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Summer Training Project MB-203 Under the Guidance of: Dr. Vipul Jain and Mr. Arun Chaudhary

MBA Marketing internship - Itc limited

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Summer Training Project

MB-203

Under the Guidance of: Dr. Vipul Jain and Mr. Arun Chaudhary

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.

Product Mix

Distribution Channel

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

Methodology

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

Engage’s Competitors

Fogg

Park Avenue

Nivea

Denver

Set Wet

Axe

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

Methodology

Data Analysis

Visit 1 Numeric Distribution

Overall: 27.53%

Data Analysis

Visit 1 Weighted Distribution

Overall: 70.89%

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.

Data Analysis

Visit 2 Numeric Distribution

Overall: 28.26%

Data Analysis

Visit 2: Weighted Distribution

Overall: 72.92%

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.