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PROJECT
REPORT ON THE POSITIONING OF THE
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INSTITUTE OF PRODUCTIVITY AND MANAGEMENT
MEERUT
PREFACE
Winter training is one of the most important parts of our curriculum for
management students, its basic idea is to strengthen the students’ concept
through winter training and make them equipped with recent development.
In previous days companies could succeed by there new product with concept,
supported by hard selling and good advertisement, and considered that
customer exhibit diverse requirements for product / service combinations and
prices. They considered that the customers have high and rising expectations
of quality and services. In the face of their vast choices, customers will
gravitate to the offering that best meet their individual needs and expectations.
They will buy on the basis of their perception value.
And all this will come out as the positioning of the brand in the market.
This is a project on “POSITIONING OF .I.T.C.’S SUNFEAST BISCUIT IN THE
MARKET”.
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ACKNOWLEDGEMENT
I would like to express our sincere regards to Mr. V.S. Solanki Sir (Deputy Director-IPM
Meerut) for giving me the permission for undertaking the project&helping me in completing
the project because it is very difficult to take up &complete a project without the help of a
guide. I thank profoundly all the respondents who very patiently responded and provided me
with all the necessary information without which completion of this project was quiet
impossible.
I am also thankful to Mr. Asit Mohan (Director-IPM MEERUT) for giving me permission
for the undertaking of the project.
Last but not the least, I must thank to all the respondents of the village who gave me their
precious time and information necessary without which completion of this project might
have remained a dream.
(PRATAP SAKTESH)
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CONTENTS
PAGE NO.
1. PREFACE 2
2. ACKNOWLEDGEMENT 3
3. ABOUT I.T.C. 5
4. OBJECTIVE OF STUDY 8
5. RESEARCH METHODOLOGY 9
6. QUESTIONNAIRE 10
7. ANALYSIS OF QUESTIONS 12
9. LIMITATION 27
10. CONCLUSION 28
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11. BIBLIOGRAPHY 29
.
ABOUT COMPANY
I.T.C. PROFILE
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ITC is one of India's foremost private sector companies with a market
capitalization of more than US $ 10 billion and a turnover of US $ 3 billion. Rated
among the World's Best Big Companies by Forbes magazine, ITC ranks third in
pre-tax profit among India's private sector corporations. ITC has a diversified
presence in Cigarettes, Hotels, Paperboards & Specialty Papers, Packaging, Agri-
Business, Packaged Foods & Confectionery, Branded Apparel, Greeting Cards
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 and Greeting Cards.
HISTORY AND
EVOLUTION
ITC was incorporated on August 24, 1910 under the name of 'Imperial Tobacco
Company of India Limited'. Its beginnings were humble. A leased office on Radha
Bazar 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 become one of Kolkata's most venerated
landmarks. The Company's ownership progressively Indianised, and the name of
the Company was changed 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-Exports, Foods, Lifestyle Retailing and Greeting Gifting &
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Stationery - the full stops in the Company's name were removed effective
September 18, 2001. The Company now stands rechristened 'ITC Limited'.
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 beginnings of a corporate transformation that would
usher in momentous changes in the life of the Company.
SUNFEAST
The Sunfeast range has been further expanded with the launch of 'Sunfeast
Snacky' salted crackers in 2 unique variants viz., Chilli Flakes and Classic
Salted.
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Sunfeast's latest offering, Golden Bakes blends the sheer richness of pure
butter with that of crisp cashews. This range is available in 3 exciting variants
viz. Butter, Cashew and Honey & Cashew.
PROJECT TITLE
‘POSITIONING OF THE I.T.C.’S SUNFEAST BISCUIT IN THE MARKET.’
The objective of the project was to “Find out how the SUNFEAST biscuit
positioned itself at the market of Torpa village in Bokaro.”
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This project is confined to study the market of Torpa village of Bokaro
Thermal(Jharkhand). Under this project a sample of 75 different person & the
responses of retailer were taken. On the basis of interview and the
questionnaire the decision were taken. It is well known that consumer’s
behaviour is quiet unexpected so it might be that they have exaggerate about
their monthly expenditure on biscuits and the consumption of the biscuits.
It may also be that the persons were bias about a particular brand affecting by
this fact their answer could be wrong. But from my side I have tried to escape
from all errors.
RESEARCH METHODOLOGY
1. PRIMARY DATA:
I used the following method of collection of the primary
data-
A) Interview method
B) Questionnaire method
2-SECONDRY METHOD-
The data were collected by the other
Sources like:
a) MAGAZINES
b) INTERNET
c) NEWSPAPERS
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After the collection of the data, from the
various sources I analyzed the data. I meet 75 persons in the city to get the
required answer regarding the positioning of the SUNFEAST biscuits.
The study, essentially exploratory in nature, is based on a field survey having
close and open ended questions The study is actually is qualitative and
quantitative survey and is understanding of the customers
behaviour/psychology for SUNFEAST biscuit.
QUESTIONNARE
(FOR CUSTOMER ONLY)
NAME :
AGE :
SEX :
ADDRESS :
Q1 How much importance do you give to a brand name when asking for biscuit?
a) Very much b) moderate c) low
Q2 Which of the following influences you most when asking the biscuit?
a) TV. commercial b) press advertisement
c) in-store promotion d) gift scheme
Q3 If you don’t get your favourite brand what will you do?
a) Take what the seller gives
b) Ask your next preference
c) Leave the shop
Q4 Do you any have any idea about SUNFEAST biscuit? What type of quality and taste
this biscuit have?
a) Yes b) no c) could not say
Q5 Do you use sunfeast biscuit? If yes how frequently you use sunfeast biscuit (packets)
a) Less than 5 b) between 5-7 c) above 7
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Q6 Which brand of biscuit do you use and why (give reason)?
…………………………………………………………..
…………………………………………………………………….
Q8 Let’s say the price of the sunfeast biscuit goes up while the price of the other biscuit
brand remain same what will you do?
A) Change the brand b) remain the customer of the sunfeast
c) Go for economic one
Q9 Distribute 10 points among the following 6 attributes based on the importance they have
in your purchasing decision?
Attribute Points
(Brand name)
SUNFEST
1-Price
2-packging
3-promotion schemes
4-advetrtising
5-avialibility
6-quality
Q12 What is the amount paid by you in a month on the SUNFEAST biscuits?
a) Less than 50 b) between 50-100 c) above 100-150
Q14 What is your next preference brand biscuit if Sunfeast is not available?
A) Parle-g
B) Britania
C) Priya gold
Q15 Which brand biscuit do you think has the highest sales revenue?
A) PARLE-G
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B) BRITANIA CREAM TREAT
C) PRIYA GOLD
D) SUNFEAST
Q16 If any suggestion you want to give to the company (most welcome)?
………………………………………………………………………..
…………………………………………………………………………..
Q1 How much importance do you give to the brand when asking for biscuit?
35 30
30 25
25 20
20
Series1
15
10
5
0
VERY MUCH MODERATE LOW
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INTERPRETATION: From the chart we could say that people generally give
highest importance to the brand name. But there are people who do not go on
a brand name but it can easily perceive that most of the time people are brand
conscious, they do not tend to compromise on the brand they purchase.
Q2 Which of the following influences you most when purchasing the biscuit?
T.V.
Factor affecting purchase decission
COMMERCIAL
PRESS
12, 18%
ADVERTISEMEN
T
8, 12% 32, 50%
IN-STORE
PROMOTION
13, 20%
GIFT SCHEME
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INTERPRETATION: We could easily say that the T.V. commercial influences
the customers most. Out of 75 respondent 32 said they are influenced by T.V.
commercial. The other important factor is press advertisement; as soon as
awareness is generated they get influenced by information medium.
Q3 If you do not get your favourite brand what will you do?
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CUSTOMER REACTION
80
70 10
LEAVE THE
60
SHOP
50
42 ASK YOUR NEXT
40
PREFERENCE
30
TAKE WHAT THE
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SELLER GIVES
10 23
0
1 2 3
INTER PRETATION: Out of 75 respondent 23 said that they will take what
the seller gives to them, other 42 said that they will ask for their next
preference. As consumer behavior is to not come back without having the item
to which he/she gone for so they generally asked for next preference.
Q4 Do you have any idea about SUNFEAST biscuit? What type of quality and
taste this biscuit have?
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AWARENESS ABOUT SUNFEST
BISCUIT
11, 15%
36, 48%
28, 37%
Q5 Do you use Sunfeast biscuit? If yes how frequently you use this
SUNFEAST band in a month?
a) Less than 5
b) Between 5-7
c) Above 7
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CONSUMPTION OF BISCUITS IN
PACKS
18 12
LESS THAN 3
BETWEEN 5-7
ABOVE 7
45
a) Yes
b) No
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QUALITY SATISFACTION LABLE
NO, 28,
37% YES
YES , 47, NO
63%
Q7 Lets say the price of your favourite brand goes up while the price of the
other biscuit brand remains same what will you do?
b) Be brand loyal
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c) Go for the economic one
Customer reaction
21,
28%
ATTTRIBUTE POINTS
SUNFEAST
1-price
2-packaing
3-avalibility
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4-promotion schemes
5-advertising
6-quality
50
40
30 POINTS
20 PERSON
10
0
ADVERTSIN
AVIALIBILT
PACKAING
QUALITY
PROMOTIO
PRICE
B) Friends
C) Relatives
D) Retailer/ dealers
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Effecting factor
FAMILY
2, 3% MEMBER
FRIENDS
10, 13%
RETAILER/DEAL
ERS
A)for own
B)for family
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c)others
50 43
40
28
30
Series1
20
10 4
0
FOR OWN FOR FAMILY OTHERS
INTERPRETATION: Generally people buy the biscuit for their family members
And for own consumption out of 75 respondent 43 said they buys SUNFEAST
biscuit for their family. It represents that SUNFEST positioned it self as a
family biscuit pack.
A) less than 50
B) between 50-100
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C) above 100-150
MONTHLY EXPENDITURE
ABVOVE 100-150 21
LESS THAN 50 21
0 10 20 30 40
a) 1
b) 2
c) 3
d) 4 and above
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NO.OF CONSUMER
27, 36% 3
23, 31% 4 and abve
Q14 What is your next preference brand biscuit name (if any)? And why
A)Parle-g
B)Britania
C)Priya gold
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OTHER BRAND PREFERED BY
CUSTOMER
PRIYA GOLD 17
BRITANIA 23 Series1
PARLE-G 35
0 10 20 30 40
Q15 Which biscuit brand you think will have the highest sales figure in the
city?
a)PARLE-G
b)BRITANIA CREAM TREAT
c)PRIYA GOLD
d)SUNFEAST
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MAXIMUM SALES REVENUE
40 35
35
30
25 23
20
15 12
10 5
5
0
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INTERPRETATION: From the survey of 75 people and retailers the sale of the
PARLE –G is highest where as SUNFEAST stands on the second position
and BRITANIA and PRIYA GOLD are 3rd & 4th in terms of sales revenue.
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SUGGESTIONS AND RECOMMENDATIONS
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LIMITATIONS
Although every effort is made to make this report as accurate and appropriate
but yet it has got some limitations. The limitations of my study are----------
5. Sometimes the person to whom I visited was busy in some other work
so they could not able to give proper time for interview and filling the
questionnaire hence some of the answers may not be exact.
6. Some time due to lack of time the respondent were not really able to
give me proper time.
CONCLUSION
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From visiting so many person, retailers and the distributor of SUNFEAST
biscuit I come on this fact that really SUNFEAST has made a good brand
image if itself in the market of TORPA. The term positioning is really very vast
it is depended upon the different factors that how exactly a brand has make its
image in the mind of the consumer. Are all the customer really aware of that
brand.
After all this research I have come to know with the help of the primary as well
as secondary data and with the help of the internet and the website, I have
come to this fact that SUNFEAST has positioned itself as a family biscuit in
the mind of customer.
BIBLIOGRAPHY
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BOOKS AUTHORS
WEBSITES
www.i.t.c.portal.com
www. google.com
www.kitchen.sofindia.co.in
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