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A PROJECT REPORT On

A STUDY ON SALES AND DISTRIBUTION OF ITC WITH RESPECT TO AASHIRVAAD ATTA

Submitted to The Rashtrasant Tukdoji Maharaj Nagpur University, In partial fulfillment of the requirement for the award of degree of Master of Business Administration (MBA)

Submitted By Mr. ASHWAJEET A. LOKHANDE

Guided By Mrs. MEENA RAJESH

CHAITANYA BAHU UDDESHYIA SANATHAS INSTITUE OF MANAGEMENT &RESEARCH KHAPARKHEDA, NAGPUR 2010 2012

CHAITANYA BAHU UDDESHIYA SANSTHA


BabuBhai Colony, Prince Lawn, Chincholi, Khaperkheda Tel: 0712-6617181, 6617182, 6617183 Fax: 0712-6630782, E-mail: cbsimr.khaperkheda@gmail.com Web: www.cbsimrn.raisoni.net

This is to certify that Mr. ASHWAJEET ASHOK LOKHANDE, a student of Post Graduate Degree batch of 2010-2012 Chaitanya Bahu Uddeshiya Sastha, Institute of Management and Research (CBSIMR), Nagpur has successfully completed his project on A STUDY ON SALES AND DISTRIBUTION OF ITC WITH RESPECT TO AASHIRVAAD ATTA

Mrs. MEENA RAJESH Project Guide

Dr. RAVINDRA AHER DIRECTOR

Acknowledgement
It is my pleasure to place on record my sincere gratitude towards my guide Mrs. Meena Rajesh, who spent her precious time providing continuous ideas and expert guidance to my project work. It was her direction and encouragement at every moment and step that motivated me to steer the research work confidently and successfully. I am also grateful to principal Dr. Ravindra Aher for his encouragement, moral support and the valuable guidance. I am indebted to my respected parents because of whose blessings I have been able to carry out this work successfully. I am also thankful to all those who have directly or indirectly helped me for this project work

(Signature)

Mr. Ashwajeet Lokhande

UNDERTAKING

I, Ashwajeet A. Lokhande hereby undertake that the project work entitled A STUDY ON SALES AND DISTRIBUTION OF ITC WITH RESPECT TO AASHIRVAAD ATTA Is my own work and to the best of my knowledge and belief is not submitted to any university for any degree.

Signature

Ashwajeet Lokhande

(C.B.S.I.M.R)

TABLE OF CONTENT

Chapter 1

Introduction

Chapter 2

Company Profile About ITC History of the Company Product Line About Aashirvaad atta Competitors

Chapter 3

Objectives

Chapter 4

Hypothesis

Chapter 5

Limitations of the study

Chapter 6

Research Methodology

Chapter 7

Data Interpretation and Analysis

Chapter 8

Recommendations and Suggestions

Chapter 9

Conclusion

Chapter 10

Bibliography

Chapter 11

Annexure

Chapter 1 INTRODUCTION

ABOUT SALES
A sale is the act of selling a product or service in return for money or other compensation.It is an act of completion of a commercial activity.

The seller' orsalesperson the provider of the goods or services completes a sale in response to an acquisition or to a request. There follows the passing of title (property or ownership) in the item, and the application and due settlement of a price, the obligation for which arises due to the to seller's pass

requirement

ownership. Ideally, a seller agrees upon a price at which he willingly parts with ownership of or any claim upon the item. The purchaser, though a party to the sale does not execute the sale, only the seller does that. To be precise the sale completes prior to the payment and gives rise to the obligation of payment. If the seller completes the first two above stages (consent and passing ownership) of the sale prior to settlement of the price, the sale remains valid and gives rise to an obligation to pay.

SALES TECHNIQUES
A sale can take place through: Direct sales, involving person to person contact Pro forma sales Agency-based Sales agents (for example in real estate or in manufacturing) Sales outsourcing through direct branded representation Transaction sales Consultative sales Complex sales Consignment Telemarketing or telesales Retail or consumer Traveling salesman Door-to-door methods Hawking Request for proposal An invitation for suppliers, through a bidding process, to submit a proposal on a specific product or service. An RFP usually represents part of a complex sales process, also known as "enterprise sales". Business-to-business Business-to-business ("B2B") sales are much more relationship-based owing to the lack of emotional attachmentto the products in question. Industrial/professional sales involves selling from one business to another Electronic Web Business-to-business ("B2B") and business-to-consumer ("B2C") Electronic Data Interchange (EDI) A set of standard for structuring information to be electronically exchanged between and within businesses Indirect, human-mediated but with indirect contact Mail-order Vending machine

ABOUT DISRIBUTION
Product distribution (or place) is one of the four elements of the marketing mix. An organization or set of organizations (go-between) involved in the process of making a product or service available for use or consumption by a consumer or business user. The other three parts of the marketing mix are product, pricing, and promotion.

Managerial concerns
The channel decision is very important. In theory at least, there is a form of trade-off: the cost of using intermediaries to achieve wider distribution is supposedly lower. Indeed, most consumer goodsmanufacturers could never justify the cost of selling direct to their consumers, except by mail order. Many suppliers seem to assume that once their product has been sold into the channel, into the beginning of the distribution chain, their job is finished. Yet that distribution chain is merely assuming a part of the supplier's responsibility; and, if they have any aspirations to be marketoriented, their job should really be extended to managing all the processes involved in that chain, until the product or service arrives with the end-user. This may involve a number of decisions on the part of the supplier: Channel membership Channel motivation

TYPES OF MARKETING CHANNELS


Intensive distribution - Where the majority of resellers stock the 'product' with convenience products, for example, and particularly the brand leaders in consumer goods markets (price competition may be evident). Selective distribution - This is the normal pattern (in both consumer and industrial markets) where 'suitable' resellers stock the product. In this case retailers can keep the competitors products in their outlets e.g. furniture etc. Exclusive distribution - Only specially selected resellers or authorized dealers (typically only one per geographical area) are allowed to sell the 'product'. In this retailers are restricted to keep only one manufacturer's products, e.g. exclusive outlets of cars, apparels and jewelry, etc.

Channel motivation
It is difficult enough to motivate direct employees to provide the necessary sales and service support. Motivating the owners and employees of the independent organizations in a distribution chain requires even greater effort. There are many devices for achieving such motivation. Perhaps the most usual is `incentive': the supplier offers a better margin, to tempt the owners in the channel to push the product rather than its competitors; or a compensation is offered to the distributors' sales personnel, so that they are tempted to push the product.

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MONITORING AND MANAGING CHANNELS

In much the same way that the organizations own sales and distribution activities need to be monitored and managed, so will those of the distribution chain. In practice, many organizations use a mix of different channels; in particular, they may complement a direct sales-force, calling on the larger accounts, with agents, covering the smaller customers and prospects. These channels show marketing strategies of an organization. Effective management of distribution channels requires making and implementing decisions in these areas.

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ABOUT ITC

Type Traded as

Public BSE: 500875 BSE SENSEX Constituent

Industry Predecessor(s) Founded

Conglomerate W.D. & H.O. Wills

August 24, 1910


(As Imperial Tobacco Company of India)

Founder(s) Headquarters Key people

Henry Overton Wills Kolkata, West Bengal, India Yogesh Chander Deveshwar, (Chairman)

Products

Tobacco, Hotels, Paperboards& specialty papers, packaging, agribusiness, packaged foods&confectionery, IT, branded apparel, personal care, stationery, safety matches and other FMCG products

Revenue Employees Website

US$ 7 billion (2010) 24,027 (2009) www.itcportal.com

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ITC Limited (BSE: 500875) or ITC is an Indian publicconglomerate company headquartered in Kolkata, West Bengal, India. Its diversified business includes four segments: Fast Moving Consumer Goods (FMCG), Hotels, Paperboards, Paper & Packaging and Agri Business. ITC's annual turnover stood at $7 billion and market capitalization of over $33 billion. The company has its registered office in Kolkata. It started off as the Imperial Tobacco Company, and shares ancestry with Imperial Tobacco of the United Kingdom, but it is now fully independent, and was rechristened to Indian Tobacco Company in 1970 and then to I.T.C. Limited in 1974. The company is currently headed by Yogesh Chander Deveshwar. It employs over 26,000 people at more than 60 locations across India and is listed on Forbes 2000. ITC Limited completed 100 years on 24 August 2010. 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 Agri-Exports, it is rapidly gaining market share even in its nascent businesses of Packaged Foods & Confectionery, Branded Apparel, Personal Care and Stationery.

HISTORY
The company had founded-pioneered canteens for the workers, free medical care, sports facilities and paid holidays. In 1830, the company was renamed W.D. & H.O. Wills. Their first brand was Bristol, made at the London factory from 1871 to 1974. Three Castles and Gold Flake followed in 1878 and Woodbine ten years later. In 1901 Sir William Henry Wills formed the Imperial Tobacco Company from a merger of W.D. & H.O. Wills with seven other British tobacco companies. Imperial remains one of the world's largest tobacco companies. Embassy was introduced in 1914 and relaunched in 1962 with coupons. The last member of the Wills family to serve the company was Christopher, the great great grandson of H.O. Wills I. He retired as sales 1969.

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THE ITC VISION & MISSION The ITC Vision


Sustain ITC's position as one of India's most valuable corporations Through world class performance, Creating growing value for the Indian Economy and the Companysstakeholders

The ITC Mission


To enhance the wealth generating Capability of the enterprise in a Globalizing environment, Delivering superior and sustainablestakeholder value

Core values
ITC's Core Values are aimed at developing a customer-focused, high-performance organization, which creates value for all its stakeholders:

Trusteeship
As professional managers, we are conscious that ITC has been given to us in "trust" by all our stakeholders. We will actualize stakeholder value and interest on a longterm sustainable basis.

Customer Focus
We are always customer focused and will deliver what the customer needs in terms of value, quality and satisfaction.

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Respect for People


We are result oriented, setting high performance standards for ourselves as individuals and teams. We will simultaneously respect and value people and uphold humanness and human dignity. We acknowledge that every individual brings different perspectives and capabilities to the team and that a strong team is founded on a variety of perspectives. We want individuals to dream, value differences, create and experiment in pursuit of opportunities and achieve leadership through teamwork.

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

Innovation
We will constantly pursue newer and better processes, products, services and management practices.

Nation Orientation
We are aware of our responsibility to generate economic value for the Nation. In pursuit of our goals, we will make no compromise in complying with applicable laws and regulations at all levels.

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ITC PRODUCT LINE

INDIA TOBACCO FOOD DIVISION LIFESTYLE RETAILING BUSINESS PERSONAL CARE PRODUCT STRATEGIC BUSINESS UNIT EDUCATIONARY & STATIONARY PRODUCT STRATEGIC BUSINESS UNIT SAFETY MATCHES STRATEGIC BUSINESS UNIT AGARBATTIS STRATEGIC BUSINESS UNIT HOTEL DIVISION PAPER BOARD & SPECIALITY PAPER DIVISION PACKAGING & PRINTING STRATEGIC BUSINESS UNIT AGRI BUSINESS DIVISION

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LIST OF PRODUCTS & BRANDS


In FMCG, ITC has a strong presence in: Cigarettes: W. D. & H. O. Wills, Gold Flake Kings, Gold Flake Premium, Navy Cut, Insignia, India Kings, Classic (Verve, Menthol, Menthol Rush, Regular, Citric Twist, Mild & Ultra Mild), 555, Benson & Hedges, Silk Cut, Scissors, Capstan, Berkeley, Bristol, Lucky Strike, Players and Flake. Foods: (Kitchens of India; Aashirvaad, Minto, Sunfeast, Candyman,Bingo,Yippee, Sunfeast Pasta brands in Ready to Eat, Staples, Biscuits, Confectionery, Noodles and Snack Foods); Apparel: (Wills Lifestyle and John Players brands); Personal care: (Fiamadi Wills; Vivel; Essenzadi Wills; Superia; Viveldi Wills brands of products in perfumes, haircare and skincare) Stationery: (Classmate and PaperKraft brands) Safety Matches and Agarbattis: [Ship (through ownership of WIMCO); iKno; Mangaldeep; Aim brands] Other businesses include: Hotels: ITC's hotels (under brands including WelcomHotel) have evolved into being India's second largest hotel chain with over 80 hotels throughout the country. ITC is also the exclusive franchisee in India of two brands owned by Sheraton International Inc. - The Luxury Collection and Sheraton, which ITC uses in association with its own brands in the luxury 5 star segments. Brands in the hospitality sector owned and operated by its subsidiaries include Fortune[disambiguation needed ] and WelcomeHeritage brands. Paperboard, Specialty Paper, Graphic and other Paper; Packaging and Printing for diverse international and Indian clientele. Infotech (through its fully owned subsidiary ITC Infotech India Limited which is a SEI CMM Level 5 company)

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AASHIRVAAD AATA
Aashirvaad is a brand of staple food and kitchen ingredients owned by ITC Ltd.. The Aashirvaad range of products includesAtta, Salt, Spices and Instant mixes.

AATA
ITC entered the branded Atta market with the launch of Aashirvaad Atta in Jaipur and Chandigarh on 26 May 2002. The product is now available all over India. The Aashirvaad package is PET Poly, with the design showcasing the farming process undertaken in the rural heartland of India in the form of a Madhubani painting.

ITC entered the branded Atta market with the launch of Aashirvaad Atta in Jaipur and Chandigarh on 26th May 2002. The product is now available all over India. Aashirvaad aata has further built on its leadership position among the National Branded Players with a market share of 56%. 'Aashirvaad' promises the Indian

housewife the joy of providing her family with the most delightful homemade rotis, made from the finest quality atta. ITC uses the sourcing strength of its eChoupals to buy wheat directly from the farmers to deliver happiness to the Indian consumer Khushiyaan Chun Chunke (Happiness handpicked). Aashirvaad is made from finest quality wheat that ITC has the unique capability to source through its eChoupal network. Premium quality atta, made from 100% MP 'sharbati' wheat is also available as Aashirvaad Select Atta. The wheat for Aashirvaad Superior MP Wheat Atta comes from the plush, fertile soil of Madhya Pradesh and then blended using the traditional 'chakki-grinding' method to give the superior, discerning taste.

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ITC Foods also aims to delight the consumer through superior and innovative packaging. The Aashirvaad package is PET Poly, with the design showcasing the farming process

undertaken in the rural heartland of India in the form of a Madhubani painting. Aashirvaad Select Atta (5 kg pack) was awarded the World Star Award for Excellence in Packaging in the Consumer Pack Category. This is one of the most prestigious awards in the world for Packaging.

The latest offering is Aashirvaad Atta with Multigrains. This new and improved variant is designed to provide nourishment for people of all ages and is an integrated mix of six different grains wheat, soya, channa, oat, maize & psyllium husk which gives a better and healthier option for the consumers. Aashirvaad Atta with Multigrains is an excellent source of vitamins, which is vital in strengthening immunity, and extra protein content improves body strength. The extra fibre makes food easier to digest and low content of saturated fat keeps the heart smiling all through the day and above all, still retaining the same great taste. This product is available in select cities.

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COMPETITORS
SHAKTI BHOG FOODS LTD.

Established in the year 1970, we, "Shakti Bhog Foods Ltd.", are the most reputed name in the field of food products. Our brand- Shakti Bhog is India's fastest selling wheat flour and has made us a popular name in the global market. The distinctiveness of our products and further broadening of product lines has established us as the most acknowledged manufacturer, exporter and supplier of Wheat Flour, Basmati and NonBasmati Rice, Poha, Daliya, Biscuits, Semoline (Suji), etc. Our impeccable quality products, cost effective production process, voluminous experience of the market and prompt delivery has fetched us tremendous customer response in overseas markets like USA, New Zealand, Australia, UAE, Qatar and host of other countries. The work culture of our organization is focused on high performance, innovation, entrepreneurship and empowerment. Our products have been well-appreciated by all our clients, which motivates us to elevate the standards of excellence. We are a leading producer in milled product segment in Indian processed food industry, products like Packaged Atta (Whole Wheat Flour), Besan (Gram Flour), Samoline (Suji), Basmati Rice and Dalia (Porridge) are part of our product line. We produce three kinds of Flour, two kinds of Porridge and different variety of Basmati Rice. Absolute hygienically proven and tested quality checks are undertaken at every level of the production process, in order to make sure that only quality proven batches of products are dispatched in the market.

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PARAKH AGRO Samrat Whole Wheat Atta


Atta is Whole Wheat Flour made from hard wheat grown across the Indian subcontinent, commonly known as Chakki Fresh Atta Best in Class High Output Fully Automatic Wheat Flour Plains in combination with Buhler - Swiss Parakh Agro is India's Leading Atta Manufacturer with a Capacity or 901 Tons per day with 3 plants operating from Pithampur (MP) Nimrani (MP) & Khopoli (Maharashtra) Wheat Products manufactured at Parakh Agro Plants are from Best Quality Wheat , Carefully Chosen , Autocleaned and Ground in Traditional Stone Grinders to Preserve Freshness and all the Essential Nutrients Samrat Chakki Fresh Atta is Rich in All Natural Fibre , Vitamins (B & E), Proteins, Minerals , Fats & Carbohydrates Samrat Clhakki Fresh Atta / R-Atta I tandoori atta are Ideal for various lndian , Asian and Continental Cuisine Samrat Chakki Fresh Atta has More Shelf- Life than Comparable Brands Customized Hygienic / High Barrier Quality Packaging available to suit any demand from all Our Clients Samrat Chakki Fresh Atta's are most ideal for Chapatti , Roti , Naan , Purl , Whole Wheat Breads etc. Automatic Packaging with the help of Bosch (German Technology) Machines , thus ensuring no Human Touch from Manufacturing till Packing Samrat Chakki Fresh Atta's are available in the Range of - I k. 2 i.e. S kg. 10 kg. 25 kg. & 50kg. Bags

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Current market price of the product (MRP)

Product Aashirvaad atta Aashirvaad atta (multi grain) Samrat atta Shaktibhog atta

5kg 140/205/--145/-

10kg 270/---300/255/-

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Chapter 2 OBJECTIVES OF THE RESEARCH

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OBJECTIVES OF THE RESEARCH

To analyze the sales of aashirvaad atta. To study the distribution channel of aashirvaad atta. To study the customer satisfaction of aashirvaad atta.

To analyze the market position of aashirvaad atta.

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Chapter 3 HYPOTHESIS

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HYPOTHESIS

A hypothesis is a tentative statement about the relationship between two or more variables. A hypothesis is a specific, testable prediction about what you expect to happen in your study. For example, a study designed to look at the relationship between sleep deprivation and test performance might have a hypothesis that states, "This study is designed to assess the hypothesis that sleep deprived people will perform worse on a test than individuals who are not sleep deprived."

The sales and distribution of aashirvaad atta is comparatively low than other
brands of atta.

Customers are satisfied with the aashirvaad atta. Samrat atta and shaktibhog atta are giving tough competition to Aashirvaad
atta.

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Chapter 4 LIMITATIONS OF THE STUDY

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LIMITATIONS OF THE STUDY

Biased Behavior Misinterpretation of data Time Constraints Limited sample size The topic of project handled by me was very wide, but demanding one for the time being. Although it was an interesting one but there were some limitations attached to it such as The scope of study was very vast but it was limited due to time constraints. The sample size has to be reduced.

Visiting all the outlets is not possible.

Study will be only for Nagpur area and not for whole India.

Inadequate data disclosure by the companies. In spite of all these limitations, the project was successfully completed on time.
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Chapter 5 RESEARCH METHODOLOGY

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RESEARCH METHODOLOGY
Data Source:Data is one of the most important and vital aspects of any research studies. Researches conducted in different fields of study can be different in methodology but every research is based on data, which is analyzed and interpreted to get information Types of Data:There are two types of Data 1) Primary DataPrimary Data includes Observations Questionnaire:- A formal list of the questions were answered by across 100 Retailers who are thought to have the desired information and later analyzing the responses is the questionnaire method. It can be used to get some data relative to most problems. Interviews:- Personal interview is the most versatile and flexible kind of technique. Direct face-to-face conversation helps in getting accurate data. Personal interview were done with the people in order to get the required information.

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2) Secondary Data Secondary Data includes


In collection of secondary data we used ITC website, newspaper ITC report, market trend, magazine article & other related information to complete the objective of research. Journals

Research design
SAMPLE SIZE: A sample size of 100 Retailers was taken.

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Chapter 6 DATA INTERPRETATION

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1. Retailer dealing with ITC Aashirvaad atta

Retailers

DEALING, NO, 40%, 40% DEALING, YES, 60%, 60%

YES NO

Interpretation: 40% retailers says that they do not deal with Aashirvaad atta . 60% retailers says that they deal with Aashirvaad atta .

Findings: At current, samrat atta is leading the market as it is having market experience of more than 30 years. Our product has interred the market about 10 years before though it is giving tough competition. At present 60% of the retailers are dealing with ITC Aashirvaad atta. And retailers are increasing day by day.

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2. Duration of stocking of Aashirvaad atta brand.

Chart Title

LESS THAN 1 YEAR DURATION, 1-2 YEAR ABOVE 4 YEAR, 2-3 YEAR 40% ABOVE 4 YEAR

DURATION, 2-3 YEAR, 30% DURATION, 1-2 YEAR, 20% DURATION, LESS THAN 1 YEAR, 10%

Interpretation: 40% retailers are selling Aashirvaad atta from more than 4 years. 30% retailers are selling Aashirvaad atta from more than 2-3 years. 20% retailers are selling Aashirvaad atta from more than 1-2 years. 10% retailers are selling Aashirvaad atta from less than 1 year.

Findings: Majority of retailers are dealing with Aashirvaad atta for more than four years and they are increasing year after year.

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3. Brand preference given by customer.

PREFRENCE, UNBRANDED AATA, 10%, 10%

Chart Title PREFRENCE, AASHIRVAD AATA, 25%, 25%

PREFRENCE, SMRAT AATA, 35%, 35%

AASHIRVAD AATA SHAKTIBHOG AATA PREFRENCE, SMRAT AATA SHAKTIBHOG UNBRANDED AATA AATA, 30%, 30%

Interpretation: 35% customers have preferred samrat atta. 30% customers have preferred shaktibhog atta. 25% customers have preferred Aashirvaad atta. 10% customers have preferred unbranded atta.

Findings: The availability of Aashirvaad atta is not with all the retailers hence the percentage is lesser then samrat atta and shaktibhog atta. The most preferred brand by the customer is samrat atta because it is existence in market from last 25 years and it is readily available to distributor. Quality and availability are major factor for preferences by the customers.

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4. Preference of Aashirvaad atta.

Chart Title

QUALITY PRICE PREFRENCE BASIS, QUALITY, 60% PACKAGING AVAILABLITY

PREFRENCE BASIS, PACKAGING, 25% PREFRENCE BASIS, PRICE, 10% PREFRENCE BASIS, AVAILABLITY, 5%

Interpretation: 60% customers have preferred Aashirvaad atta as per as quality is concerned. 10% customers have preferred Aashirvaad atta because of its price. Packaging of Aashirvaad atta attracted 25% customers. 5% customers preferred Aashirvaad atta as per its availability.

Findings: 60% of consumers preferredAashirvaad atta because of its quality and 25% and 10% prefer due to its packaging and price.

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5. Recommendation given to customer for Aashirvaad atta by retailers.

Chart Title

MARGIN QUALITY RECOMMENDATIO N, QUALITY, 60% AVAILABILITY PROMOTIONS AND OFFERS

RECOMMENDATIO N, MARGIN , 15%

RECOMMENDATIO N, AVAILABILITY, 10%

RECOMMENDATIO N, PROMOTIONS AND OFFERS, 15%

Interpretation: 60% retailers recommend Aashirvaad atta because of its quality. 15% retailers recommend Aashirvaad atta because of its margin. 10% retailers recommend Aashirvaad atta because of its availability. 15% retailers recommend Aashirvaad atta because of its promotions and offers.

Findings: Most of the retailers recommend Aashirvaad atta because of its quality. Promotions & offers and margin are other reasons for it. Availability should be increase to all the retailers and promotion and offers to be enhance for attracting customers.

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6. Encouragements for point of purchase by ITC.

Chart Title

POINT OF PURCHASE, NO, 40%, 40% POINT OF PURCHASE, YES, 60%, 60%

YES NO

Interpretation: 60% of retailers say that they are encouraged by ITC brand. 40% of retailers say that they are not encouraged by ITC brand.

Findings: The majority of retailers are satisfied with encouragement by ITC. ITC should be more aggressive to the point of purchase

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7. Leading brands in terms of sales.

LEADING BRANDS, SHAKTIBHOG AATA, 40% LEADING BRANDS, SAMRAT AATA, 30% LEADING BRANDS, AASHIRWAD AATA, 20% AASHIRWAD AATA SHAKTIBHOG AATA SAMRAT AATA LEADING BRANDS, UNBRANDED AATA UNBRANDED AATA, 10%

Interpretation: 20% of market share is captured by Aashirvaad atta. 40% of market share is captured by shaktibhog atta. 30% of market share is captured by samrat atta. 10% of market share is captured by Unbranded atta.

Findings:

Samrat atta and shaktibhog atta are giving tough competition to Aashirvaad atta in terms of sales. Price and availability are also the major factors, which are affecting the sales of the product.

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8. Brand ranking as per availability.

Chart Title

AASHIRVAAD AATA SHAKTIBHOG AATA SAMRAT AATA UNBRANDED AATA

Interpretation: Samrat atta is leading the market. Second position is captured by shaktibhog atta. Aashirvaad atta is ranked 3rd because of its availability. Unbranded atta is capturing the 4th positions.

Findings: As per as the availability factor is concerned Samrat atta and Shaktibhog atta are leading the market. Retailers feel that our product should be easily available and should be easily approached by the customers.

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9. Additional features recommend by retailers.

ADDITIONAL FEATURES, OFFERS AND DISCOUNTS, 40%, 40%

Chart Title

ADDITIONAL FEATURES, NUTRIENT VALUE, 35%, 35%

NUTRIENT VALUE PACKAGING IN LESS QUANTITY OFFERS AND DISCOUNTS

ADDITIONAL FEATURES, PACKAGING IN LESS QUANTITY, 25%, 25%

Interpretation: 40% retailers have recommended ITC to provide new offers and discounts. 35% retailers asked ITC to add some nutrient value to their product. 25% of retailers suggested ITC should come up with small pack.

Findings: ITC should provide interesting offers and discount so as to maximize the sales. It should also add some nutrition value to their product at competitive price. And come up with smaller packing as the customer want lo purchase in lesser quantity.

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10. Retailers satisfaction towards promotional campaign by ITC for Aashirvaad atta.

SATISFACTION Chart Title LEVELS, SATISFIED, 45% SATISFACTION LEVELS, NOT SATISFIED, 30% HIGHLY SATISFIED SATISFIED NOT SATISFIED

SATISFACTION LEVELS, HIGHLY SATISFIED, 25%

Interpretation: 25% retailers are highly satisfied with the brand promotion. 45% retailers are just satisfied the promotional activities by ITC. 30% retailers are not satisfied with the product advertisements.

Findings: ITC is having effective and impressive brand promotion; it should encourage retailers time to time by providing various offers and discounts.

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11. Effectiveness of sales and distribution by ITC for Aashirvaad atta.

SALES AND DISTRIBUTION EFFECTIVENESS

SALES AND DISTRIBUTION, NO, 46%, 46%

SALES AND DISTRIBUTION, YES, 54%, 54% YES NO

Interpretation: 54% of retailers are satisfied with sales and distribution policy. 46% of retailers were disappointed with the sales and distribution policy.

Findings: So many retailers are facing problems with the availability of aashirvaad atta, so ITC should make their sales and distribution channel more effective.

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12. Brand providing proper sales and distribution service.

Chart Title

AASHIRVAD AATA SERVICES, SAMRAT AATA, 40% SHAKTIBHOG AATA SAMRAT AATA UNBRANDED AATA

SERVICES, AASHIRVAD AATA, 25%

SERVICES, SHAKTIBHOG AATA, 30%

SERVICES, UNBRANDED AATA, 5%

Interpretation: 40% retailers are saying that they are satisfied with the sales and distribution of samrat atta. 30% retailers are saying that they are satisfied with the sales and distribution of shaktibhog atta. 25% retailers are saying that they are satisfied with the sales and distribution of Aashirvaad atta. 5% retailers are satisfied with the services provided by unbranded atta.

Findings: Shaktibhog atta and samrat atta are providing better services to the retailers. Their products are easily available to the market. ITC should have to increase their product availability in the market for increasing the sales.

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Chapter 7 RECOMMENDATIONS AND SUGGESTIONS

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RECOMMENDATIONS AND SUGGESTIONS

ITC should have to make sales and distribution channel much more effective.

ITC should have to do effective promotional activities and provide offers and discounts for the retailers and also for the consumers. This will increase our retailers and consumers.

ITC should add some nutrition values to their product. Which will increase the quality of the product and we can easily differentiate our product from others. This will attract more customers towards our products.

Company should more work on advertising of aashirvaad atta. They should target the house wifes and increase the media advertisements.

Company should also analysis its competitors strategy.

We find that the rate of Aashirvaad atta (multi grain) is more than its Competitor ShaktiBhogh and Samrat atta.

The Retailers said that product is strong, but due to availability its sale is less than its competitors.

We also find that the packaging of Aashirvaad atta is better than its competitors.

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Chapter 8 Conclusion

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CONCLUSION

ITC is a much organized brand it is felt that the sales could increase further and ITC can capture better market shares by following major: Making the product easily available to the retailers. As the customer prefer to by in smaller quantity it is suggested that ITC should come up with smaller packets of the products. Aggressive brand promotion targeting house wifes by innovative methods like 1. Cookery show 2. Coupons schemes 3. And increasing point of purchase display material

ITC should also come up with leaflets highlighting nutrient value of the product at the retailers point.

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Chapter 9 BIBLIOGRAPHY

BIBLIOGRAPHY
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ITC ANNEXURES ITC REPORTS MARKETTING MANAGEMENT- P. KOTLER MARKETING RESEARCH-G.C. BERI www.itcportal.com, www.wikipedia.com RESEARCH METHODOLOGY-C.R.KOTHARI

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Chapter 10 ANNEXURES

ANNEXURES
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1. Do you deal with itcAashirvaad atta? Yes No

2. For how long you are going for this brand? > 1year 1 year 2 year 2 year - 4 year 4 year <

3. What do the consumer prefer more? Aashirvaad atta Shaktibhog atta Ginni atta Local / unbranded atta

4. If they prefer Aashirvaad atta, why do they? Quality Price Packaging Availability

5. Do you recommend Aashirvaad atta to customer? If yes why? Margin Quality Availability Promotions and offers

6. Does ITC encourage point of purchase? Yes 52

No

7. From the sales prospective, which brand leads the sales? Aashirvaad atta Shaktibhog atta Ginni atta Local / unbranded atta

8. Rank the brands according to their availability? 1 2 3 4

9. As a retailer what additional features do you recommend for Aashirvaad atta? Nutrient value Packaging in less quantity Offers and discounts

10. Are you satisfied with ITC promotional campaign of Aashirvaad atta? Highly satisfied Satisfied Not satisfied

11. As a retailer are you satisfied with the sales and distribution process of ITC Aashirvaad atta? Yes 53

No ------------

1. Complicated levels 2. Documentations 3. Payment methods

12. Which brands gives you proper sales and distribution service? Aashirvaad atta Shaktibhog atta Ginni atta Local / unbranded atta

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