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STUDY OF RETAILERS PREFERENCE TOWARDS


ITC VIVEL SOAP AND HUL PERSONAL CARE
PRODUCTS

SUBMITTED TO:
MIT-COLLEGE OF MANAGEMENT, PUNE.

IN PARTIAL FULFILMENT OF THE


REQUIREMENT FOR THE CERTIFICATE OF POST
GRADUATE PROGRAMME IN Agri & Food Business
Management.

BATCH (2008-2010)

GUIDE: SUBMITTED BY:


Mr.KOKATE ABHAYSINH SALUNKE
ROLL No. 40

MIT-COLLEGE OF MANAGEMENT,
PUNE.
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INDEX
Contents Page no.

Certificate
Acknowledgement 5
Preface 6
Declaration 7
Chapter I:-
ITC Vivel Profile 9-12
HUL Profile 13-15
Chapter II:-
Objective of the study 17
Scope of the study 18
Research Methodology 19-20
Limitations of the study 21
Chapter III:-
Data Analysis & Interpretation 22-45
Chapter IV:-
Findings 47
Swot Analysis 48-50
Suggestions 51
Conclusions 52
Chapter V:-
Annexure 53
Chapter VI:-
Bibliography 59
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LIST OF TABLES
TABLE TITLE PAGE
NUMBER NUMBER
1 Sale Of The Soaps 23
2 Brand Preferences 24
3 Purchase Of ITC Personal Care Products 25
4 Purchase Of HUL Personal Care Products 26
5 Overall Purchase Of Soaps 27
6 Preference Of Sub-brands Of ITC PCP 28
7 Preference Of Sub-brands Of HUL PCP 29
8 Influencing Factors During Purchase Of Soaps 30
9 Influencing Factors During Purchase Of ITC Personal Care 31
Products
10 Influencing Factors During Purchase Of HUL PCP 32
11 Factors Giving More Satisfaction To The Retailers 33
12 Factors Giving More Satisfaction To The Retailers in ITC 34
PCP
13 Factors Giving More Satisfaction To The Retailers In HUL 35
PCP
14 Form Preferences 36
16 Promotional Offers 38
17 Factors Affecting Purchase 39
20 Media Of Advertisement 40
21 Frequency Of Consumption 41
22 Reasonable Price 42
23 Consumer’s Brand Loyalty 43
24 Reaction Of Customers If New Brand Is Introduced 44

LIST OF GRAPHS
GRAPH TITLE PAGE
NUMBER NUMBER
2 Brand Preference 24
3 Purchase Of ITC PCP 25
4 Purchase Of HUL PCP 26
5 Overall Purchase Of Soaps 27
6 Form Preferences 36
4

8 Promotional Offers 38
9 Factors Affecting Purchase 39
10 Media Of Advertisement 40
11 Frequency Of Consumption 41
12 Reasonable Price 42
13 Retailer’s Brand Loyalty 43
14 Reaction Of Retailers If New Brand Is Introduced 44

ACKNOWLEDGEMENT

First of all I would like to thank the Management at ITC ltd. for giving me the
opportunity to do my two months project training in their esteemed organization. I am
highly obliged to my project guide Mr. PIYUSH MISHRA for granting me to
undertake my training at Nasik.

I express my thanks to all Staff of the 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 highly commendable.

My heartfelt thanks go to all the executives who helped me gain knowledge about the
actual working and the processes involved in various departments. I have no words to
express my feeling of deep gratitude, which I owe to Prof. Kokate (faculty
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member), who extended me assistance, support and council without, which this project
would not have been materialized

GUIDE:
Mr. Kokate Abhaysinh Salunke

PREFACE

I am lucky that, I got an opportunity for making the project report on “ITC’s PERSONAL
CARE PRODUCTS.” I visited the various concerns for two months and I prepare my
project report on the topic “STUDY OF RETAILERS PREFERENCE TOWARDS ITC
VIVEL SOAP AND HUL PERSONSL CARE PRODUCTS.” 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.
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DECLARATION

Hereby declare that the project report entitled “STUDY OF RETAILERS PREFERENCE
TOWARDS ITC Vivel Soap & HUL Personal Care Products.” submitted for the
Certificate in PGP AFBM, is my original work and the project report has not formed the
basis for the award of any diploma, degree, associate ship, fellowship or similar other
titles. It has not been submitted to any other university or institution for the award of any
degree or diploma.

Place:
Date: Abhaysinh Salunke
PGP AFBM-III Sem
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CHAPTER-I
INTRODUCTION
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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 Agri-Exports, 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 hotelier. Over time, the strategic forays into new
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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 24,000 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 3,83,000 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."

ITC currently has three brands in the personal care product segment –‘Fiama’, ‘Vivel’
and ‘Superia’.

In line with ITC's aspiration to be India's premier FMCG Company, recognized for its
world-class quality and enduring consumer trust, ITC forayed into the Personal Care
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business in July 2005. In the short period since its entry, ITC has already launched an
array of brands, each of which offers a unique and superior value proposition to
discerning consumers. Anchored on extensive consumer research and product
development, ITC's personal care portfolio brings world-class products with clearly
differentiated benefits to quality seeking consumers.

ITC's Personal Care portfolio under the 'Essenza Di Wills', 'Fiama Di Wills', 'Vivel Di
Wills' 'Vivel UltraPro', 'Vivel' and 'Superia' brands has received encouraging consumer
response and is being progressively extended nationally.

ITC's state-of-the-art manufacturing facility meets stringent requirements of hygiene and


benchmarked manufacturing practices. Contemporary technology and the latest
manufacturing processes have combined to produce distinctly superior products which
rank high on quality and consumer appeal.

Extensive insights gained by ITC through its numerous consumer engagements have
provided the platform for its R&D and Product Development teams to develop superior,
differentiated products that meet the consumer's stated and innate needs. The product
formulations use internationally recognized safe ingredients, subjected to the highest

Standards of safety and performance.


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Vivel Portfolio:

Between February and June 2008, ITC expanded its personal care portfolio with
the launch of Vivel Di Wills and Vivel brands. Vivel Di Wills, a range of soaps, and
Vivel, a range of soaps and shampoos, cater to the specific needs of a wide range of
consumers.

Vivel Di Wills and Vivel are high quality ranges of soaps and shampoos for the upper-
mid and mid-market consumer segments. All products offer a unique value proposition of
bringing together ingredients that provide the benefit of Nourishment, Protection and
Moisturisation through one product, hence providing the ever discerning consumer
complete care, which makes her beautiful and confident.

The Vivel Di Wills range of Soaps is available in two variants.

• Vivel Di Wills Sheer Radiance is enriched with Olive


Oil, to provide skin lustre to make it radiant.
• Vivel Di Wills Sheer Crème is enriched with Shea
Butter, to moisturize skin to make it soft and supple.

The Vivel range of soaps is available in five variants:-

• Vivel Young Glow is enriched with Vitamin E and Fruit


Infusions which help in providing youthful glow to the
skin.
• Vivel Satin Soft is enriched with Vitamin E and Aloe
Vera which help the skin feel beautifully soft.
• Vivel Sandal Sparkle is enriched with Sandalwood Oil
and Active Clay which helps in providing clear skin.
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• Vivel Ayurveda Essence is enriched with multiple


Ayurvedic Ingredients which help protect skin from
germs and harsh environment, keeping it healthy and
beautiful.

Vivel Silk Spring is enriched with Green Apple extracts


and Olive oil which help in making skin smooth.

The Vivel range of shampoos is available in three variants:-

• Vivel Shine & Glow is suitable for dull to


normal hair and is enriched with Green Tea
Extract and Conditioners. It adds shine to
hair.
• Vivel Soft & Fresh is suitable for dry to
normal hair and contains Extra Conditioners
and Soya Protein. It makes hair soft and
fragrant.
• Vivel Volume & Bounce is suitable for oily
to normal hair and contains Jojoba Oil and Conditioners. It adds volume and
bounce to hair.

The product portfolio was further enhanced with the launch of Ultrapro anti-dandruff
shampoo under the umbrella brand Vivel in December 2008. Ultrapro promises to fight
dandruff twice as effectively while also providing care for hair through the plus plus
benefits of Nourishment and Moisturisation.
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STRATEGIES OF ITC

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.

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
& Packaging, Agri Business and Information Technology.
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• Benchmark the health of each business comprehensively across the criteria of


Market Standing, Profitability and Internal Vitality.
• Ensure that each of its businesses is world class and internationally competitive.
• Enhance the competitive power of the portfolio through synergies derived by
blending the diverse skills and capabilities residing in ITC’s various businesses.
• Create distributed leadership within the organization by nurturing talented and
focused top management teams for each of the businesses.
• Continuously strengthen and refine Corporate Governance processes and systems
to catalyses the entrepreneurial energies of management by striking the golden
balance between executive freedom and the need for effective control and

accountability.

HUL PROFILE

➢ HISTORY OF THE COMPANY:

Hindustan Unilever Limited (abbreviated to HUL) (BSE: HUL) formerly Hindustan


Lever Limited, is India’s largest consumer products company and has an annual turnover
of over Rs 13,000 crores (calendar year 2007). It was formed in 1933 as Lever Brothers
India Limited and came into being in 1956 as Hindustan Lever Limited through a merger
of Lever Brothers, Hindustan Vanaspati Mfg. Co. Ltd. and United Traders Ltd. It is
headquartered in Mumbai, India and has employee strength of over 15,000 employees
and contributes for indirect employment of over 52,000 people. The company was
renamed in late June 2007 to “Hindustan Unilever Limited”.
15

In 2007, Hindustan Unilever was rated as the most respected company in India for the
past 25 years by Business World, one of India’s leading business magazines. The rating
was based on a compilation of the magazine’s annual survey of India’s Most Reputed
Companies over the past 25 years. HUL is the market leader in Indian consumer products
With presence in over 20 consumer categories such as Soaps, Tea, Detergents and
Shampoos amongst others with over 700 million Indian consumers using its products. It
has over 35 brands. Sixteen of HUL’s brands featured in the AC Nielsen-Brand Equity
list of 100 Most Trusted Brands Annual Survey (2008). According to Brand Equity, HUL
has the largest number of brands in the Most Trusted Brands List. It’s a company that has
consistently had the largest number of brands in the Top 50 and in the Top 10 (with 4
brands).
Hindustan Unilever distribution covers over 1 million retails outlets across India directly
and its products are available in over 6.3 million outlets in India, i.e. nearly 80% of the
retail outlets in India. It has 39 factories in the country. Two out of three Indians use the
company’s products and HUL products have the largest consumer reach being available
in over 80 per cent of consumer homes across India.
The Anglo-Dutch company Unilever owns a majority stake (52%) in Hindustan Unilever
Limited. HUL was one of the eight Indian companies to be featured on the Forbes list of
World’s Most Reputed companies in 2007.

Since 1929, Lux in step with the changing trends and evolving beauty needs of the
consumers, offers an exciting range of soaps and Body Washes with unique elements to
make bathing time more pleasurable. One can choose from a range of skincare benefits
like firming, fairness and moisturizing.

Lux stands for the promise of beauty and glamour as one of India's most trusted personal
care brands. Lux Believes in passion for beauty .It continues to be a favourite with
generations of users for the experience of a sensuous and luxurious bath. Lux believes
that femininity shouldn’t be denied. Since its launch in India in the year 1929, Lux has
offered a range of soaps in different sensuous colours and world class fragrances. Lux is a
beauty soap of film stars, Lux recognized the need for a compelling message about
beauty that would resonate with women of today.
Lux has recently launched its two fruit extract variants – New Lux Strawberry & Cream
and Lux Peach & Cream contain a blend of succulent fruits & luscious Chantilly cream
that melts down into your skin making it soft and smooth.

Range Of Personal Care Products:

Personal Wash:
1. Lux
2. Breez
3. Lifebuoy
4. Liril
5. Hamam
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6. Dove
7. Pears
8. Rexona

Hair Care:
1. Sunsilk Naturals
2. Clinic

Ayurvedic Personal And Health


Care:
1. Ayush
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CHAPTER-II
18

OBJECTIVES OF THE STUDY

This project is based on the comparative study consumer behavior towards ITC
Vivel Soap & HUL Personal Care Products. Objectives of the study are:

 The other objective is to know about the customer satisfaction level


associated with the product and the customer preference level.

 To increase customer satisfaction and capture the market share by fulfilling


the customer needs.

 To study the factors affecting the consumption pattern.


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SCOPE OF THE STUDY

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 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
consumer’s needs, but the marketer’s objectives.

The scope of my study restricts itself to the analysis of retailer preferences, perception
and consumption of ITC Vivel Soap & HUL Personal Care Products. There are many
other brands of PCP available but my study is limited to two major players of PCP
leaving behind the others. The scope of my study is also restricts itself to Panchavati
Region of Nasik only.
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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 use of ITC Vivel Soap & HUL Personal Care Products
used by the people. The data had been used to cover various aspects like usage, retailer’s
preference and retailer’s satisfaction regarding Vivel Soap & HUL Personal Care
Products. In collecting requisite data and information regarding the topic selected, I went
to the retailers of Panchavati(Nasik) 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.

Sample Size and Design:


A sample of 100 Peoples was taken on the basis of convenience. The actual retailers were
contacted on the basis of random sampling.

Research Period:
Research work is only carried for 3 or 4 weeks.

Research Instrument:
This work is carried out through self-administered questionnaires & company Provided
Excel Sheets. The questions included were open ended, dichotomous and offered
multiple choices.
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Data Collection:
The data, which is collected for the purpose of study, is divided into 2 bases:
 Primary Source: The primary data comprises information survey of
“Comparative study of retailer behavior towards ITC Vivel Soap & HUL
Personal Care Products”. The data has been collected directly from respondent
with the help of structured questionnaires.
 Secondary Source: The secondary data was collected from internet and
references from Library.

Data Analysis:
The data is analyzed on the basis of suitable tables by using mathematical techniques.
The technique that I have used is bar graphs.
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LIMITATIONS OF THE STUDY

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 the
formulation of this project. The main limitations are as follows:

 Due to limitation of time only few people were selected for the study. So the
sample of retailers was not enough to generalize the findings of the study.

 The main source of data for the study was primary data with the help of self-
administered questionnaires. Hence, the chances of unbiased information are less.

 People were hesitant to disclose the true facts.

 The chance of biased response can’t be eliminated though all necessary steps were
taken to avoid the same.
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CHAPTER-III
DATA ANALYSIS
AND
INTERPRETATION
24

ANALYSIS OF THE STUDY

SALE OF THE PCP

Table: 1

Sale of the Soaps Yes No


Number of Respondents 95 5

Chart: 1

From the above analysis of the given sample of 100 respondents it is concluded that out
of 100 people 95 people sell Soaps while only 5 people don’t sell Soaps.
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BRAND PREFERENCE
Table: 2
BRANDS PREFERENCE BY CONSUMERS
ITC Vivel Soap 22
HUL LUX 73

Chart: 2

From the above analysis of given sample of 95 respondents who sell Soaps it is
concluded that only 22 people prefer to sell ITC Vivel Soap while 73 people likes to sell
HUL Lux.
26

PURCHASE OF PERSONAL CARE


PRODUCTS
PURCHASE OF ITC VIVEL SOAP
Table: 3
ITC PERSONAL CARE PRODUCTS
SUB- BRANDS NUMBER OF RESPONDANTS
Fiama Di Wills 14
Vivel Di Wills 16
Vivel TS 21
Superia TS 19
Vivel ayurvedic 9

Chart: 3
From the above analysis of given sample of 22 respondents who use ITC Personal Care
Products it is concluded that mostly people has purchased Vivel TS sub-brand of ITC
PCP while Vivel Ayurvedic is least purchased by the people.
27

PURCHASE OF HUL PERSONAL CARE


PRODUCTS
Table: 4
HUL PCP
SUB- BRANDS NUMBER OF RESPONDANTS
LUX 69
LIFEBUOY 64
LIRIL 61
BREEZE 41
DOVE 49

Chart: 4
From the above analysis of given sample of 73 respondents who use HUL personal care
products it is concluded that mostly all sub-brands are purchased by people but top most
is LUX followed by LIFEBUOY and LIRIL.

PREFERENCE OF SUB-BRANDS OF ITC PCP

PREFERENCE OF SUB-BRANDS OF ITC PCP


Table: 6
SUB- BRANDS TOTAL NO. OF RANKS
PREFERENCE
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Vivel TS 21 1
Superia TS 19 2
Vivel Di Wills 16 3
Fiama Di Wills 14 4
Vivel Ayurvedic 9 5

According to the above analysis it is concluded that in ITC PCP, Vivel TS is the most
preferred sub-brand as it is ranked first by the respondents. While Vivel Ayurvedic is the
least preferred sub-brand of ITC PCP.

PREFERENCE OF SUB-BRANDS OF HUL PCP

Table: 7
SUB- BRANDS TOTAL NO. RANKS
OF
PREFERENCE
LUX 69 1
LIFEBUOY 64 3
LIRIL 61 2
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DOVE 49 4
BREEZE 41 5

According to the above analysis it is concluded that in HUL BRANDS,LUX is the most
preferred sub-brand as it is ranked first by the respondents. While BREEZE is the least
preferred sub-brand of HUL Personal Care Products.

INFLUENCING FACTORS DURING PURCHASE

OVERALL INFLUENCE
Table: 8
FACTORS TOTAL NO. OF RANK
RESPONDENTS
FLAVOR 69 6
PRICE 84 2
QUALITY 88 1
PACKAGING 64 7
FORM 62 8
30

BRAND 79 4
IMAGE 72 5
COLOR 56 10
SHAPE 61 9
QUANTITY 81 3

According to the above analysis it is concluded that on an average mostly people are
influenced by quality followed by price, quantity and brand. It is surprised to know that
very few people are influenced by shape followed by color of the soaps.

INFLUENCING FACTORS DURING PURCHASE OF


ITC PERSONAL CARE PRODUCTS

Table: 9
FACTORS TOTAL NO. OF RANK
RESPONDENTS
FLAVOR 11 8
PRICE 20 1
QUALITY 18 3
PACKAGING 16 5
FORM 13 7
BRAND 19 2
IMAGE 15 6
COLOR 9 9
SHAPE 6 10
31

QUANTITY 17 4

According to the above analysis it is concluded that on an average mostly people are
influenced by Price followed by brand, quality and quantity. Here color and shape are not
all influencing people while purchasing ITC Personal Care Products.

INFLUENCING FACTORS DURING PURCHASE OF


HUL PCP

Table: 10
FACTORS TOTAL NO. OF RANK
RESPONDENTS
FLAVOR 70 2
PRICE 61 5
QUALITY 60 6
PACKAGING 64 4
FORM 59 7
BRAND 73 1
IMAGE 69 3
COLOR 52 8
SHAPE 44 10
QUANTITY 56 9
32

According to the above analysis it is concluded that on an average mostly people are
influenced by Brand followed by flavor, image and packaging. Here shape and quantity
are not all influencing people while purchasing HUL Personal Care Products.

FACTORS GIVING MOST SATISFACTION TO


RETAILERS

OVERALL
Table: 11
FACTORS GRAND TOTAL RANK
FLAVOR 61 10
PRICE 89 1
QUALITY 80 4
PACKAGING 78 5
FORM 74 6
BRAND 86 2
IMAGE 72 7
COLOR 67 8
SHAPE 63 9
QUANTITY 82 3

According to the above analysis it is concluded that on an average people are most
satisfied with the price of a soaps followed by quantity and brand. It is surprising to know
that although people are satisfied with quantity but unsatisfied with the shape and colour.
33

PACK PREFERENCE

Table: 14

FORM OF SOAP NUMBER OF


RESONDENTS
SINGLE 27
PACK OF 2 14
PACK OF 3 43
PACK OF 4 16

Chart: 6
According to the above analysis it is concluded that most of the people likes to purchase
soaps in pack of Three and single pack of a soap is least preferred.
34

PROMOTIONAL OFFERS

Table: 16
PROMOTIONAL OFFERS NUMBER OF RESPONDENTS
FREE GIFTS 23
PRICE OFFER 52
ANY OTHER 20

Chart: 8

According to the above analysis it is concluded that out of sample of 95 people who sell
soaps 23 are attracted by free gifts, 52 by price offers while 20 were attracted by some
other reasons.
35

FACTORS AFFECTING PURCHASE

Table: 17
FACTORS NUMBER OF
RESPONDENTS
ADVERTISEMENT 67
SUGGESTION FROM CUSTOMERS 17
ATTRACTIVE DISPLAY 12
SALESMAN ADVICE 14
BRAND AMBASSADORS 10
INGREDIENTS 28

Chart: 9

According to the above analysis it is concluded that Advertisement is the best measure to
attract retailers to purchase more. Its impact is much more than other factors. While
customers and brand ambassadors also play a significant role in this regard.

MEDIA OF ADVERTISEMENT
36

Table: 18
MEDIA OF ADVERTISEMENT NUMBER OF RESPONDENTS
TELEVISION 75
NEWSPAPERS 10
BROCHURES 5
HOARDING 8
DISPLAY 25

Chart: 10

According to the above analysis it is concluded that television emerges as the best media
for advertisement of Personal Care Products that compel consumers to buy. It is much
more than other ways as out of 95 respondents 82 are attracted to by through television
media while brochures are the least attracting media.

REASONABLE PRICE

Table: 20
37

PRICE OF SOAPS NUMBER OF RESPONDENTS


BELOW Rs. 10 6
Rs.10-Rs.15 23
Rs.15-Rs.20 51
Rs.20-Rs.25 4
ABOVE Rs.25 11

Chart: 12

According to the above analysis it is concluded that the retailers thinks Rs15-Rs.20 is the
reasonable price of soap. So it must be worthwhile to know this as it may effect the sale
of Personal Care Products.

CONSUMER’S BRAND LOYALTY

Table: 21
BRAND LOYALTY ACTIONS NUMBER OF RESPONDENTS
POSTPONE YOUR PURCHASE 26
SWITCH OVER TO OTHER BRANDS 24
38

GO TO OTHER SHOP FOR SEARCH 45


OF PREFERED BRAND

Chart: 13
According to the above analysis it is concluded that mostly people are loyal to the brand
as in the absence of availability of their preferred brand mostly people like to search for it
or they are ready to postpone their purchase.

REACTION OF RETAILERS IF NEW BRAND IS


INTRODUCED

Table: 22
SHIFT TO NEW BRAND OF THE NUMBER OF RESPONDENTS
PREFERED PRODUCT
NO, NOT AT ALL 35
39

MAY CONSIDER 27
NO, SHALL NOT 4
CAN’T SAY 29

Chart: 14

According to the above analysis it is concluded that mostly people are addicted to the
same flavor and they don’t want to change it as out of 95 respondents 35 are not ready to
try new brand at any cost.

REASONS FOR NOT SWITCHING OVER TO OTHER


BRANDS

All the retailers why they continue to buy the old brand gave various important reasons.
The most important reasons given by the retailers were:
 Brand
 Image
 Quality
 Packaging
 Flavor
40
41

CHAPTER-IV

FINDINGS

 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.
42

 PRODUCT RESEARCH:
Under product research I came to know about the
modification which retailers wants as to the quality, packing, shape, color, and
quantity etc of their favorite Brand.

 PRICING RESEARCH:
This includes interest of consumers, to pay for the
product, how much a person can spend on his/her favorite Brand of Personal Care
Products. In this I have tried to find out retailer’s price expectations and reactions.

 ADVERTISING RESEARCH:
Under this I have concluded that whether the
advertisement appeals the retailers or not. This also includes evaluating and
selecting the proper media-mix and measuring advertising effectiveness.

SWOT ANALYSIS

STRENGTHS:

1. ITC is one of India's foremost private sector companies.


43

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.

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
44

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 Personal Care Products,
Information Technology and 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 100,000 villages. Take a look at e-Choupal here
http://www.itcportal.com/agri_exports/e-choupal_new.htm
ITC leverages e-Choupal 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 care
products in India is the lowest in the world offering an opportunity for ITC's soaps,
45

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.

SUGGESTIONS
AND
RECOMMENDATIONS
46

 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 rather than going for
other ways.

 ITC Company should concentrate on its packing of Personal Care Products as


people are least satisfied with it while ITC VIVEL should concentrate on the
shape of their shampoo bottles.

 People are unsatisfied with the price and quantity of soap so companies should
concentrate in this regard also.

CONCLUSION

A survey of the people has been conducted to know the liking pattern of
the ITC VIVEL SOAP and HUL LUX. It is observed that overall retailers like to
buy HUL LUX soap rather than ITC VIVEL soap. It is concluded that mostly
people preferred VIVEL TS of ITC Personal Care Products due to its flavor,
quality and image and due to its attractive packaging. Some people often like to
47

have soap with good flavor, quality so they are going towards LUX and
LIFEBUOY of HUL due to its quality and image.
It is thus concluded from the facts collected that mostly people refer to
buy soaps in pack of three of their favorite Brand and sometimes some of them go
for single pack and pack of two.
48

ANNEXURE

QUESTIONNAIRE

PROJECT REPORT ON RETAILER PREFERENCE TOWARDS


ITC CANDYMAN AND CANDICO CANDIES

Que1. Do you sell soaps?


Yes No
49

Que2. Which brand of soaps do you prefer?


ITC Vivel HUL LUX

Que3. Which sub-brand you have purchased?

ITC PCP HUL PCP

Fiama Di Wills Lux

Vivel Di Wills Lifebuoy

Vivel TS Liril

Superia TS Dove

Vivel Ayurvedic Breeze

Que4. Rank the sub-brands of candies according to your preference? (1 for most
preferred)

ITC PCP HUL PCP

Fiama Di Wills Lux

Vivel Di Wills Lifebuoy

Vivel TS Liril

Superia TS Dove

Vivel Ayurvedic Breeze

Que5. How much importance do you give to the following factors when you purchase
soap? (Tick in the desired column)

Factors Very Important Normal Least None


Important Important
Flavor
50

Price
Quality
Packaging
Form
Brand
Image
Color
Shape
Quantity

Que6. How much are you satisfied with the following factors in your preferred soap?
(Tick in the desired column)
Factors Very Satisfied Normal Least Can’t Say
Satisfied Satisfied
Flavor
Price
Quality
Packaging
Form
Brand
Image
Color
Shape
Quantity

Que7. Which pack of soap do you sell?


Single Pack of 2

Pack of 3 Packs of 4

Que8. What pack do you purchase?


Single Pack of 2

Pack of 3 Packs of 4

Que9. Which promotional offers attract you most?


Free gifts Price Offer Any other

Que10.Which of these factors affects your purchase?


 Advertisement
51

 Suggestion from customers

 Attractive Display

 Salesman Advice

 Brand Ambassadors

 Ingredients

Que11. Which media of advertisement influence your purchase?


Television Newspapers Brochures

Hoarding Display

Que12. What according to you is the reasonable price of candy?

BelowRs.10 Rs.10-Rs.15 Rs.15-Rs.20

Rs20-Rs25 Above Rs25

Que13. If your preferred brand is not available for repeat purchases then what will you
do?

 Postpone your purchase


 Switch over to other brand
 Go to the other seller to search for your preferred brand

Que14. If another brand of the same product appears in the market, will you prefer to stop
buying this brand and buy the new brand?
No, not at all I may consider

No, I shall not can’t say

Que16. If you don’t like to change to the new brand, then what are the reasons for
continuing to purchase the old brand?
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PERSONAL DETAILS

Name:
Address:
Gender:
Phone Number:
Marital status:
Education:
Profession:

THANKS
53

BIBIOGRAPHY

BIBLIOGRAHY

1. BOOKS/MAGAZINES REFFERED:

 Marketing Management by “Philip kotler”

 Marketing Management by”C.N.Sontakki


54

2. WEBSITES REFFERED:

 http://en.wikipedia.org
 http://www.itcportal.com
 http://www.scribd.com
 http://www.google.com
 http://autherstream.com
 http://www.yahoo.com
 http://www.orkut.com

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