men and

55% women with an equal balance.



LINES OF BUSINESS

INDIA TOBACCOFOOD DIVISIONLIFESTYLE RETAILING BUSINESSPERSONAL CARE PRODUCT STRATEGIC BUSINESS UNITEDUCATIONARY & STATIONARY PRODUCT STRATEGICBUSINESS UNITSAFETY MATCHES STRATEGIC BUSINESS UNITAGARBATTIS STRATEGIC BUSINESS UNITHOTEL DIVISIONPAPER BOARD & SPECIALITY PAPER DIVISIONPACKAGING & PRINTING STRATEGIC BUSINESS UNITAGRI BUSINESS DIVISION



ROHTAK

Till a few years ago, Rohtak used to be a sleepy town on NH-10.

Despite being just an hour-and-a-half drive away from Delhi, itremained untouched by development and modernity. On weekends,youngster would travel to Gurgaon just to see its skyscrapers andswanky malls.

Well, that was then. Today, Rohtak has emerged as a political capitalof Haryana as chief minister Bhupinder Singh Hooda has not



forgotten his homeland. Things have changed quite drastically since2005. New roads have been laid across the city and NH-10 is goingthrough an expansion. The education sector has got a big boost after the city pipped the rest of the NCR to be home to the Indian Instituteof Management. MaharshiDayanandUniversity andPanditBhagwatDayal Sharma Post-Graduate Institute of MedicalSciences (PGIMS) are among the finest educational institutions innorth India. That's not it.

Every second street has an English-only school, some of them beingcentrally airconditioned. The old cricket stadium has been replacedby Rajiv Gandhi Sports Complex, which hosts world-class facilities. Adecade ago, the city had only Maruti 800s and a few SUVs. Today,there are more than 200 super luxury cars like Mercedes, Audis and

BMWs. About 500 new cars hit the city roads every month, cloggingits narrow roads. Rohtak, which was then famous for its 'gajak', nowhas a multiplex where youngsters chew on Dominos and downBaskin Robbins. Two new malls are coming soon.

Don't be impressed by all this, because a new Rohtak is created onthe outskirts - one that can challenge Gurgaon tomorrow. Here, theHooda government is developing an industrial model township on5,500-acre land. MNCs like Maruti Suzuki, Asian Paints, SuzukiMotorcycle, Nippon Carbide, Amul Dairy, Lakshmi Precision Screwsand Aisin Automotive have launched work on projects worth Rs 5,000crore.

With this, integrated townships like OmaxeCity and Sun City arecoming up. Land rates have gone up by two-to-three folds in last fewyears.

Last month, during the foundation stone-laying ceremony of its onlyR&D facility outside Japan, Maruti Suzuki managing director ShinzoNakanishi said that like Gurgaon, Rohtak will soon make its mark onthe international automobile market



HistoryBelieves that the city's name is of Indo-Aryan origin and is recorded

in the Vedas . He traces the development of the name as being

"Rohītaka -kula>Rohitaka>Rohtek" and notes that this accords with

the place existing around 500 BC

Geography Average annual rainfall in Rohtak city is 458.5mm (18.0 inch).

Rohtak's climate shows extreme variation in temperature. It does not

usually fall below freezing point in the winter months from November

to January. In summer from April to July, the day temperature

generally remains between 30°C and 40°C occasionally going up to

44°C on a few days

Industry and Business

Haryana State Industrial and Infrastructure Development Corporation(HSIIDC) has developed an Industrial Model Township (IMT)

The following Companies are in IMT.

Asian Paints Limited Maruti Suzuki's Research and Development Plant. Hitech Plastics Limited Footwear Design and Development Institute

http://en.wikipedia.org/wiki/Vedas





PCP division

In 2002, ITC's philosophy of contributing to enhancing the

competitiveness of the entire value chain found yet another expression in the Safety Matches initiative. ITC now markets popular safety matches brands like iKno, Mangaldeep and Aim.

ITC's foray into the marketing of Agarbattis (incense sticks) in 2003marked the manifestation of its partnership with the cottagesector. Mangaldeep is a highly established national brand and isavailable across a range of fragrances like Rose, Jasmine, Bouquet,Sandalwood, Madhur, Sambrani and Nagchampa.

ITC entered the Personal Care Business in 2005. In seven years, thePersonal Care portfolio has grown under 'Essenza Di Wills', 'FiamaDi Wills', 'Vivel' and 'Superia' brands which have receivedencouraging consumer response and are also being progressivelyextended nationally.



ITC PCP Product line

Vivel product

Between February and June 2008, ITC expanded its personalcare portfolio with the launch of Vivel range of soaps andshampoos to cater to the specific needs of a wide range of consumers.

This high quality range of soaps and shampoos are for the upper-midand mid-market consumer segments. All products offer a uniquevalue proposition of bringing together ingredients that provide thebenefit of Nourishment, Protection and Moisturisation through oneproduct, hence providing the ever discerning consumer completecare, which makes her beautiful and confident.



The Vivel range of soaps is available in five variants:-

Vivel Young Glow is enriched with Vitamin E and Fruit Infusionswhich help in providing youthful glow to the skin.

Vivel Satin Soft is enriched with Vitamin E and Aloe Vera which helpthe skin feel beautifully soft.

Vivel Sandal Sparkle is enriched with Sandalwood Oil and ActiveClay which helps in providing clear skin.

Vivel Ayurveda Essence is enriched with multiple AyurvedicIngredients which help protect skin from germs and harshenvironment, keeping it healthy and beautiful.

Vivel Silk Spring is enriched with Green Apple extracts and Olive oilwhich help in making skin smooth .



Vivel expanded its soaps portfolio by launching the Vivel Luxury

Creme range of soaps in the mid - premium segment.

Vivel Luxury Creme soaps are available in the two variants of Oliveand Shea butter, both known to give skin care benefits.

Olive butter, with its natural goodness, is known to helpmake skin gorgeous and radiant.

Shea butter is known to be an excellent moisturiser that

makes skin soft and beautiful. Vivel Luxury Creme soaps have a unique double layer

packaging of clear film and flip top carton pack that notonly ensure product freshness, but also give theconsumer a unique involving experience. The exoticfragrance of the soaps is infused with the essential oilsof cedarwood, copaiba, pine and clove.

To take the experience to new heights, a pack insertwelcomes the consumer to the luxurious world of VivelLuxury Crème. The double layer easy accesspackaging with a pack insert is a first time phenomenonin the soap industry .



The portfolio was further expanded withthe launch Vivel Milk Cream andGlycerine bathing bar in January 2010.This is creamy and luxurious bathing bar is enriched with the goodness of doublemoisturising ingredients of milk creamand glycerine. Glycerine penetrates deep into the skin and

moisturises while milk cream locks in the moisture to leave the skinfeeling soft and smooth. It is packed in a premium carton and has anextremely alluring fragrance.

Launched in May 2010, VivelDeo Spirit Soap istargeted at the young, modern, experimental,vivacious and trendy youth. The new variant madefrom exotic ingredients like Kiwi Fruit, known tocondition the skin and Eucalyptus Oil with anti-

bacterial properties, ensures a long lasting fragrance that refreshesthe skin and leaves one rejuvenated for hours after every wash.

Launched in May 2011, Vivel Healthy Glow soap is enriched withthe goodness of neem, turmeric and milk cream, promising clear

healthy glowing skin by controlling acne-causing germs. VivelHealthy Glow contains Actipro-N which gives total care throughnourishment, protection and moisturisation. This latest addition to theVivel range is an exquisite



mix of traditional and modern ingredients which gives the consumer healthy glowing skin.

Vivel soaps further expanded its portfolio with the launch of Vivel

Clear 3 in 1 . As the name suggests, Vivel Clear 3 in 1 offers threebenefits in one soap. Vivel Clear 3 in 1 is enriched with renownedskin care ingredients and offers a unique benefit by working on thethree layers of the skin – Almond Oil goes deep down to nourish theskin from within, Glycerin moisturizes the middle layer of skin and theGerm Guards protect the skin by forming a sheet on top, making theskin healthy. The three ingredients alongwith a unique skin careactive, Actipro – Ne, make skin Soft and Radiant . Infused withessential oils of Orange and Patchouli, the fragrance makes for ablissful sensorial experience.

ITC forayed into the skin cream categorywith the launch of Vivel Active Fair inJuly 2010. Vivel Active Fair locks infairness ingredients to deliver faster and

longer-lasting fairness. This fairnesscream helps the skin from the inside aswell as the outside, thereby delivering visible results in just 7 days.

Additionally, Vivel Active Fair is enriched with vitamins, minerals andmoisturizers that



provide total care to the skin. The cream has SPF 15sun protection rating. The cream is suitable for all skin types.

Launched recently, Vivel Summer Fair

Cream is a Summer Specialist with TripleFilter SPF 15 and Aloe Vera for Fresh,Fair Skin. The product is being launchednationally and is currently available in allmajor cities.

The Vivel range of shampoos is available in three variants:-

Vivel Shine & Glow is suitable for dull to normal hair and is enrichedwith Green Tea Extract and Conditioners. It adds shine to hair.

Vivel Soft & Fresh is suitable for dry to normal hair and contains

Extra Conditioners and Soya Protein. It makes hair soft and fragrant.

Vivel Volume & Bounce is suitable for oily to normal hair andcontains Jojoba Oil and Conditioners. It adds volume and bounce tohair.



The product portfolio was further enhanced with the launch of Ultrapro anti-dandruff shampoo under the umbrella brand Vivel in

December 2008. Ultrapro promises to fight dandruff twice aseffectively while also providing care for hair through the plus plusbenefits of Nourishment and Moisturisation.

Vivel has augmented the skin care range with thelaunch of Vivel Active Essentials and Vivel Active Fair face washes. The 100% soap free range of Vivel face

washes promise soft, clear and glowing skin after each wash.

Vivel Active Essentials Purifying Face Wash: Enriched with the

goodness of green tea, Vivel Active Essentials Purifying Face Washnot only removes oil from the skin without drying it, but also fightspimple-causing microbes to prevent breakouts .



Vivel Active Essentials 3-in-1 FaceWash + Scrub: Vivel Active Essentials 3-in-1 FaceWash + Scrub is a uniqueproduct which offers triple benefits of scrubbing, cleansing

and moisturizing. The gentle jojoba scrub reveals a bright andglowing skin; the cleansing action removes oil, dirt and pollutants

from skin; and the glycerine and pro vitamin E base helps tomoisturise the skin.

Vivel Active Fair Mild Exfoliating Face Wash withfairness beads removes dead skin cells andcleanses oil and impurities to reveal fair and bright

skin.

Vivel also forayed into lip care segment with the launch of VivelActive Essentials Kokum Butter Lip Care providing total lip carewith its 3 way action of UV protection, moisturization and nourishmentto give you soft healthy lips .



Superia

The Superia range of soaps and shampoos has been launched tocater to the large popular market in the personal care category. Theproducts under the Superia brand are made from scientificallydeveloped formulations enriched with natural ingredients that havetraditionally been known to be good for the skin and hair.

The range offers consumers access to some of the best-in-classproducts in vibrant attractive packaging.

Superia Soaps enriched with natural ingredients give radiant glowingskin. Superia Soaps are available in four variants :

1. Fragrant Flower: with the fragrance of Rose & Lavender Oil

2. Soft Sandal: with the fragrance of Sandal & Almond Oil

3. Natural Glow: with Neem& Coconut Oils

4. Healthy Glow: with Orange Oil



Superia Lemon Fresh & Milky Glow Soaps

Superia added two new soap variants to enhance its productportfolio. Superia Lemon Fresh with its lime extracts, mint oil and

germ fighters keeps skin fresh, fragrant and glowing. Superia MilkyGlow with the goodness of milk protein, saffron oil and the essence of

jasmine, keeps skin soft and radiant.

Superia shampoos with triple conditioners andnatural ingredients bring a natural shine to hair. Superia shampoosare available in two variants:

1. Shiny Black with Triple Conditioners and the natural goodnessof Hibiscus &Brahmi extracts.

2. Vibrant Green with Triple Conditioners and the naturalgoodness of Amla& Arnica extracts.



Another addition to the Superia shampoo portfolio, Superia MaxiProtect Active Health shampoo contains Dandruff Fighter alongwith Vitamins & Soya Protein. It fights multiple types of dandruff causing germs and leaves hair & scalp feeling clean & healthy.





expertise of International product formulation specialists. Thefragrances, aesthetics and packaging have been developed incollaboration with European specialists. Fiama Di Wills products are

targeted at the young, modern, aware customers who are confident of themselves and seek indulgences that make them feel alive andbeautiful.

Fiama Di Wills Hair Care Range consists of the Colour DamageRepair System, the Anti Hair Fall System and the Total DamageRepair System. Each range has a shampoo, a conditioner and aserum. Made from the goodness of Nut Oils and Restore System therange gives 6X stronger hair.

Fiama Di Wills Skinsense Bathing Bar. The skin is made up of proteins and every time one bathes with a soap these proteins arewashed away making the skin dull, dark and lifeless. Fiama Di WillsSkinsense bathing Bar is enriched with plant derived extracts and 6

Pro formula that ensures skin loses minimum proteins making it soft,supple, radiant, moisturized, even toned and smooth.



Fiama Di Wills Shower Gels & Shower Gel Bars product rangeincludes the Exotic Dream, the Clear Springs and the Mild Dew. Theyall have natural ingredients and scientific beads that make the skin

beautiful and soft. The ITC Research and Development has found arevolutionary method – the Liquid Crystal Freezing technology tofreeze the goodness of these shower gels in a soap. Now one canactually experience the beauty of a shower gel in a soap.

Fiama Di Wills Face and Body Talc has been introduced in a varietyof exotic, international fragrances. The product range is enrichedwith the unique Enviro Defense Complex that protects the skin fromthe damaging effects of the sun.





Objectives of the study

• To study the availability of the PCP Products in the

outlets.

• To study the company’s schemes & services offered to the outlets

owners.

• To study the competitors stratergy.

• To study the promotional tools used by the outlets

Research Methodology

A research design is the arrangement of condition for collectionandanalysis of data in a manner that aims to combine relevance totheresearch purpose with economy in procedure. A good design isoftencharacterized by adjectives like flexible, appropriate, efficient,andeconomical and so on. The design appropriate for this researchisDISCRIPTIVE RESEARCH WITH A HELP OF A SCHEDULE.

A total of 800 retail stores. But we conduct the research on 150

outlets During the course of the study a no. of stores that were

scattered all over Rohtak (source list mentioned below) were visited.



Written record of the number and names of the stores in the city was

maintained. It was very difficult to tabulate a record of all the retailers

and wholesalers present in the city and then carry out our study, in

the short span of time that was allotted. As a result retailers wereselected according to our convenience. All shops and areas were

surveyed that could possibly be approached.

A personal interview as well as observation was used to carry out the

study. Personal interviews were conducted with the retailers to

ascertain major competitors of ITC. Observation was used to

ascertain the visibility of ITC PCP Product.

TYPE OF RESEARCH

It is a dicriptive research.

What is descriptive Research

Descriptive research includes surveys, fact-findings enquiries of

differentkinds. The major purpose of theresearch is description of the state of affairs, as it exists at present.The main character of this method is thatthe researcher has nocontrol over the variablesCLASSIFICATION OF DATA:I have classified the data into two specific types:Primary



Secondary

SOURCE OF DATA: Primary data & Secondary data

Primary data is the first hand data. Primary data is collected from the

outlets owners through structured questionnaire including open

ended and closed ended question.

Secondary data is collected from the internet, magzines,etc.

RESEARCH INSTRUMENT: Structured questionnaire

A structured questionnaire, is one in which the questions asked are

precisely decided in advance. When used as an interviewing method,the questions are asked exactly as they are written, in the same

sequence, using the same style, for all interviews. Nonetheless, the

structured questionnaire can sometimes be left a bit open for the

interviewer to amend to suit a specific context.

SAMPLING PLAN A part of population is called sample. In other words, selected or

sorted unit from the population is known as a sample. In fact , a

sample is that part of the population which we select for the purpose

of investigation.

SAMPLING METHOD: Random sampling.

Random sampling means in which all member of group have anequal and independent chance of being selected

SAMPLE UNIT: outlets



SAMPLE SIZE: 150

Field area:This research study work was carried out in Rohtak (Haryana).

ANALYSIS

HOW MANY RETAILER HAVE ITC PRODUCT?

OUTLETS SURVEY RESULT

69.14893617,69%

30.85106383,31%

1

2



We Find THIS 69% Retailer have itc product and

31% Retailer do not have itcproduct .

WHICH PRODUCT OUR CO. DO YOU SELL?

DEMAND CURVE

010

2030

405060

7080

90100

1 2 3 4 5 6

Series1



We find that 90% Retailer have superia silk and 30% Superia

Shampoo, and 67% Retailer have Vivel soap ,hardly 8% Retailer

have Vivel shampoo,24% Retailer have Vivel Active Cream and 10%

Retailer have Vivel luxury Cream . SO IN That survey demand of itcproduct some where down and some where up.

HOW MANY RETILER SATISFIED ITC PRICING

POLICY



We Find that 61% Retailer satisfied withthe pricing policy of the

ITC and 39% Retailer are not satisfied with the pricing policy.

HOW MANY RETAILER SATISFIED ITC SERVICE

66.66666667,61%

43.33333333,39%

1

2



We find in the survey 75% Retailers are satisfied with the service

of ITC and 25% Retailers are not satisfied with the service by

ITC.

LIMITATION OF THE STUDY

• Time is short for deep research.

SERVICE RESPONSE

83.33333333,75%

27.77777778,25%

1

2



• The rate will change time to time.

• The study is limit ed in some area of Rohtak.

• Certain open ended questions were not answered with

justice.

• Many customers don’t express their original perception

and views because of biasness.

• As the n ature of research was discriptiveso it was difficult

to cover each and every retailer

FINDINGS



After conducting the survey on theretail outlets in PCP

division in the city of Rohtak.

• We find the rate of ITC PCP P roduct is more than itscompetitors such as Hul, Godrej.

• The retailer said that Product is strong but due to high rate that

other its sale is less than its competitors.

• We al so find that the packing of PCP Product is better than its

competitors.

• We also find t hat the distribution of ITC PCP Products is much

better than others.

Suggestions

• Company should decrease the rate of PCP Products.



• Company should more work on advertisement of

PCP Products.

• Company should start many schemes & offers to increasing the sales of pam’s products.

• Company should also analyse the competitor

strategy

Conclusion

Conclusion is that there are 50% of Rohtak& belong to middle class

family & also 30% people ofRohtak living below poverty line , and



mostly retailer purchase products from delhi at low price . so it

isdifficult to purchase costly products.

So ITC should work on it, to increase the sales of PCPProducts in Rohtak.

Bibliography

www.itc portal.com

www.wikipedia .com

http://www.itc/

http://www.itc/

http://www.wikipedia/

http://www.wikipedia/

http://www.itc/



Documents

ITC Oulets Reports Sachin