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Company Profile
ITC was formed on 24 August 1910
under the name of Imperial Tobacco
Company of India Limited
The earlier decades of the company's
activities centered mainly on the
manufacture of tobacco products and
their sales.
In the 1970s, it began making a foray
into select non-tobacco businesses
Company Profile
The company was rechristened as the Indian Tobacco Company Limited in 1970 and further to I.T.C. Limited in 1974. Finally, the periods in the name were removed in September 2001 for the company to be renamed as ITC Ltd.
As of 2012-13, had an annual turnover of US$ 8.31 billion and a market capitalisationof US$ 45 billion.
It employs over 26,000 people at more than 60 locations across India and is part of Forbes 2000 list.
Company Profile
Vision: Sustain ITC’s position as one of
India’s most valuable corporations through
world class performance, creating growing
value for Indian economy and Company’s
stake holders.
Mission: To enhance the wealth generating
capability of the enterprise in a globalising
environment, delivering superior and
sustainable stakeholder value.
Personal Care Product: Engage
•Personal Care business started in year 2005-06
•Engage Deodorant launched in 2013
•Currently has 14 variants, 7 for men and 7 for women
Study on distribution of Engage in Agra
Number of distributors in Agra: 3
Market of Agra is divided into beats
Total Home Solutions Pvt. Ltd.: 24 beats
DM Agency: 42 beats
RN Agency: 24 beats
Total 90 beats
Scope of study
Study trends in market size and market growth–sales volume, distribution, health of brand etc.
Study the structure of the market
Analyse company/brand performance vis-a-viscompetitors
Evaluate distribution strategy and marketing mix
Assess pipeline stocks & impact on stock outs
Monitor impact of promotions and tracking competitor promotions
Monitoring new brand
Estimate demand and identify emerging market segments
Problem Definition
Recently Engage moved to second
position in terms of market share all over
India.
But its distribution in Agra has been
inefficient
Popularity in Agra is lower than other
markets
Methodology
Measures of market share:
Numeric Distribution: It is defined as the percentage of stores that stock a given brand, within the universe of stores in the relevant market.
Weighted Distribution: Weighted distribution is a measure of product availability, or distribution, based on total store sales. In other words, weighted distribution is the percentage of sales in all categories that are generated by the stores that stock a given brand.
Methodology
Sample: 12 beats (302 outlets) out of 90 beats
Nagla Padi- 22 outlets
Jagdish Pura- 27 outlets
Sultanpura- 34 outlets
Pratap Nagar- 19 outlets
Arjun Nagar-23 outlets
Langde Ki Chowki- 25 outlets
Rajpur Chungi- 18 outlets
Raja Ki Mandi- 28 outlets
Lal Kurti- 26 outlets
Nai Ki Mandi- 26 outlets
Jaipur House- 27 outlets
Kala Mahal- 27 outlets
Methodology
Week 1: collected stock data from 6 beats (opening stock)
Week 2: collect stock data from other 6 beats (opening stock)
Week 3: collected stock and order data from first six beats (closing stock)
Week 4 : collected stock and order data from second 6 beats (closing stock)
Implement methods to improve
Week 5: collected stock and order data from first 6 beats (closing stock)
Week 6: collected stock and order data from second six weeks (closing stock)
Sale = Opening Stock + Order Quantity − Closing Stock
Methods to improve
Service the un serviced outlets
Increase availability by sub category
High selling outlets of industry should
have appropriate stocks
Increase visibility of the product by
allotting separate blocks in outlets.
Conclusion
Six new outlets started selling Engage.
Numeric distribution increased from
27.53% to 28.26%, increase of 0.73%.
Weighted distribution increased from
70.92% to 72.89%, increased by 2.03%.
Engage’s sale increased from 158 in the
initial two weeks to 182 in the
succeeding two weeks.