Summer Internship Project Report

on
“To Explore Salt Opportunity in Tezpur Market -
Competition Presence Price point, National Player,
Local Player”

In
Marketing Department, Guwahati Branch

At
ITC LIMITED

Submitted To

Department of Management Studies

National Institute of Technology Silchar

Industry Mentor’s Name: Submitted by:

Mr. Vineet Paliwal (Assitant Branch Manager) Pratyush Pratim Dutta

Mr. Sachin Anand( Area Manager) Roll No.: 1950-113

Mr. Dibakar Dutta ( Area Executive ) Batch: 2019-21

CERTIFICATE

2
 Department of Management Studies
National Institute of Technology, Silchar

Declaration

I , Pratyush Pratim Dutta bearing Scholar Id: 1950-113,a full time bonafide student
of Master of Business Administration (MBA) Programme, Batch(2019-21) of
Department of Management Studies, National Institute of Technology Silchar, hereby
certify that this summer training is carried out by me at ITC LIMITED and the report
submitted in partial fulfillment of the requirements of the programme is an original
work of mine under the guidance of the industry mentor VINEET
PALIWAL(Assistant Branch Manager),SACHIN ANAND(Area Manager) and
DIBAKAR DUTTA(Area executive)and is not based or reproduced from any
existing work of any other person or on any earlier work undertaken at any other time
or for any other purpose, and has not been submitted anywhere else at any time .

Pratyush Pratim Dutta

Date: 14/08/2020

3
 ACKNOWLEDGEMENT

This project report bears the imprint of many people. I offer my heartiest thanks to all
those who were kindly associated with me during my project work.

During my project at “ITC LIMITED” Guwahati Marketing Branch, the management

has been kind enough to provide me with an opportunity to complete my project
successfully. I will always be grateful to them.

I would like to extend my sincere thanks to my project guides VINEET

PALIWAL(Assistant Branch Manager),SACHIN ANAND(Area Manager) and
DIBAKAR DUTTA(Area executive). I express my heartfelt gratitude towards them for
their able guidance and support.

I would like to thank SB MONIHARI (WD TEZPUR), RIDDHI COMMUNICATIONS

(WD RANGAPARA) and respective DS of food segment in both the markets, for
providing me with all the required resources for the project and the sales people who
gave me a free hand as far as going about the project work is concerned.

Last but not the least, my wholehearted thanks goes to retailers, and officials of the
shops with whom I interacted and all those people who directly or indirectly helped me
with the project.

Finally I express my sincere gratitude to my internal guide, Dr.Ashim Kr. Das, for his
constant support and guidance throughout the project and the “Department of
Management Studies, National Institute of Technology Silchar” and ITC
LIMITED for providing me with an opportunity to pursue my summer internship
project.

PRATYUSH PRATIM DUTTA

4
 CONTENTS

CHAPTER TOPIC PAGE NO.

1 INTRODUCTION 6-7
2 INDUSTRIAL SECTOR 8-11
PROFILE
3 COMPANY PROFILE 12-29
4 DEPARTMENT DETAILS 30-34
5 LEARNING’S AND VALUE 35-47
ADDITION
6 RECOMENDATIONS AND 48
SUGGESTIONS

5
 CHAPTER 1
INTRODUCTION

The industry I was primarily concerned with was the Food (FMCG) which is a very wide in terms of
products or product opportunities. ITC’s food business continues to be relentless in its pursuit of
strengthening its leadership position in every segment of the market in India. This project report titled
“To Explore salt Opportunity in Tezpur Market - Competition Presence Price point, National Player,
Local Player”

The main objective of assign project was to increase penetration of ITC’s Aashirvaad salt in retail outlets
and to drive Overall Salt Handler and Sales, through increase in DS productivity and DS billing which
further can be initiated by study on Competition Presence in the current Price point and understanding the
current market scenario of salt.

The main motive and objective of doing this Summer Training Programme was to:

 Understand availability of specified brands in benchmark outlets.

 Drive distribution of the focus variants.

 To gain proper knowledge of the Retailer and WD relationship in order to understand system
of distribution.

 Knowing various discounts offers and Incentives offered by the company to enhance sales
and distribution of newly launched or on existing products.

 To gather the First-hand experience of the market, distribution, penetration and marketing
procedure of the focus variants.

At the beginning/ Starting of my project work I have started with Understanding and acquiring of the
distribution and the working model of ITC’s food section in Tezpur and Rangapara market according
to where I have assigned my work, for which my Industry mentor helped me a lot for acquiring and

6
gaining the required and valuable knowledge.

In the next phase, I was assigned to work for market analysis of salt at respective price point with
respect to Aashirvaad salt, in accordance to which I have acquire knowledge on current market
competition presence, existing market share by different brands(Local and National player) of salt,
different incentives and schemes offered to both DS and Retailers. For gathering information on these
I took help from respective DS’s of food Section of the Company.

Then afterwards I move on to work directly with respective DS(distribution salesperson)’s on daily
modes for continuously tracking and motivate them to maintain a good relation with the retailers,
followed by a conducting a market survey in order to DS alignment to drive Salt sales which could
primarily lead us to Increased DS billing & value growth.

7
 CHAPTER 2
INDUSTRIAL SECTOR PROFILE

2.1 BRIEF DESCRIPTION ON FAST MOVING CONSUMER GOODS (FMCG) INDUSTRY

SECTOR

The Fast Moving Consumer Goods (FMCG) sector is the key contributor of the Indian economy. This
fourth largest sector of Indian economy provides employment to around 3 million people which
accounts for approximately 5% of the total factory employment in the country. FMCG sector is more
lucrative because of low penetration levels, well established distribution network, low operating cost,
lower per capita consumption, large consumer base and simple manufacturing processes for most of
products resulting in fairly low capital investments. The industry is highly competitive due to presence
of multi-national companies, domestic companies and unorganized sector. A major portion of the
market is captured by unorganized players selling unbranded and unpackaged products. More than 50
per cent of the total revenues of FMCG companies come from products worth Rs. 10 or less.

There are three main segments in the sector – food and beverages which accounts for 19 per cent of the
sector, healthcare which accounts for 31 per cent and household and personal care which accounts for
the remaining 50 per cent.

Introduction to salt industry of India

India is the third largest Salt producing Country in the World after China and USA with Global annual
production being about 230 million tones. The growth and achievement of Salt Industry over the last 60
years has been spectacular. When India attained Independence in 1947, salt was being imported from
the United Kingdom & Adens to meet its domestic requirement. But today it has not only achieved self-
sufficiency in production of salt to meet its domestic requirement but also in a position of exporting
surplus salt to foreign countries. The production of salt during 1947 was 1.9 million tones which has
increased tenfold to record 22.18 million tons during 2011-12.

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 The main sources of salt in India are
 Sea brine
 Lake brine
 Sub-soil brine and
 Rock salt deposits

MAJOR SALT PRODUCING CENTERS:

Sea water is an inexhaustible source of salt. Salt production along the coast is limited by weather and
soil conditions. The major salt producing centres are Marine Salt works along the coast of Gujarat
(Jamnagar, Mithapur,Jhakhar, Chira, Bhavnagar, Rajula, Dahej, Gandhidham, Kandla, Maliya,
Lavanpur), Tamil Nadu (Tuticorin, Vedaranyam, Covelong), Andhra Pradesh (Chinnaganjam,
Iskapalli, Krishnapatnam, Kakinada & Naupada), Maharashtra(Bhandup, Bhayandar, Palghar),
Orissa (Ganjam, Sumadi) and West Bengal (Contai)

Inland Salt Works in Rajasthan using lake brine and sub-soil brine viz. Sambhar Lake, Nawa, Rajas,
Kuchhaman, Sujangarh and Phalodi Rock Salt Deposits at Mandi in the State of Himachal Pradesh.

There are about 25000 salt manufacturers engaged in production of Common salt in an extent of
about 6.09 lakh acres in the Country. It is estimated that 87.6 per cent of the total number of salt
manufacturers are small salt producers (having an individual extent of less than 10 acres for salt
manufacture), 5.8% is large scale producers (having an individual extent of more than 100 acres) and
6.6 % is medium scale producers (having an individual extent between 10 and 100 acres). Gujarat,
Tamil Nadu and Rajasthan are surplus Salt producing States accounting for about 96 per cent of the
Countrys production. Gujarat contributes 76.7 per cent to the total production, followed by Tamil
Nadu (11.16 %) and Rajasthan (9.86%). The rest 2.28% production comes from Andhra Pradesh,
Maharashtra, Orissa, Karnataka, West Bengal, Goa, Himachal Pradesh, Diu & Daman. On an
average 62% of the total production is from Large salt producers followed by small scale producers
(28%) and rest by medium scale producers. The average annual supplies of salt for human
consumption is about 59 lakh tonnes and that for industrial consumption is about 107 lakh tones;
60% of the salt for human consumption moves by rail and 40 % by road. 88% of the salt for
industrial consumption moves by road, 10 % by rail and 2% by coastal shipment to various
industries; when the total indigenous supplies is taken, 72 per cent moves by road, 27% moves by
rail and 1% by sea.

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List of Names of top 10 premium salt products in Indian market:

1. Aashirvaad salt: ITC launched branded packaged salt under the brand name
‘Aashirvaad Salt’ on 26 March 2003

2. Tata salt: Tata Salt was launched in 1983 by Tata Chemicals as India's first packaged
iodised salt brand. The brand is now the biggest packaged salt brand in India, with a
market share of 17%.

3. Saffola salt: The FMCG company Marico launched its salt product under the name of
Saffola.

4. Annapurna salt: The FMCG giant HUL(Hindustan Unilever Limited) launched its salt
product under the brand name of Annapurna .

5. Patanjali Namak: The salt product is owned by Patanjali industries.

6. Catch salt: The Catch brand came into existence in 1987 with the launch of Catch
Sprinklers, which offered table-top Salt and Pepper dispensers under DS( Dharampal
Satyapal ) group.

7. Akar salt: Its owned and launced by one of the Salt ondustry pioneer A.K.A. Rajappa
Group.

8. Nirma Shudh: It is owned and launched by Nirma is a group of companies based in the
city of Ahmedabad in Gujarat, India

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9. Puro Salt: Puro health salt is a product of Puro wellness Pvt. Ltd. The company was
established in the year 2016.

10. Surya Salt: It is manufactures and owned by Saboo Sodium Chloro Ltd of North India.

11
 CHAPTER 3
COMPANY PROFILE
3.1 REVIEW OF THE COMPANY

ITC Ltd is one of India's foremost private sector companies based in Kolkata, West Bengal. Its
diversified business includes five segments: Fast-Moving Consumer Goods (FMCG), Hotels,
Paperboards & Packaging, Agri Business & Information Technology.

Established in 1910 as the Imperial Tobacco Company of India Limited, the company was renamed as
the India Tobacco Company Limited in 1970 and later to I.T.C. Limited in 1974. The periods in the
name were removed in September 2001 for the company to be renamed as ITC Limited. The company
completed 100 years in 2010 and employs over 30,000 people at more than 60 locations across India
and is part of Forbes 2000 list.

 NAME OF THE COMPANY: ITC LIMITED

 Registered Office Address: ITC LIMITED,
Virginia House, 37, Jawaharlal Nehru Road,
Kolkata - 700071
 Guwahati Address: 6th Floor, Peace Enclave, Guwahati Shillong Road,
South Sarania, Manipuri Rajbari, Ulubari,
Guwahati, ASSAM
PIN 781007

3.2 COMPANIES LOGO

3.3 ITC’s VISION AND MISSION

THE ITC VISION: 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’s
stakeholders.

THE ITC MISSION: To enhance the wealth generating capability of the enterprise in a
globalizing environment, delivering superior and sustainable stakeholder value.

Management – ITC

Board of Directors

Name Designation

Mr.Sanjiv Puri Chairman & Managing Director

Mr.Nakul Anand Executive Director

Mr.Sumant Bhargavan Executive Director

Mr.Rajiv Tandon Executive Director & CFO

Mr.Atul Jerath Non Executive Director

Mr.Shilabhadra Banerjee Non Executive Director

Mr.Sunil Behari Mathur Non Executive Director

Mr.David Robert Simpson Non Executive Director

Ms.Nirupama Rao Non Executive Director

Ms.Meera Shankar Non Executive Director

Mr.Arun Duggal Non Executive Director

Mr.Hemant Bhargava Non Executive Directo

13
 Key Executives

Name Designation

Mr.V Kulkarni Chief Operating Officer

Mr.Rajendra Kumar Singhi Executive Vice President & Co. Secretary

Mr.N Arif Executive VP & Head

Mr.P K Dixit General Manager

Mr.C Dar Group Head

Mr.S K Singh Group Head

Mr.S Sivakumar Group Head

Mr.R Parasuram Head

Mr.M Ganesan Head

Mr.A K Rajput Senior Vice President - Corporate Affair

3.4 HISTORY OF ITC LIMITED

ITC was incorporated on August 24, 1910 under the name Imperial Tobacco Company of India
Limited. As the Company's ownership progressively Indianised, the name of the Company was
changed from Imperial Tobacco Company of India Limited to India Tobacco Company Limited in
1970 and then to I.T.C. Limited in 1974. In recognition of the Company's multi-business portfolio
encompassing a wide range of businesses - Fast Moving Consumer Goods comprising Foods, Personal
Care, Cigarettes and Cigars, Branded Apparel, Education and Stationery Products, Incense Sticks and
Safety Matches, Hotels, Paperboards & Specialty Papers, Packaging, Agri-Business and Information
Technology - the full stops in the Company's name were removed effective September 18, 2001. The
Company now stands rechristened 'ITC Limited,'where ‘ITC’ is today no longer an acronym or an
initialized form.

14
A Modest Beginning

The Company's beginnings were humble. A leased office on Radha Bazar Lane, Kolkata, was the
centre of the Company's 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 310,000. This decision of the Company was 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 that plot of land two years later, would go on to become
one of Kolkata's most venerated landmarks.

1925: Packaging and Printing: Backward Integration

Though the first six decades of the Company's existence were primarily devoted to the growth and
consolidation of the Cigarettes and Leaf Tobacco businesses, 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.

1975: Entry into the Hospitality Sector - A 'Welcom' Move

The Seventies witnessed the beginnings of a corporate transformation that would usher in momentous
changes in the life of the Company. In 1975, the Company launched its Hotels business with the
acquisition of a hotel in Chennai which was rechristened 'ITC-Welcomgroup Hotel Chola' (now
renamed My Fortune, Chennai). 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
100 owned and managed properties spread across India under four brands namely, ITC Hotels -
Luxury Collection, Welcomehotels, Fortune Hotels and WelcomHeritage.

ITC Hotels recently took its first step toward international expansion with an upcoming super
premium luxury hotel in Colombo, Sri Lanka. In addition, ITC Hotels also recently tied up with RP
Group Hotels & Resorts to manage 5 hotels in Dubai and India under ITC Hotels' 5-star
'WelcomHotel' brand and the mid-market to upscale 'Fortune' brand.

1979: Paperboards & Specialty Papers - Development of a Backward Area

In 1979, ITC entered the Paperboards business by promoting ITC Bhadrachalam Paperboards
Limited. Bhadrachalam Paperboards amalgamated with the Company effective March 13, 2002 and

15
became a Division of the Company, Bhadrachalam Paperboards Division. In November 2002, this
division merged with the Company's Tribeni Tissues Division to form the Paperboards & Specialty
Papers 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.

1985: Nepal Subsidiary - First Steps beyond National Borders

In 1985, ITC set up Surya Tobacco Co. in Nepal as an Indo-Nepal and British joint venture. In August
2002, Surya Tobacco became a subsidiary of ITC Limited and its name was changed to Surya Nepal
Private Limited (Surya Nepal). In 2004, the company diversified into manufacturing and exports of
garments.

1990: Paperboards & Specialty Papers - Consolidation and Expansion

In 1990, ITC acquired Tribeni Tissues Limited, a Specialty paper manufacturing company and a major
supplier of tissue paper to the cigarette industry. The merged entity was named the Tribeni Tissues
Division (TTD). To harness strategic and operational synergies, TTD was merged with the
Bhadrachalam Paperboards Division to form the Paperboards & Specialty Papers Division in
November 2002.

1990: Agri Business - Strengthening Farmer Linkages

Also in 1990, leveraging its agri-sourcing competency, ITC set up the Agri Business Division for
export of agri-commodities. The Division is today one of India's largest exporters. ITC's unique and
now widely acknowledged e-Choupal initiative began in 2000 with soya farmers in Madhya Pradesh.
Now it extends to 10 states covering over 4 million farmers. Also, through the
'ChoupalPradarshanKhet' initiative, the agri services vertical has been focusing on improving
productivity of crops while deepening the relationship with the farming community.

2002: Education & Stationery Products - Offering the Greenest products

ITC launched line of premium range of notebooks under brand Paperkraft in 2002. To augment its
offering and to reach a wider student population, the Classmate range of notebooks was launched in

16
2003. Classmate over the years has grown to become India's largest notebook brand and has also
increased its portfolio to occupy a greater share of the school bag. Years 2007- 2009 saw the launch of
Practical Books, Drawing Books, Geometry Boxes, Pens and Pencils under
the 'Classmate' brand. 'Paperkraft' offers a diverse portfolio in the premium executive stationery and
office consumables segment.

2000: Lifestyle Retailing - Premium Offerings

ITC also entered the Lifestyle Retailing business with the Wills Sport range of international quality
relaxed wear for men and women in 2000. The Wills Lifestyle chain of exclusive stores later expanded
its range to include Wills Classic formal wear (2002) and Wills Clublife evening wear (2003). 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 gained 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 'Wills Signature', taking the event forward to consumers.

2000: Information Technology - Business Friendly Solutions

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 India's fastest growing global IT and IT-enabled services companies and has
established itself as a key player in offshore outsourcing, providing outsourced IT solutions and
services to leading global customers across key focus verticals - Banking Financial Services &
Insurance (BFSI), Consumer Packaged Goods (CPG), Retail, Manufacturing, Engineering Services,
Media & Entertainment, Travel, Hospitality, Life Sciences and Transportation & Logistics.

2001: Branded Packaged Foods - Delighting Millions of Households

ITC's 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-to-eat Indian gourmet dishes. In 2002, ITC entered the
confectionery and staples segments with the launch of the brands mint-
o and Candyman confectionery and Aashirvaad Atta (wheat flour) and Aashirvaad salt(2003).
2003 witnessed the introduction of Sunfeast as the Company entered the biscuits segment. ITC
entered the fast growing branded snacks category with Bingo! in 2007. In 2010, ITC
launched Sunfeast Yippee! to enter the Indian instant noodles market. In September 2014, ITC

17
launched GumOn Chewing Gum marking the entry into the category of gums. The Company entered
the Fruit-based juices and beverages market with the launch of B Natural Fruit beverages in January
2015. ITC's forayed into the dairy segment with the launch of AashirvaadSvasti Ghee in November
2015. Launched in April 2016, Fabelle chocolates are ITC's premier offering in the luxury chocolate
space. ITC forayed into the branded coffee category in July 2016 with the launch
of Sunbean Gourmet Coffee. In February 2017, ITC launched ITC MasterChef super safe spices -
the first-of-its-kind spices launched in India, offering export quality super safe spices to the Indian
homemaker. ITC MasterChef Prawns were launched in June 2017 as the Company entered the
Frozen foods segment. ITC's first foray into fresh fruits and vegetables segment was marked with the
launch of Farmland Potatoes in November 2017. In just over a decade and a half, the Foods business
has grown to a significant size under numerous distinctive brands, with an enviable distribution reach,
a rapidly growing market share and a solid market standing.

2002: Agarbattis& Safety Matches - Supporting the Small and Cottage Sector

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 and Aim.

ITC's foray into the marketing of Agarbattis (incense sticks) in 2003 marked the manifestation of its
partnership with the cottage sector. Mangaldeep is a highly established national brand and is available
across a range of fragrances like Rose, Jasmine, Bouquet, Sandalwood and 'Fragrance of Temple'.

2005: Personal Care Products - Expert Solutions for Discerning Consumers

ITC entered the Personal Care Business in 2005 and the portfolio has grown under 'Essenza Di Wills',
'Fiama', and ‘Vivel’ Superia brands which have received encouraging consumer response and have
been progressively extended nationally. In May 2013, the business expanded its product portfolio with
the launch of Engage deodorants. ITC marked its foray into the health space with the acquisition of
the brand Savlon and Shower to Shower in 2015. In 2017, the business acquired the brand Charmis to
enhance its skincare portfolio.

18
2010: Expanding the Tobacco Portfolio

In 2010, ITC launched its hand rolled cigar, Armenteros, in the Indian market. Armenteros cigars are
available exclusively at tobacco selling outlets in select hotels, fine dining restaurants and exclusive
clubs.

Acquisition in 2015

ITC acquired Savlon in 2015, marking an entry into the health and hygiene segment. It purchased
the Savlon and Shower to Shower trademarks from Johnson & Johnson Ltd., India and Johnson &
Johnson Pvt Ltd., Singapore

3.5 DIFFERENT FOOD PLANT OF THE COMPANY

FOODS FACTORIES –

1. Dhulagarh
F – 26, Howrah Food Park
Dhulagarh, Sankrail 22
Howrah West Bengal 711 302

2. Haridwar
Plot No.1, Sector -11
Integrated Industrial Estate
Haridwar
Uttarakhand 249 403

3. Malur
Survey No. 15/1 & 15/2
Madivala Gram Panchayat
Yeshwanthpura Village
District Kolar
Karnataka 563 130

19
 4. Munger
Sitakund Industrial Area
Village Nandlalpur
District Munger
Bihar 811 202

5. Pune
Plot No. D – 1, MIDC
Ranjangaon
TalukaShirur, District Pune
Maharashtra 412 22

3.6 PRODUCT RANGE OF THE COMPANY (FMCG)

FOODS: Aashirvaad, Sunfeast, Bingo! Yippee! Kitchens of India, B Natural, mint-O, Candyman
and GumOn,

PERSONAL CARE: Essenza Di Wills, Fiama, Vivel, Engage, SAVLON and Superia.

CIGARETTES: W. D. & H. O. Wills, Gold Flake, Navy Cut, Insignia, IndiaKings, Classic Verve,
Classic, Silk Cut, Scissors, Capstan, Berkeley, Bristol and Flake.

EDUCATION AND STATIONARY: Expressions, Classmate and Paperkraft

LIFESTYLE RETAILING: Wills Lifestyle and John Players.

SAFETY MATCHES: Aim, Diamond and Homelite

AGARBATTIS : Mangaldeep, Spriha,Yantra

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3.7 SIZE OF THE COMPANY

Revenue - ₹47,362 crores (Mar-2020*)

Operating income - ₹ 20,026.35 crores (Mar-2020*)

Net income - ₹ 15,584.56crore (Mar-2020*)

Total assets - ₹ 77,367.04 crore (Mar-2020*)

Manpower – 27,279

( Data as of 2019*)

3.8 MARKET SHARE AND POSITION OF ITC IN THE INDUSTRY

ITC is the most valuable FMCG Company in India.

ITC is-

 Largest Cigarette market share

 Market Leader in Wheat flour
 2nd Largest Hotel chain in India
 2nd largest in Noodles Segment
 3rd Largest in Biscuits
 3rd in Soaps segment

ITC is always ranked in Top 10 most admired and Valuable corporation’s private sector companies.
ITC InfoTech India limited is India‘s one of the fast growing Information Technology companies in
the Mid-tier segment.

21
 SWOT ANALYSIS OF ITC LIMITED

STRENGTH

 Brand image– ITC is the most valuable brand of India.

 Competence– ITC has a track record of 100 years of presence, quality, consistency and
continuous progress, expansion and diversification.
 Market position– ITC is dominating Indian tobacco market by selling 81% of the cigarettes

 Core competency– ITC is India’s largest seller of branded foods with its most famous food
brands Aashirwaad, B Natural, Sunfeast, Yippee! , Bingo! And Candyman.
 Powerful Social Business Initiatives
 Inter and Intra-divisional Synergy

WEAKNESS

 Declining industry trend– Legal cigarette business has witnessed a 25% decline in volumes
from 2012-13 which has affected the profits of ITC Limited.
 Tax reforms in India– Under the newly enforced Goods and Services Tax Act, 2017 tax is
charged at a higher rate than before GST which is exacerbating the business especially
cigarette business of ITC.
 Multiple brands– ITC Limited has way too many brands and its business is expanded to
various different industries which is causing brand dilution.
 Dependence on tobacco products– ITC Limited is largely depending upon tobacco products
which may become detrimental to its progress in future.
 An increase in Tax on Tobacco affects revenue

OPPORTUNITIES

 Change in customer habits– Living standard of Indians is rising causing the increase in their
purchasing power because of which now customers are choosing to buy branded products.
 Unchanged interest rate– In the meeting of the Monetary Policy Committee of the Reserve
Bank of India held in October, 2017 RBI left the repo rate unchanged (6%) consequently,
banks will not increase interest rate on the amount of loan that they will advance to borrowers
hence raising debt funds will not be expensive for further expansion or diversification of the
business.

22
 Growing demand in FMCG sector– Increasing urbanization and a growing middle class are
resulting in an ever-growing demand for processed food in the FMCG sector. It has already
invested a lot in its Food channel aiming to reduce its dependency on tobacco sector.

THREATS

 Current Covid-19 situation- The current pandemic situation has also created many hurdles
in its business environment and growth path.
 Competition– ITC Limited is facing and will face in future, intense competition from
domestic and foreign companies in various industries.
 Compliance– GST has imposed stricter and heavier compliance regulation and filings which
will ultimately increase the cost of compliance of ITC.
 Inflation effect– The increasing Price of fuel is also causing high operations and production
charges.
 Political disturbance–Previously the disruption caused by demonetization has affected
Indian economy adversely in many ways already , now there has come new challenges in the
form of Pandemic which forwards leads to nationwide lockdown.

TOP 10 FMCG COMPANIES IN INDIA & THEIR MARKET SHARE

1. HindustanUnilever Ltd

HUL is India’s largest fastmoving consumer goods (FMCG) company with a Historical
presence in India of over 80 years. It is the largest in the list of top 5 FMCG companies in
India

Nine Out of ten Indian households use one or more of HUL Brands. Divisions – Home Care,
Beauty & Personal Care and Foods and Refreshment – includes a portfolio of brands that
serve consumers across the length and breadth of India.

 Revenue: Rs 40,511 Cr

 Market Cap: 451,666 Cr.

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 2. ITC Ltd

Established in 1910, ITC LTD is a diversified conglomerate with businesses spanning Fast
Moving Consumer Goods comprising Foods, Personal Care, Cigarettes and Cigars, Branded
Apparel, Education & Stationery Products, Incense Sticks and Safety Matches; Hotels,
Paperboards, and Packaging, Agri-Business & information technology

 Revenue: Rs 47,362 crores Cr

 Market Cap: 320,094 Cr.

 ROE: 22.69 %

 Sales Growth (3Yrs): 7.25 %

 Promoter holding: 0.00 %

3. Nestle India Ltd

Nestlé is the world’s largest food and beverage company. The company has more than 2000
brands ranging from global icons to local favorites, and are present in 191 countries around
the world. After more than a century-old association with the country, today, NESTLÉ India
has a presence across India with 8 manufacturing facilities and 4 branch offices. It is the third
Largest in Top FMCG Companies in India

 Revenue: 12,117 Cr

 Market Cap: 139,532 Cr.

4. Britannia Industries Ltd

Britannia Industries is one of India’s leading Top FMCG Companies with a 100-year legacy.
Britannia is among the most trusted food brands and manufactures India’s favorite brands
like Good Day, Tiger, NutriChoice, Milk Bikis and Marie Gold which are household names
in India. Britannia’s product portfolio includes Biscuits, Bread, Cakes, Rusk, and Dairy
products including Cheese, Beverages, Milk, and Yoghurt.

24
 Revenue: 11,211

 Market Cap: 75,893 Cr.

5. Godrej Consumer Products Ltd

Godrej Consumer Products is a leading emerging markets company. As part of the over 122-
year young Godrej Group. Godrej Consumer Products Ltd enjoys the patronage of 1.15
billion consumers globally, across different businesses. It is fifth in the list of top 5 FMCG
companies in India.

In line with the 3 by 3 approach to international expansion at Godrej Consumer Products,

building a presence in three emerging markets (Asia, Africa, and Latin America) across three
categories (home care, personal care, and hair care). The Company is Among the Top FMCG
Companies in India

 Revenue: 10,156 Cr

 Market Cap: 75,089 Cr.

6. Dabur India Ltd

The world’s largest and leading Ayurvedic and Natural Health Care company with 135 years
of rich heritage and experience. It is sixth in the list of top 10 FMCG companies in India
2019.

Business is divided into three Strategic Business Units, i.e., Consumer Care Business, Foods
Business, and International Business. Consumer Care Business covers interests in Health
Care and Home & Personal Care.

 Revenue: 8,813 Cr

 Employees: 7500

 Market Cap: 83,697 Cr.

25
 7. Marico Ltd

Marico Limited is one of Top FMCG Companies in India in the beauty and wellness sector. It
is seventh in the list of top 10 FMCG companies in India 2019.

Over the last 25 Years, Marico has established itself as a leading consumer goods company
with a product portfolio spanning across Haircare, Skincare, Edible oils, healthy foods, Male
Grooming and fabric care. Brands such as Parachute, saffola, Hair& Care, Nihar Naturals,
true roots, Livon, Set Wet, Coco Soul, kaya Youth.

 Revenue: 7,465 Cr

 Employees: 1600

 Market Cap: 47,842 Cr.

8. Varun Beverages Ltd

Second largest franchisee in the world (outside US) of carbonated soft drinks (“CSDs”) and
non-carbonated beverages (“NCBs”) sold under trademarks owned by PepsiCo and a key
player in the beverage industry. It is 8th in the list of top 10 FMCG companies in India 2020.

PepsiCo CSD brands sold by Varun Beverages include Pepsi, Diet Pepsi, Seven-Up, Mirinda
Orange, Mirinda Lemon, Mountain Dew, Seven-Up Nimbooz Masala Soda, Evervess Soda,
Duke’s Soda and Sting.

 Revenue: 6,695 Cr

 Market Cap: 21,408 Cr.

9. GlaxoSmithKline Consumer Healthcare Ltd

GSK Consumer Healthcare Ltd is an associate of GlaxoSmithKline plc. of U.K, one of the
world’s largest consumer healthcare companies. one of the world’s leading over-the-counter
(OTC) medicines company.

26
 The company holds the number one position in OTC medicines across 36 markets and is
market leaders in specialist oral care. The company has a sales of Rs 4869 Cr. It is ninth in
the list of top 10 FMCG companies in India 2020.

 47,362 crores: 4,942 Cr

 Market Cap: 37,727 Cr.

10. Hatsun Agro Product Ltd

Hatsun manufactures and markets products that cater to both cooking and consumption, like milk,
curd, ice creams, dairy whitener, skimmed milk powder, ghee, paneer and lots more. Brands have
become household names in over one million Indian houses. Arun Icecreams, Arokya Milk, Hatsun
Curd, Hatsun Paneer, Hatsun Ghee, Hatsun Dairy Whitener, Ibaco and have become popular choices
across the country.

Revenue 4760 crores

27
28
29
 CHAPTER 4
DEPARTMENT DETAILS
4.1 ORGANISATIONAL CHART SHOWING DIFFERENT DEPARTMENT

ITC Limited comprises of five different departments and its sub department dealing
with the production, distribution and management of the company. The various
departments and its sub departments are shown in the following chart.

PAPERBOARD
FMCG AND AGRI
HOSPITALITY PACKAGING BUSINESS

CIGARATTE
AND CIGAR
PAPERBOARDS
HOTELS AND IT
FOODS SPECIALITY SOLUTIONS

PACKAGING
PCP RESTAURANTS

AGRI
LIFESTYLE COMODITY
RETAILING

EDUCATION &
STATIONERY E-CHOUPAL

AGARBATTIS

LEAF
SAFETY TOBACCO,
MATCHES SPICES
4.2 THE AREA IN WHICH TRAINING HAS BEEN DONE

Training has been taken in the Marketing Department. The marketing department has overall
responsibility for growing revenue, increasing market share and contributing to company growth and
profitability. In a small business, the marketing department may just be one person, or it may include a
marketing director or manager plus marketing executives responsible for functions such as advertising,
publications or events.

4.3 ROLES AND RESPONSIBILITIES OF MARKETING DEPARTMENT

The Role of Marketing Department

The Marketing Department plays a vital role in promoting the business and mission of an
organization. It serves as the face of the company, coordinating and producing all materials
representing the business. It is the Marketing Department's job to reach out to prospects, customers,
investors and/or the community, and create an overarching image that represents the company in a
positive light—that is, your brand.

Depending on the company, the duties of the Marketing Department may include one or more of the
following:
 Defining and managing brand.
 Conducting campaign management for marketing initiatives.
 Producing marketing and promotional materials.
 Creating content providing search engine optimization for the website
 Monitoring and managing social media.
 Producing internal communications
 Conducting customer and market research
 Overseeing outside vendors and agencies.

31
4.4 DETAILING OF EACH AND EVERY WORK PERFORMED BY MARKETING
DEPARTMENT

1) Finding out customer needs

Marketers should spend time listening to their customers (and prospective customers) in order to
understand their needs and wants regarding a particular product or service. Soliciting thoughts and
input from internal stakeholders such as Sales and Customer Service is also appropriate, as these
departments are typically closest to the customer.

2) Monitor the Competition.

Learning about, and understanding the competitive landscape is also an important function of the
Marketing Department. Marketers should be the “go to people” within an organization to answer the
following types of questions: Who is the competition (both direct and indirect)?
What do they communicate? Which customers do they serve? Why do customers choose the
competitor versus you?

3) Work on Brand Values

The perceptions and feelings formed about an organization, its products / services, and its performance
is what is known as its “brand.” The Marketing Department is responsible for creating meaningful
messages through words, ideas, images, and names that deliver upon the promises / benefits an
organization wishes to make with its customers. Furthermore, the Marketing Department is
responsible for ensuring that messages and images are delivered consistently, by every member of the
organization.

4) Find & Direct Outside Vendors.

Internal Marketing Departments do not create magic alone. Therefore, Marketing needs to source and
oversee a group of outside resources (a.k.a. “partners”) such as copywriters, graphic designers, web
designers, database specialists, and printers so that a company can get the most “bang” from its
marketing efforts.

32
5) Create New Ideas.

Whether it’s customer acquisition campaigns, keep-in-touch programs, new product promotions,
retention efforts, or something in between, the Marketing Department should ultimately be responsible
for developing new ideas that generate revenue for the company.
This does not mean that the Marketers have to come up with every idea on their own; however, they
need to identify, cultivate, and work with others to execute programs that will create revenue.

6) Communicate Internally.

It is important that the Marketing Department communicates with all departments inside an
organization. Since any employee (regardless of position) can support (or damage) a brand, value
proposition or even specific program initiatives, the Marketing Department needs to take
responsibility for disseminating information throughout the organization (this includes internal
education and training when appropriate).

7) Manage a Budget.

Establishing and communicating messages to the marketplace costs money. Therefore,

Marketing Departments should be responsible for estimating the anticipated expenditures associated
with marketing activities. Once set, Marketers should be held responsible for meeting all budget
projections.

8) Understand the ROI.

Since marketing activities are an investment — an investment in time, money, and effort — they
should be monitored and measured against specific concrete goals and objectives.
Marketing Departments should constantly ask themselves…”What’s my expected return?”
Answering this simple, yet often overlooked question will result in better, more accountable decisions.

33
9) Set the Strategy, Plan the Attack, and Execute.
One of the key activities for a Marketing Department is to integrate an organization’s goals strengths,
channels of distribution, competitive environment, target markets, pricing, core messages, and
products into one cohesive document known as the Marketing Strategy. As part of the strategy, the
Marketing Department should also develop the list of tactical ideas such as direct mail, print
advertising, and search engine optimization that will enable the organization to communicate its
message to customers and prospects. With a strategy and tactical ideas in hand, the Marketing
Department is now ready to take on the responsibility of executing the programs and initiatives to
drive sales and revenue for the organization.

***My project in Tezpur area took place under the guidance of following people:

Name Designation

Assistant Manager(Food Channel)

Vineet Paliwal

Sachin Anand Area Manager(Food Channel)

Dibakar Dutta Area Executive(Food Channel)

Abhijit Chakraborti Team Leader for DS

Vinod Sahani Distribution Salesperson(GR 1B) for

Tezpur market
Gopal Sarkar Distribution Salesperson(GR 1B) for
Tezpur market
Pinku Distribution Salesperson(ROC B)for
Tezpur Rural market
Naba Chakraborti Distribution Salesperson(GR 1
INCLUDING SX) for Rangapara
market

34
 CHAPTER -5
LEARNINGS AND VALUE
ADDITION

LEARNING’S AND VALUE ADDITION DURING TRAINING

The training programme was done in the food sector of ITC Ltd in the Tezpur area. The whole
timeframe of the internship can be divided into phases. The training period started with an induction to
ITC’s distribution system and its working model. After induction the training programme started with
work overview which included proper product knowledge and proceeded with market review to find
potential lead and way to increase and thereby learning the process of sale.

Few facts about the Summer Internship Programme

Mode of training: Work From Home
Mode of communication with the company’s work force: Over Phone, Whatsapp, Email
Mode of Data collection for Sampling: With the help of Respective DS (Distributor Salesperson)

35
 Phase 1: Understanding about working model of ITC Ltd.

The working model or distribution model for Food Channel in Tezpur area can be described by the
following block diagram with their respective hierarchy:-

Vineet Paliwal
(Assistant Manager)

Sachin Anand

( Area Manager)

Dibakar Dutta

( Area Executive)

S B Monihari Store(WD Riddhi communication(WD

Tezpur market) Rangapara market)

3 DS 1 DS

Phase 2: Understanding about the competition presence at the respective price point
and understanding about business procedure of ITC

While analyzing the market for a brief view on the existing competition with respect to ITC
Ltd’s Aashirvaad salts respective price point (i.e 1 Kg variants) in Tezpur and Rangapara
market, following facts has been collected.

36
Salt name MRP Outlets Product Wholesale No of Profit per
written on Selling Type(National, Rate per Packets Kg for
Packets(Rs) price(Rs) Local) Bag available Outlets(Rs)
in per bag
Aashirvaad 20 20 National 356 25 5.76
Tata 22 22 National 930 50 3.4
Patanjali 17 15 National 300 25 3
IO+ 18 10 Local 350 50 3
Ankush 18 10 Local 350 50 3
Everyday 18 10 Local 320 50 3.6
Sungold 18 10 Local 350 50 3
Ankur 18 10 Local 340 50 3.2
Bajaj 16 10 Local 400 50 2

It has seen that in the category of Premium brands the respective market seen to be comprises
with Tata(with its three variants namely as Tata salt, Tata lite salt and Tata plus salt) and
Patanjali salt other than Aashirvaad salt. Where all of the outlets were also having various
types of locally available salt product for 1 kg price variants, available at almost half of the
price of that local one.

Some snapshots of different salt products of 1 kg variants available in the respective

markets:

1. Tata Salt

37
2. Everyday Salt

3. Sungold Salt

38
 4. Ankur Salt

The business of ITC in its respective market starts from WD (Warehouse Distribution )
followed by retailers and consumers, where respective DS under every section has their role
for maintaining efficientt relationship with the retailers and taking orders from the. In this
process everyone has their own shares. For example: for every bag of ITC Aashirvaad salt
Profit margin for everyone is as follows:

Retailers margin
DS Incentive( Rs 25 per
WD( 5 % margin Per
bag after a nominal sales ( Rs 5.76 per kg or
bag)
target ) overall 40 % per Bag)
A snapshot of the available Quantity Purchase Scheme(QPS) Slab offered by the company
for the Traders-

These were the schemes (for time slab between June to august) available by the company
during my period of training to inspire the retailers to buy more bags of salt.

If we see numerically (Suppose for the least target), the company is offering almost 7.6% of
additional gift worth price the retailers..

SWOT ANALYSIS OF AASHIRVAAD SALT:

STRENGTH:

 Strong brand image of Aashirvaad.

 Provides high margin to the retailers.
 Very good quality of Packeting available.
 Efficient maintenance of supply in market.

WEAKNESS:

 Aashirvaad is perceived considered as an expensive brand if compare with locally

available brands.
 Lacks in a promotional scheme.

40
OPPURTUNITIES:

 Can become best seller in the premium quality salt segment as we have in survey that
it has surplus the market share of Tata.
 Can increase its product offering range to other special salt product with better
proportion of sodium and iodine content , such as Tata have Its own Tata Lite.

Threats:

 Low priced local salt brands.

 Introduction of other premium salt such as Catch, Saffola may also produce hurdle in
future.

STP -

Segment- People who prefer premium quality salt.

Target Group- People who generally conscious about health in terms of

food nutrients and Brand Conscious.

Positioning- To place best selling premium quality salt in the market

Phase 3: Direct engagement with the sales team

From the second week onwards of my training I was assigned to directly involve with the
sales team (basically with DS) on a day to day basis.

This processed apparently helped me in:

 Track down the daily activity/productivity of a DS

 Increased in DS productivity (in terms of taking orders) and to motivate them to
maintain a good relation with the retailers.
 Knowing issues faced by a DS while visiting a beat or market for orders.
 Having a practical idea about product distribution from WD to outlets.

41
The format used by me to tracking down the DS on a day to day basis was as follows:-

1. Distribution Salesman name:

2. Distribution Type:

3. Beat Name:

4. No. Of outlet in beat

5. Number of outlets visited during the day:

6. No. Of outlet given order of Salt

7. Total Order (in Bags):

8. Competition Salt present in Outlet

In the first stage of this task I had to worked individually for a week with a single DS, which
I continued for 3 consecutive weeks, and later in last week I worked combinely with all the
respective DS Tezpur WD.

The overall of this worksheet can be given as:

Name of DS Week Time No of No Total Competition salt found

period totals outlets orders
outlets actually in Bags
to be visited
visit by by the
the DS DS
in all
the
beats
Binod 1 22/06 140 98 30 Tata,IO+,Patanjali,
Sahani(GR to Ankur,Ankush,
1B) 26/06 Sungold,Bajaj, Everyday
Gopal 2 29/06 122 99 34 Tata,IO+,Ankur,Ankush,

42
Sarkar(GR to 3/07 Sungold,Bajaj, Everyday
1B)
Pinky(R.O.C) 3 14/07 114 78 22 Tata,IO+,Ankur,Ankush,
to ,Bajaj, Everyday
17/07
Binod 4 20/07 110 77 20 Tata,IO+,Patanjali,
Sahani(GR to Ankur,Ankush,
1B) 24/07 Sungold,Bajaj, Everyday
Gopal 4 20/07 94 79 30 Tata,IO+,Ankur,Ankush,
Sarkar(GR to Sungold,Bajaj, Everyday
1B) 23/07
Pinku(R.O.C) 4 20/07 112 89 15 Tata,IO+,Ankur,Ankush,
to ,Bajaj, Everyday
24/07

From the above work the statement can be made up that:

 Village outlets consider low orders with to that of urban (under municipal area)
outlets.
It has seen that the rate of order in bags of salt per week by all the outlets is near
average of .30 to .34 bags in Township area (i .e. by both the GR 1B) and while the
number for rural (R.O.C ) outlets it is 0.28 bags.
 Due to weekly lockdown regards to Covid-19 in Tezpur township area the respective
DS faced some problems in terms of management of his visits towards a beat since
all six working days were distributed with six no of beats respectively.
 Apart from these they also faced problems like bill pending, face off etc while taking
orders from respective outlets.

43
Phase 4: -Market survey and data analysis of the ITC Aashirvaad salt(outlet survey)

METHODOLOGY:

In the meanwhile of Phase-3 (i.e. in the phase of direct engagement with DS), a outlet
survey was conducted by me under the guidance of Area Executive Mr. Dibakar Dutta,
considering outlets of both Tezpur and Rangapara market as samples of my survey with a
sample size of 150 outlets. The Primary Data Collection for the Survey was carries out in
which outlet owner/retailers were asked to give their responses in the questionnaire

. The main objectives of conducting this surrey was-

 To know about current consumption share of the market.

 To check the availability of the brand in different outlets.
 To analyse about the customer preferences regarding salt product.
 To know what are concerns of customer regarding salt variants.

The format used for conducting the survey included the following questions for the outlet
owner or representative/retailers:

1) Name of the Outlet

2) What brands of salt are you selling? (product of 1 kg variants)

3) Do people ask for brands of salt before purchasing?

4) Do you have Tata or any other Premium salt available in your Outlet? (with packets
of variants of 1 kg)

5) In which salt are you gaining more margins, Aashirvaad, Tata or any other premium
salt (with 1 kg variants)?

6) How many bags of overall salt do you require/ buy per week ( bags containing
packets of 1 kg) ?

44
 7) How many bags of Aashirvaad salt do you require/ buy per week?

8) What are the common questions asked by consumers regarding salt while purchasing?

9) How many times do your outlet/shop refill Aashirvaad salt order from distributor in a
Month ?

10) How many times do your outlet/shop refill other premium salt order from distributor
in a Month ?

RESULTS AND DISCUSSIONS OF THE SURVEY:

The results obtained from the survey are as follows:-

 For the respective markets, it has seen that in the category of salt people show very
less consciousness towards the brand or products of salt, rather than about their price.
 For 1 kg of salt variants, it has observed that other than local products of different
name, the main competitor of Aashirvaad in premium quality category is Tata salt
with two more variants namely as Tata lite and Tata plus with relatively a high value
in its MRP.
 The weighted consumption share of the market is found 22% for Aashirvaad salt, 18%
for Tata and rest 60 % is constituted with low priced local salts.
 Furthermore the market availability of the product is found as 45% for Aashirvaad
and 35% for Tata Salt.(using Numeric Distribution)

45
 weighted consumption share of the
market

21.50%
Aashirvaad salt
Tata Salt
60.00% 17.50%
Other local salt PRODUCT

50.00% Market availablity(%)

40.00%

30.00%

20.00%

10.00%

0.00%
Aashirvaad salt Tata Salt

Observations:
The observations’ acquired from the given project can be stated as follows:-

1. It has seen that in the category of salt a large portion of customer does not consider
brands before purchasing, rather than price.
2. Despite having high margin in per kg of Aashirvaad salt its hard getting orders from
retailers due to high demand of customers towards local salts.

46
 3. Due to low price of local products (almost half of the premium one) people seen to
have often buying local one.
4. However in the category of premium category of premium salt in the respective
market of Tezpur and Rangapara, the market acquisition rate of Aashirvaad Salt has
slightly better that of Tata salt.

Problem faced during the training:

 Due to the situation of covid-19 the whole project was work from home mode which
affected the actual practical exposure of the market.
 Instead of direct sampling the method of data sampling was through the help of
respective DS since retailers unwillingness to share information over phone, which
also somehow affects in getting require adequate information.
 Respective DS also faced some problems while inspection of stock due Covid-19
protocols and safety measures acquire by retailers.
 Due to weekly lockdown regards to Covid-19 in township areas the respective DS
faced some problems in terms of management of his visits towards a beat since all six
working days were distributed with six no of beats respectively.
 While complete lockdown in Guwahati also created some problems in maintaining the
supply of salt in the market.

USEFULLNESS OF TRAINING

The training given by ITC is useful for me in various ways:

 It helped me to know the market scenario of the food industry.

 It helped me to learn how company uses different schemes to increase their sales.
 It gave me a good experience how to sell a product.
 It taught me how to handle a team and motivate people to do their best.
 It taught me how companies use different schemes to motivate sales.
 It taught me how to tackle problems in market

47
CHAPTER 6 - RECOMENDATIONS
AND SUGGESTIONS

SUGGESTION FOR MAKING THE PROJECT MORE SUCCESSFUL (Conclusive

statement)

Based on my project the suggestions can be made as for future action plan for making
the campaign more successful:

 The first and foremost task is to creating a social awareness campaign

towards premium salt product of Aashirvaad in terms of having health benefits,
available ingredients (sodium, iodine) etc with respect to the low priced local salt
competitors, since it has been observed that there is a huge customer demand
towards locally available low priced salt products.

 For more effective market penetration and to maximize its market share for
building an intensive distribution there is a need of a promotional scheme for
retailers for creating awareness towards the products. This can be acquired by
using other high valued product of Aashirvaad such Aashirvaad Atta.

Since previous promotional scheme of complementary salt bag with Aashirvaad Atta
has help a lot in increasing its market share.

 Moreover, the respective DS needs to be motivated continuously for

maintaining better relationship with the retailers.

48
 BIBLIOGRAPHY

1. www.itcportal.com(https://www.itcportal.com/businesses/index.aspx)
2. www.wikipedia.com(https://en.wikipedia.org/wiki/ITC_Limited#:~:text=ITC%20Lim
ited%20is%20an%20Indian,to%20I.T.C.%20Limited%20in%201974)
3. www.moneycontrol.com(https://www.moneycontrol.com/india/stockpricequote/
cigarettes/itc/ITC)

49