School of Management

SUMMER INTERNSHIP PROJECT

ON
“Study and benchmarking of the sales and distribution of
ITC’s Personal Care Products with respect to the market
leader in Indore town”

A Research Project Submitted to Add Value in the

Degree of Masters of Business Administration
(2009-2011)

Faculty Guide Company Guide

Vasanti Dutta Avinash Kumar

Head-Corporate Relations SIP Coordinators

Mr. Ashutosh Bakshi Prof. Latika Rochlani
& Prof. Hartej Khera

Chairperson Director
Prof. Gaurav Singh Dr. Prashant Gupta

Submitted by:
Nishikant Muley M.B.A 3RD SEM
 CERTIFICATE FROM COMPANY GUIDE

This is to certify that “Nishikant Muley” of MBA (Full Time) Semester III in
Sanghvi Institute of Management and Science, Indore has carried out a Summer
Internship Project titled “Study & benchmarking of the sales and distribution of ITC’s
Personal Care Products With respect to the market leader in Indore”. The work done by
him is genuine and authentic.

The work carried out by the student was found satisfactory. We wish him all the success
in career.

Mr. Avinash Kumar

(Area Head)
Advanced marketing
W.D. of ITC
 CERTIFICATE FROM FACULTY GUIDE

This is to certify that “Nishikant Muley” of MBA (Full Time) Semester III in
Sanghvi Institute of Management and Science, Indore has carried out a Summer
Internship Project titled “Study & benchmarking of the sales and distribution of ITC’s
Personal Care Products With respect to the market leader in Indore”. The work done by
him is genuine and authentic.

The work carried out by the student was found satisfactory. We wish him/her all the
success in career.

Prof. Vasanti Dutta

 DECLARATION

I, “Nishikant Muley”, a student of School of Management, Sanghvi Institute of

Management & Science, Indore, hereby declare that the work done by me to do the
Summer Internship Project titled “Study & benchmarking of the sales and distribution of
ITC’s Personal Care Products With respect to the market leader in Indore” is genuine and
authentic.

Nishikant Muley
 ACKNOWLEDGEMENT

I sincerely and religiously devote this folio to all the gem of persons who have openly
or silently left an ineradicable mark on this research so that they may be brought into
consideration and given their share of credit, which they genuinely and outstandingly
deserve.

This expedition of research encountered many trials, troubles and tortures along the
way. I am essentially indebted to my guides “Mr.Avinash Kumar (Company Guide) &
Prof. Vasanti Dutta (Faculty Guide)” for this sweating learning experience. They
overlooked my faults and follies, constantly inspired and mentored via the proficient
direction. It was a privilege to work under their sincere guidance.

I express my thanks to Dr. Prashant Gupta, Director (M.B.A. / P.G.D.M.), Sanghvi

Institute of Management and Science, Indore for his considerate support whenever and
wherever needed. I honestly acknowledge the sincere guidance provided by the Head-
Corporate Relations, Mr. James Pal, Mr. Ashutosh Bakshi, Training & Placement Officer,
the Chairperson Prof. Gaurav Singh, Coordinators, Prof. Latika Rochlani & Prof. Hartej
Khera. I express my indebtedness to the management of Sanghvi Institute of
Management and Science, for inspiring us to grab and utilize this opportunity.

With profound sense of gratitude, I would like to truthfully thank a recognizable

number of individuals whom I have not mentioned here, but who have visibly or invisibly
facilitated in transforming this research into a success saga.

Above all, I would like to conscientiously thank the Omnipotent, Omnipresent and
Omniscient God for His priceless blessings!

Nishikant Muley
 CONTENTS
1. INTRODUCTON TO THE STUDY
2.WHOLESALE DEALER PROFILE
3.COMPANY PROFILE
4.BUSINESS AND PRODUCT PROFILE
5.DATA ANALYSIS AND INTERPRETATION
6.SWOT ANALYSIS
7.CONCLUSION AND SUGGESTION
8.APPENDIX AND REFERENCES
INTRODUCTION TO THE STUDY
 PROBLEM STATEMENT- A detailed comparison
between ITC’s Personal care products and other market
leaders and recommended strategies to increase sales,

 HYPOTHESIS- Adopting and replicating the strategies

of market leader will enhance the sales of
Personal Care Products.

 OBJECTIVES- 1. To study the strategy of market leader

2. To recommend strategy for the same

 METHODOLOGY

RESEARCH DESIGN:

A research design is the arrangement of conditions for collections and

analysis of data in a manner that aims to combine relevance to the research
purpose with economy in procedure.
On the basis of the fundamental objective of the research, there are three
types of research Exploratory, Conclusive and Performance monitoring.
In this project the research is first exploratory in nature as I had to find out
the strategies of the market leader in Personal Care Products channel in
Indore. After that the research becomes Descriptive in nature in which I have
to measure whether the strategy is helpful in increasing the sales of Personal
Care Products channel in Indore. For this questionnaire is made to verify the
respondents view.

SAMPLING PLAN:

It deals with the method of selecting items to be observed for the study.
Sampling plan is important aspect of research. Sampling is done efficiently,
effectively and unbiased.
POPULATION:

All items in any field of inquiry constitute a Universe or population.

SAMPLE SIZE:

A questionnaire of ten questions is made and respondent’s responses are

taken. The sample size is 100.

COLLECTION OF DATA:

Collection of data is done by me through questionnaires.

SOURCE OF DATA:

Primary data is used

• Students

• House wives

• Working peoples

ANALYSIS OF DATA:

Analyses of data were done by simple arithmetic formula.

 ADVANCED MARKETING

INTRODUCTION

Advanced Marketing is the wholesaler dealer of ITC. It is established in

year 2005 by Mr. Predeep Jain. All the FMCG products of ITCs are sale and
distributed from Advanced Marketing. It is situated at Vishwa Bhraman
Building, 1-B, Press Complex, A.B. Road, Indore. The main aim of
Advanced Marketing is to deliver the products of the company at right place
and at right time. All the employees of Advanced Marketing are very skilled
and dedicated to their work. Due to hard work of all the employees and
Pradeep Jain sir today Advanced Marketing is the largest distributer in
central India. It has different sections which performs their respective
assigned work regularly and timely. The office is located at prime location in
Indore so it is also very strong point for advanced marketing.

CORPORATE STRATEGY & OBJECTIVE

The main objective of Advanced Marketing is to increase the sales of the

products Prompt deliver the products to the destination. It works on a very
broad corporate strategy. Now day’s competition in market is very increase
because there are so many national and international companies are entered
into FMCG market so there are so many types of products are available in
the market in front of consumers so it is important for everyone to make
strategy and run on that basis. Advanced marketing are also run on this basis.

WORKING STRUCTURE

It consists of two divisions which are work under the area head. One division
is of cigarettes and other division is of other FMCG products. First division
is CFP which is of cigarettes this division saw the sales and distribution of
cigarettes to the respective shops. Another department is GFP which consists
of three another divisions these division are GR1 this department saw the
sales and distribution of foods the second department is GR2 which saw the
sales and distribution of personal care products and the third department is
GR3 which saw the sales and distribution of Bingo and Snacks.
First division CFP which is of cigarettes is responsible for the procurement,
sales and distribution of cigarettes to the respective shops. This division has
22 Hawker which are working on commission basis. Another GFP division
has three departments first is GR1 which is responsible for the procurement,
sales and distribution of foods products. This department has 2 supervisor
under which 10 salesman are working. Second department which comes
under GFP is GR2 which is responsible for procurement, sales and
distribution of personal products. This department has 2 supervisors under
which 9 salesman are working. The third department is GR3 which is
responsible for procurement, sales and distribution of Bingo and snacks. All
the personal which are work in GFP department are work on fixed salary
basis.
 THE 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 Forbs magazine, among India’s Most
Valuable companies by Business Today. ITC also ranks among India’s top
10 ‘Most Valuable
Brands, in a study conducted by brand Finance and published by Economic
Times.

ITC has diversified presence in Cigarettes, Hotels, Paperboards, & Specialty

Papers, Packaging, Agro Business, Packaged Food & Confectionery,
Information Technology, Branded Apparel, Personal care, Stationary,
SAFTY Matches and other FMCG products. While ITC is an outstanding
market leader in its traditional business of Cigarettes, Hotels, Paperboards,
Packaging and Agro-Exports, it is rapidly gaining market share even in its
nascent business of Packaged Foods & Confectionery, Branded Apparel,
Personal Care and Stationery.

As one of the Indi’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 provide the motive force to sustain growing shareholder value. ITC
practices this philosophy by not only each of its business towards
international competitiveness but by also consciously 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 business are expected to garner a
significant share of these emerging high growth markets in India.
ITC’s Agri-Business is one of the India’s largest exporters of agricultural
products.
ITC is one of the country’s biggest exchange earners (US $ 3.2 billion in the
last
Decade). The Company’s ‘e-copal initiative is enabling Indian agriculture
Significantly enhance its competitiveness by empowering Indian farmers
through
The power of internet. This transformational strategy, which has already,
became
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 marketing reach. ITC’s wholly owned information
Technology subsidiary ITC InfoTech India Ltd, 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 were the first company in India to
Voluntarily seek a corporate governance rating.

ITC employs over 24,000 people at more than 60 locations across India. The
Continuously endeavors to enhance its wealth generating capabilities in a
Globalizing environment to consistently reward more than 3, 81,000
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. “
 HISTORY AND EVOLUTION

ITC was incorporated on august 24, 1910 under the name of “Imperial
Tobacco Company of India limited”. Its beginnings were humble. A leased
office on Radha Bazaar Lane, Kolkata, was the centre of company existence.
The company celebrated its 16th birthday on August 24, 1926, by purchasing
the plot of land situated at 37, chowringhee, (now renamed J.L. Nehru Road)
Kolkata, for the sum of Rs 3,10,000. This decision of the company is historic
in more ways than one. It was to mark the beginning of a long and eventful
journey into India’s future. The Company’s headquarter building, ‘Virginia
House’, which came up on the plot of land two years later, would go on to
became one of the Kolkata’s most venerated landmarks. The Company’s
ownership progressively indianized, and the name of the company was
changed to I.T.C. Limited in 1974. In recognition of the Company’s multi-
business portfolio encompassing a wide range of business – Cigarettes &
Tobacco, Hotels, Information Technology, Packaging, Paperboards &
Specialty Papers, Agro-Exports, Foods, Lifestyle Retailing and greeting
Gifting & Stationary, Personal Care Products – the full stops in the
company’s name were removed effective September 18, 2001. The company
now stands rechristened ‘ITC Limited’.

# Though the first decades of the company’s existence were primarily

devoted to the growth and consolidation of the Cigarettes and Leaf Tobacco
businesses, the Seventies witnessed the beginning of a corporate
transformation that would usher in momentous changes in the life of the
Company.
# ITC’S Packaging % Printing Business was set up in 1925 as a strategic
backward integration for ITC’s Cigarettes business. It is today India’s most
sophisticated packaging house.

# In 1975 the company launched its Hotels business with the acquisition of a
hotel in Chennai which was rechristened ‘ITC-Welcome group Hotel Chola’.
The objective of ITC’s entry into the hotels business was rooted in the
concept of creating value for the nation. ITC chose the hotels business for its
potential to earn high levels of foreign exchange, create tourism
infrastructure and generate large scale direct and indirect employment. Since
then ITC’s hotels business has grown to occupy a position of leadership with
over 70 owned and managed properties spread across India.
# in 1979, ITC Entered the paperboards business by promoting ITC
Bhadrachalam Paperboards Limited, which today has became the market
leader in India. Bhadrachalam Paperboards amalgamated with the company
effective March 13, 2002 and became a division of the company,
Bhadrachalam Paperboards Division of the company. In November 2002,
this division merged with the Company’s Tribeni Tissues Division to form
the paperboards & specialty Paper division. ITC’s paperboards technology,
productivity, quality, and manufacturing processes are comparable to the
best in the world. It has also made an immense contribution to the
development of Sarapaka, an economically backward area in the state of
Andhra Pradesh. It is directly involved in education, environmental
protection and community development, in 2004, ITC acquired the
paperboard manufacturing facility of BILT Industrial Packaging Co. Ltd
(BIPCO), near Coimbatore, Tamil Nadu, The Kovai Unit allows ITC to
improve customer service with reduced lead time and a wider product range.

# in 1985, ITC set up Surya Tobacco Co. in Nepal as an indo-Nepal and

British joint venture. Since inception, its shares have been held by ITC,
British American Tobacco and various independent shareholders in Nepal,
In August 2002, Surya Tobacco became a subsidiary of ITC Limited and its
name was changed to Surya Nepal Private Limited (Surya Nepal).

# In 1990, ITC set up the Agro Business Division for export of agri-
comodities. The Division is today one of India’s largest exporters. ITC’s
unique and now widely acknowledge e-choupal initiative began in 2000 with
soya farmers in Madhya Pradesh. Now it extends to 10 states covering over
4 million farmers. ITC’s first rural mall christened ‘Choupal sagar’ was
inaugurated in August 2004 at Sehore. On the rural retail front, 24 ‘Choupal
Sagars’ are now operational in the 3 states of Madhya Pradesh, Maharashtra,
and Uttar Pradesh.

# In 2000, ITC launched a line of high quality greeting cards under the brand
name ‘Expressions’. In 2002, the product range was enlarged with the
introduction of gift wrappers, autograph books and slam books. In the same
year ITC also launched ‘Expressions Matrubhasha’ a vernacular range of
greeting cards in eight languages and ‘Expressions Paperkraft’, a range of
premium stationary products. In 2003, the company rolled out ‘Classmate’, a
range of notebooks in the school stationary segment.
# ITC also entered the Lifestyle Retailing business with the Wills Sport
range of international quality relaxed wear for man and woman in 2000. The
Wills Lifestyle chain of exclusive stores later expanded its range to include
Wills Classic formal wear and Wills Club life evening wear, ITC also
initiated a foray into the popular segment with its men’s wear brand, john
players, in 2002. In 2006, Wills Lifestyle became title partner of the
country’s most premier fashion event – Wills Lifestyle India Fashion Week
– that has gain recognition from buyers and retailers as the single largest B-
2-B platform for the Fashion Design Industry, To mark the occasion, ITC
launched a special ‘Celebration Series’, taking the event forward to
consumers. In 2007, the company introduced ‘Miss Players’-a fashion brand
in the popular segment for the young woman.

# In 2000, ITC spun off its information technology business into a wholly
owned subsidiary, ITC InfoTech India Limited, to more aggressively pursue
emerging opportunities in this area. Today ITC InfoTech is one of the
India’s fastest growing global IT and IT-enabled services companies and has
established itself as a key player in outsourcing, providing outsourced IT
solutions and services to leading global customers across key focus verticals
– Manufacturing, BFSI (Banking, Financial Services & Insurance), CPG&R
(Consumer packaged Goods and Retail), THT (Travel, Hospitality and
Transportation) and media & Entertainment.

# ITC foray into the Foods business is an outstanding example of

successfully blending multiple internal competencies to create a new driver
of business growth. It began in August 2001 with the introduction of
‘Kitchens of India’ ready-ot –eat Indian gourmet dishes. In 2002 ITC entered
the confectionary and Aashirvaad Atta. 2003 witnessed the introduction of
Sun feast as the Company entered the business segment. ITC’s entered the
fastest growing branded snacks category with Bingo! In 2007. In just six
years, the Foods business has grown to a significant size with over 200
differentiated products under six distinctive brands, with an enviable
distribution reach, a rapidly growing market share and a solid market
standing.

# In 2002, ITC’s philosophy of contributing to enhancing the

competitiveness of the entire value chain found yet another expression in the
safety matches initiative. ITC now markets popular safety matches brands
like iKno, Mangaldeep, Aim, Aim Mega, and Aim Metro.
# ITC’s foray into the marketing of Agarbattis in 2003 marked the
manifestation of its partnership with the cottage sector, ITC’ s popular
agarbattis brands include Spriha and Mangaldeep across a range of
fragrances like Rose, Jasmine, Bouquet. Sandalwood, Madhur, Sambrani and
Nagchampa.

# ITC introduced Essenza Di Wills, an exclusive range of fine fragrances

and bath & body care products for man and woman in July 2005. Inizio the
signature range under Essenza Di Wills provides a comprehensive grooming
regimen with distinct lines for man and woman. Continuing with its tradition
of bringing world class products to Indian customers the e company
launched ‘Fiama Di Wills’ a premium range of shampoos, shower gel, and
soaps in September, October, and December 2007 respectively. The
company also launched the Superia range of shampoos in the mass market
segment at selected markets in October 2007 and Vivel range of soaps in
February and Vivel range of shampoos in June 2008.

THE ITC WAY

• ITC is a broad-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 value of respect
for people and belief in empowerment. Its philosophy of
all round value creation is backed by strong corporate
governance policies and systems.
 ITC’s corporate strategies are:

• Create multiple drivers of growth by developing a

portfolio of world class businesses that best matches
organizational capability with opportunities in domestic
and export markets.

• Continue to focus on the chosen portfolio of FMCG,

Hotels, Paper, Paperboards and Packaging, Agro
Business and Information technology.

• Benchmark the health of each business

comprehensively across the criteria of Market Standing,
Profitability and internal Vitality.

• Ensure that each of its business is world class and

internationally competitive.

• Enhance the competitive power of the portfolio through

synergies derived by blending the diverse skills and a
capability residing in ITC’s various businesses.

• Create distributed leadership within the organization by

nurturing talented and focused top management teams
for each of the business.

• Continuously strengthen and refine corporate

governance process and systems to catalyze the
entrepreneurial energies of management by striking the
golden balance between executive freedom and the
need for effective control and accountability.
 VISION

MISSION

ITC’S CORE VALUES

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 company stakeholders.

ITC’S core are aimed at developing a customer focused, high performance

organization creates value for all its stakeholders:

To enhance the wealth generating capability of the enterprise in a

globalizing environment delivering superior and sustainable stakeholder
value.

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 long term sustainable basis.

Customer focus

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

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 bring different perspectives and
capabilities to the team and that a strong team is founded on a Varity 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 process, products, services and
management practices.
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.

BUSINESS AND DIVISION

 GROUP COMPANIES
SUBSIDIARIES
• ITC InfoTech

• Surya Nepal Private Limited

• Technico Pvt Ltd Australia

• Wimco Limited

• Fortune Park Hotels Limited

• Land base

• King Maker Marketing Inc U.S.A.

• Russell Credit Limited

• Srinivasa Resorts Limited

• Bay Islands Hotels Limited

• Gold Flake Corporation Limited

JOINT VENTURES
• Maharaja Heritage Resorts ltd

• ITC Filtrona

ASSOCIATE COMPANIES
• Gujarat hotels Limited

• International Travel House

 U na ud ite d F ina nc ia

G R O S S IN C O M E

N E T S A LE S
O TH E R O P E R A TIN G IN C O M E
N E T IN C O M E (1+ 2)

E XP E N D ITU R E
a) (Inc reas e) / dec reas e in s toc k -in-tra
progres s
ITC TOUCHING YOUR LIFE EVERYDAY
 PERSONAL CARE PRODUCTS

Expanding its portfolio of personal care products ITC today launch Vivel Di
Wills & Vivel, yet another world class range of soaps for the Indian
consumers. This follows the success of ITC’s previous launches-Essenzia Di
Wills, Fiama Di Wills, and Superia.

Backed by consumer insights, Vivel Di Wills offers a unique value

preposition of bringing together ingredients that provides the benefits of
Nourishment, Hydration and protection through a single product. These
unique features provide the discerning consumer complete care, thereby
enhancing beauty and confidence.

All products formulation has been scientifically developed at the ITC R & D
Centre after four years of extensive research. The products are enriched with
Actipro N which has Nourishing, Protecting and Hydrating Ingredients. The
exquisite fragrance for various products has been developed by leading
international fragrances houses.

The unique carton pack has been developed by ITC’s design team to provide
a noble consumer experience.

The Vivel Di Wills available in two ranges:

• Vivel Di Wills Sheer Radiance is enriched with Olive
Oil which provides skin luster and radiance.

• Vivel Di Wills Sheer Crème is enriched with Shea

Butter which moisturizes skin to make it soft and
supple.

The Vivel range is available in four variants:

• Vivel Young Glow is enriched with Vitamin E and Fruit
Infusions which provide youthful glow to the skin.

• Vivel Satin Soft is enriched with Vitamin E and Aloe

Vera which leaves the skin beautifully soft.

• Vivel Sandal Sparkle is enriched with Sandalwood Oil

and Active Clay which helps in providing clear skin.

• Vivel Ayurveda Essence is enriched with multiple

Ayurvedic
Ingredients helping to protect skin from germs and
harsh environment, keeping it healthy and beautiful.
OTHER PRODUCTS
 ITC’s Hotels

Television Advertising & Brand Ambassador of ITC

Advertisings
 PRODUCT COMPARISION OF ITC AND ITS COMPETITORS

PRODUCT COMPARISON

ITC HLL and other

Competitors

Fiama Di Wills Dove,Pears

Vivel Soap Lux,Dettol
Vivel Ayuryedic Soap Medimax
Vivel Shampoo Pantene & Head & Shoulder
Superia Soap Godrej no 1,jo,Dyna,Breeze
Superia Shampoo Chick,Clnic plus
 DATA ANALYSIS
MARKET SURVEY OF SOAPS FOR CONSUMERS

Name……………………………….....Address……………………………
…………Gender M / F
1. Which is your favorite soap brand?

(A) Lux (B) Vivel (C) Godrej No. (D)

Others………………..

2. Why do you use this brand?

(A)Quality (B) Price (C) Availability (D) Visibility (E) Celebrity

(F) Others………………….
3. If you do not find your find your favorite soap, which brand
you prefer?

(A)Lux (B) Vivel (C) Godrej No.1 (D) Others………………..

4. Have you heard about VIVEL ?
(A) Yes (B) No
5. If you have used VIVEL how you find quality?
(A) Good (B) Batter (C) Best (D) Average
(a) Do you prefer the packaging of VIVEL?
(A) Yes (B) No
(b) Are you satisfied with the price of VIVEL?
(A) Yes (C) No
(c) Do you find that VIVEL is readily available at your nearest shop?
(A) Yes (B) No
6. In your opinion what company should do, which you will like?
……………………………………………………………………………
……………………………………………………………………………
……………………………………………………………………………
…………
7.After this survey would you like to use VIVEL?
(A) Yes (B) No
10. If all the branded soaps are available then what will be your
preference Please rank them (A) Lux…. (B) Vivel…. (C) Godrej no 1….
(D) Superia…. (E) Others….
1.Which is your favorite soap brand?

(A) Lux (B) Vivel (C) Godrej No.1 (D) Superia

(E) Others………………..

SAMPLE SIZE 100

LUX GODREJ VIVEL OTHERS
30 8 12 60

2. Why do you use this brand?

(A)Quality (B) Price (C) Availability (D) Visibility (E) Celebrity
(F) Others………………….
QUALITY PRICE AVALIBALITY VISIBLITY CELEBRITY OTHERS
71 15 0 1 1 12
3.If you do not find your find your favorite soap, which brand you prefer?
(A)Lux (B) Vivel (C) Godrej No.1 (D) Others………………..
LUX VIVEL GODREJ NO 1 OTHERS
30 12 11 47

4. Have you heard about VIVEL ?

(A) Yes (B) No
YES NO
56 44

5. If you have used VIVEL how you find quality?

(A) Good (B) Batter (C) Best (D) Average

GOOD BATTER BEST AVERAGE

32 9 10 49
(a) Do you prefer the packaging of VIVEL?
(A) Yes (B) No
YES NO
83 17

(b) Are you satisfied with the price of VIVEL?

(A) Yes (C) No
YES NO
40 60

(c) Do you find that VIVEL & is readily available at your nearest shop?
(A) Yes (B) No
YES NO
85 15
In your opinion what company should do, which you would like
Advertisement- ITC should work on its advertising. Advertisings should
attract ypuths and teenagers because they are the main consumers of
personal care products.
Margin- Retailers demand more margin. They are not satisfied with the
margin provide by the company.
Price- People are not satisfied with the price of VIVIL.
Offers- Company shoukd provide regular offers to its customers discounts,
free sample. Many of the customers have not used VIVEL.
Varity- Company should introduce so many types of various fragrences.

ANALYSIS OF DATA
PROCESSING OF DATA –Preparing data for analysis
1. Preference-Favorite soap

Overall preference of soap

Lux 30%
Vivel 8%
Godrej no 1 12%
Others 60%

2. Reasion for using

Quality 71%
Price 15%
Availability 0%
 Visibility 1%
Celebrity 1%
Others 12%

3. Brand awareness

VIVIL
Yes 56%
No 44%

4. Packaging of the product

Yes 83%
No 17%
5. Price satisfaction

Yes 40%
No 60%

6. Availability

Yes 85%
No 15%
 INTERPRETATION

Interpretation refers to the task of drawing inferences from

collected facts after analytical study. In fact it is a search for
broader meaning of research finding.

1. Favorite sopes- Lux

2. Reason for using:

Overall preference for reasons for using soaps is Quality

and Fragrance 80%

• Reason-Price

it is 18%

• Reason- Avalibality

It is 69%

• Reason-Visiblity

It is 1%

• Reason-Selebrity

It is 2%
SWOT ANALYSIS
• STRENGTH

1. ITC provides wide range of varients of personal

care products for almost every distinct palate of
country.

2. Mass customization strategy for consumers to

adopt the product.

3. Product penetration is high.

• WEAKNESS

1. Brand awareness of vivil is excellent but

awareness of its varients is not up to the mark.

2. Ineffective communication with consumers.

• OPPORTUNITY

1. To gain the market share of market leader by

promotional activities

2. Huge local market still to trap

• THREATS

1. Players like HLL(Lux), Godrej no 1, Dyna and local

unbranded soaps can effect the sales of VIVEL
because they provide more margins to retailers
and their penetration is high.
CONCLUSION

AND

SUGGESTION
 CONCLUSION

After analysis and interpretation of data I reachwd the

conclusion that

Adopting and repliacating the strategies of market leader will

enhance the sales of VIVIL.

So by studying the strategy of market leader.

1. For favorate soaps the consumer preference is the soaps of market leader.
2. The reason for using the favorite soaps by consumers is the quality and
rate consumer prefers the market leader soaps due to price.
3. The substitute of consumer’s favorite soaps is also market leader’s
product.
4. Price satisfaction of soaps market leader preferred more by consumers.
5. Avaliablity of market leader’s product to the nearest reach of consumer is
good.
6. In Indore there are very large market of lower middle class in this class
the living standerd of peoples are medium and low and I find that most of the
peoples are not even know the VIVIL.
7. Brand emage of market leader’s product is excellent.
Hence the conclusion is according to hypothesis i.e.
“Adopting and replicating the strategies of market leader will enhance the
sales of Vivil in indore”
 SUGGESTIONS

After analysis, interpretation and conclusion of data Ihave

some suggestions for the company.

1. Company shiuld emphasize more on consumers,

teenagers and middle class because they are the large
consumers of soaps.

2. Product Innovation and mass customizaton should be

the strategy for a newcomer to adopt the product.

3. Company should work on the availability of personal

care products to satify the need of consumers.

4. Teenagers prefer advertisemant to buy soaps so

company should work on the advertisement.

5. Consumers prefers VIVEL as a substitute of their favirite

soaps so again availability is much important to satisfy
consumers.

6. Brand awareness and quality of VIVIL is average so the

company should advertise the brand and quality of
VIVIL to attract the consumer.

7. Company should work to establish VIVIL as a brand so

that the consumers should feel esteemed to purchase
VIVIL.

8. From the survey it is seen that VIVIL is hard soap so it is

very important for the company to make changes in the
hardnes of the VIVIL.
9. So many peoples suggest that antiseptic qualities are
also included in the soap so it will be more benefical to
thr consumers.

APPENDIX
AND
REFERENCES
Name of Gender User’s Brand Reasons Address
Respondents Brand Awareness for use
Pankaj Sahu M Dove Yes Quality Vijay
Nagar
Pratibha S F Lux Yes Quality Vijay
Nagar
Pradeep C M Lux Yes Quality Vijay
Nagar
Sumant A M Lux Yes Smell Vijay
Nagar
Nisha Ghosh F Santoor Yes Quality Vijay
Nagar
Anita F Lux No Quality Vijay
Tewari Nagar
Anjali K F Vivil Yes Quality Vijay
Nagar
Kushal V M Park Yes Quality Vijay
Avenu Nagar
Shashank L M Dove Yes Quality Vijay
Nagar
Aditya V M Dettol Yes Quality Vijay
Nagar
Sourabh P M Dove Yes Quality Palasia
Mehul Sony M Lux Yes Quality Palasia
Gourav T M Lux Yes Quality Palasia
Ankita roy F Dettol No Quality Palasia
Simi roy F Dettol No Quality Palasia
Rohini F Peers No Quality Palasia
Singh
Puja Singh F Peers No Quality Palasia
Shvendra S M Lifeboy Yes Quality Palasia
Roshan A M Lux No Quality Palasia
Vivek k M Lux Yes Celebrity Rambagh
Kalpana K F Lux Yes Price Rambagh
Kirti Pathak F Breeze Yes Price Rambagh
Preti Mishra F Lux No Quality Rambagh
Dilip Singh M Medimax No Quality Rambagh
Rajrendra P M Godrej No Price Rambagh
No1
Shashank J M Godrej Yes Price Rambagh
No1
Prateek D M Lux Yes Quality Rambagh

Radha S F Dettol Yes Quality Palasia

Tanya K F Santoor No Smell Palasia
Natasha S F Medimax No Quality Palasia
Harshita S F Breeze Yes Quality palasia
Sonam F Lux Yes Quality Palasia
Jain
Rahul G M Godrej no No Quality Rajwada
1
Amar Joshi M Godrej no No Quality Rajwada
1
Om Yadav M Godrej no No Quality Rajwada
1
Shammi K M Godrej no No Quality Rajwada
1
Farida K F Lifeboy No Quality Rajwada
Mujib K M Lifeboy No Quality Rajwada
Reshma K F Lifeboy No Quality Rajwada
Noshad K M Lifeboy No Quality Rajwada
Magid K M Lifeboy No Quality Rajwada
Salim K M Lifeboy No Quality Rajwada
Irshad K M Lifeboy No Quality Rajwada
Raja K M Lifeboy No Quality Rajwada
Lucky M Lifeboy No Quality Rajwada
Arya
Dinesh N M Lifeboy No Quality Rajwada
Mayour M Lifeboy No Quality Rajwada
jain
Megha S F Lifeboy No Quality Rajwada
Michal K M Lifeboy No Quality Rajwada
Appa M Lifeboy No Quality Rajwada
Goud
B L Goud M Lifeboy No Quality Rajwada
Rajesh G M Vivil Yes Quality Rajwada
Neeraj G M Lifeboy No Quality Rajwada
Sanjay G M Lifeboy No Quality Rajwada
Shyam S M Lifeboy No Quality Rajwada
Ashok k M Lifeboy No Quality Rajwada
Kiran Rao F Santoor Yes Price Palasiya
Akshay K M Dove Yes Quality Raj Nagar
Ananat U M Lux Yes Quality Raj Nagar
Govind L M Lux Yes Quality Raj Nagar
Mayouri F Dettol Yes Medicated Raj Nagar
Shikha S F Lux Yes Quality Raj Nagar

Mohit L M Godrej no1 Yes Availability Raj Nagar

Rashmi F Vivil Yes Quality Palasia
Jain
Shoab Gori M Rexona No Quality Rajwada
Isaq Gori M Rexona No Quality Rajwada
Sambhav J M Dettol No Nature M G Road
Mani S F Vivil Yes Smell Sudama N
Pawan B M Godrej no No Price Pardesipura
1
Ms Bhurad F Godrej no No Price Pardesipuri
1
Sakshi F Lux No Price Rambagh
Joshi
Prisha M F Vivil Yes Quality P Y road
Rohan M Lux Yes Price Bhawarkua
Anagha R F Lux Yes Quality Raj Nagar
Aditya R M Park Yes Quality Raj Nagar
Avenu
Sonia M Vivil Yes Price Bhawarkua
Sharad Y M Lux Yes Quality Gita Bhawn
Punit Y M Lux No Quality Gita Bhawn
Rikin M Vivil Yes Quality Rajwada
Talati
Rachit T M Dettol No Quality Rajwada
Gourav M Lux Yes Quality M B Road
P S Shakya M Pears No Quality R N T
Marg
Anita R F Lux No Quality R N T
Marg
Raj Mehra M Vivil Yes Quality R N T
Marg
Seema F Pears No Quality M B Road
A E M Medimax Yes Price Rajendra N
Rampkr
Sunny M Lifeboy No Price M B Road
O P Jain M Rexona No Smell Rajwada
Priyanka T F Lux No Price P Y Road
Ashok H M Dove Yes Price P Y Road
Roopal T F Medimax Yes Quality P Y Road
Purva C F Godrej no Yes Price A B Road
1
Ankita C F Godrej no1 Yes Price A B Road
Suraj Jain M Park Yes Quality A B Road
Avenu
Smita M F Lux Yes Quality Rajwada
Nikita M F Lux Yes Smell Rajwada
Mohit S M Lux Yes Price Rajwada
Deepash K F Lux Yes Price Rajwada
Rachit T M Lux Yes Smell R N T
Marg
Chintaman M Lux Yes Quality J Marg
Kapil Jain M Lux Yes Quality J Marg

References :
www.itcportal.com