ABSTRACT

I was given the chance to join SIP at ITC Ltd. The project “To Analyze the Customer/Consumer
preference, Brand awareness, and Consumer Behaviour of ITC Ltd. Personal Care Products and
AGMT Products” aims to understand the market position, brand awareness, and consumer
behaviour of Savlon soap, engage deodorant, and mangaldeep incense sticks and dhoopbatti and
enhance its sales, distribution, and promotion in the rural market as well as urban areas of the
lakhisarai district. It focuses on the presence of ITC’s Savlon soap, engage deodorant and
mangaldeep dhoopbatti and incense sticks in Lakhisarai town and its rural market and finds out
all the challenges and difficulties that distributors, wholesalers, and retailers face. It will help to
find the important steps that will help the company overcome those challenges. It also increases
the visibility of Savlon soap in the market where the major competitors are Dettol, Lux,
Lifebuoy, Patanjali Margo, etc. It also focuses the visibility of Engage deodorant where its major
competitors are Denver, Fogg, Envy, etc. It also focuses the visibility of Engage Mangldeep
Dhoopbatti, where the major competitors are Denim, Cycle, Zed Black etc.

To fulfil the objective of the study, consumer behaviour and brand awareness of PCP and AGMT
products have been done with the help of surveys. Apart from the survey, sales data and services
which are offered by ITC Limited have been used. The internship began with receiving tasks for
learning about the company’s PCP and AGMT product offerings. The goal of the project was to
“to analyse the customer/consumer preference, brand awareness, and consumer behaviour of ITC
Ltd. Personal care products and AGMT products.” The main task is to accompany distributor
salesmen as they visit various markets in rural as well as urban areas in order to better
understand their profession. Over the course of this procedure, a month’s worth of marketing and
sales techniques at various stores were thoroughly examined and analysed. To know and
comprehend the industry better, certain crucial terms and jargon were taught in between lessons.
The study’s goal is to comprehend the function of salespeople in an organisation and evaluate
how effectively they work with distributors, wholesalers, and retailers. To develop existing sales
for ITC Ltd.’s newly introduced and existing brands by developing on-field sales strategies, To
evaluate ITC Ltd.’s personal care, agarbatti, Dhoopbatti, and matchstick products in terms of
their market position, performing an examination of the market that ITC Ltd. specifically serves
 for availability and visibility, identifying new business opportunities for ITC Ltd. To sell the
aforementioned products. I was required to work with the DS during this internship to determine
how he interacted with various entities, the DS’s performance and assistance in actively
promoting products falling under the categories of PC, AG, and MT products, as well as the
tactics employed to increase sales. Additionally, while physically visiting the stores for the
survey, we observed, asked, and noted the metrics listed in the questionnaire. Additionally, keep
a keen eye and ear out for competitors, assessing their presence and tactics. I also have to
determine the success of the programmes offered to customers for Savlon, Vivel, Fiama, Engage
products, Mangaldeep Dhoopbatti, and Matchsticks. A survey was conducted using
questionnaires for the customers. Significant Findings and Observations such as the availability
and visibility of Agarbatti and Matchstick products are higher than those of ITC Ltd.’s personal
care items.Various factors influence the effectiveness of the WD and DS. The level of consumer
satisfaction with each SKU’s programmes varies.

Market interactions at the ground level provided for the identification of important areas that
needed to be addressed either at the company level or among the company’s channels of
distribution. The study focuses on the customer and consumer (in process) surveys, using data
collected through questionnaires to determine current market conditions.

The major objective was to increase the Sales, Brand awareness and understand the consumer
behaviour in their respective beats and drive their DSPM Parameters which were directly linked
to the total sales and salary a DS makes at the end of the month. While, Learning about the
effectiveness of implemented schemes by ITC Ltd. For a few SKUs, through a survey gave a
broader idea of benchmarked competitors’ schemes and discounts on the ground level. Also,
within the project launching a new product of Engage and observing their sales rotation in the
next beat was an additional bonus point.

Furthermore, A special survey for the WD Ambika Enterprises and Pre survey for the launch of
Mangal Deep dhoop added a 360’ learning experience of sales in the dynamic market of
Lakhisarai.ITC Ltd. Despite, touching millions of outlets through FMCG PCP and AGMT
products and growth is facing highly competitive and dynamic challenges, to overcome these
challenges the DS is the ground face of the company. There is a need for the hour of DS to work
in the most efficient way with extremely high morale and loyalty. Hence the objectives and data
analyzed in the report are blended with the inferences & suggestions for betterment of the
company to gauge a large market share through the help of DS.