Escolar Documentos
Profissional Documentos
Cultura Documentos
contents
Acknowledgement Preface Declaration Chapter-1:Introduction Objective of the study Scope of the study Limitation of the study 6 7 8
Page no
2 3 4
ITC PROFILE
HISTORY OF ITC FINANCIAL ANALYSIS ORGANIZATIONAL STRUCTURE AREA OF DIVERSIFICATION SUNFEAST PROFILE
10 12 19 23 24 41
Chapter- 3:- Research methodology and design Chapter- 4:- Data presentation, Analysis, and interpretation Chapter- 5:- Findings, suggestions and swot Chapter- 6:- Annexure Chapter- 7:- Bibliography
54 57 74 78 80
ACKNOWLEDGEMENT
The satisfaction Euphoria that accompany the successful completion of any work would be incomplete unless we mention the name of the person, who made it possible, who constant guidance and encouragement served as a beckon of light and crowned our efforts with success. I consider it a privilege to express through the pages of this report, a few words of gratitude and respect to those who guided and inspired in the completion of this project. First of all I would like to thank the management at ITC ltd. For giving me the opportunity to do my two month project traning in their esteemed organization. I am highly obliged to my project guide Mr. KUNAL for granting me to undertake my training at Patna. I had visited almost all markets of patna and collected information of the project. I have also done different marketing activities under the constant guidance of my project guide. I express my thanks to BRANCH MANAGER, MR.AVINASH SINHA and all the staff of branch under whose able guidance and direction, I was able to give shape to my training. Their constant review and excellent suggestions throughout the project are highiy commandable. My hartfelt thanks go to all the executives who help me to gain knowledge about the actual working and the processes involved in different departments. I have no words to expess my felling of deep gratitude, which I woe to Mr ravi phadke (faculty member) who extended assitence, support and council without, which this project would not have been materialized. My thanks to all my faculties members,parents and friends. However, I accept the sole responsibility for any possible errors of omission and would be extremely grateful to the readers of this project report if they bring such mistakes to my notice.
Vikash kumar
PREFACE
The PGDM AICTE (MBA) curriculum is so designed that students get enough practical knowledge of business world help them to explore their skills in corporate world in future. The PGDM training helps the student to understand and gain knowledge about the industry and the market environment. It develops skills of analyzing and interpreting problems through application of concepts and techniques of management. I am lucky that, I got an opportunity for making the project report on ITC sunfeast. I visited the various concerns for two months and i prepare my project report on the topic STUDY OF RELATIVE PERFORMANCE OF SUNFEAST BISCUITS VERSUS BRITANNIA AND PARLE. And the study is divided into various chapters to get knowledge. I also considered some published material on the particular topic as well as about the concern. This helps me in boosting up my confidence and determination which will help me to face the situation in coming years. This report is written account of what I learnt and experienced during my survey. I wish, those going through it will not only find it readable but also get as useful information. The main limitation of my experience was that I did not get the full and correct information from the market ,as many of the respondents did not answer to my questionnaire correctly and completely. Traniee did a project for ITC in Patna (Bihar). The study consists of the following chapters. Introduction of ITC , study on performance of sunfeast biscuit in terms of their competitor, retailers and customers perception, sales analysis, distribution, and conclusion etc.
DECLARATION
I, the undersigned, hereby declare that the Proje ct Report entitled STUDY OF RELATIVE PERFORMANCE OF ITC SUNFEAST BISCUITS VERSUS BRITANNIA AND PARLE written and submitted by me to the SIMCA, Pune in partial fulfilment of the requirements for the award of PGDM (MBA) under the guidance of Mr Ravi phadke is my original work and the conclusions drawn therein are based on the material collected by myself.
Defining the objectives is the most crucial part of the research. If the objectives are not clear the researcher cannot identify the problem and thus cannot find a way of the problem.
This project is based on the study of relative performance towards ITC sunfeast ,Britannia and parle biscuits.
Objectives of the study are: To know about company (ITC LTD) profile, product line, and variant. To know the product, variant and sku of the sunfeast biscuits. To study the relative performance of sunfeast biscuit versus Britannia and parle. To know the market share of sunfeast, Britannia, and parle. To know the visibility, supply, distribution channel, promotional activities, of sunfeast in market. 6. To know the level of awareness of the customer about the existing biscuit in the market. 7. To know the customer perception about snfeast, Britannia, and parle. 8. To know the customer satisfaction level and customer preference level in term of brand, price, quality, quantity, packaging. 9. To know the retailers preferences, margin, product awareness and perception. 10. To know the level of satisfaction of the retailers and wholesalers with respect to credit line and product delivery provided by wholesale provider. 11. To know the company distribution channel, different process of supply. 12. To know about the organizational hierarchy of ITC LTD. 1. 2. 3. 4. 5.
As learning is a human activity and is as natural, as breathing. Despite of the fact that learning is all pervasive in our lives, psychologists do not agree on how learning takes place. How individuals learn is a matter of interest to marketers. They make aware to the customer about their product, quality, benefits and promotional activities. They want to teach retailers in their roles as their roles as consumers. They want retailers to learn about their products, product attributes, potential consumers benefit, how to use, maintain or even dispose of the product and new ways of behaving that will satisfy not only the consumers needs, but the marketer s objectives.
The scope of my study restricts itself to the analysis of customer and retailer preferences, perception and consumption of ITC Sunfeast buscuit. Ther e are many other brands of biscuit available but my study is limited to three major players of buscuit leaving behind the others.The scope of my study is also restricts itself to patna region only.
In attempt to make this project authentic and reliable, every possible aspect of the topic was kept in mind. Nevertheless, despite of fact constraints were at play during this project. The main limitations are as fellow.
Due to limitation of time only few people were selected for the study. So the sample of customers and retailers was not enough to generalize the finding of the study. The main source of data for the study was primary data with the help of selfadministered questionnaires. Hence, the chances of unbiased information are less. People were hesitant to disclose the true facts. The chance of biased response cannot be eliminated though
CHAPTER- 2
ORGANIZATION PROFILE
ITC PROFILE
ITC is one of India's foremost private sector companies with a market capitalization of nearly US $ 18 billion and a turnover of over US $ 5.1 Billion. ITC is rated among the World's Best Big Companies, Asia's 'Feb. 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 also ranks among India's top 10 `Most Valuable (Company) Brands', in a study conducted by Brand Finance and published by the Economic Times. ITC has a diversified presence in Cigarettes, Hotels, Paperboards & Specialty Papers, Packaging, Agri-Business, Packaged Foods & Confectionery, Information Technology, Branded Apparel, Personal Care, Stationery, Safety Matches and other FMCG products. While ITC is an outstanding market leader in its traditional businesses of Cigarettes, Hotels, Paperboards, Packaging and AgriExports, 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 competitiveness of 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 new businesses 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
enhance its 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 Harvard Business School, 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 Limited, is aggressively pursuing emerging opportunities in providing end-to-end IT solutions, including e-enabled services and business process outsourcing. 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 25,000 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 3,68,000 shareholders, fulfill the aspirations of its stakeholders and meet societal expectations. This over-arching vision of the company is expressively captured in its corporate positioning statement: "Enduring Value. For the nation. For the Shareholder."
1910 - On 24th August the Company was incorporated as a Private Limited Company under the name, Imperial Tobacco Co. of IndiaLtd. The Company manufacture and distribute cigarettes and smoking tobaccos and specialty papers including cigarettetissue papers (Sole manufacturer in the country). 1953 - The Company acquired the manufacturing business of Tobacco Manufacturers (India) Ltd., and the Complementary Lithographic Printing business of Printers (India) Ltd. 1954 - The Company was converted into a Public Limited Company on 27th October. 1970 - The name of the Company was changed from the Imperial Tobacco Co of India Ltd., to India Tobacco Co. Ltd., in May. 1972 - On October Company entered into hotel business. 1973 - Company received the approval of Govt. for setting up three Processing plants. 1974 - On 1st April name again changed to I T C Ltd. 1975
- ITC Ltd Purchased the net asset in India of India Leaf Tobacco Development Co. Ltd. (UK). 1979 The name of the Company's chain of hotels was changed from Welcome Hotels to Welcomgroup. The company entered into a Marketing Service and Reservations Agreement with the Sheration International Incorporated which was sanctioned by Govt. on 27th January. 1983 - A new Company under the name Gujarat Hotels was incorporated under a joint venture agreement signed between the Company and Gujarat Industrial Investment Corporation. This Co. had set up a 144-room hotel at Vadodara known as Welcomegroup Vadodara. 1987 - New brands viz., Wills Flake Premium Filter and Scissors Filter were introduced. Long-term agreements were entered into with the unions of factories located at Calcutta, Saharanpur and Munger. In Bangalore, however, working was affected by a strike for 114 days. 1988 - In May the company formed a new division called Agribusiness Division for carrying out research and development on productionand distribution of high yielding cultivars with emphasis on oil seeds, marketing of edible oils in bulk and consumer packs and export of agricultural produce. - A Memorandum of Understanding was signed with the authoritiesto open an Indian restaurant in Odessa, U.S.S.R. - Different varieties of oilseeds under the brand name of ADARSH and cooking oil under SUNDROP were launched. - New investments were made in water and bulk liquid packaging project. The Company explored the possibility of setting up a new software development centre in India with ability to access Company's customers' computers abroad through data communicationLinks. - A major part of the business of India Leaf Tobacco Development Co. Ltd., (U.K.) (ILTD) consisted of its operations in India where it operated as a sister concern of the Company. ILTD was a pioneer in introducing Virginia tobacco to India and over the year, developed into a highly efficient enterprise, besides being a very large exporter of
tobacco. The Company purchases, with effect from 1st April, 1975, the net assets in India of I LTD whereupon it became a division of the Company. 1990 - Refined mustard oil under the brand name REAL GOLD was Introduced in the market. - On 1st April Tribeni Tissues Ltd was amalgamated with the Co. 1992 - Since January there was labour unrest at Tribeni Tissues papermill which led to a lockout at the mill with effect from 27thMay. - On 8th April, ITC Global Holdings Pte. Ltd was incorporated in Singapore a wholly owned trading subsidiary of the Company. - During the same period a wholly owned subsidiary ITC Infotech Ltd. incorporated in UK with an authorised capital of US $ 2million and paid up capital of US lakh. 1993 - The Company successfully launched Hero brand Cigarettes. - Two new brands viz., `Classic Milds' and `Hero' were launched at the premium and small-length ends respectively. 1995 - Company introduced CAPSTAN Menthol filter, CAPSTAN standard and Bristo standard and re-designed Gold Flake Kings and Berkley Filter. Further, Gold Flake Lights in King-size was Introduced into test markets. 1996 - The Company has launched `Classic Ultra Milds' and `Wills Natural Lights' brands during the year. 1997 - ITC Classic Finance Ltd. was amalgamated with ICICI Ltd. 1998 - ITC has nearly 105 subsidiaries, which are involved in various kinds of operations.
1999 - Tobacco gaint ITC has raised its stake in paper and paperboards subsidiary, ITC Bhadrachalam Paperboards, from 37% to 51% through a preferential allotment of equity shares. This follow the allotment, by the board of ITC Bhadrachalam Paperboards, of 1,91,20,000 No. of equity shares of Rs. 10 each for cash, at an issue price of Rs. 65 per share and 11% redeemable cumulative-preference shares of the face value of Rs100 each, for cash, at par to promoter company ITC. - ITC will set up a new tobacco processing department (TPD) because the increased production will make it economical toprocess tobacco on site. - The Anaparti factory of ITC Ltd -- ILTD division, received the Rajiv Gandhi National Quality award for 1995. 2000 - ITC Infotech Ltd, the UK-based, wholly-owned subsidiary of the Company, and Compaq Computer (I) Pvt. Ltd. signed an MoU aimed at exploring business opportunities for deploying e-enabled solutions. - The Company has launched a project e-Choupal in Bhopal to Web-enable farmers to make a beginning in agricultural e-trade. - ITC Ltd its entry into retailing business by launching branded leisurewear apparels as part of its diversification strategy into new areas. - The Company is hiving off its Infotech services businesses in India, the US and UK and merging them into a separate wholly-owned subsidiary. - The IT division has entered into agreements with Compaq and expand the IT business. - The company set up the Lifestyle Retailing Business Division. A strategic Business Unit for the greeting cards business was set up under the Packaging and Printing Division. - ITC has launched Wills Sport, a full range of internationally styled premium wear for men and women. - Tobacco Company ITC launched a website, billed as `one stopterminus' for international customers of agricultural commodities. The website, WWW.itcibd.com, will provide information on trading of key commodities.
- The Company have set up units in the north-eastern States to avail of special incentives relating to Central excise duties. - On 21th August, ITC Infotech India Limited became a wholly owned subsidiary of the company. Ansal Hotels Limited became a subsidiary of ITC Hotels Limited effective from 12th July. - The Board of the company has recommended an employee stock option scheme.
- Having carved a niche for itself by launching the first branded lifestyle apparel, Wills Sport, in Delhi in July 2000,the Lifestyle Retailing Business Division of ITC Limited has now big plans up its sleeve.
2002 - ITC, Tobacco major, has launched Aashirvaad atta making its foray into Indian atta market. - ITC's greetings cards business and Maple Leaf have entered into Joint Venture where Maple Leaf will exclusively manufacture pop-up cards for ITC. - ITC Foods ands ITC Ltd, is finally foraying its way to the Rs 1,100 crore confectionery market. The foods division which has shifted office from Kolkata to Bangalore this month, has introduced its first confectionery product, acquired brand Minto in four cities. -ITC Greeting Cards Business (ITC-GCB), has forayed into stationery products segment with the launch of Expressions PaperKraft. -ITC Limited has taken over Wills brand. ITC had to acquire the Wills brand in the US, before it takes Wills merchandise to America. -ITC, now moves towards match business, it has diversified into the match business to earn more revenues from non-tobacco businesses. 2003 -ITC Ltd has informed to BSE that company's Spriha brand of natural incense sticks (Agarbathis) manufactured by Cottage Industries, a unit of the Sri Aurobindo Udyog Trust in Pondicherry was launched on February 21, 2003. -ITC on April 04, introduced salt in the staple segment, as part of its efforts to clock a Rs 500 crore sales in five years. Salt is the second offering from ITC Foods' staple
business in the past 10months, under the brand name of 'Aashirvaad'. -Commences commercial production of paper using the environment-friendly ECF (elemental chlorine-free) technology at its Bhadrachalam unit in Andhra Pradesh -Food wing of ITC eyes on 4 pc market share in biscuit market -ITC unveils new brand of agarbattis 2004 -ITC Food launches a range of 'cooking pastes' under its ready-to-eat gourmet cuisine brand Kitchens of India and readymeal Aashirwad brand -Completes the process of acquiring the paperboard manufacturing facility of BILT Industrial Packaging Co Ltd. (Bipco) near Coimbatore in Tamil Nadu. The facility, renamed 'unit Kovai', will operate as part of the paperboards and specialty papers division of ITC, which has a unit at Bhadrachalam in Andhra Pradesh. -ITC unveils Sunfeast biscuits in Chennai - ITC ties up with Israeli firm for e-channel. 2005 - ITC Ltd becomes one of the very few companies in India to obtain the coveted Quality Management System certification ISO 9001:2000 for investor servicing. - ITC Ltd wins 'Golden Peacock Global Award for Corporate Social Responsibility (CSR) in Emerging Economies for 2005'. - ITC Ltd signs an MoU with Tripura Government for a bamboo development programme. - ITC unveils new `5-in-1' agarbattis -ITC unveils `Expressions Regalia' -ITC e-Choupal gets Development Gateway Award
-ITC unveils Candyman Cofitino 2006 -ITC forges alliance with Tilda for DNA-tested basmati
-ITC ties-up with Marubeni for food biz 2007 - ITCLtd. has informed that the Board of Directors of the Company at the meeting held on July 27, 2007, appointed : (i) Mr. A. Baijal, IAS (Retd.), as an Additional Director of the Company, representating the Specified Undertaking of the Unit Trust of India (SUUTI), (ii) Mr. D. K. Mehrotra, Managing Director - Life Insurance Corporation of India (LIC) as an Additional Director of the Company,representing LIC, (iii) Dr. R. K. Kaul, General Manager - National Insurance Company Limited, as an Additional Director of the Company, representing General Insurers' (Public Sector) Association of India, (iv) Mr. P. B. Ramanujam, as an Additional Non-Executive Independent Director of the Company, and (v) Mr. S. B. Mathur, as an Additional Non-Executive Independent Director of the Comp. - ITC acquires Australian agri-biotech co.
Jan 1, 2008 and concurrent withdrawal of trade tax in the state is a positive development. This will reduce the state tax from 33% to 12.5% and boost the profit margins of ITC in the coming quarter.
Lifestyle retailing: Sales during the quarter grew by over 26% YoY. All the major lifestyle brands like Classic, Wills Sport and Wills Clublife maintained growth momentum driven by consumer franchisee expansions. During the quarter, the company added two more stores, taking the retail footprint to 44 Wills Lifestyle stores, complemented by an expanded network of John Players exclusive brand outlets and increased presence at reputed large format stores and multi-brand outlets. Lifestyle retailing is the only segment among the earlier FMCG businesses which is still in the red. We believe that turnaround is still a couple of years away.
have gained acceptance from consumers and is now extended to four states. The management has indicated at further extension of product range in the coming quarter primarily driven by 12-15% increase in ARR (average revenue per room) coupled with better performance of food and beverages. The management has indicated that while Kolkata and Mumbai markets are strong, Bangalore is showing some softening of ARR. Occupancy levels during the quarter declined 1% due to renovation of the premium Towers Block at ITC Maurya, New Delhi. The work on new properties in Bangalore and Chennai is on track and Bangalore property is likely to start in FY09. The management has indicated a 10-12% increase in ARR in the coming quarters. We expect this business to report steady growth up to 12-15% in the coming quarters.
The rural distribution initiative made good progress, nearly doubling the channel throughput. On the rural retail front, 21 Choupal Saagars are now operational in the three states of Madhya Pradesh, Maharashtra and Uttar Pradesh while seven more are expected to be commissioned in coming few months. Pilot project for retailing fresh fruits and vegetables is moving smoothly. Three Choupal Fresh Cash & Carry Stores and six Choupal Fresh retail stores are currently operational at Hyderabad, Pune and Chandigarh. The company has set up a comprehensive supply chain for ensuring the availability of fresh products in the market, besides establishing direct linkages with the
farmers for sourcing farm fresh produce. We expect the company to start scaling up the initiative only after achieving critical benchmarks in the pilot projects.
ITC IN PATNA
ORGANIATION STRUCTURE
BRANCH MANAGER
AM
AM
AM
AE
AE
AE
SPO
ST
SPO
Area of diversification
ITC has transformed itself from a leading cigarette manufacturer to an umbrella group that offers a diversif ied product mix to enhance its brand image and reduce dependency on tobacco related products. It has forayed into the hospitality service industry and has become a major player in the hotels segment. Its position in the FMCG(fast moving consumer goods) business is also on a growth curve; especially itsconfectionery and biscuits which are slated to achieve the top ranks among its peers. It has made heavy investments to strengthen its IT (information technology) segment and tocompete with the big players like Infosys and Wipro. Although the ITC group ismarketing its image as an ideal corporate citizen and a company that takes its socialresponsibility seriously, it still earns 80% of revenues from selling cigarettes and other tobacco related products. The major areas in which ITC has diversified are: FMCG Cigarettes Food Lifestyle Retailing Greetings and stationer Safety Matches Incense sticks
Information Technology
The Company has been able to build on its leadership position because of its single minded focus on value creation for the consumer through significant investments in product design, innovation, manufacturing technology, quality, marketing and distribution. The Company has been able to build on its leadership position because of its single minded focus on value creation for the consumer through significant investments in product design, innovation, manufacturing technology,quality, marketing and distribution. All initiatives are therefore worked upon with the intent to fortify market standing in the long term. This in turns aids in designing products which are contemporary and relevant to the changing attitudes and evolving socio economic profile of the country. This strategic focus on the consumer has paid ITC handsome dividends.
ITCs pursuit of international competitiveness is reflected in its initiatives in the overseas markets. In the extremely competitive US market. ITC offers high quality, value- priced cigarettes and Roll- your- won solutions. In west Asia,ITC has become a key player in the GCC markets through growing volumes of its brands. ITCs cigarettes are produced in its state-of-the-art factories at Bengaluru, munger, Saharanpur and Kolkata. These factories are known for their high level of quality, contemporary technology and work environment.
Foods
Ready to Eat:
Keeping alive long forgotten culinary traditions, Kitchens of India presents its range of ready-to-eat cuisines. Each one of these legendary delicacies has been created by Master Chefs of ITC Hotels, following rare, closely guarded recipes, handed down through the ages, from one generation to the next.
Bukhara
Bukhara, a village in Uzbekistan, was a meeting place for the traders from Asia and Europe. It was also a spot on the fabled Silk Route , a passage commonly used by traders, scholars and nomads. It was on this route that the unique Bukhara style of cooking was born. The Master Chefs of ITC Hotels have whipped up the delectable bite into history with this cuisine from the North-west Frontier province with a masterpiece like dal Bukhara.
Dal Bukhara
Dal Bukhara is an exquisite culinary treat made from whole black lentils simmered with prized indian spices over a coal fire, for long hours on end.
Mirch ka salam
Kheema Mutter
Mughlai panner
Chicken chettina
Chicken darbari
paneer darbari
Murgh methi
Lagan ki boti
Paneer malai
Sunfeast (biscuit)
In 2003, ITC forayed into the Biscuits market with the Sunfeast range of Glucose, Marie and Cream Biscuits. Sunfeasts brand essence, "Spread the Smile"connotes happiness, contentment, satisfaction, and pleasure. The mascot sunny reinforce the emotional aspects of the brand. In span of 6 year sunfeast has launched many new varients and has its presence in almost all types of biscuit categories. Sunfeast immediately established itself as a provider of innovative and distinctive products - Sunfeast Marie was launched in an innovative orange flavour and the 'Sunfeast Dream Cream' range includes new flavours as well as flavour enhancers. The Sunfeast Dream Cream range is currently available in 8 variants. The Company has also introduced 'Sunfeast Dark Fantasy', a dark chocolate and vanilla cream offering for the premium segment in select markets. Riding on the success of its initial offering, ITC also entered the milk biscuit categary with Sunfeast milk magic biscuit. Apart from milk which helps mental growth, these biscuit also contain the finest quality wheat adding physical growth. In the last two years, the Sunfeast biscuits portfolio has been enhanced to include salted crackers and cookies. The 'Sunfeast Snacky' salted crackers are available in 2 unique variants Chilli Flakes and Classic Salted. Sunfeast's latest offering, 'Sunfeast Special' biscuits are also available in select markets. The Sunfeast Special range currently includes cookies in two variants Butter and Cashew, as well as cream biscuits in two variants Choco and Orange. The sunfeast product portfolio has been further expanded to include helthy snacks option.sunfeast pasta treat is a whole wheat based instant pasta for children.after a tremendous success of the 4 initial flovours, the instant pasta range has been exented with two new exciting flavours pizza, and chicken. The pasta segment was further expanded With the launch of sunfeast benne vita in 4 innovative variants.
Confectionary:
ITC currently has two brands in the confectionery segment 'mint-o' and 'Candyman'. 'mint-o' was acquired by ITC from Candico in March 2002. ITC re-launched the compressed mint offering, across all major markets in India, with new and improved product and packaging. Available in the regular mint flavour with added blue specks to enhance consumer experience,mint-o is also offered in innovative 'Orange mint' and 'Lemon mint' flavours. 'mint-o' is available in two sizes rolls of 20 and 6, capturing the international essence of youthful cool ITC launched the 'Candyman' range of confectioneries in August 2002. Led by the 'Candyman Fruitee Fun' range of assorted fruit flavours ('Wild Banana', 'Pineapple Punch', 'Orange Josh' and 'Mango Delite'), the 'Candyman' portfolio now includes deposited candy products like 'Candyman Butterscotch Licks' and 'Candyman clairs' (Choco flavoured as well as Vanilla Cream centre inside a Butterscotch outer shell). The coffee toffee segment also saw the successful launch of 'Candyman Cofitino' in November 2005. Two new products 'Candyman Natkhat Mango' and 'Candyman Maha Mango' were launched recently. The 'Candyman' range of confectionery is targeted at fun-filled, naughty kids who seek a delightful candy experience through a range of candy types and flavours.
Bingo!
ITC's new snacks brand Bingo! marks the company's foray into the fast growing branded snacks segment. The launch of Bingo! Represent ITC fifth major line of foods business after highly successful staples, biscuit,Ready to eat and confectionary business. The launch of Bingo! is symbolic of ITCs' distinct approach of introducing innovative and differentiated products in a largely undifferentiated market place.
The initial offerings from Bingo! include an array of products in both Potato Chips & Finger Snacks segment. The Potato Chips offerings comprise four innovative variants inspired by the snacking habits of different parts of the country as well as masala, salted and tomoto flavors.Additionally, a south- inspired dairy option has also been introduced under the potato chips offering.
ITC Limited entered the hotels business in 1975 with the acquisition of a hotel in Chennai, which was rechristened Hotel Chola. Since then the ITC-Welcomgroup brand has become synonymous with Indian hospitality. Today amongst India's finest and fastest growing hotel chains, it consists of over 70 hotels across as many destinations in India. These include super deluxe and five star hotels, heritage palaces, havelis and resorts and full service budget hotels. The 440-room ITC Maurya at New Delhi is not only amongst the leading business hotel in the country, but is in a class by itself. Complete with the 'ITC One', the hotel has played host to a galaxy of world dignitaries, including Bill Clinton and Bill Gates. In fact, even as he was leaving the White House, the former US President nostalgically
recalled the memories of a fabulous Indian meal he and his family had at the Bukhara restaurant in the hotal. Bukhara has been declared the best Indian Restaurant in the world, by The Restaurant Magazine; UK The 386-room ITC Maratha, opened in February 2001, is perceived as amongst the leading and the finest properties in Mumbai, designed in a grandiose classic style, the hotel pays tribute to Mumbai's colonial roots and the spirit of the great Maraths.
In keeping with its plan to have a presence in every major business destination in India, ITC-Welcomgroup unveiled one of Asia's finest business resort, the 238-room ITC Sonar in Kolkata on December 31, 2002.
Another landmark hotel - the ITC Grand Central in Parel, Mumbai was formally inaugurated in January 2005. This five star deluxe property with 242 suites and rooms offers international standards of service, state of the art amenities and culinary excellence.
ITC Mughal at Agra, a proud recipient of Asia's first Aga Khan Award for Architecture, is an outstanding resort hotel, lavishly spreading across 35 acres of beautifully landscaped Mughal gardens. ITC-Welcomgroup also pioneered a holistic concept of "branded accommodation" in the hospitality industry. It was the first to launch the powerful idea of a 'Hotel within a Hotel' by segmenting and branding the hotel services. It created the exclusive 'ITC
One', 'The Towers' and the 'Executive Club' each catering to the needs of the global business traveller with unmatched quality and a range of services.
In 2007, ITC-Welcomgroup entered a new phase in its collaboration with Starwood Hotels & Resorts. ITC-Welcomgroup now has an exclusive tie-up with Starwood in bringing its premium brand, the Luxury Collection, to India. The seven hotels which are part of this collection are: ITC Maurya in Delhi, ITC Maratha in Mumbai, ITC Sonar in Kolkata, ITC Grand Central in Mumbai, ITC Windsor in Bengaluru, ITC Kakatiya in Hyderabad and ITC Mughal in Agra. The agreement also includes the rebranding of WelcomHotel New Delhi as a Sheraton, while the Chola and the Park in Chennai, and the Rajputana in Jaipur retain their Sheraton connections. The Welcome Heritage brand brings together a chain of palaces, forts, havelies and resorts that offer a unique experience. Welcom Heritage endeavours to preserve ancient royal homes and the historical Indian grandeur, opulence of romance, valour and adventure for the future Indian generations. Welcom Heritage Hotels, provide a fine range of hotel services inside these architectural legacies present in Rajasthan, Punjab, Himachal Pradesh, Madhya Pradesh, Uttaranchal, Jammu & Kashmir, West Bengal, Tamil Nadu, Haryana and Karnataka.
Fortune hotels are a part of the well thought-out growth strategy that brings out the mid-level business and leisure traveler under the ITC-Welcomgroup umbrella, offering full service properties without compromising on quality. With a strong presence at Ahmedabad, Thiruvananthapuram, Calicut, Darjeeling, Jamshedpur, Vapi, Hyderabad, Gurgaon, Indore, Ootacamund, Madurai, Jodhpur, Tirupati and Port Blair, it will be shortly commissioning several more hotels across India.
Although one of the relatively younger business divisions of ITC, it has, in a short span established itself as a first-choice supply chain partner of several leading international customers. Its major customers include Cargill , marubeni , Toepfer, among others, who source agriculture commodities and food products from india. Its customer relationship management has enabled it to achieve a very high reputation for quality, reliability and value added services. ITC's unique strength in this business is the extensive backward linkages it has established with the farmers. This networking with the farming community has enabled ITC to build a highly cost effective procurement system. ITC has made significant investments in web-enabling the Indian farmer. Christened 'e-Choupal', ITC's web plan for the farmer centres around providing internet kiosks in villages. Farmer use this technology infrastructure to access on- line information from ITCs farmer friendly website. Data access by the farmers related to the weather, crop condition, best practices in farming, ruling international prices and a host of other relevant information. Currently, the 'e-Choupal' website - www.echoupal.com - provides information to farmers across the nine States of Madhya Pradesh, Haryana, Uttaranchal, Uttar Pradesh, Rajasthan, Karnataka, Maharashtra, Andhra Pradesh and Kerala. ITC plans to extend the 'e-Choupal' to cover 10 million farmers across 100,000 villages covering 15 Indian states. ITCs International Business Division, one of Indias largest exporters of agricultural commodities, has conceived e-Choupal as a more efficient supply chain aimed at delivering value to its customers around the world on a sustainable basis.
ITCs E- choupal
The e-Choupal model has been specifically designed to tackle the challenges posed by the unique features of Indian agriculture, characterised by fragmented farms, weak infrastructure and the involvement of numerous intermediaries, among others.
e-Choupal also unshackles the potential of Indian farmer who has been trapped in a
Further, a growth in rural incomes will also unleash the latent demand for industrial goods so necessary for the continued growth of the Indian economy goods . This will create another virtuous cycle propelling the economy into a higher growth trajector my. This will create another virtuous cycle propelling the economy into a higher growth trajectory. vicious cycle of low risk taking ability > low investment > low productivity > weak market orientation > low value addition > low margin > low risk taking ability. This made him and Indian agribusiness sector gslobally uncompetitive, despite rich & abundant natural resources.
contemporary manufacturers of packaging and graphic series of boards. ITC's Paperboards business has a manufacturing capacity capacity of 360,000 (TPA) tonnes per annum and is India's market leader across all carton- consuming segments including cigarettes, foods, beverages, pharma, personal care &
toiletries, durables and match shells. ITC makes some of the premium graphic boards used for greeting cards , covers, sleeves, tags and playing cards. The Company produces both Virgin and Recycled boards spanning the full requirement of packaging customer.
ITC Bhadrachalam Paperboards Limited was incorporated in 1975. integrated pulp and paper/board manufacturing facility in 1979 at inAndhra Pradesh in South India, 300 kms. east of Hyderabad. Since facilitieshave been continuously upgraded to achieveinternationally quality standards and operat ional efficiencies.
In 1998, the Paperboards business commissioned a new production line for coated boards. This production line incorporated Paper Machine 4, with original capacity of 120,000 tonnes per annum (TPA)and finishing & packing lines sourced from internationally renowned suppliers. This machine has been fitted with a sophisticated 'Web Detection and Inspection system' and since been modernized further with the addition of the latest web forming technology. The PM4 board machine can deliver international quality boards for Cigarette, Liquid, Food and Pharma Packaging by providing a flawless surface for print reproduction. To meet the growing requirement for high quality paperboards , PM5 was commissioned in 2003 with a capacity of 80,000 TPA. In September 2002, ITC's Bhadrachalam Paperboard Unit commissioned a 110,000 TPA Elemental Chlorine Free (ECF) fibre line. This is a state-of-the-art fibre line and ITC is the largest exporter of coated boards from India. The Company exports nearly 15 percent of the coated boards it produces. Its coated boards fulfill exacting customer requirements inMalaysia, Sri Lanka, Bangladesh, Iran, Australia, UAE, UK, Italy, Poland and Russia.
the only one in India, which meets effluent norms, set by the Ministry of Environment and Forests of the Government of India and Pollution Control Boards. The product range has also been enhanced as ECF pulp uniquely fulfills the demand for food-grade packaging and environment-friendly paper. To meet its growing need for bleached pulp, a second ECF pulp line with a capacity of 120000 TPA is now nearing completion at Bhadrachalam. ITC has set up India's first world-class plant for the manufacture of premium Cast CoatedBoards that meet highly sophisticated packaging andprinting requirements. The Unit at Bollaram has beenexpanded further to accommodate specialized converting production lines. ITC has added a modernPoly-extrusion line to its production facility, to meet the growing demand for food packaging and beverage cups. ITC's Paperboards business has a strong customer focus. The Company's Paperboards business devoutly practices a 'TPM' philosophy during each stage of manufacture. Lean management techniques have also been introduced in making the operations more responsive and efficient. Statistical Process & Quality control supplement the state-of-the-art on-line process controlsand scanning systems This Division pioneered the manufacture of Specialty Papers for the Indian cigaretteindustry in 1949. It currently offers a comprehensive range of Cigarette Tissues, Plug Wrap, Tipping Base printed tipping papers and metallising Base. in the production lines. ITC is the premier manufacturer of Specialty Papers in India, with a diversified product portfolio.ITC's Specialty Papers are used in the manufacture of opaque lightweight fine printing papers, cigarettes, papers for decorative laminates, electrical insulation-grade papers , fireworks fuse tissue and automotive filter paper.
The Specialty Papers Unit of PSPD at Tribeni, Chandrahati, West Bengal aims to reach out and fulfill existing and emerging customers needs. The Unit reconfigures systems and processes to meet specific customer requirements. Quality control processes at the Unit are designed to ensure consistent high quality at every stage of manufacture. On-line monitoring and documentation of production parameters are carried out for continuous correction andupdation of quality standards.A Product Development Team ensures Total Quality Management (TQM) in all operations. The TQM group closely dovetails its operations with marketing, production and research teams to ensure international standards in products and services. The business creates long-term product development solutions on the basis of customer specifications and market trends.ITC has demonstrated strong capability in product development and research in pulp and paper. The Company has collaborated with the United Nations Development
.
Programme (UNDP) and the Government of India on research programmes to develop high quality pulp. The Division exports cigarette tissues and dcor paper for laminates to Iran, Turkey , Nepal, and Bangladesh
ITC InfoTech, a global IT services company, is today o ne of Indias fastest growingIT and ITES service providers. Since it's inception in October 2000, the company has established itself as key player in offshore outsourcing, providing outsourced IT solutions
ITC in Apparels
ITCs Lifestyle Retailing Business Division has established a nationwide ret ailingpresence through its Wills Lifestyle chain of exclusive specialty stores. Wills Lifestyle,the fashion destination, offers a tempting choice of Wills Classic work wear, Wills Sports. And Fiama Di Wills a range of premium shampoos and shower gels. Wills Lifestylewear by leading designers of the country. has also introduced Wills Signature, designer With a distinctive presence across segments at the premium end, ITC has also established John Players as a brand that offers a complete fashion wardrobe to the male youth oftoday. The recent launch of Miss Players with its range of trendy fashion wear for young women has been a successful addition to the youth portfolio. With its brands, ITC is committed to build a dominant presence in the apparel market through a robust portfolio of offerings.Wills Lifestyle has been established as a chain of exclusive specialty stores providing the Indian consumer a truly 'International Shopping Experience' through world-class ambience, customer facilitation and clearly differentiated product presentation. Our stores have established themselves as preferred shopping destinations in the prime shopping districts across the country. Wills Lifestyle is now title partner of the countrys most premier fashion event Wills Lif estyle India Fashion Week. Taking the celebration of the event to its stores, Wills Lifestyle has partnered with leading designers Rohit Bal, Rajesh Pratap Singh, Manish Malhotr a and Rohit Gandhi - Rahul Khanna to create a new editionof Designer wear, which is now available at Wills Lifestyle
The company enjoys the rare advantage of having a practitioner's expertise with a strong vertical focus in Consumer Packaged Goods (CPG) and Retail, Travel, Hospitality and Transportation, and Manufacturing - domains that its parent, ITC Limited, has traditionally dominated - as well as in the main stay of technology service providers ITC InfoTech offers services through a global delivery platform with a strength of over 2,000 employees and delivery centers across North America, Europe and Asia-Pacific that serve Fortune-listed companies in 42 countries. enterprise-wide focus toensure that ever y projectdelivers international quality consistently. engagement, program and
Industry Recognition: Premier analyst and market research agencies have recognizedITC InfoTechs position as the preferred IT partner. It has been:
STRATEGIES OF ITC
Featured amongst Top 100 Global Outsourcing Companies in Leaders category international Association of outsourcing professionals. the
Ranked amongst Top 10 Specialty Application Development Providers - Global Services, CMP Media .named among major Indian global services providers for plm implementation and engineering services
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.
To enhance the wealth generating capability of the enterprise in a globalising environment, delivering superior and sustainable stakeholder value
Sunfeast profile
:: Snack foods
Sunfeast In July 2003, ITC forayed into the Biscuits market with the Sunfeast range of Glucose, Marie and Cream Biscuits. Sunfeasts brand essence, "Spread the Smile" connotes happiness, contentment, satisfaction and pleasure. The mascot Sunny reinforces the emotional aspects of the brand. In a span of 6 years Sunfeast has launched many new varieties and has its presence in almost all types of biscuit categories.
Sunfeast Marie
Sunfeast
Marie
Light:
This ideal teatime biscuit is made from the finest quality wheat high in fibre and keeps one light and healthy through the day. Orange Marie :
It has the distinction of being one of the most successful innovative Marie biscuits and is liked by one and all.
Sunfeast Glucose
For those light hunger pangs, a wholesome & nutritious choice as these golden brown biscuits are made from the best quality wheat. Sunfeast Glucose biscuits are ideal not just for kids but adults too.
Strawberry
Cream
The first of its kind cream biscuit with special strawberry flavor crystals that will keep the
lovers.
Cream
Butterscotch biscuits.
Cream
Mango
Cream
Elaichi
Cream
A special summer flavour cream biscuits for all those who love the king of fruits.
Sunfeast Snacky
Bigger than most others in the salted biscuit category, Snacky is light and crispy like no other. From kids to adults, its the quintessential Family Biscuit. Available in two variants, Classic salted and Chilli flakes - the very first of its kind in India.
These thin and crisp biscuits come with a distinctive sundry taste, that of salt and sweetness. A bite into one of these one keeps wondering about its taste!
Sunfeast Nice
These are crisp coconut biscuits showered with sugar crystals. The crisp sugary sweetness will just go on to make all those nice moments nicer.
Sunfeast Special
ITC Sunfeast presents a range of Special cookies and creams.
SpecialCookies: Made with best quality wheat, cashew and butter, Sunfeast Special cookies are baked with real butter and the finest ingredients to give a mouth-watering treat that makes every moment special. Available in Cashew/ Butter/ Coconut. SpecialCreams: Delicious value for money cream biscuits with a thick layer of cream sandwiched between two biscuits. Available in Orange and Chocolate variants.
Sunfeast Pasta
The Sunfeast product portfolio was expanded in early 2005 to include healthy snacking options as well. Sunfeast Pasta Treat, a whole wheat based instant pasta was introduced as a healthy snacking option for children and young adults. After the tremendous success of the 4 initial flavours, (Masala, Tomato Cheese, Cheese and Sour Cream), the instant Pasta range has been extended with three new exciting flavours - Pizza style, Chicken and Tangy Tomato.
decided to enter the foods segment because it's a Rs 550,000 crore (Rs billion) market in India. But only 6 per cent of this is branded and packaged. In developed markets, nearly 95 per cent of the food market is branded and packaged. So there was lot of scope for a branded player In foods, biscuits was tempting. The Rs 4,000-crore (Rs billion) Indian biscuits market has grown at 12-14 per cent year-on-year. Then, there was a business synergy. ITC was already value-adding to wheat with its branded atta presence. By entering the biscuits segment, it could also improve its bottomline further. But despite the fast growth rates, the biscuits industry was not all rosy. Over the years, even giants like Hindustan Lever had failed. For instance, HLL which had flirted with biscuits under the Max brand exited in 2005. But ITC's Sunfeast has a different story to tell so far. the strategist looks at the gameplan of a late entrant and how the biscuits industry has responded.
New recipe
Before entering the segment, ITC dug into market research. Research revealed that the category had gaps which ITC could settle into. Findings revealed that consumers wished to taste new and innovative products. That was precisely what the competition had not done in a big way. Says Naware, "The biscuits industry had witnessed little innovation; Glucose was Glucose and Marie was still Marie." The company decided that this could be its biggest point of attack. In 2003, ITC launched Sunfeast with six ranges. But it was a calculated risk. ITC stuck to category favourites like Glucose, Marie and Bourbon cream Along with that, it also launched innovations such as orange-flavoured Marie, Marie light and butterscotch-flavoured cream biscuits. In 2004, Sunfeast followed this up with the launch of Sunfeast Milky Magic. More recently, it also has launched the Sunfeast Snacky and Sunfeast Golden Bakes. Analysts believe that just because Sunfeast was a new brand, helped matters. Says a consultant, "The biscuits industry had not witnessed any major product innovation in years. Consumers were just waiting for something new, something fresh, when Sunfeast happened." Even the competition had not made things better. Between 2000 and 2005 neither Parle nor Britannia launched any major new product. Yes, Britannia did re-launch its Tiger brand in 2005. But Britannia claims that it is looking at more than just products. Richa Arora, general manager and head of marketing and innovations, Britannia Industries, says, "We are not just looking at new products, but tapping newer opportunities -- such as different occasions as well as out-of-home consumptions." In 2005, before Diwali, Britannia launched Occasions -- boxes of assorted biscuits priced between Rs 50 and Rs 200 -- which the company claims has been very successful. In 2006, however, the industry has seen a flurry of innovations from the big two. Digestive Marie -- was launched by Parle in early February 2006. Britannia launched its new double-flavoured Mariegold and 50-50 Chakkar. And Parle is all set to launch at least two new products before the end of this year.
Distribution maze
It's common knowledge, that for FMCG products, distribution channels are very important. Says Pravin Kulkarni, general manager, marketing, Parle Products, "For biscuits, distribution and visibility are extremely important as it's partly a impulse purchase product." And in biscuits, setting up a distribution channel is anything but easy. Consider this. Priya Gold, which entered the western region in 2000, is struggling to find its feet even eight years later. However, in this regard, Sunfeast has been fortunate: thanks to its tobacco business, ITC already had a good understanding of distribution channels. The company used its existing network of convenience stores -- the company's name for the hole-in-the-wall pan-beedi shops -- for Sunfeast. Not content with the existing resources, the company also looked at grocery stores and other retail formats. The company says the brand is now available in nearly 1.8 million outlets. Britannia claims it has a superior distribution clout with its presence in nearly 3.3 million outlets. Parle, the seasoned player itself, says it is available in 1.5 million outlets. Sunfeast's next step was to step up its branding and promotion.
Ad thrust
In August 2003, a month after its launch, the company undertook a major sampling exercise to promote the product. For two years then, the brand did all the usual rounds -- riding behind buses, blocking television spots, booking that corner space in your favourite newspaper and so on. Well differentiated advertisements, some which showed a complete cream world with cream rivers, cream mountains and cream trees, were targeted at kids watching cartoon channels. At the same time, on general entertainment channels, mothers received information on the importance of glucose, the wholeness of wheat and so on. Also, the company tied up with Bey Blades, the popular television series that was a rage among children, to promote itself.
In April 2005, Sunfeast launched its major campaign. It signed on Hindi film actor, Shah Rukh Khan as its brand ambassador. In the same year, as the official sponsor of the WTA tennis championship -- titled the Sunfeast Open -- the company had teenage sensations Sania Mirza and Mahesh Bhupathi campaigning for it. But that's not all. For promotions in southern states, Sunfeast has signed Tamil super star Surya as a brand ambassador. Analysts say that ITC's deep pockets have helped Sunfeast in many ways. The company claims that it has been spending 35-40 per cent of its turnover from the biscuits segment on advertising and promotions. Going by that number, ITCs annual marketing spends are estimated to be in the region of about Rs 115-120 crore (Rs billion). Until last year, Priya Gold spent close to Rs 45-50 crore (Rs billion), nearly 10 per cent of its turnover on marketing. Even market leader Britannia with spends of Rs 100 crore (Rs billion) (2004-05) spends about 10 per cent of sales on marketing. But Arora says that the figure will increase substantially in 2006-07. ITC is clearly among the largest spender on ads and promotions in the biscuits category. Analysts predict that these figures are all set to rise this year. But industry experts aren't impressed. Says a consultant, "Although Sunfeast's Shah Rukh Khan association is interesting, it is yet to do something groundbreaking, like Britannia khao world cup jhao or the Lagaan promotion for that matter."
Pricing models
The biscuits industry now has two clear models. Parle products plays the low price game at all varieties of biscuits from glucose to cream. Essentially, Parle plays a high volume, low margin game. But Britannia and Sunfeast look at a two-pronged strategy. High margins in cream variants and volumes from the Marie and Glucose segments. For instance, cream biscuits from both Britannia and Sunfeast cost Rs 10 for 100 grams. Parle, however, only charges Rs 5 for its cream variants. Except for Hide & Seek, all of Parle's products lie in the price range between Rs 4 and Rs 6 for 100 gram
packs. To be fair, in Glucose and Marie, the companies have little choice. As there is little differentiation, consumers are extremely price sensitive. But these segments are important. Marie and the popular glucose varieties make up for nearly 55 per cent of the Rs 4,000 crore (Rs billion) biscuits segment -- a significant Rs 2,200 crore (Rs billion). Says Sunil Alagh, chairman, SKA Advisors, and former CEO of Britannia Industries, "the biscuit consumer is willing to pay more only when he sees a clearly differentiated product. Hence companies have little choice in terms of pricing." No wonder all the Glucose and Marie variants straddle price points of Rs 4-6 (for 100 grams).
Key challenges
Back in 2003, nobody thought Sunfeast would have consumers eating out of its hands. Says Naware, "Seven per cent in less than three years is something that we could have only dreamt about." Importantly, industry barometer AC Nielsen has indicated that both Parle and Britannia are losing market shares. According to the AC Nielsen retail sales audit in March 2006, both Britannia and Parle have lost volumes. Britannia's shares have dropped from 35.8 per cent in 2004-05 to 30.5 per cent in May 2006 (volumes). Parle's shares have also dropped from 42.2 to 38.4 per cent in the same period. Even Priya Gold has seen a minor dip from 6.4 per cent to 5 per cent. ITC's Sunfeast has been a big gainer with its share increasing from 2.7 to 6.7 per cent. In terms of value, Britannia leads the market with 37 per cent market share, followed by Parle's 31.3 per cent and ITC's 6.3 per cent. Nevertheless, the gap is still wide. Sunfeast still has a long way to go. But what can the bigger players do? Alagh has an interesting observation. Says he, "Biscuits have always been a low margin, high volume game. Both Britannia and Parle have very high volumes and can easily afford to lower their margins." A potential after-effect? Sunfeast too may have to drop its prices to be in the reckoning and this will squeeze its margin even lower. While the full game is yet to be played outfor the moment the sun seems to be shining on Sunfeast.
Innovation in the product line -- biscuits with butterscotch cream with actual granules in the cream, strawberry cream with flavour-enhancers and orangeflavoured marie. Gained an edge from the well established distribution network of its tobacco business. Signed up big film stars like Shah Rukh Khan and southern star Surya as brand ambassadors for Sunfeast. Branded the WTA tennis tournament with promos starring tennis stars, Mahesh Bhupati and Sania Mirza
Big brand ambassadors, but not strong enough advertising campaigns for big brand recall. The gap between the number three and the top two slots is too wide. Competitors can play the low price game as they have volumes to support
MRP(1 PKT)
1 RUPEE 2 RS 3 RS 4 RS 10 RS 20 RS
PTS(1KG)
40.61 RS 40.44RS
10 7 8
COOKIES
CREAM
VARIENT
SKU
16.5G 38.5G 60.5G 82.5G 99G 209G 313G 418G
MRP(1 PKT)
1RUPEE 2RS 3RS 4RS 5RS 10RS 15RS 20RS 5RS 10RS 5RS 10RS 5RS 10RS 5RS 10RS 5RS 10RS
MARGIN OF STOCKIST 3.5% 3.5% 3.5% 3.5% 3.5% 3.5% 3.5% 3.5% 5% 5% 5% 5% 5% 5% 5% 5% 5% 5%
75G 150G 80G 160G 80G 160G 80G 160G 80G 160G
MONACO
ROLL FUNION
75G 120G 240G 75G 120G 75G 150G 75G 120G 75G 120G 75G 120G
5% 5% 5% 5% 5% 5% 5% 5%
5RS 10RS
5% 5%
240G 20-20 BUTTER CASHEW MARIE DIGESTIC PARLE MARIE 77G 170G 226G 10.34G 77G 226G 336G 100G 200G 600G 100G 200G 600G 100G 200G 600G 100G 200G 600G 65G 117G 225G 65G 117G 215G
20RS 5RS
5% 5% 5% 5% 5% 5% 5% 5% 5% 5% 5% 5% 5% 5% 5% 5% 5% 5% 5% 5% 5% 5% 5% 5% 5% 5%
5RS
RESEARCH METHODOLOGY
This chapter describes the methodology of the study. This project is based on information collected from primary sources. After the detailed study, an attempt has been made to present comprehensive analysis of performance of ITC sunfeast biscuit versus britinnia and parle, consumed by the people. The data had been used to cover various aspects like consumption, retailers preference and retailers satisfaction, customer preference and satisfaction regarding sunfeast britinnia and parle. In collecting requisite data and information regarding the topic selected, I went to the retailers and customer of patna and collected the data.
Survey design:
The study is a cross sectional study because the data were collected at a single point of time. For the purpose of present study a related sample of population was selected on the basis of convenience.
Research Period:
Research work is only carried for 2 or 3 weeks.
Research Instrument:
This work is carried out through self-administered questionnaires. The questions included were open ended, dichotomous and offered multiple choices.
Data Collection:
The data, which is collected for the purpose of study, is divided into 2 bases:
Primary
primary data comprises information survey of Comparative study of retailer and customer behavior towards ITC sunfeast britinnia and parle . The data has been collected directly from respondent with the help of structured questionnaires.
Source: The
Secondary source: the secondary data was collected from internet and reference from
library.
Data Analysis:
The data is analyzed on the basis of suitable tables techniques. The technique that I have used is bar graphs. by using mathematical
BASED ON CONSUMERS
NUMBER OF RESPONDENTS 60 20 15 5
FACTORS
chart-1 From the above analysis of given sample of 100 respondents it is concluded that out of 100 people 60 people know sunfeast biscuit through advertisement while 20 people through family and 15 people follow by retailers.
NO OF CONSUMERS
60 50 40 30 20 10 0 YES AWARENESS NO 24
chart-2 From the above analysis out of 100 people 76 people know that sunfeast is of ITC brand. But 24 people donot know about this.
FEATURES
QUALITY PRICE QUANTITY PACKAGING ANY OTHER
NUMBER OF RESPONDENTS 55 5 5 23 7
FEATURE OF SUNFEAST
23
CHART-3 From the above analysis out of 100 people 55 people Like the quality of sunfeast and 23 people like their packaging.
REASONS TO CHANGE THE TASTE DUE TO OFFERS ON OTHER ECONOMICAL (PRICE) HABIT ANY OTHER TABLE:4
NO OF RESPONDENTS 53 21 13 11 2
2 HABIT OFFERS
OTHERS
CHART-4 From the above analysis out of 100 people 55 people switching over to other brand due to change taste and 21 people due to offers and value added products .
NO OF RESPONDENTS
48 19 29 4
BRAND LOYALITY
48 50 45 40 35 30 25 20 15 10 5 0 BRITINNIA
NO OF RESPONDENTS
29 19
SUNFEAST
PARLE
OTHER
BRAND
CHART: 5 From the above analysis out of 100 people.. there are 48 people first preference is britinnia, 29 parle, 19, people sunfeast, and 4
SUB CATOGARY
GLUCOSE SNACKY CREAM MARIE ANY OTHER
NO OF RESPONDENTS 23 18 44 9 6
CUSTOMER CHOICE
11 6 23
CHART- 6 From the above analysis out of 100 people.. there are 44 people who likes cream biscuit and at the second 23 people said they likes glucose biscuits.
PACKAGING
PARLE BRITINNIA SUNFEAST ANY OTHER
NO OF RESPONDENTS
20 36 40 4
COMPANY PACKAGING
40 40 NO OF RESPONDENTS 35 30 25 20 15 10 5 0 SUNFEAST BRITINNIA 4 20 36
PARLE OTHER
CHART-7 From the above analysis out of 100 people.. there are 40 people who likes SUNFEAST packaging and at the second 36 people likes Britinnia biscuits packaging.
SUNFEAST OUTLET
YES NO
NO OF RESPONDENTS
91 9
NO OF OUTLET
YES NO
CHART-8 From the above analysis out of 100 people . 91 people say, they find sunfeast in near outlet in patna.
TABLE- 9
PRICE CATOGARY
5 10 15 20 25
NO OF RESPONDENTS 38 34 14 6 8
6 14
CHART- 9s According to the above analysis it is concluded that in 100 people 38 people like 5 rupee pack while 34 people like 10 rupee pack.
CHAPTER- 5
FINDING
RETAILER RESEARCH:
Retailer research deals with retailer and their problems and solution to the problems. In this I came to know about the retailers need and expectation levels regarding products and ascertainable levels of satisfaction.
CUSTOMER REASEARCH:
Customer research deals with customer and their problem and solution to the problems. In this I came to know about the customer need and expectation levels regarding products and ascertainable levels of satisfaction.
PRODUCT RESEARCH:
Under product research I came to know about the modification which customer, retailers wants as to the quality, packing, shape, color, and quantity etc of their favorite biscuit.
PRICING RESEARCH:
This includes ability to consume, to pay for the product,how much a person can spend on his/her favorite biscuit. In this I have tried to find out retailers price expectations and reactions.
ADVERTISING RESEARCH:
Under this I have concluded that whether the advertisement appeals the customers and retailers or not. This also includes evaluating and selecting the proper mediamix and measuring advertising effectiveness.
SWOT ANALYSIS
STRENGTHS:
1.ITC is one of India's foremost private sector companies. 2.ITC leveraged it traditional businesses to develop new brands for new segments. . For example, ITC used its experience of transporting and distributing tobacco products to remote and distant parts of India to the advantage of its FMCG products. ITC master chefs from its hotel chain are often asked to develop new food concepts for its FMCG business.
3.ITC ranks among India's top 10 Most Valuable (Company) Brands. 4.It has market capitalization of nearly US $ 18 billion. 5.ITC has a diversified presence in Cigarettes, Hotels, Paperboards & Specialty Papers, Packaging, Agri-Business, Packaged Foods & Confectionery, Information Technology, Branded Apparel, Personal Care, Stationery, Safety Matches and other FMCG products. 6. ITC's Agri-Business is one of India's largest exporters of agricultural products. 7. 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.
WEAKNESSES:
1.The company's original business was traded in tobacco. ITC stands for Imperial Tobacco Company of India Limited. It is interesting that a business that is now so involved in branding continues to use its original name, despite the negative connection of tobacco with poor health and premature death. 2.To fund its cash guzzling FMCG start-up, the company is still dependant 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 subsidized by its tobacco operations. Its Gold Flake tobacco brand is the largest FMCG brand in India - and this single brand alone holds 70% of the tobacco market.
OPPORTUNITIES:
1.Core brands such as Aashirvaad, Mint-o, Bingo! And Sun Feast (and others) can be developed using strategies of market development, product development and marketing penetration. 2.ITC is moving into new and emerging sectors including Information Technology, supporting business solutions.
3.E- Choupal is a community of practice that links rural Indian farmers using the Internet. This is an original and 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 100000 villages. Take a look at echoupal.http://www.itcportal.com/agri_exports/e-choupal_new.htmITC leverages eChoupal in a novel way.
4.The company researched the tastes of consumers in the North, West and East of India of atta (a popular type of wheat flour), then used the network to source and create the raw materials from farmers and then blend them for consumers under purposeful brand names such as Aashirvaad Select in the Northern market, Aashirvaad MP Chakki in the Western market and Aashirvaad in the Eastern market. This concept is tremendously difficult for competitors to emulate. 5.Chairman Yogi Deveshwar's strategic vision is to turn his Indian conglomerate into the country's premier FMCG business. Per capita consumption of personal products in India is
the lowest in the world offering an opportunity for ITC's soaps, shampoos and fragrances under their Wills brand.
THREATS:
1.The obvious threat is from competition, both domestic and international. 2.ITC's opportunities are likely to be opportunities for other companies as well. Therefore the dynamic of competition will alter in the medium-term. Then ITC will need to decide whether being a diversified conglomerate is the most competitive strategic formation for a secure future. 3.The laws of economics dictate that if competitors see that there is a solid profit to be
made in an emerging consumer society that ultimately new products and services will be made available. Western companies will see India as an exciting opportunity for themselves to find new market segments for their own offerings.
4.Duplicate items are available in abundance at much lesser rates. This affects the company financially and adversely affects its goodwill.
CONCLUSION
A survey of the people has been conducted to know the liking pattern of the ITC sunfeast, britinnia, parle. It is observed that overall retailers like to buy britinnia and parle rather than sunfeast due to new brand. It is concluded that mostly people preferred ITC sunfeast cream biscuit due to its flavor/taste, quality and image . Some people often like to have a biscuits with good flavor, quality and crunchiness so they are going towards biscuits of sunfeast due to its taste and . It is thus concluded from the facts collected that mostly people refer to buy jars of their favorite candy and sometimes some of them go for Polly bags and jumbo jars.
CHAPTER-6
ANNEXUR
QUESTIONNAIRE
PROJECT REPORT ON CUSTOMER, RETAILER PREFERENCE TOWARDS ITC SUNFEAST, BRITINNIA, PARLE.
1. How
do you come to know about sunfeast biscuit. b. family/ friend c. retailer d. any others.
a. advertisement
2. Do
you know sunfeast is from ITC brand. b. no feature of sunfeast inspire you to buy. b. price c. quantity d. packaging e. any other.
a. yes
3. which
a. quality
4.
c. quantity.
5. when
do you think of purchasing a biscuit which brand comes in your mind. b. sunfeast c. parle d. any other.
a. britinnia
6. which
7. packaging
8. do
a. yes
9. you
a. test
10. price
a. 5
CHAPTER-7
BIBLIOGPHY
1. BOOKS/MAGAZINES REFFERED
Marketing Management by Philip kotler
2.
WEBSITES REFFERED:
http://www.itcportal.com WWW.project paradise .com WWW. Scribed.com