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SUMMER PROJECT REPORT

ON
PLANNING AND IMPLEMENTATION OF INCENTIVE

PLANS,OFFERS FOR PROMOTERS AND CUSTOMERS OF

PERSONAL CARE PRODUCTS

AT

ITC Limited in DELHI REGION

Submitted in Partial fulfilment of the Post Graduate Diploma in Management


(Marketing) at Xavier Institute of Social Service, Ranchi

BY

MISHAYE KAPOOR

Roll No-35 Session- 2014-16

Under the guidance of

PROF. PINAKI GHOSH

XAVIER INSTITUTE OF SOCIAL SERVICE,


PURULIA ROAD, RANCHI
APPROVAL SHEET

This is to certify that summer project entitled PLANNING AND IMPLEMENTATION


OF INCENTIVE PLANS,OFFERS FOR PROMOTERS AND CUSTOMERS OF
PERSONAL CARE PRODUCTS at ITC Limited In Delhi Region has been prepared by
MISHAYE KAPOOR in partial fulfilment of the requirement for the award of Post
Graduate Diploma in Management (Marketing) at Xavier Institute of Social Service
(XISS), Ranchi.

The study embodies data collected, analyzed and compiled by the researcher under the
guidance of the undersigned guide of the institute and there by approved as indicating the
proficiency of the researcher.

Prof.Pinaki Ghosh Prof. Pinaki Ghosh


Research Guide Summer Internship Coordinator
(Marketing)

Prof. A.R .Bodra Dr. Fr. Alexius Ekka, S.J


HOD, Marketing Director, XISS
DECLARATION

I hereby declare that the project report PLANNING AND IMPLEMENTATION OF


INCENTIVE PLANS,OFFERS FOR PROMOTERS AND CUSTOMERS OF PERSONAL
CARE PRODUCTS at ITC Limited In Delhi Region,has been prepared by me during under
the guidance of Mr .RAHUL GANDHI, Designation- Sales RM,ITC Limited and Prof.Pinaki
Ghosh of Xavier Institute of Social Service, Ranchi.

The finding and conclusion of this report are based on my personal study and experience
during the tenure of my summer internship.

I also declare that the project has not been submitted nor shall it be submitted in future to any
other University or Institution for the award of any other degree or diploma.

MISHAYE KAPOOR
Date:
Place: Ranchi
ACKNOWLEDGEMENT

This is a wonderful experience by doing the SUMMER INTERNSHIP PROGRAMME in


Hindustan Coca- Cola Beverages Pvt Ltd, Patna. Here I am getting the knowledge about
the corporate world and also how to work in practical field. So I would like to thank the
people who helped me to complete my project and make this project a successful one. This
was completed with my guidelines and support of many people. First of all I am grateful to
my company guide Mr. Robin De Cruz and my faculty guide Dr.Amar Tigga for their
constant support and valuable guidance in preparing this project.

I am also thankful to all the other people who have directly or indirectly helped me during my
summer internship programme.

ISAAC SUNDIH
PGDM-Marketing
(2014-2016)

TABLE OF CONTENT
Serial Particulars Page
number number

LIST OF FIGURES / TABLES i-ii

LIST OF ANNEXURES iii

EXECUTIVE SUMMARY iv

Chapter 1 INTRODUCTION 1

Chapter - 2 RESEARCH METHODOLOGY 2-4

2.1 Objective of the Study

2.2 Research Methodology

2.3 Research Design

2.4 Sampling

2.5 Limitations
Chapter -3 INDUSTRY/COMPANY PROFILE
5-12
3.1 Overview

3.2 Values, Vision, Mission

3.3 Products Marketed

3.4 History

3.5 Competitors
Chapter-4 DESCRIPTIVE ANALYSIS AND INTERPRETATION
OF DATA 13-31

4.1 Market Research Analysis and Interpretation

4.2 Analysis and Interpretation of First Topic

4.3 Analysis and Interpretation of Second Topic

4.4 Swot Analysis

Chapter-5 Findings 32-40

Chapter-6 Suggestions and Recommendations 41

Chapter-7 Conclusion 42

Bibliography 48
LIST OF FIGURES

Figure 3.1: John S. Pemberton pg 15


Figure 3.2: Asa G Candler pg 15
Figure 3.3: image of coca cola pg 16
Figure 3.4: Sparkling beverages pg 17
Figure 3.5: Still beverages pg 17
Figure 3.6: Still beverages pg 17
Figure 3.7: Water pg 17
Figure 4.1: Coca cola splash bar pg 26
Figure 4.2: Coca cola splash bar pg 27
Figure 4.3: Bottle of coca cola pg 28
Figure 4.4: Graphical Representations pg 29
Figure 4.5: Graphical Representations pg 30
Figure 4.6: Graphical Representations pg 31
Figure 4.7: Graphical Representations pg 32
Figure 4.8: Graphical Representations pg 33
Figure 4.9: Graphical Representations pg 34
Figure 4.10: Graphical Representations pg 35
Figure 4.11: Graphical Representations pg 36
Figure 4.12: Graphical Representations pg 37
Figure 4.13: Graphical Representations pg 38
Figure 4.14: Graphical Representations pg 39
Figure 5.1: Splash Bar pg 47

LIST OF TABLES
Table 4.1: Key accounts I visited pg 26

Table 4.2: Soft drinks which respondents have more pg 29

Table 4.3: Preference of the soft drinks on the basis of taste pg 30

Table 4.4: The most popular soft drinks pg 31

Table 4.5: The soft drinks local shop offers pg 32

Table 4.6: Preferred marketing campaign pg 33

Table 4.7: Availability in restaurants pg 34

Table 4.8: How often do you consume soft drinks pg 35

Table 4.9: The choice of soft drinks is influenced by what factors pg 36

Table 4.10: Coco-cola advertisements are seen usually in which Media


channel

pg 37

Table 4.11: General impression of coca-cola advertisement pg 38

Table 4.12: Packaging affects the ingredients of the soft drinks pg 39

Table 4.13: Consumer read ingredients list on the back of soft drinks Pg 40-42

Table 5.1:Non-complementary outlets pg 43-44

Table 5.2: Complementary outlets pg 44-46

Table 5.3: Complementary outlets pg 49

II
LIST OF ANNEXURES

Annexure I: Questionnaire pg 43-45

Annexure II:Complimentary outlets pg 46-47


visited

III
EXECUTIVE SUMMARY

I had two topics for my project. The first topic of the project was to search the business
opportunities or Promotion of Coca-cola splash bars in AT WORK CHANNELS &
RAILWAYS and to find out how the company is getting its growth opportunities through the
introduction of these splash bars.

The second topic was to study of the general perception or preferences of consumers
regarding soft drinks in Patna and to determine the satisfaction level of customers and their
attitude towards the Coca-cola products

I studied the detailed analysis of the business opportunities of splash bars in corporate houses.
This sector is also known as AT WORK CHANNELS & RAILWAYS. I make a detailed study
on the feasibility of these splash bars in AT WORK CHANNELS. Basically, I had to find out
how the company is getting its growth opportunities through the introduction of these splash
bars. I also found the general perception of the consumers regarding the consumption of soft
drinks in Patna. The Coca-Cola giants are infusing fresh energy in their marketing, retail and
distribution. Low cost with high touch .The brain behind setting up kiosks to dispense
drinks at Rs 5 got the idea on a market visit to rural area in Gujarat where consumers found it
difficult to shell out even Rs 10 for a chilled beverage. Coca-cola splash bars are being
seeded in rural markets.

I was asked to cover AT WORK CHANNELS or COMPLIMENTARY OUTLETS in Patna. I


was asked to convince them so as to get Splash Bar installed in their outlet. I also came to
know the reasons why they were reluctant to plant Splash Bar in their outlet. I worked with
the three Market Developers of KEY ACCOUNTS, as complimentary outlets are a part of the
former.

IV