Summer internship Report
On
Presented by – Dev Mishra Under the Guidance of – Mr Kartikay Singh
Roll Number -- MBA2109057
03/11/2022
INDUSTRY OVERVIEW
• Industry Size:- As of 2019–20, ITC had an annual turnover of US$10.74 billion and a market
capitalisation of US$35 billion.
• Revenue:- ₹62,504 crore (US$7.8 billion) ...
• Total assets:- ₹77,259 crore (US$9.7 billion) ..
• ITC is one of India's foremost private sector companies and a diversified
conglomerate with businesses spanning Fast Moving Consumer Goods, Hotels,
Paperboards and Packaging, Agri Business and Information Technology. The
Company is acknowledged as one of India's most valuable business corporations
with a Gross sales value of ₹ 90,104 crores and Net Profit of ₹ 15,058 crores (as on
31.03.2022). ITC was ranked as India's most admired company, according to a survey
conducted by Fortune India, in association with Hay Group.
03/11/2022
TYPES:- Private sector companies
INDUSTRY:- FOOD PROCESSING (FMCG)Hotels, Paperboards
and Packaging, Agri Business and Information
Technology.
FOUNDED:- 24 August 1910, Kolkata
FOUNDER:- Ajit Narain Haskar
OWNER:- Sanjeev Puri is the Chairman & Managing
Director of ITC Limited.
HEADQUARTER:- Kolkata
AREA SERVED:- It exports its products in 90 countries
03/11/2022
WEBSITE:- www.itcportal.com
COMPOSITION ITC Limited is an Indian conglomerate company
FSSAI/ISI/AGMARKstandard Follow FSSAI standards for pack Declaration
• Result 1
Nutrition Information Aashirvaad Nature's Superfoods have been specifically made
from ancient grains such as jowar and ragi
• Result 2 Serving Size
100 g
• Result 3 Per serve
Energy
1536 kj
367 kcal
Fat
1.70g
Carbohydrates
77.00g
Fibre
10.5g
Protein
10.90g
03/11/2022
Product detail
Product detail Aashirvaad AATA
Description AASHIRVAAD Whole Wheat Atta is made from the
grains which are heavy on the palm, golden amber in
colour and hard in bite. It is carefully ground using
modern 'chakki - grinding' process which ensures that
AASHIRVAAD Atta contains 0% Maida and is 100%
Sampoorna Atta.
Packing •Aashirvaad multigrain 1kg,5kg
•Aashirvaad Shudh Chakki Atta 1 kg, 5 kg, 10 kg
•Aashirvaad Select Sharbati Whole Wheat
Atta 1 kg, 5 kg, 10 kg
03/11/2022
2. NET SALES TURNOVER
03/11/2022
COMPITITOR OF ITC LTD
03/11/2022
Core Competency
• ITC's diversified status originates from its corporate strategy aimed at creating multiple drivers of growth,
anchored on its core competencies of strong distribution reach, superior brand-building capabilities, effective supply chain
management and service skills in hoteliering
• ITC Agri Business' long-standing presence in the commodity business and strong farmer linkages have translated into
unique strengths across the scale and scope of the agri value chain.
• Some of these core competencies are unique and exclusive to the business and have created unique value propositions
for the customer Power full brands across segments It has a world class state of art technology and product
• ITC offers high-quality ,value priced cigarettes and roll-your own solution.
• Itc pursuit of international competitiveness is reflected in its initiatives in the overseas markets .in extremely competitive
markets.
• ASHIRVAAD AATA core competitor is Fortune atta but in india ashirvaad market is better than fortune.
• ITC’s Cigarettes are produced in its state-of-the-art factories at bengaluru, Haridwar , saharnapur and kolkata
03/11/2022
Statement of the Problem
FMCG-major, ITC Ltd, today reiterated that there is no plastic in Aashirvaad atta, as claimed by some
“malicious videos”.
Moreover, the company through a release pointed out that it has obtained a stay against the various
malicious videos that are being circulated via WhatsApp and Facebook.
A court order issued by the Bengaluru Civil Court last year bars the circulation of such fake videos on social
media.
ITC has also filed police complaints in Kolkata and Hyderabad against alleged miscreants who are spreading
false information, it further said.
The release also said that what is being shown as plastic in these videos is actually wheat protein which is a
mandated component of atta by the FSSAI and occurs naturally in many grains like wheat, oats, barley.
Several clarificatory videos have also been posted by independent persons setting the facts right.
ITC has also released media advertisements and digital campaigns explaining the factual position .
03/11/2022
AASHIRVAAD AATAA V/S FORTUNE AATA
03/11/2022
Ashirvaad aata Fortune Aata
•Higher Nutritional Content Than •Atta is a flour made from whole wheat
Regular Whole Wheat Atta. grains, through the process of grinding.
•Aids in Digestion, Improves Atta is also commonly known as whole
Metabolism and Protects Immunity. wheat flour or gehu ka atta.
•Enriched With Beneficial Qualities Of • 5kg fortune chakki atta is ₹235
Many Different Whole Grains. .
•Richer In Taste, Colour and Texture •10kg fortune chakki atta is 540
Due To The Blend Of Diverse Whole Aids in Digestion, Improves Metabolism
Grains and Protects Immunity.
•5kg ashirvaad atta is 275 Higher Nutritional Content Than Regular
Whole Wheat Atta.
•10 kg ashirvaad atta is 519
03/11/2022
Scope of the study
ITC Ltd is one of India's foremost private sector companies. 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-Export,it is eapidly gaining
market share even in its nascent businesses of packaged Foods & confectionery,
Breanded apparel, Personel care and stationary.
The Company has 25 subsidiaries,4 joint venture companies and 7 associate
companies under its roof
03/11/2022
SWOT ANALYSIS
STRIENGHT – High Proportion of Tobacco Product Revenues: ITC has made continuous efforts to separate
the FMCG sector from over-dependence on tobacco products and has been successful in doing so to
some degree. Nonetheless, tobacco products remain the biggest source of revenue contributing more
than 60 percent to FMCG’s overall revenue
WEAKNESS :- Tobacco Products Association has an impact on the brand: ITC has made a great deal of
effort to enhance its corporate image, but the fact that ITC has many tobacco products in its portfolio
has an impact on its corporate image. The increase in the Tobacco Tax has an effect on revenue: due to
the rise in the tax on tobacco products, rates and, subsequently, profits are affected
OPPORTUNITES:- ITC is still dependent on its tobacco sales, and people have cheaper alternatives and
other brands.
THREATS:- The hotel industry has not been able to build an enormous market share
03/11/2022
LITERATURE REVIEW
Kotler and Armstrong (1997) The consumer
purchasing decisions take place over a period of time.
The overall goal during this decision process is to
Virmani R. T., (2011) Stated the reasons for preference
evaluate various alternatives and choose product that
of the brands ranged from quality to availability. But it
satisfies the consumer in an optimal way. Consumers
was quality that was ranked as the No. 1 parameter
get influenced by several major factors while they
for brand preference. Most of the consumers reported
make their decisions. These factors can be grouped as
that they do get carried away by advertisements
social, cultural, psychological and personal factors
sometimes but in the end, it is the quality of the
Sharma M., (2012) Consumer preferences are defined
product that is a decisive factor for purchase. Smitha
as the subjective (individual) tastes, as measured by
Nair - (Brand Awareness and Retailer Perception of
utility, of various bundles of goods. They permit the
the Packaged Flour Brands) Retail perception analyses
consumer to rank these bundles of goods according to
that Aashirvaad atta as a brand has gained acceptance
the levels of utility they give the consumer. Note that
by the customer and has a potential to expand its
preferences are independent of income and prices.
market share and it is most popular among its users
Ability to purchase goods does not determine a
mainly because of its quality
consumer's likes or dislikes. This is used primarily to
mean an option that has the greatest anticipated
value among a number of options.
03/11/2022
as measured by utility, of various bundles of goods. They permit the consumer to rank these bundles of goods
according to the levels of utility they give the consumer. Note that preferences are independent of income and
prices. Ability to purchase goods does not determine a consumer's likes or dislikes. This is used primarily to
mean an option that has the greatest anticipated value among a number of options. Stated the reasons for
preference of the brands ranged from quality to availability. But it was quality that was ranked as the No. 1
parameter for brand preference. Most of the consumers reported that they do get carried away by
advertisements sometimes but in the end, it is the quality of the product that is a decisive factor for purchase.
Retail perception analyses that Aashirvaad atta as a brand has gained acceptance by the customer and has a
potential to expand its market share and it is most popular among its users mainly because of its quality , taste,
brand name, innovative .The satisfaction level of the retailer and the unsatisfied retailer with the distributor
service is not quite differed so company must improve their service quality to the retailer who are unsatisfied
and the retailer who are satisfied with distributor service must be provided more benefits to make them loyal to
the company. relationship between the brand and the consumer, as the latter learns to associate the brand with
a symbol and perceive it as having high quality. Following these deep connections created over the course of
time, a strong emotion is developed which lies on the basis of preferences
03/11/2022
OBJECTIVE OF THE
STUDY
Main objective of the study is:
• To look for different ways to improve the sale and visibility of Ashirvaad and
Sunfeasts by the help of Below the Line marketing activities.
• To identify the major competitors of ITC in the market
• Competitive analysis and competitor schemes and strategies.
• To Study the factors affecting the sales of food Poducts.
• To Develop a model to Strengthen the Distribution of Food Products
• To increase retail penetration of Sunfeasts into the market.
• To Study the buying behaviour of Retailers and Customers.
• Competitive analysis of Ashirvaad aata with Fortune aataa.
RESEARCH
METHODOLOGY
03/11/2022
Research Methodology
DATA COLLECTION:
• Primary as well as Secondary Data
REASEARCH DESIGN
• Sample technique
– A convenient sampling technique tool was adopted for data collection.
• Sample size
– Sample size: taken in this is 61 customers.
– Area of study: The area of the research was confined to ITC customers of Varanasi.
Uttar Pradesh , India.
• Tools for analysis
– The various tools used for the data analysis are
– Descriptive Statistical tools (Percentage analysis , Pie chart, Bar graph, Histogram.)
03/11/2022
03/11/2022
Finding and Analysis GENDER
61% RESPONDS
Male Female
83% 17%
Interpetation:-
Majority of customer
in male is 83% and
Female is 17% in
Female
03/11/2022
Finding and Analysis
TYPES OF FAMILY
61% RESPOND
JOINT FAMILY NUCLEAR
FAMILY
70.5% 29.5%
INTERPETATION:- Majority of the
customer in Joint family is 70.5% and
Nuclear Family is 29.5% .
03/11/2022
Finding and Analysis
AGE
61% Responds
AGE PERCENTAGE
Below 20 year 8.2%
21 to 30 year 75.4%
31 to 40 year 9.8%
40 to 50 year 5%
Above 50 year 5%
INTERPETATION:- Out of 61%
responses 75% are between
the age of below 20 and 10%
are 31 to 40 . Most of the
young generation people are
using itc products.
03/11/2022
Finding and Analysis
BUSINESSES GOVERNMET PRIVATE STUDENTS
EMPLOYEES EMPLOYEES
50.8% 8.1% 31.1% 11.5%
INTERPETATION:- MAJORITY OF BUSINESSES ARE
50.8% AND GOVERNMENT EMPLOYEES ARE
8.1% AND STUDENTS ARE 11.5%
Address
61% responds
03/11/2022
Finding and Analysis
URBAN RURAL SEMI URBAN
65.6% 16.4% 18%
INTERPETATION:- Majority of urban is
65.6% and rural is 16.4% and semi
urban is 18%. Are using itc product
03/11/2022
Finding and Analysis
INTERMIDIATE GRADUATION MASTER PHD
6.6% 49.2% 37.7% 6.6%
INTERPETATION:- MAJORITY OF INTERMIDIATE IS 6.6%
AND GRADUATION 49.2% AND MASTER 37.7% AND PHD
HOLDER 6.6% are using itc product
03/11/2022
Finding and Analysis
MONTHLY INCOME PERCENTAGE
15000 TO 25000 13.1%
26000 TO 35000 13.1%
35000 TO 45000 11.5%
MORE THAN 45000 23%
NILL 3.9%
0 3.9%
STUDENTS 32.8%
INTERPETATION:- THE ABOVE SHOWING TABLE
THAT OUT OF 61% REPONSES MONTHY INCOME
IS 15000 TO 25000 IS 13.1 % AND 26000 TO
35000 IS 13.1% AND 35000 TO 45000 IS 11.5%
AND MORE THAN 45000 IS 23%
03/11/2022
Finding and Analysis
STUDENTS EMPLOYEES BUSINESS HOUSE
WIFE
47.5% 41% 9.8% 2.2%
INTERPETATION:- MAJORITY OF STUDENTS ARE
47.5% AND 41% EMPLOYEES AND 9.8% ARE
BUSINESS
03/11/2022
Finding and Analysis
YES NO
93.4% 6.6%
INTERPETATION:- MAJORITY OF YES
ARE 93.4% AND NO ARE 6.6%
03/11/2022
Finding and Analysis
YES NO
82% 18%
INTERPETATION:- MAJORITY OF YES ARE 82% AND 18 %
ARE NO
03/11/2022
Finding and Analysis
ALWAYS 57.4%
SOMETIMES 32.8%
NEVER 9.8%
RERELLY
OFTEN
INTERPETATION:- IN THE ABOVE TABLE
57.4% ARE ALWAYS AND 32.8% ARE SOME
TIMES AND 9.8 ARE NEVER
03/11/2022
Finding and Analysis
YES 45.9%
OCCASSIONALLY 23%
RERELLY 13.1%
NEVER 16.4%
ALWAYS
INTERPETATION:- IN THE PIECHART 50% ARE YES
AND 23% ARE OCCASSIONALLY AND 13.1% ARE
RERELLY AND 16.4 ARE NEVER
03/11/2022
Finding and Analysis
YES 88.5
NO 11.5%
INTERPETATION:- IN THE GIVEN TABLE
88.5% ARE YES AND 11.5% ARE NO.
03/11/2022
Finding and Analysis
YES 91.8%
NO 8.2%
INTERPETATION:- IN THE GIVEN TABLE
91.8% ARE YES AND 8.2% ARE NO.
03/11/2022
Finding and Analysis
QUALITY 73.8%
QUANTITY
EASY AVAILABILITY 18%
PRICE
TASTE
FOR A CHANGE
INTERPETATION:- IN THE GIVEN TABLE PEOPLE
ARE USE THE ITC PRODUCT. QUALITY AND
EASY AVAILABILITY
IN QUALITY 73.8% AND 18.5 ARE EASY
AVAILABILITY.
03/11/2022
Finding and Analysis
YES 70%
DEFINITELY 13.1%
POSSIBLY 8.2%
NOT REALLY
NO
INTERPETATION:- IN THE GIVEN TABLE MAJORITY OF
YES IS 70% AND DEFINITELY IS 13.1%
03/11/2022
Finding and Analysis
1 8.2%
2
3
4 60.7%
5 18%
INTERPETATION:- IN THE GIVEN TABLE MAJORITY OF 1 IS
18% AND 60.7% ARE 4 AND 5 IS 18% THESE ARE
RATING SCALE OF ITC CLASSMATE PRODUCT OVER A
COMPETITORS
Finding and Analysis
TELEVISION INTERNET FRIENDS ON SHOP THROUGH OPTION 5
MY
FRIENDS
DEV
MISHRA
21.3% 31.1% 6.6% 9.8% 9.5%
INTERPETATION:- IN THE GIVEN TABLE . TELEVISION IS 21.3% AND
INTERNET IS 31.1% AND FRIENDS IS 6.6% AND ON SHOP IS 9.8% AND
THROUGH MY FRIENDS DEV MISHRA IS 9.5% ARE KNOWN ABOUT THE
PRODUCT
03/11/2022
Finding and Analysis
RETAIL STORES ONLINE ITC AGENCY
64% 29% 6%
INTERPETATION:- IN THE GIVE TABLE RETAIL STORE
ARE 64% AND ONLINE ARE 29% AND 6% ARE ITC
AGENCY .
03/11/2022
Finding and Analysis
STRONGLY SATISFIED 26.2%
SATISFIED 62.2%
STRONGLY DISSATISFIED
NEUTRAL 8.2%
DISSATISFIED
INTERPETATION:- IN THE GIVEN TABLE STRONGLY
SATISFIES ARE 26.2% AND SATISFIED ARE 62.2%
AND NEUTRAL ARE 8.2% ARE ITC PRODUCT
PACKAGING.
03/11/2022
LIMITATION
• online method of the survey which sometimes causes network fluctuation and sever down.
• The survey was limited to Varanasi and Chandauli and other state bihar also region.
• The survey was limited to my college friends only.
• Lack of interest of the respondents to fill the questionnaire.
• Inaccuracy of the data.
• Responds may not have been true in answering various question.
• Lack of understanding among the respondents.
Fear of circulation of the personal data
03/11/2022
FINDING
• Out of 61.% responses 82% are using Male and 18% are FEMALE.
• Out of 61% responses 71% are using itc product in Joint family and 30 % are using Nuclear
Family
• Out of 61% responses 75% are between the age of below 20 and 10% are 31 to 40 . Most
of the young generation people are using itc products
• Out of 61% responses 50% are using the itc product in Graduation and 38% are using itc
product in masters and 7 % are using in Phd holders.
• Out of 61% responses 51% are using itc products in Students and 31 % are using in Private
employees and 12% are in businesses
• Out of 61% are responses in 33% monthly income of students and 23 % are between more
than 450000
• Out of 61% responses in occupational status are 48% are Students and 41% are
employees and 10% are businessess.
• Out of 61% responses 93% are yes and 7% are no
03/11/2022
INTERPETATION
• Majority of customer in male is 83% and Female is 17% in Female.
• Majority of the customer in Joint family is 70.5% and Nuclear Family is 29.5%.
• Out of 61% responses 75% are between the age of below 20 and 10% are 31 to 40 . Most of the
young generation people are using itc products.
• Majority of urban is 65.6% and rural is 16.4% and semi urban is 18%. Are using itc product.
• MAJORITY OF INTERMIDIATE IS 6.6% AND GRADUATION 49.2% AND MASTER 37.7% AND PHD
HOLDER 6.6% are using itc product.
• THE ABOVE SHOWING TABLE THAT OUT OF 61% REPONSES MONTHY INCOME IS 15000 TO 25000 IS
13.1 % AND 26000 TO 35000 IS 13.1% AND 35000 TO 45000 IS 11.5% AND MORE THAN 45000 IS
23%.
• MAJORITY OF STUDENTS ARE 47.5% AND 41% EMPLOYEES AND 9.8% ARE BUSINESS.
• MAJORITY OF YES ARE 93.4% AND NO ARE 6.6%
• MAJORITY OF YES ARE 82% AND 18 % ARE NO
• IN THE GIVEN TABLE 91.8% ARE YES AND 8.2% ARE NO.
03/11/2022
RECOMMENDATION/CONCLUSION
• Following are the recommendations for the ITC Limited which he improves, can be the biggest
player in atta industry
• Availability in rural outlet.
• As Per my survey more than 61% of responses are satisfied with the products of itc ,the
company needs to inform and create awareness about their products to those 39% of respondent
who are not satisfied.
• Manufacture of small prices units.
03/11/2022
• Focus on supply chain management.
• Reasonable margin of the product must be provided in comparison to its competitors
• Those Respondent who are not prefer to use ITC products , We cancovience them to preferring
use itc Products once.
• ITC should increases its selling aggressive techniques of product so that customer can easily
avail the product.
• Packaging of the product can be improved to attract more consumer
03/11/2022
ANNEXURE
• Name
• Email
• Gender
1. Responded Name
2. Gender
• Male
• Female
3. Types of Family
• Joint family
• Nuclear family
03/11/2022
5. Age of interest who buying itc product
• Below 20 year
• 21 to 30 year
• 31 to 40 year
• 40 to 50 year
• Above 50 year
6. Place of Residence
• Urban
• Rural
• Semi Urban
03/11/2022
7. Qualification of Responded
• Intermidiate
• Graduation
• Master
• PHD
8. Profession of Responded
• Businesses
• Government employees
• Private employees
• Students
9. Monthly income of Responded
• 15000 to 25000
• 26000 to 35000
• 35000 to 45000
• More than 45000
• 0
• Students
03/11/2022
10. Occupational Status
• Students
• Employees
• Business
• House wife
11. Give Any two product of Itc in Fmcg and Personal Care
12. Would you say thst you are well aware of the compay ITC and FMCG Product it offer to the market?
• Yes
• No
13. You are Using ITC product Daily
• Yes
• No
14. How Much you Preferred itc product?
03/11/2022
• Always
• Sometime
• Never
• Rerelly
• Often
15. Have you encountered any major substantial problem ? In Dealing With the People of itc?
• Yes
• Ocassionally
• Rarelly
• Never
• Always
16. Do you Personally believe that ITC products are of a Superior Quality?
• Yes
• No
17. Do you using the itc Poduct?
• Yes
• No
03/11/2022
18. Why do you Use the Product?
• Quality
• Quantity
• Easy Availability
• Price
• Taste
• For a Change
19. Overall, would you say there is Customer Satisfaction with regards itc fmcg product?
• Yes
• Definitely
• Possibly
• Not really
• No
20. How do you Rate the Itc Class mate product over competitors?
• 1
• 2
• 3
• 4
• 5
03/11/2022
21. How do you get to kown about the Product?
• Television
• Internet
• Friends
• On shop
• Through my Friends Dev Mishra
22. How Cmpany is helping you with the selling of itcclassmate products?
• By offering Produt Display
• UP
• By offeringshop Name Hoarding
• Option 4
23. From where do you buy this Product
• Retail Stores
• Online
• ITC Agencies
03/11/2022
24. Are You Satisfied With the product of Packaging?
• Strongly Satisfied
• Satisfied
• Strongly Dissatisfied
• Neutral
• Dissatisfied
25. Which Problem do you face while buying of itc Ashirvaad Aata.
• Unavailability
• Price
• Taste and Flavour
• Don’t Prefer them much
03/11/2022
03/11/2022
