PROJECT REPORT

ON

“STUDY OF RETAILERS
PREFERENCE TOWARDS ITC
CANDYMAN AND CANDICO
CANDIES”

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 ITC
One of India’s Most Valuable Corporations
One of India’s premier private limited groups with over 97 years of
experience

Large and established Distribution Network

Having market capitalization of US $ 15 billion

Annually turnover of the company is US $ 4.75 billion

It is one of the 8 Indian Companies to feature in ‘Forbes A-list’ for 2004

It has more then 21,000 employees at more then 60 location across India with
4,86,000 share holders.

Rated as:
 The Forbes Global 2000 rankings for 2006 at position 1171.
 Third in pre-tax profit among India's private sector corporations.
 No. 1 in FMCG Sector by IMRB-Business world Survey 2006.
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 About ITC

Diversified presence in
 Packaged Foods &
 Cigarettes, Confectionery,
 Hotels,  Information Technology,
 Paperboards & Specialty Papers,  Branded Apparel,
 Packaging,  Personal Care, Greeting Cards,
 Agri-Business, Safety Matches and other
FMCG products

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 ITC’s FMCG Business
 FOODS:
ITC made its entry into the branded & packaged Foods business in August 2001

 Famous brands in this section are:

Kitchens of India
Aashirvaad
Sunfeast
mint-o
Candyman
Bingo!

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 OBJECTIVES OF THE STUDY

• To know about the retailer satisfaction level

associated with the product and the retailer
preference level.
• To increase retailer satisfaction and recapture
the market share by fulfilling the customer
needs.
• To study the factors affecting the consumption
pattern.

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 RESEARCH METHODOLOGY

Defining the Research problem

Problem definition refers to the objective on which
research has to be done.

• Scope of the study- survey was conducted in

Saharanpur.
• Sampling method- Exploratory sampling method was
used.

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 DATA COLLECTION

DATACOLLECTION
• Primary data- The data has been collected directly
from respondent with the help of structured
questionnaires.
• Secondary data-It is one which has already been
collected by some one else or which has been passed
through statistical processing. Under this project
secondary data has been collected from books and
websites.
• Sample Size- sample size for my project was 100
respondents.
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DATA ANALYSIS AND
INTERPRETATION

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 SALE OF THE CANDIES

95
100

80

60
Number of Respondents
40

20
5
0
Yes No

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 BRAND PREFERENCE

80 73
70
60
50
40 ITC CANDYMAN
22 CANDICO
30
20
10
0
PREFERENCE BY CONSUMERS

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OVERALL PURCHASE OF SUB- BRANDS OF CANDIES

OVERALL PURCHASE OF SUB- BRANDS OF CANDIES NUMBER OF

RESPONDANTS
17 11
15 69
ECLAIRS
18 COFFITINO
MINT-O-FRESH
19
FRUITEE FUN
NATKHAT MANGO
ECLAIRS
41 64 COFFI TOFFI
FRUITS CANDY
MINT CANDY
GREEN MANGO
49 11
 PREFERENCE OF
SUB-BRANDS OF PREFERENCE OF
ITC CANDYMAN SUB-BRANDS OF
CANDIES CANDICO CANDIES

SUB- BRANDS R SUB- BRANDS R

ANK ANK
ECLAIRS 1 S ECLAIRS 1 S

COFFITINO 2 COFFI TOFFI 3

MINT-O-FRESH 3 FRUITS CANDY 2

FRUITEE FUN 4
MINT CANDY 4
NATKHAT 5
MANGO GREEN MANGO 5

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 INFLUENCING FACTORS DURING PURCHASE
ITC CANDYMAN CANDIES CANDICO CANDIES

FACTORS RANK FACTORS RANK

FLAVOR/TASTE 1 FLAVOR/TASTE 1
PRICE 7 PRICE 5
QUALITY 2 QUALITY 2
PACKAGING 3 PACKAGING 9
FORM 8 FORM 8
BRAND 4 BRAND 3
IMAGE 5 IMAGE 4
COLOR 9 COLOR 7
SHAPE 10 SHAPE 10
QUANTITY 5 QUANTITY 6

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 FACTORS GIVING MOST SATISFACTION TO RETAILERS

ITC CANDYMAN CANDIES CANDICO CANDIES

FACTORS RANK FACTORS RANK

FLAVOR/TASTE 1 FLAVOR/TASTE 1
PRICE 5 PRICE 8
QUALITY 2 QUALITY 2
PACKAGING 4 PACKAGING 10
FORM 6 FORM 8
BRAND 2 BRAND 5
IMAGE 10 IMAGE 3
COLOR 7 COLOR 6
SHAPE 8 SHAPE 4
QUANTITY 9 QUANTITY 6
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 FORM PREFERENCE

Form of a Candy Prefered by People

Number of Consumers

40
30 HARD
30 26
21 NUTTIES
18
20
CRUNCHY
10
CHEW
0
1Forms

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 PACK OF CANDIES PREFERED

Pack of Candy Prefered

60
48
50
Consumers
Number of

40 POLLY BAG
28
30 19 JAR
20 JUMBO JAR
10
0
1
Pack

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PROMOTIONAL OFFERS

Effect of Promotional Offers while

Purchase
Number of Consumers

60 52
50
40 FREE GIFTS
30 23 PRICE OFFER
20
20 ANY OTHER
10
0
Promotional
1 Offers

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FACTORS AFFECTING PURCHASE
Factors Affecting Purchase ADVERTISEMENT

80 67 SUGGESTION FROM
Number of retailers

CUSTOMERS

60
ATTRACTIVE DISPLAY

40 28
17 12 14
20 10 SALESMAN ADVICE

0 BRAND AMBASSDORS

1Factors
INGREDIENTS

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 MEDIA OF ADVERTISEMENT
Media of Advertisement influencing the Purchase

80 75
Number of retailerser

Television
60 Newspapers

40 Brochers
25 Hoarding
20 10 5 8 Display

0
1 Advertising
Media Of

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 FREQUENCY OF CONSUMPTION

Frequency of Consumption

50
Number of Retailers

39
40 Once in a
30 fortnight
16 17 18 Daily
20
10 5 Weekly
0 Monthly
1 Frequency
Quarterly

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REACTION OF RETAILERS IF NEW BRAND IS INTRODUCED

Reaction of retailers if new brand is

introduced

40 35
Number of Retailers

35 29 No, Not at all

30 27
May Consider
25
20 Shall Not
15 Can't Say
10 4
5
0
1 Reactions

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 FINDINGS OF THE STUDY
• People believes in ITC .
• Mostly people are addicted to the same flavor or taste
and they don’t want to change it.
• Advertisement is the best measure to attract retailers
to purchase more.
• Television is the best medium for the advertisement.
• Hard candies are mostly preferred by the people.

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 RECOMMENDATIONS
• Company should concentrate more on television for
advertisement, as mostly people get attracted through
television only.
• For promotional offers, company should go for free gifts.
• Candico company should concentrate on its packing as
people are least satisfied with it while ITC Candyman
should concentrate on the shape of their candy.
• People are unsatisfied with the price and quantity of
candy so companies should concentrate in this regard
also.

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