The document discusses ITC Ltd's objectives in conducting market research on its shampoo products and competitors in the Kolkata market. The objectives are to understand ITC's position, the visibility of its bottles and sachets, customer preferences, and how ITC compares to competitors. Additional objectives are to gain knowledge about sales processes, exchange ideas to analyze situations and build strategies, and identify potential areas and outlets.

1. ITC LTD
PERSONAL CARE
PRODUCT OF ITC

2. • The main objective of the study is that as ITC ltd is new
in FMCG business they want to know their position in the
market as well as know the position of the competitors.
• To know the visibility of both the bottles as well as
sachets in the market.
• To know where itc shampoo stands compare to the
competitors.
• What is the preference of the customer and why.
• Comparison of bottles and sachets in the Kolkata market.
ITC LTD

3. • Gaining knowledge about the process of sales.
• Exchange of facts, opinions, idea while interacting.
• Helping to analyse situations and for the company for the
purpose of growth.
• Helping to build strategy for the company to tackle the
competitors.
• To find out the potential area and outlets in the market.
ITC LTD

4. • ITC was incorporated on August 24, 1910 under
the name Imperial Tobacco Company of India
Limited
• One of India's premium private player with an
experience of 100 years
• Large and establish distribution network with an
market capitalization of us $ 15 billion
• Annual turnover of us $ 4.75.
• It enter into the personal care segment in 2005.
• It has a vast diversification.
ITC LTD

5. • 24 Aug1910 – ITC incorporated under the name of
'Imperial Tobacco Company of India Limited'.
• 1925– ITC’s Packaging & Printing Business Division was set
up as a strategic backward integration for ITC’s Cigarettes
business.
• 1974 – The Company's ownership progressively Indianised,
and the name of the Company was changed to ITC Limited
(Indian tobacco company).
• 1975 – The Co. launched its HOTEL BUSINESS which was
named ‘ITC-Welcome group Hotel Chola’.
• 1979 – ITC entered the Paperboards Business by promoting.
Bhadrachalam Paperboards Limited, which today has become
the market leader in India.
• 2002 – Enter into fmcg sector.
ITC LTD

6. ITC LTD
ITC BUSINESS PORTFOLIO
FMCG
&CIGRATE
S
HOTELS
& IT
AGRI
BUSINESS
PAPERBOR
D
&PACKAGIN
G

7. ITC LTD

8.  Current market size estimated at over Rs. 29000 cores (growing at 12%
p.a.)
 ITC presence established in Body Wash (Soaps, shower gels), Hair Care
(Shampoos, conditioner).
 Product portfolio enlarged with the launch of Fairness cream.
 Portfolio approach straddling all consumer segments with 4 umbrella brands
• Essenza Di Wills (Prestige)
• Fiama Di Wills (Premium)
• Vivel Di Wills and Vivel (Mid)
• Superia (Popular)
 Products well received in the market, gaining customer acceptance
 Supported by investments in brands – celebrity endorsements
 Investments being made in Research & Development and strategic tax
incentivized manufacturing sites
ITC LTD

9. • They have a DIFFERANTIAL MARKETING STRATEGY
type.
• Always use their existing channels.
• Various kind of promotions
• Brand Ambassador are selected according to the brands
and mostly are YOUTH ICONS
• They emphasize on going with current trend in the
market .
ITC LTD

10. • Trade channel covers the distance between
the producer and the consumer
• ITC Foods/Fmcg utilizes distribution network
efficiently
• Distributes products to more than a million outlets
across the country
• Distribution centres located in the major states
• E-choupals-distribution channel where the farmers
are linked to the companyITC LTD

11. • Supervision process is to avoid overstocking and stock outs
• Frequency of distribution to retail outlets
• Help retailers manage their stock better
• company can manage working capital better
• ERP based logistics link-Distributers-Warehouses-Marketing
branches toits head offices and factories
• Developed a companywide hybrid network called Project
Infoben
ITC LTD

12. • HINDUSTAN UNILEVER LIMITED
• PROCTER & GAMBLE HYGIENE & HEALTH CARE
LIMITED.
• GODREJ CONSUMER PRODUCTS LIMITED.
• DABUR INDIA LIMITED.
ITC LTD

13. • H0= there is no significant difference between the sunsilk
pouch and the sunsilk bottles
• H1=there is a significant difference between sunsilk
pouch and bottles
• T Cal= x1̅ - x̅ 2/s√1/n1+1/n2 = .945
• DOF with 5%level t tab is3.28
• T tab> t cal accept H0
• There is no significant difference between the sunsilk
bottles and sunsilk shampoo
ITC LTD

14. • H0= the nul hypothesis there is no association
between the features of the product and the different
brands of product.
• H1= there is a relation between the features of the
product and the various brand.
• 9 dof 5% level = 16.919.
• The calculated value =18.858
• The tabulated value = 16.919
• Chi2 calculated > chi2 tabulated accept H1
• It implies the two variable are not independent the
features of shampoo and the different brands of
shampoo
• So we accepted the H1 and reject H0.
ITC LTD

15. • Stock problem need to be curbed out though they having the
stock in the godown it is unable to reach the dealers
• The timing delivery is very necessary.
• The packaging need to be upgraded
• The quality of the product need to be enhanced
• The must give free samples with the hot product like ashirwad
atta and vivel soap.
• Every variant need to have RS 1 sachets.
• Need to tap the rural market.
• Need to focus on advertisement like T.V, NEWSPAPER,
RADIO, AS WELL AS PAMPLETES.
• Off seasons campaign in rural area
• Need to create two separate team name fiama and vivel which
will only deal with shampoo.
• Need to promote more LP outlets.
• Live workshop in different malls to attracts customersITC LTD

16. THANK YOU
ITC LTD