FINAL PROJECT REOPRT OF CONSUMER BEHAVIOUR ON SURYA NEPAL PVT.

LTD

Submitted to:
Dr. Binod Krishna Shrestha Kathmandu University School of Management(KUSOM)

Submitted By:
Nabin poudel(12323) Murrary Prasad Roy (12325)

Date: 21/4/2013

1. INTRODUCTION 1.1 Background

Surya Nepal Private Ltd (SNPL) was established in 1986 with a Vision of "Growth through Quality and Excellent". It is a joint venture between British American Tobacco (BAT) holding 2%, ITC Limited with 59% and Nepalese entrepreneurs holding 39% of the share. It has its factory in Simra, with the head office located in Kathmandu. Surya Nepal is now the largest private sector enterprise in Nepal with 70-75 % of the total market share. A subsidiary of ITC Limited, consist 95% of the total market share in the premium segment and 60% in the general segment. It serves 75000 retailers, through its 6000 secondary wholesale and 60 distribution channels making Surya Nepal one of the most efficient and effective marketing company in Nepal. The company initially started its production with two brands of cigarette namely, Naulo and Bijuli of which Naulo was later dropped. SNPL competes with Nepal Tobacco Company, Perfect Blends Pvt. Ltd, Seti Cigarette Factory and Gorkha Lahari Pvt. Ltd for the market share. It also competes with the substitute products like khaini, gutka, cigar, bindi, chewing gums etc. Its businesses also includes marketing of the readymade garments under the name Springwood and John players with a total business turnover of over US $100 million. It is committed to its corporate vision enduring value for all stakeholders and was awarded the prestigious FNCCI National Excellence Award during the year 2007 for being the best-managed corporation in Nepal. The company is the recipient of various national safety and environmental awards and is also ISO-9001: 2000 certified. (Surya Nepal Pvt. Ltd., 2008)

The various product category of Surya Nepal are: Cigarette Surya Classic, Surya Luxury Kings, Surya Lights, Shikhar, Shikhar Lights, Khukuri Filter, Bijuli and Chautari. Garment The garment products of SNPL are John Players and Springwood. Surya Nepals garments division is the first facility operating on 100% automated cutting for yarn-dyed fabric in the entire SAARC region. After the success of the John Players range of branded men's wear, the company now introduces the Springwood range of branded men's wear.

Capital Structure Authorized capital 65,000,000 Issued capital, subscribed & paid up 20,160,000