SUMMER TRAINING REPORT

On
“Taste and Preferences of ITC Food Product”

In partial fulfillment ofithe requirements for the award ofithe degree of

MASTER OF BUSINESS ADMINISTRATION (MBA)
Submitted by
(RITESH SRIVASTAVA)
(MBA2109126)

Submitted to
MR. AMIT KUMAR BHANJA
(Assistant Professor)

School of Management Sciences,

Varanasi
Affiliated to
(Dr. A.P.J. Abdul Kalam Technical University, Lucknow)
CERTIFICATE
 DECLARATION

I, Ritesh Srivastava hereby declare that my report entitled “Taste and Preferences ofiITC
Food Product” is a project work carried out by me independently. The information
present ed in the report is correct to the best ofimy knowledge and the analysis is as per the
norms a nd guidelines ofithe report.
I feel extremely exhilarated to have completed this report under the able and

inspiringiguida nce of Mr. Amit Kumar Bhanja, Assistant Professor. His guidance and

timely encourageme nt has infused courage in me to complete the work successfully.

I claim this report to be my indigenous work and have not presented it anywhereielse for

an y purpose.

Ritesh Srivastava
MBA III
Semester
Roll no.: MBA2109126
 ACKNOWLEDGEMENT
The work on this report has been an inspiring, often exciting, something challenging, but

al ways an interesting experience.

Bearing in mind, Iiam using this opportunity to express my deepest gratitude and special

tha nks to the School ofiManagement Sciences, Varanasi. I express my deepest thanks to

Direct or, Prof. P.N. Jha, Coordinator: Dr. Amitabh Pandey ofiMBA for providing meithe

valuable chance for doing the research purpose.

Last but not the least I apologized for my omission & mistakes, as from my side I prepared

i tiby my best. I perceive this opportunity as a bigimilestone in my career development. I

will strive to use gained skills & knowledge in the best possible way, & I will continue to

work on their improvement in order to attain the desired career objectives.

Ritesh Srivastava
MBA III
Semester
Roll no.: MBA2109126
 TABLE OF CONTENTS

S. No. Particulars Page No.

SECTION – A

1. Introduction 1
1.1 Industry Overview 2

1.2 Company Overview 19

1.3 Experimental Learningi

SECTION – B

1. Introduction

1.1 About the project 52

1.2 Objectives ofithe project 62

1.3 Rationale for the study 63

1.4 Importance ofithe project 67

2. Literature Review 72

3. Research Methodology 74

4. Limitations 76

5. Data Analysis & Interpretation 77

6. Conclusion from the work 95

7. Suggestions & Recommendations 96

8. Annexure 97

9. Bibliography 101
Industry Overview
Indian snackifood industry comprises of many Indian as well as MNCs. The Indian snack market

re ached a value of $307.7 million in 2001. The Indian snacks food market is of the order

ofi400,000 to nes. This wide range of products are categorized under Potato / Banana Chips,

Namkeens & Fun- Foods. The organized market for chips is estimated toibe 6500 tons valued at

Rs.2 bn. The marketif or branded chips has been growing at a fast pace ofiaround 20-25 %

annually.

Since the majority of MNC's entered their venture in Ready-To-

Eat Snacks & Namkeens. The project was conducted to studyithe overall industry foriReady-To-

Eat Snacks & Namkeens. The research was conducted to study the actual buying behavior of the

c onsumers and their preference forisuch a category of food. Research methodology being

explorato ry research Questionnaire method toiinterview consumers as well as retailers was

adopted. Retaile rs were surveyed to know the actual market behavior, whereas the consumers

were surveyed to kn owitheir preference and factors affecting theiripurchase. Secondary data on

industryiis collected thr ough Internet, magazines & by visiting the people in the industry.The

Research was a good experie nce & the final conclusion is that the consumers generally

associate Ready-To-

Eat Snacks & Namkeens with Time Pass. Majorityiof them prefers wafers to be theirifirst choice with

Fraiams being the second preference. Namkeens on other hand are usually preferred as hunger q

uencheriand are eaten whenever the consumers are hungry.Ready-To-

Eat Snacks & Namkeens are generally considered as take away food and hence the consumers

ge nerally buy 1-

2 packs and does not store them. Through the research it was concluded that the consumers

want e ven POPCORN to be included in this category which is also an opportunity for the

manufacturers to launch a new product and extend their productiwidth. Overall the industry is
grooming and has vasti opportunity to be cashed for the manufacturers.
COMPANY PROFILE
ITC Ltd (ITC) was incorporated on August 24, 1910, under the name Imperial Tobacco

Co mpany of India Ltd. to make cigarettes and tobacco. In 1975, the company

enteredthe ho spitality business withthe acquisition of ITC-

Welcome group Hotel Chula. the name of the Company was changed to I.T.C. Limited

in 1 974. In recognition of the Company's multi-

business portfolio encompassing a wide rangeof businesses -

Cigarettes & Tobacco, Hotels, Information Technology, Packaging, Paperboards &

Specia lty Papers, Agri-Exports, Foods, Lifestyle Retailing and Greeting Gifting &

Stationery -

the full stops inthe Company's name were removed effective September 18, 2001. The

C ompany now stands rechristened 'ITCiLimited'.

ITC is one of India's foremost private sector companies witha market capitalization of

ne arly US $ 14ibillion and a turnover of over $ 5 billion. ITC is rated among the World's

Best Bi g Companies, Asia's 'Fab 50' and the World's Most Reputable Companies by

Forbes maga zine, among India's Most Respected Companies by Business World and

among India's Mo st Valuable Companies by Business Today. ITCiranks among India's

`10 Most Valuable (Co mpany) Brands', ina study conducted by Brand Finance and

published by the Economic Ti

mes. ITC also ranks among Asia's 50 best performing companies compiled by Business
W
eek.

ITC has a diversified presence in Cigarettes, Hotels, Paperboards & Specialty Papers,

Pack aging, Agri-

Business, Packaged Foods & Confectionery, Information Technology, Branded Apparel,

P ersonal Care, Stationery, Safety Matches and other FMCG products. While ITC is an

outst anding market leader in its traditional businesses of Cigarettes, Hotels,

Paperboards, Pac kaging and Agri-

Exports, it is rapidly gaining market share even in its nascent businesses of Packaged

Food s & Confectionery, Branded Apparel, Personal Care and Stationery. As one of

India's most valuable and respected corporations, ITC is widely perceived to be

dedicatedly nation- oriented.

ITC'siAgri-

Business is one of India's largest exporters of agricultural products. ITCiis one of the

count ry's biggest foreign exchange earners ( $ 3.2 billion inthe last decade). The

Company's 'e- Choupal' initiative is enabling Indian agriculture significantly enhance

its competitivenes s by empowering Indian farmers throughthe power of the Internet.

This transformationa l strategy, whichhas already become the subject matter of a case

study at Harvard Busine ss School, is expected to progressively createfor ITC a huge

rural distribution infrastructu re, significantly enhancingithe Company's marketing

reach.
ITC'siwholly owned Information Technology subsidiary, ITC Infotech India Ltd, provides

IT services and solutions to leadingglobal customers. ITC Infotech has carved a niche

for its elf by addressing customer challenges throughinnovative IT solutions.

Its beginnings were humble. A leased office on Radha Bazar Lane, Kolkata, was the

centre of the Company's existence. The Company celebrateditsi16th birthday on

August 24, 192 6, by purchasing the plot of land situated at 37, Chowringhee, (now

renamed J.L. Nehru R oad) Kolkata, for the sum of Rs 310,000. This decision of the

Company was historic inmor e ways than one. Itiwas to markithe beginning of a long

and eventful journey into India's fu ture. The Company's headquarter building,

'Virginia House', whichcame up onthat plot o f landtwo years later, would go on to

become one of Kolkata's most venerated landmarks

. The Company's ownership progressively Indianised, and the name of the Company was

changed to I.T.C. Limited in 1974. In recognition of the Company's multi-

business portfolio encompassing a wide rangeof businesses -

Cigarettes & Tobacco, Hotels, Information Technology, Packaging, Paperboards &

Specia lty Papers, Agri-Exports, Foods, Lifestyle Retailing and Greeting Gifting &

Stationery -

the full stops inthe Company's name were removed effective September 18, 2001. The C

ompany now stands rechristened 'ITCiLimited'.

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

Seventies wit
nessedthe beginnings of a corporate transformation that would usher in momentous

ch anges inthe life of the Company.

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.

In 1975 the Company launched its Hotels business withthe acquisition of a hotel in

Chenn ai whichwas rechristened 'ITC-

Welcomgroup Hotel Chula'. The objective of ITC's entry into the hotels business was

root ed inthe concept of creating valuefor the nation. ITC chose the hotels business for

its pot ential to earnhighlevels of foreign exchange, createtourism infrastructure and

generate large scale directiand indirect employment. Since then ITC's Hotels business

has grown to occupy a position of leadership, with over 100 owned and managed

properties spread acr oss India.

ITC's foray into the marketing of Agarbattis (incense sticks) in 2003 marked the

manifesta tion of its partnership with the cottage sector. ITC's popular agarbattis

brands include Spr iha and Mangaldeep across a range of fragrances like Rose,

Jasmine, Bouquet, Sandalwo od, Madhur, Sambrani and Nagchampa.

ITC introduced Essenza Di Wills, an exclusiverange of fine fragrances and bath & body

car e products for men and womenin July 2005. Inizio, the signature range under

Essenza Di Wills provides a comprehensive grooming regimenwithdistinct lines for

men(Inizio Hom me) and women(Inizio Femme). Continuing with its tradition

ofbringing world class prod uctsito Indian consumers the Company launched'Fiama Di

Wills', a premiumrange of Sha mpoos, Shower Gels and Soaps in September, October

and December 2007 respectively. The Company also launched the 'Superia' range of

Soaps and Shampoos inthe mass- market segment at select markets in October 2007

and Vivel De Wills & Vivel range of soa ps in February and Vivel range of shampoos in

June 2008.

ITC is one ofitheiIndia's foremost private sector companies with a market

capitalization ofi nearly US $ 15 billion and a turnover ofiover US $ 4.75

billion. ITC has a diversified prese nce in Cigarettes , Hotels , Paperboards

& Specialty Papers , Packaging , Agri- Business , Packaged Foods &

Confectionery , Information Technology , Branded App arel , Greeting

Cards , Safety Matches and other FMCG products .

Activities

FMCG: ITC is the market leader in cigarettes in India. With its wide range

ofiinvaluable bra nds, it has a leadership position in every segment of the

market. ITC made its entry into the branded & packaged Foods business in

August 2001 with theilaunch of the Kitchens of Indi a brand. A more broad-
based entry has been made since June 2002 with brand launches in the

Confectionery, Stapl es and Snack Foods segments. ITC 's Lifestyle Retailing

Business Division has established a nationwideiretailing presence through its

Wills Lifestyle chain of exclusive specialty store

s. ITC is blending its core capabilities to market a growingirange of greeting,

gifting & stati onery consumer products. As part ofiITC 's business strategy

oficreating multiple drivers ofi growth in the FMCG sector , the Company has

commenced marketing safety matches and a garbattis (incense sticks) sourced

from small-scale and cottage units.

Hotels: ITC Welcome group brand has become synonymous with Indian

hospitality. Toda y amongst India's finest andifastest growing hotel chains, it

consists of over 70 hotels across different destinations in India. These include

super deluxe and five star hotels, heritage pal aces, havelis and resorts and

full service budget hotels.

Paperboards & Packaging: ITC is one ofithe world's most modern and

contemporary ma nufacturers of packaging and graphic series of boards. ITC

's Packaging & Printing Busines s is the country's largest converter of

paperboard into packaging.

Agri-

Business: ITC 's International Business Division (IBD) is the country's

second largest expo rter ofiagri-

products. ITC pioneered the cultivation and development ofiCigarette Tobaccos in India .
Information Technology: ITC Infotech India Ltd., a global IT services
company, has esta blished itselfias a key player in the offshoring arena,
growing at a cumulative annual growth rate (CAGR) of around 85%.

1.1.2 MileStone
 ITC was incorporated on August 24, 1910 under the name of 'Imperial
To bacco Company of India Limited'


 In 1975 through its acquisition of a hotel in Chennai , the company

launch ed its hotel business by the name 'ITC-Welcomgroup Hotel
Chula'.


 In 1979 it entered into manufacturing paperboards, packaging &

printing business.


 In 1985 it set up Surya Tobacco Co. in Nepal, now a subsidiary of ITC.

 In 1990 ITC set up the Agri Business Division for export of agri-
commodities based onpartnership with farmers, for revolutionizing
the r ural agricultural sector.
 In 2000, ITC launched a line of greeting cards under the brand name
‘Expr essions’. There has been further extension inproductline with
introducti onof gift wrappers, autographbooks slam books and
stationery.
 In 2000, it entered in lifestyle retailingibusiness withthe Wills Sport, a
ran ge of international quality wear for men and women.
 ITC InfoTech India was set up in 2000 to provide outsourcing solutions
to manufacturing, BFSI(Banking, Financial Services & Insurance),
CPG&R (C onsumer Packaged Goods & Retail), THT (Travel, Hospitality
and Transpo rtation) and media & entertainment.
 ITC entered food business in 2001, its product line in this segment
consist of brands 'Kitchens of India', ‘Aashirvaad atta’, ‘Candyman’,
‘Sunfeast’ & ‘Bingo!’.
 In 2002 it entered in marketing of matches, ITC now markets popular
safe ty matches brands like iKno, Mangaldeep, Aim, Aim Mega and
Aim Metro
.
 In 2003 ITC's forayed into the marketing of Agarbattis (incense sticks),
cre atingibrands like Mangaldeep, Spriha, Aim Metro and so on.
 ITC introduced Essenza Di Wills, an exclusiverange of fine fragrances
and bath & body care products for men and womenin July 2005.
 The Company also launched the 'Superia' range of Soaps and
Shampoos i nthe mass-
market segment at select markets in October 2007 and Vivel De Wills
& Vi vel range of soaps in February and Vivel range of shampoos in
June 2008.
 In 2013-
ITC Hotels tied up with RPGroup Hotels & Resorts to manage 5 hotels
in India and Dubai, under ITC Hotels’ 5-
star ‘WelcomHotel’ brand and the group’s
mid- market to upscale ‘Fortune’ brand.
 Chairman Mr. Y C Deveshwar was presented the Lakshmipat
Singhania- IIM Lucknow National Leadership Award by Shri M Hamid
An sari, Hon'ble Vice President of India.
 ITC’s Chief Financial Officer, Mr Rajiv Tandon, was rankedthe ‘Best
Over all CFO’ at the ‘Business Today-
Yes Bank Best CFO Awards 2013’. He was also declaredthe winner
inthe category of ‘Sustained Wealth Creation (large companies)’.
 ITC was ranked 3rdin Corporate Reputation amongi40 leading
companie s inthe Nielsen Corporate Image Monitor 2013-
 14. ITC was also perceived to be the ‘Company most active in CSR' for
the third year ina row.

1.1.3 Future Prospects

As a Company deeply rooted in India's soil, ITC is inspired by the opportunity
to s erve a larger national purpose and createenduring valuefor its
stakeholders. T his abiding vision has spurred innovation, creativity and
vitality to ensure a subs tantial and growing contribution to the Indian
Economy, whilst simultaneously contributing significantly to enhancing
environmental capital and sustainable li velihoods.

ITC’s unique and multi-

faceted enterprise strengths including deep consumer insights, brandbuilding
capability, cutting-
edge Research& Development, globally benchmarked manufacturing
infrastru cture, agri-
sourcing advantages and extensive rural linkages, trade marketing &
distributio nnetwork, committed
and competent human resources, constitute a robust and formidable
foundati onthat has enabled the Company to create multiple drivers of
growth in its chosen portfolio of businesses that spans FMCG, Hotels,
Paperboards and Pack aging, Agri-
Business and Information Technology. These enterprise strengths coupled
with the opportunities arising out of rising disposable incomes, urbanization,
a favor able demographic dividend and growth in rural areas
providecompetitiveness t o ITC’s strategy of creating enduring valuefor its
stakeholders and the nation. IT C continues to blend its diverse
competencies
residing in various businesses to enhance the competitive power of the
portfoli o and position eachbusiness to attain leadershiponthe strength of
world-
class standards inquality and costs. The Company has also crafted an
effective s trategy of organization and governance processes to not only
enable focus oneach business but also harness the diversity of its portfolio
to cr eate unique sources of competitive advantage. ITC’s Foods business, for
examp le, gains competitive advantage from enterprise synergies existingiin
ITC
e-Chou pal’s agri-
sourcing capabilities, cuisine expertiseof its Hotels business, brandbuilding
ca pabilities, in-house packaging competencies as well
as an unmatched distribution network

1.2Nature Of Business
As a Company deeply rooted in India's soil, ITC is inspired by the opportunity
to s erve a larger nationalpurpose and createenduring valuefor its
stakeholders. Th is abiding vision has spurred innovation,creativity and
vitality to ensure a substa ntial and growing contribution to the Indian
Economy, whilstsimultaneously co ntributing significantly to
enhancingienvironmental capital and sustainable live lihoods.

The Company’s strategic intent to create enduring value by investing innew

eng ines of growth is powered by its strong and competitive capabilities in
R&D, inn ovation and technology and an array of institutional strengths
includingideep c onsumer insights, brandbuilding capability, trade marketing
and distribution in frastructure, focus on quality and world-
class manufacturing practices, strong rural linkages and outstanding human
res ources.

ITC endeavours to embed the principles of sustainability, as far as

practicable, in to the various stages of product or service life-
cycle, includingprocurement of raw material/service, manufacturingiof
produc t or delivery of service, transportation of raw materials and finished
goods, and disposal by consumers. The Board approved policy on “Life-
cycle Sustainability” details the Company’s approach inthis respect. Further
de tails onthis Policy can be accessed from the ITC portal –
www.itcportal.com and will be available inthe ITC Sustainability Report
2014. Delivering best-in-
class quality of goods and services forms the bedrock of ITC’s pursuitiof
sustaina ble valuecreation. This commitment to excellence inquality is
manifest in its po rtfolio of world-
class brands, and is driven by unwavering attention to efficiency of design,
proc esses, sourcing and distribution in order to provide superior and
differentiated offerings to customers.
1.3Product Profile
Businesses Products / Services
FMCG: Branded Packaged FoodsiBusinesses (Bakery and
Confectionery Foods; SnackiFoods; Staples, Spicesiand
Ready to Eat Foods); Apparel; Education and
Stationery Products; Personal Care Products; Safety
Matches and Agarbattis; Cigarettes, Cigars, Smoking
Mixtures etc.

Hotels: Hoteliering.

Paperboards, Paper & Packaging: Paperboards, Paper includingiSpecialty Papers &

Packaging including Flexibles.

Agri Business: Agri-commodities such as soya, spices, coffee

and leaf tobacco.

Locations where business activities The Company’sibusinesses and operations are

spread are undertaken by the Company: across the country. Details of plant
locations, hotels
owned / operated by the Company, stores etc. are
provided in the section, ‘Report on Corporate
Governance’, in the Report and Accounts.

Markets served by the Company: ITC’s products and services have a national
presence and many products are exported to a numb
countries.

1.4Background
LISTING DETAILS

Corporate Identity Number (CIN) L16005WB1910PLC001985

ofithe Company:
Name of the Company: ITC Limited
Address of the Registered Office: Virginia House, 37 J L
Nehru Road, Kolkata 700 071
Website: www.itcportal.com
E-mail id: ccd@itc.
BSE Code 500875
NSE Symbol ITC
ISIN NO INE154A01025
Face Value 1
Listing BSE,NSE,Kolkata
BSE Group A
Indices SENSEX, BSE100, BSE200,
BSE500, BSEFMC, GREENEX,
CARBONEX , NIFTY, CNX500,
CNX100,CNXFMCG, CNXCONSUMP,
CNXDIVOPPT,
Contact details
Address Virginia House,37 Jawaharlal
Nehru Road, Kolkata,West Bengal-
700071 .
Phone No 91-033-22889371/22886426
/22880034 (Phone)
Fax 91-033-22882358 (Fax)
Email ID isc@itc.in
Website www.itcportal.com

1.5Register’s Details

Registrar ITC Ltd.

Registrar's Office Virginia House,37 Jawaharlal
Nehru Road, ,Kolkata 700071
Registrar Phone 033-2288 9371 / 2288 6426 / 2288
0034 (Phone)
Registrar Fax 033-2288 2358 (Fax)
Registrar Email Id isc@itc.in
Registrar Website www.itcportal.com

1.6Board of Directors

Chairman:
Yogesh Chander
Deveshwar Nakul Anand
Pradeep Vasant
Dhobale Kurush Noshir
Grant

Executive Directors:
Anil Baijal an
A Robert Earl Lerwill
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 Suryakant Balkrishna
Mainak Sunil Behari Mathur
Pillappakkam Bahukutumbi
Ramanujam Sahibzada Syed Habib-ur-
Rehman Anthony Ruys
Meera Shankar
Krishnamoorthy
Vaidyanath

Non-Executive
Directors: Corporate
Management
Committee

Executive Directors:
Y C Deveshwar
Chairman N Anand
Member
PV Dhobale
Member K N Grant
Member Executives
A Nayak Member
T V Ramaswamy Member
S Sivakumar Member
K S Suresh Member
R Tandon Member
B B Chatterjee Member & Secretary

Chief Financial
Officer:
Rajiv Tandon

Executive Vice President & Company Secretary:

Biswa Behari Chatterjee

General Counsel:
Kannadiputhur Sundararaman Suresh

1.7Auditors
 M/s. Deloittee Haskins & Sells, Chartered Accountant, the Statutory
Auditorsof the company retire at the ensuring Annual General Meeting and
ate eligible for re-
appointment. They have furnished a certificate regardingtheir eligibility for
re- appointment as Statutory Auditors of the Company, pursuant to Section
224(1 B) of the company Act,1956. Observations Made inthe Auditors Report
are self- explanatory and therefore, do not call for any further comment.

1.8Share Pattern
Tabal1.8

(A)Institutional Shareholding No. of Shares held %

Financial Institutions, Insurance Companies, Mutual Funds and Banks 2,75,77,23,494 34.68

Foreign Institutional Investors 1,53,21,06,319 19.26

Sub-Total (A) 4,28,98,29,813 53.94

(B)Non-Institutional Shareholding

Foreign Companies 2,41,35,09,216 30.35

NRIs, Foreign Nationals and Qualified Foreign Investment 4,24,31,363 0.53

Bodies Corporate 35,40,95,975 4.45

Public and Others 83,25,34,963 10.47

Sub-Total (B) 3,64,25,71,517 45.80

Public Shareholding (A+ B) 7,93,24,01,330 99.74

Sharesiunderlying Global Depository Receipts 2,07,81,620 0.26

Total 7,95,31,82,950 100.00

1.8Shareholdingpattern

Institutional Shareholding:- 53.94

Non-Institutional Shareholding:- 45.80

Shares underlying Global Depository Receipts:- 0.26

Interpretation:
As we can see, total Institutional Shareholding has 53.94% shares out of the
co mpany’s total share capital and Non-
Institutional Shareholding has a 45.80% share and a Shares underlying Global
D epository Receipts has a 0.26% share. Andwe can says that company is
controlli ng by the their well educated and specialist management so
company giving go oddividendo
The objectives ofiITC ltd. are as follows-

● To assist developing and transition international locations to obtain sustainable

impr ovement thru exports.

● Increased and higher trade, which creates employment, entrepreneurial

possibilities and generates earnings.

● To build consciousness and improve the supply and use of change intelligence.

● To make stronger change aid institutions.

Type of Foods product
Biscuits & Cakes

● Noodles & Pasta

● Staples

● Snacks
● Aashirvaad Instant mix (Ready to eat)

● Confectionery
 ● Chocolates

● Frozen foods

1.2.1 SIZE OFiITC LTD. –

The size ofithe company in terms ofimanpower and turnover is as follows-

(As per March 2021)

 Number ofiEmployees 36, 500

Net Sales Turnover Rs. 45485.11 crores

1.2.2 SALES PERFORMANCE OF ITC LTD. FORiTHE LAST THREE YEARS–

The yearly sales performance of ITC Ltd. is as follows-

Net Sales March 2021 March 2020 March 2019

Turnover Rs.( in 45485.11 45619.70 44995.65

Crores)

ITC is headed by an Executive Director, who reports to the Secretary-

General ofithe United Nations Conference on Trade and Development (UNCTAD) and

the Director-

General ofithe World Trade Organization (WTO). TheiSenior Management Committee

(S MC) is made up thei2 government officials and the heads ofiITC‟s four divisions.

Internally, our business enterprise is structured into the places of work of the Executive Dir

ector and the Deputy Executive Director, and four divisions with Divisional Directors at

the head.

Officeiofithe Executive Director

The Office ofithe Executive Director (OED) provides strategic management for the

improve ment and control of ITC. OED is liable for determining ITC‟s strategic course in

the context ofithe 2030 Agenda for Sustainable Development and the worldwide Aid for

Trade area. It ensures that suitable policy and accountability mechanisms are in area, and

secures resource s to put in force the method and extend the have an impact on ofiITC by

using raising focus

around its undertaking and key messages amongistakeholders and the majority.
Division ofiEnterprises and Institutions

The Division ofiEnterprises and Institutions (DEI) works to connect MSMEs to

internationa l fee chains, reinforce exchange and funding support institutions, and promote

and mainstre am inclusive and green trade. DEI focuses on modern and inclusive

marketplace-

pushed techniques to strengthen the international competitiveness ofiMSMEs from

growing countries and economies in transition.

Division ofiCountry Programmes

(DCP) guarantees usa possession, coherence and effect of ITC‟s Aid for Trade supplying

ac ross 153 programme countries and regions. DCP contains 5 devoted regional

workplaces an d ITC‟s Project Design Taskforce. DCP ensures strategic consumer-

relationship control and coordination ofiITC‟s technical help on the national and nearby

lev els with key public andipersonal sector stakeholders

Division ofiMarket Development

The Division of Market Development (DMD) presents idea management on MSME

compet itiveness, offers aggressive intelligence offerings, and supports governments in the

design a nd implementation ofiexchange development strategies. DMD affords helps to

corporations and enterprise institutions to provide a business angle within the formula

ofichange strategi es and reform ofiregulations and guidelines at national and nearby

degrees. The department promotes an inclusive public-non-

public communicate to deal with limitations to global trade an investment and to provide

cu stomised answers to remove them.

Division ofiProgramme Support
The Division of Programme Support (DPS) is accountable for supporting the programme

m anagement ofiITC in ensuring the green and effective control and utilization ofihuman,

fina ncial, ITiand other assets required to put into effect the ITC programme ofilabor. DPS

mana ges theiexecutive, prison and logistical support required by using ITC.

1.2.8 BRANCHES/OFFICES OF ITC LTD.–

ITC is headquartered in Kolkata, India and has 72 office locations across 3 countries that

ar e UK, US and India. It has more than 60 locations all over India where it employs

36,500 pe ople.

ITC OFFICE LOCATIONS IN INDIA

Kolkata Bhopal Coimbatore Haridwar

Andheri Agra Gurugram Hunsur

Bengaluru Bargur Gandhidham Hyderabad

Chennai Ahemdabad Guwahati Indukurpet

Abohar Bengaluru Chirala Jhan Khelan

Baddi Chandrahati Guntur Jaipur

1.2.9 PLANT LOCATIONS OF ITC LTD. IN INDIA–

Someiof the ITC Ltd. plant locations in India are as follows-

● Village Manpura,
Solan District – 17410
Himachal Pradesh –
India

● Survey No. 15/1 & 15/2,

Kolar Dist. -
563130 Karnataka
– India

Swot Analysis

Marketi
Share:iMaggiivsiYippee
1.2.10 LOGO & TAGLINE OF ITC LTD.–

1.2.11 GROWTH RATE OF ITC LTD.–

REVENUE & NET INCOME, EPS GROWTH RATE
COMPOUND ANNUAL GROWTH RATE

Revenue 3.43%

Net Income -14%

EPS Basic -14%

RESERVES, DIVIDEND GROWTH

● GROWTH RATE OF FMCG INDUSTRY.–

The Indian FMCG enterprise grew 9.4% inside the

January- March region ofi2021, supported by consumption-

led boom and value growth from higher product prices, in particular for staples.

1.2.12 FINANCIAL PERFORMANCE OFiITC LTD.–

The
1.2.13 BALANCE SHEET OF ITC LTD.–

Balance Sheet as at 31st March, 2021

OBJECTIVE OF PROJECT

The objective of the project is to know the consumers preferences for CHIPS, to

stud y the Market Potential of bingo and The report contains a brief introduction of

bingo.

. The company ITC has interests in various sectors and they provide consistent

quali ty products to meet our customer‟s requirement worldwide.

This report clearly mentions objective ofithe study and the research methodology

util ized. Research design used in this project is exploratory and the sources

ofiinformatio n is both primary data and secondary data. The data collection method

used is structu red non disguised questionnaire in which the types of questions used

are open ended, multiple choice and close ended.

The report contains a detailed view of the tasks, which have been undertaken to

analy ze the market of BINGO. Various sets of questionnaire have been prepared to

know t he PREFERENCES of consumers about the BINGO. some of the research

areas are s aharanpur,dehradun. This project reveals one of the important findings

like more and more displays of the window hiring and can be given to the retail

outlets as it has bee n said that “JItna Dikhega Utna Bikega”. To increase its

consumption, More schem es like „ Seasonal Schemes‟ and other schemes can be

given to the consumers .

Aidetailed survey of the consumers was carried to find out their preferences for

BIN GO. The details of the methodology are stated below.

Areas are saharanpur,dehradun and Rookee research design: Exploratory and

descrip tive. Sources of information are primary and secondary data. Data

collection method structured non designed questionnaire.

Types of questions used open ended, multiple choice and close ended. Sampling

met hod is random sampling.

In this study Iifound that most of the consumers prefer LAYS as their 1st preference

a nd then BINGO..the consumers prefer CHIPS because of its

TASTE,INNOVATIVE NESS and BRANDNAME .

The purpose of this paper is the study of factors responsible for brand preference in

F MCG products from various study some factors are highlighted for preferring a

brand like brand persona ,brand constancy, brand loftiness, brand value. The

intensity ofico lour and the flavour are the key drivers behind consumer acceptance

ofibeverages.

This study also reveals that there is low degree ofibrand awareness in rural areas,

whe reas there is a moderate degree of brand awareness in urban India. The highly

educate d rural and urban respondents have high degree of brand awareness for

many food pr oducts, and the less educated rural and urban respondents have low

degree of brand a wareness for many food products.

velopment in the direction ofia target, together with progress towards attaining 1,500 new

cl ients over the direction ofia year. KPIs ought to offer information to guide managers in

their selectionimaking approximately what is working and where to adjust course.

It is beneficial for an organization to define a preferred set ofiKPIs for measuring the

effecti veness of marketing campaigns andifor the contributions made through different

features in side the advertising corporation: public family members, advertising and

marketing, social media advertising, and so forth. When marketers defineiS.M.A.R.T.

Desires on the outset of a campaign, these dreams might also incorporate KPIs to verify

what the marketing campai gn aspires to gain and the way nicely it does at achieving these

dreams. KPIs for focus- building campaigns, as an example, must be centered on campaign

attain, which include var iety ofiimpressions or publish-marketingicampaign logo

recognition.

Managers should be aware of how many KPIs they're tracking to make sure that size stays

a beneficial hobby in preference to a burden that cuts into the productiveness and

effectivene ss ofithe broader crew. Fortunately, as advertising becomes extra information

wealthy and g eneration pushed, many KPI-

kind metrics are calculated robotically by way ofisystems that aid the advertising

characteri stic, making them readily available. Tools are also available that create

dashboards for adve rtising managers and group members to assist them effortlessly reveal

KPIs on an ongoing basis.

1-
Aistudyiofifactors responsible for brand preference in fmcg sector”
The purpose ofithis paper is the study of factors responsible for brand preference in f

mcg products, increasing competition, more due to globalization ,is motivating

many companies to base their strategies almost entirely on building brands. Brand
preferen
ce means to compare the different brands and opt for the most preferred

brand.This b rand preference is influenced by various factors.

According to this study many factors were find out for preferring a brand

like brand persona

brand constancy

brand loftiness

brand value.

In the identification of factors affecting the brand preference,it was concluded that bra

nd persona is the most effective factorithatiaffects the brand preference.this brand pe

rsona deals with the personality aspects or the external attributes of brand ,thus

itican be said thaticonsumer prefer anyibrand by looking atithe external attributes of

a bran d.

Flavour & Colouripreference consumer preferences: Study

A studyidone by DANONE it was found that The intensity of colour and the

fla vour are the keyidrivers behind consumer acceptance of beverages, says a

newis tudy involving Danone. But packaging and labelling are not as

important for wi nning over consumers, according to findings published in the

journal Food Qua lity and Preference, The study involved consumers at

different stages ofidevelo pment and highlights the importance of adopting a

“sensory marketing approac h,” said the researchers from French research

organisation Adriant, the Univers ity of Rennes 1, Danone R&D, and Institut

Paul Bocuse.

“Companies need to continuouslyiinnovateitoimaintain marketileadership,”iw

rote the researchers. “When theimarket is overloadedithe challenge consists

in
creating innovative products able to attractiand satisfyiconsumers.” ―This exp

eriment showed the feasibility of the proposed multi-

sensory design method based on mixed qualitative and quantitative approaches.‖

Th e study also demonstrates the importance of flavour and colour selection

forinewipr oducts.

The global flavours market was been valued atisome US$18bn in 2006 (Business

Ins ights). Meanwhile, the value of the international colourings market was

estimated atia round $1.15bn in 2007 (€731m), up 2.5 per centifrom $1.07bn

(680m) in 2004, accor ding to Leatherhead Food International (LFI). Natural

colours now make up 31 per ce nt ofithe colourings market, compared with 40 per

cent for synthetics, according to LF I.

Bombarding the senses

By choosing to formulate a new beverage, the researchers noted that the new

produc tiwould need to be differentiated by improving the sensory characteristics.

Four factors were identified for the formulation:(four colour intensities), three

flavouri ngs, two label types (soft versus hard), and two pack sizes (standard

versus oversize

). By using both quantitative (hedonic testing) and qualitative (focus groups)

approac hes, the researchers found that ―the main factors which drive consumer

preference fo r this conceptiare colour intensity and flavouring‖. Indeed, colour

intensityiaccounted for 43 per centiand flavour 32 per cent of the consumers’ overall

liking. ―Pack size and label type are taken into account byithe consumerito a lesser

extend,‖ they added. ―T his methodology of a qualitative screening associated to a

conjointianalysis on releva nt sensory attributes has shown good performances to

fit consumers’ expectation: iti

has now to be reproduced, as every brand, concept and productiis a unique

combinat ion designed for a specific consumer group,‖ concluded the researchers

3- Taste or health: A study on consumer acceptance of corn chips

This study examined the relative contributions of taste and health considerations

on c onsumer liking and purchase intent of corn chips. Eight types of commercial

corn chip s were evaluated by 305 adult consumers who also completed a brief

questionnaire o n food habits. Data were analysed using factor analysis. Results

revealed that purcha se intentiof corn chips was strongly related to degree of liking

and to several key sens ory attributes including saltiness, corn

flavoriandigreasiness. These variables em erged as the firstifactoriin the analysis,

suggesting thaticonsumers perceive these ch aracteristics as being most

importantiin their choice of corn chips. Factor 2 described a health dimension and

was related to respondents' attitudes toward fat in the diet. Fa ctor 3 comprised two

remaining sensory attributes (color and crunchiness), which ap parently were of

minor importance to the respondents. These data suggest thatiin spit e of current

concern about reducing dietaryifat, health remains secondaryito taste in t he

selection of corn chips for consumers in this population.

.
 4-
PAIRED PREFERENCE TESTS USING PLACEBO PAIRS AND DIFFERENT RE
SPONSE OPTIONS FOR CHIPS, ORANGE JUICES AND COOKIES

Preference tests were performed for varieties of potato chips, orange juices and

choc olate chip cookies using three response protocols: the traditional paired

preference t est with the "no preference" option, a 9-pointihedonic scale and a 6-

pointihybrid hedonic/purchase intent scale. The different stimuli to be assessed

were presented in pairs, but putatively identical stimuli were also presented as a

"placebo" pair. Performance on the placebo pairiwith identical stimuli provided a

measure of the hidden demand characteristics of the test protocol. The

presentation of the different pairs provided a measure of preference accompanied

by such hidden demand effect

s. Comparison between the two allowed a betterimeasure of preference per se.

The o rder of presentation of the identical and differentipairs did show occasional

slight evid ence oficontrastieffects. Forithe placebo "identical" pairs, a majority

oficonsumers rep orted false preferences. Liking questions with the hedonic and

hybrid scales elicited f ewer false preferences than preference questions with the

paired preference protoco

l. Yet, the effects tended to be slight. The 6-

pointihedonic/purchase intent scale exhibited the fewest false preferences in the

plac ebo condition, and this was because ofiits fewer categories ratherithan

anyicognitive strategy change elicited by its different labels.

5-
“consumeriawareness and consumption pattern of food products”
This paper aims to investigate the degree of brand awareness ofivarious food

produc ts in relation to background and education of the household, the

consumption pattern of various food products consumed by respondents in the

lightiof their areas, income l evels and education. Aisample ofi200 respondents

comprising 100 form rural area an d 100 from urban area were taken. Data are

analysed with the help of mean. SD, co – efficient of variance, t-testiand f-test.

The findings of this study reveals thatithere is low degree of brand awareness in

rural areas ,whereas there is a moderate degree ofibrand awareness in urban

India.the hig hly educated rural and urban respondents have high degree of brand

awareness for manyifood products, and the less educated rural and urban

respondents have low de gree of brand awareness for many food products.

6-iSnacks and Namkeen - Comprehencsive Studyi

Indian snackifood industry comprises of many Indian as well as MNCs. The Indian

sn ack market reached a value of $307.7 million in 2001. The Indian snacks food

marketi is of the order ofi400,000 tones. This wide range of products are

categorized under P otato / Banana Chips, Namkeens & Fun-

Foods. The organized market for chips is estimated toibe 6500 tons valued at Rs.2 bn

. The marketifor branded chips has been growing at a fastipace of around

20- 25 % annually.

Since the majority of MNC's entered their venture in Ready-To-

Eat Snacks & Namkeens. The project was conducted to study the overall industry

for Ready-To-

Eat Snacks & Namkeens. The research was conducted to study the actual buying be
havior of the consumers and their preference forisuch a category ofifood. Research

m ethodology being exploratory research Questionnaire method to interview

consumer s as well as retailers was adopted. Retailers were surveyed to know the

actual market behavior, whereas the consumers were surveyed to know

theiripreference and facto rs affecting their purchase. Secondary data on industry is

collected through Internet, magazines & by visiting the people in the industry.The

Research was a good experie nce & the final conclusion is that the consumers

generally associate Ready-To-

Eat Snacks & Namkeens with Time Pass. Majority of them prefers wafers to be

their fi rstichoice with Fraiams being the second preference. Namkeens on other

hand are u sually preferred as hunger quencher and are eaten whenever the

consumers are hun gry.Ready-To-

Eat Snacks & Namkeens are generally considered as take away food and hence

the consumers generally buy 1-

2 packs and does not store them. Through the research it was concluded that the

con sumers want even POPCORN to be included in this category which is also an

opportu nity for the manufacturers to launch a new product and extend their

productiwidth. Ov erall the industry is grooming and has vast opportunity to be

cashed for the manufact urers.

3.INTRODUCTION
OF
THESTUDY
3.1 OBJECTIVE OF THE STUDY

To study the consumers preferences for BINGO, YEPPI Flavour

To know the percentage of males and females that are aware about bingo

To know which brand’s advertisementimostly people have seen .

To knowithe reason to buy chips .

To knowiwhy was the advertisement being noticed byithe consumer.

To create a top of mind awareness about BINGO in Saharanpur,Dehradun

an d Roorkee byiproviding the information to consumers.

3.2 PRODUCT PROFILE
Bingo :
AiChallengeriBrand Brand :
BingoCompany: ITC

Bingo is ITC's challenge to the monopoly of Frito Lays.In March ,ITC launched Bingo in

th e highly fragmented Rs 4500-

5000 crorei($1 Billion) snack food market.Indian snack food market is dominated by unorg

anised sector. The organised snack foods market is only Rs 2000 crore and is dominated by

the iconic Lays brand with over 77% market share. Havingitasted success in Biscuits,

staple s and Ready to eat market, Bingo will be another test for ITC's marketing muscle. It

fights i n this segment with none other than Pepsi. Indian snack food market is divided into

: Tradi tional Snacks ( bhujiya, Chanachur etc) Western Snacks and the newly created

Finger snack s segments.

Bingo is entering both the potato and finger snacks market. Accordingito the company

press release, Bingo comes in 16 flavors. Its potato snackihas 4 innovative variants taking

into co nsideration the taste difference across Indian market.

The Finger snacks line has six variants.The TVC's are now on air and the company intends

t o position this brand as a funibranditargeting at the youth. The brand tries to differentiate

fr omiLays by focusingion innovation (in flavors). Snack foods : because ofithe low

financial r isk (low price) for the customer, new tastes will be a key in marketing success.

Lays succee ded by offering great quality, variety and brand to reach the leadership

position. Bingo it se ems is following the leader.

The task is very tough for ITC to fight with Lays. The golden line is that the market is so

lar ge that every player will have a space provided, the brand keeps the promise. The high

profi le brand launch ofiBingo will see theimarket expanding thus benefiting all the players

. ITC is aiming at a 360 degree brand building effort to boost the new launch. The brand
takes the tagline : No Confusion Great Combination. The brand is promoted through a

series ofifun
ny ad which I feel is littleitoo complicated. The aditries to be funny but fails to makeithe

aud ience laugh. The poor execution can create problems for the brand.

ITC’S BINGO: SUCCESSFUL LAUNCH

Business Standard's Annual Brand Derby has picked Bingo as the most successful

la unch of 2007. Vodafone was a close second to Bingo for its highly effective

simple me ssage: Hutch is now Vodafone. Ten months after it entered the category

with its wafer snack brand, Bingo, ITC's foray into the Rs 1,800-

crore branded snackimarketihas fetched the companyia 16 pericentimarketishare

acr oss the country (Source: AC Nielsen). What made the brand tick let's

take a look

Research: After making the decision to launch Bingo itistarted by sending a

cross- functional team of eight individuals were sent across the countryito research

the snac king habits of the Indian consumer. After travelling to 14 cities and

speaking to more t han 1,000 people, the team came back with an insight that

Indian consumers are look ing forinoveltyiand excitement in existing snacks.

Taste: For the recipes, the company went to the chefs in its hotels. The chefs
came backiwith 16 flavours with twists like bindaas masti chat, chatkila nimbu

achar and tan doori paneer tikka-flavoured potato chips, chilli and tomato-flavoured

mad angles — inspired byikhakras — and other snacks.

Targeting:

The Company decided that youngsters in the age group of 16-

30 are the mostiexperimental and hence theyiwould be the primaryitargetiaudience.

Marketing & Advertising:

Bingo touched a chord with consumers through humour and irreverentiadvertising.

O n television, the company booked 10 to 15 spots per channel periday on youth

chann els such as MTV and Star World, mass Hindi channels like Zee and Star

TV, and new s channels. It also had around 20 spots on a variety of radio channels

and advertised i n most leading national dailies. In the top-

30 cities, over 1,000 outdoor hoardings advertised the product. It also created a

webs ite www.bingeonbingo.com with offers, online games, downloads and even

mobile g ames. According to industry estimates, ITC spent close to Rs 100 crore

on marketing.

Distribution:

The Companyidistributed more than 4 lakh large racks, to displayithe brand atiall

poin ts of sale. The racks created so much impactithat even competitors like

marketileader Frito-

Lay's introduced its own version of waferiracks. This incredible leveraging of

distributi on system is credited by many as major cause of Bingo's success. Now

due to this lay s started doing re-

branding exercise and introduced has introduced Lay's Chaatistreet, India's

MintiMis chief and Wafer Style. Lays has relaunched itself in the health platform.

Lays has lau nched the concept ofiSnack Smart which talks about a healthy snack.

Now Lays is wit h 40% less saturated fat. That means same taste and more

healthy..

The latest launch is in line with the announcement made by Pepsico's Global

ChiefiM s Indra Nooyi that the Company is moving towards a healthy platform. This
initiative is intended to silence the critics thatiPotato Wafers are junk food.
Together with the relaunch, Lays has introduced new flavors : Lay's ChaatiStreet,

Mi nt Mischief and Wafer Style. The new variantiwhich are Indian flavors is a result

of the tough competition from Bingo. Its interesting to note that Bingo has forced

Lays to rel earn its own lessons. Lays had captured the Indian consumer's mind

through Indianis ation but later somewhere the brand lost its focus. The latest

health positioning is defi nitely going to give Lays some additional leverage in the

market. But Bingo is not slee ping either, if you have noticed the pack of Bingo ,

it says " Baked , NotiFried " to remind the consumer thatino oil is used. The

"Healthy " competition has started FritoLay India leads the market with a share of

45 per ce

nt. Haldiram's and ITC have a market share ofi27 and 16 pericent, respectively.

The health positioning is something that maybe Lays is counting on, but thatidoes

not mean thatiBingo cannot survive with its existing strategyiof being a "Rich"

snack.The t echnology of efficient & less fat production of potato has now been

acquired by ITC a s well.The superior Online advertising and huge market recall

Bingo has got needs to now filtered into feweribrands, as the there are currently too

manyifor the consumers t o handle.

'BINGO' SET TO TICKLE INDIAN SNACKING PALATE & CATERiTO

THE FAST GROWING SNACKING HABITS

ITC Limited -

Foods Division announced the launch ofiits new snacks brand Bingo, which marks

th e company's foray into the fast growing branded snacks segment. Theilaunch of

Bing o represents ITC Foods' fifth major line of foods business after the highly

successful Staples, Biscuits, Ready-to-

Eat and Confectionery businesses. Bingo is strategically timed around the World Cup
to leverage the tremendous popularityithat such leisure and cocktail snacks will

find among cricket lovers in the country. So cricket lovers can enjoy their favourite

matche s while savouring an all-new range of innovative Bingo snacks during

World Cup.

The category ofisnacks is characterized by a few organized players with limited

offeri ngs butithe unorganized sector continues to rule the market. However, the

organised sector is one of the fastest growing FMCG categories with an estimated

growth rate o f 30% annually. The organized snacks category is sub-

divided into the traditional segmenti(Bhujia, chanachur etc.), Western segment

(potat o chips, cheese balls etc.) and the newly established Finger snacks

segment, which i s an adaptation of traditional offerings to the western format.

The launch of Bingo is symbolic of ITC Foods' distinctiapproach of introducing

innova tive and differentiated products in a largely undifferentiated market place.

The initial o fferings from Bingo include an array of products in both Potato Chips &

Finger Snacks segment. The Potato Chips offerings comprise of 4 innovative

variants inspired byith e snacking habits of differentiparts of the country as well as

Masalas, Salted and Tom ato flavours. Additionally a south-

inspired dairy option has also been introduced under the potato chips offering.

The offerings under the Finger Snacks segment are equally unique presentations

wit h innovative fingerifoods like the pakoda inspired Live Wires, Khakra inspired

Mad An gles and the specially developed time pass snackiin the form of Tedhe

Medhe. Each offering under this segmentiis available in two variants making itia

total of 6 products i n the Finger Snacks portfolio.

Speaking on the foray into this new category, Mr. Ravi Naware, Divisional Chief
Ex ecutive, ITC Limited -
Foods Division said, "This is an exciting and fast growing category with a big

untap ped market. We have extensively studied the marketiand our

productidevelopment te am has created products with variants that will hold

tremendous appeal to the Indian consumer. We are confident that our retail

distribution strength and ouriinsightful und erstanding of consumers will help us

redefine this category just like we have done in o ther categories. An added source

of advantage is the strong farm linkages that ITC h as developed for sourcing the

selected grades of potatoes that go into the making of t he chips."Bingo will own

the platform of a youthful and innovative snack offering. The snacks will be

available in packs priced at Rs. 5/- and Rs. 10/-

Bingo will soon be available nationally across a majority of towns and cities.

Mr. Hemant Malik, Head - Marketing, ITC Limited -

Foods Division talking about marketing plans for the product, said "The new brand

wi ll leverage the retail and marketing expertise of ITC Foods to establish reach

across t he targetimarkets. The communication strategyiencompasses a multi-

media campaign for the entire product range including the use of new media for

enha nced visibility. A spate of on-

ground promotions distinctly communicating the product attributes and brand

essenc e will further supplement Bingo's communication strategy.

 BINGO!
iITCiSETSiSIGHTSiONiDOMES

The company will extend its Kitchen of India brand to frozenifoods, which would include

m eals packaged in trays and snacks.ITC recently began exporting frozen vegetarian foods

to markets such as the US and Canada, since exporting non-

vegetarian foods out ofiIndia is restricted. The company is manufacturing the frozen foods

r ange at its Bangalore facility, and will use ithe sameito cater to the domestic market as

well, ITC Foods CEO Ravi Naware told ET.

This will be seventh food category ITC Foods will tap after kitchen ingredients such as

atta, salt and spice, biscuits under the Sunfeast range, confectionery, ready-to-

eat foods under the Aashirvaad range, instant mixes and pastas, and potato chips and

snacks under the Bingo range.

The frozen foods market is still nascent in India, estimated at only about Rs 25-

30 crore. Players in this category are limited and include Kohinoor Foods and Al Kabeer,

in addition to a handful of other regional players. Issues such as freshness and taste have

pose d as hindrances to growth ofithis category in the Indianimarket. Asked whether the

food div ision planned to tap newer categories in the short term, Mr Naware said: “We

have lot ofigr ound to cover in existing categories. Plans are underway to expand the

confectionery and sn ack foods range.”ITC announced that its branded packaged food sales

grew by 23% during t he April-

June 2008 quarter, though its net profits fell for the first time in nine quarters. In addition

to increase iniexcise duties in cigarettes, the company attributed the drop in profits to

continue d brand-building costs in the food business.

Market Trends
Porter‟s 5 Force Analysis

Competition in the industry: Yippee

has a huge competition rivalry in the
instant noodle market. Maggi has dom
inated the instant noodle market for
a long time. Other competitors includ
e Knorr and Top Ramen. The top 5 bra
nds hold 70% of the market share in thi
s industry.
Potential of new entrants into the
industry: There is ailow entry barrier in t
his market. Due to the availability ofi c
heaper
raw materials and the easy to devel
op
processing industry, it attracts more newcomers in recent years. The only facto
r that could be a problem is the distribution channel. Still, most entrants are us
ually backed by larger firms and leverage on their parent company‟s distributi
on channel, which negates this barrier.

Power ofisuppliers: Yippee‟s vendor‟s supply packaging material and readi

ly available basic commodities such as spices, sugar, salt, and vegetables. As
a result, switchingibetween suppliers is easy and inexpensive. Therefore, th
e bargaining power of suppliers is incredibly low.

Power ofi customers: Yippee has no bargaining power with its buyers,
and there is heavy competition and low product differentiation in the industry.
The target segment of Yippee is a large segment of the population, andithus the
re is no bargaining power for any buyer. Most instant noodles are similar to eac
h other and easily replaceable.
5-C Analysis
Customer

The Customers are children ag

ed
5-
15 years, teenagers 16+
years, adults 25+ years and
moth ers
27+ years. A consumer surv
ey was conducted to study
the same. From the survey,
it was found that 88.51%
of the
respondents consumed insta
nt
noodles. Out ofithese respondents, 52.60% ofithe respondents consumed instant noo
dles at least once a week. This shows that the instant noodle market has a consistently
high demand. Additionally, 69.48% ofithe respondents consumed instant noodles as a
snack.

Context
Yippee‟s biggest competitor, Nestle‟s Maggi, was banned from June 2015 to
Septembe r 2015 because it contained Monosodium glutamate (MSG) and high lead
quantity ab ove permitted levels. Maggi came up with instant noodles, became
India‟s favourite
, and most liked the brand. The tests were part of ia routine inspection as per India‟s
Food Safety and Standards Authority (FSSAI) norms. The test revealed that 77% ofith
e samples were unsafe, leading to the ban. This discovery triggered suspicion all ov
er India, and soon Instant noodles were viewed as bad for health, causing a sharp fa
ll in demand.iii

Company
ITC was established in 1910 as the Imperial Tobacco Company of India Limited. It was
then renamed ITC Limited. The company has an annual turnover ofi$10.74 billion a
nd a market capitalisation ofi$35 billion.iv ITC has over 20 brands, many ofi
which arei market leaders in their respective segments. Sunfeast Yippee was launch
ed in 2010 in the instant noodles market. It was first set up in Bengaluru and then
expanded to other Indian cities.v Sunfeast Yippee has an excellent distribution system
, a significant competitive advantage, thanks to its parent company ITC Limited. They
mainly target children and youngiadults who look to eat a quick and healthy snack. Th
e company also implements various safety and healthi checks in
their products and ensures that the ingredients used in making the instant noodles are
as per

5
government rules and regulations. Sunfeasti Yippee is among the top market leaders
in the instant noodle segment, besides Maggie and Top Ramen.

Collaborators
ITC entered a joint effort with the NITI Aayog, aimed at agricultural and allied activitie
s. This collaboration has led to improved yields in the Kharifi2020 season. The comp
any has also partnered with CGIAR to help the agrarian community manage risks ass
ociated withiclimate change.vi ITC is also trying to build new collaborative partnershi
ps with channel partners like Swiggy, Zomato and Dunzo to enhance the availability ofi
their products.vii The company is also collaboratingi with institutions to ensure farmer
s are provided with good quality inputs.viii With this, ITC tries to control for contingen
cies arising from their supply chain while ensuringiquality control at various stages. IT
C collaborated with the Confederation of Indian Industry on its new avenue to promot
e environmental sustainability amongst Indian corporates.ix

Competition

t for Instant Noodles is like one with one major dominant firm and multiple other fring
e firms who try to compete for the market remainingi after. Data from MarketLine sh
ows that between
2016 and 2019, Maggi gained 2.9 percentage points of imarket share while Sunfeast
Yippee

Consumeribehaviour
Maslow‟s Hierarchy
Food is classified as a physiological need, without which the human body will not fu
nction properly. Physiological condi
tions are one ofi the essential needs

●
Segmentation

ITC has segmented the Indian

consumer market for Sunfeast
Yippee noodles based on vari
ous parameters like Geograph
y: Sunfeast has segmented the
Indian market geographicall
y into Urban, Semi-
Urban and Rural. All ofiii t
hem were
considered for Sunfeast Yippee because of its not-so-
much price & Demography: Demographically, segmentation was mainly aimed at c
ustomers looking for a healthy, instant,
and tasty snack more often. They have divided based on age groups and preferences.

●
Values provided
Functional Values- Taste, Variety, Quality

The features or functional benef

its offered by a brand comprise it
s functional value. The responde
nts were asked to rate the attribu
tes ofitaste, variety, and quality o
fiYippee noodles on a scale ofi1-
10, with 10 representing high sati
sfaction. The consumers gave an
average score of
5.37 out ofi10, with a median ofi6, to the Taste aspect ofiYippee noodles, with over
71% oficonsumers (101 out ofi141) suggesting a need to improve the taste ofithe noo
dles to adopt the brand. 41% ofitheiconsumers indicated a need to improve the quality
ofithe products, and approximately 40% ofi the consumers suggested that variety a
lso need to be improved. Additionally, the Net Promoter Score ofiYippee turned ou
t to be -
55% based on the survey conducted. Thus, it can be inferred that the brand needs to
increasei the functional values derived by the consumers for it to be their prime choic
e.

Experiential Value- Brand visibility

Companies create experiential value by providing psychological benefits. Branding, d
esign, and customer experience can be the benefits they offer. To understand ho
w informed respondents are about the brand, wei asked them to rate the brand visi
bility attribute on a similar scale ofi1-
10. The average score ascribed to the attribute on the
same scale was 6.77 out of 10, with a median ofi7.
Around 27% ofithe respondents (38 out ofi141) feel that
the bra nd should increase its reach and visibility.
Hence, Yippee Noodles could focus on brand building as this aspect, if improved,

●
10% ofi respondents (only 12 out ofi 141) suggesting an improvement in the
product‟ s price for its future adoption. The score stood at 6.94/10 with a median ofi7.
Thus, it canibe inferred that the noodlei brand should focus more on increasing its fun
ctional value and experiential value by brand building, for which iti could also char
ge a specific premium price in the future.

Marketing mix: 4P Analysis

Product
Productiiiiiiiiiiii ProductiNameiiiiiiiiiiiiiiiiiiiiiiiiiProductiFeaturesiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiSiz
esiavaila
YippeeiMagiciiiiiiTheiiiiclassiciii YiPPeeiiiilong,iii non-
stickyiii Packiiiiiiiiiiiof
Masalaiiiiiiiiiii noodlesiii withiiifiveii differentiii typesiiiofiii 1,2,4,6iiii
andiveggiesiandiisieasyitoiPrepareiiiiiiiiiiiiiiiiiiiiiimini

MoodiMasalaiiiiii Theiiuniqueiiideaiiinvolvesi twoiitypesiiofiii Packio

fi1,4iseasoningi –ithei MainiMasalai Mixiandi a
Moodi Masalai Mix,iallowingi consum
ersitoi experienceiitasteiidependingiion
itheirimood.
Poweri UpiAttaiiiii Healthyi alternativeii consistingi ofi Packiofi1,4
wh eat
Noodlesiiiiiiiiii andivegetables.i Itiisiforithosei whoi“w
antimorei fromitheiri bowliofinoodles.
”
SaucyiMasalaiiiiii Iticonsistsi ofitangyi tomatoii saucei an Packiofi1,4
di aidifferentiatediandiuniquei tastei ini
YiPPeeiwithiiitsi signatureii long,i non-
stickyinoodles

●
 QuikMealziiiiiiii Easyimeali involvingiaddingi hoti wate
ri toiChickeniDelightiiii YippeeiiiQuikii MealziiiChicken/
iiiVeggieiDelight.iIticomesiwithiaishallowiandiwide

bowlitoieasei stirringiofithei ingredients

.

Pastai TreatiiiiiiiiItiisimadei withi Indianispices,i Sujiian

di is
Masalaiiiiiiiiiii veryieasyiandiquickitoicookiinijustiun
der
8iminutes.

Pastai TreatiiiiiiiiItiisiai combinationiiofi cheesyi andi ta

ngyiTomatoiCheeseiiiiiflavoursi madeiifromi
100%iSuji,i whichiisinotifriediandiisiaiproteini source.i
Itiisieasy
toiprepareiiinijustiunderi 8iminutes.

Pastai TreatiSouriii Theiipastaiiisiclaimedi toi beiiai deligh

tfulicreami andiiiiiiiiiandi tastyi dishithati
isilovedibyialli ages.i ItiOnioniiiiiiiiiiii isi madeiifromi
100%i Sujiiandiii
sieasyi to
prepareiiandi quickitoifinish
Pastai TreatiiiiiiiiIticomesiwithiaicheesyiandi creamyita
ste.iCheeseiiiiiiiiiii Theipastai isimadei
fromi100%iSuj i,iisinotifried,iandi
isieasyitoiprepareiiandiquickito
finish.
TricoloriPastaiiiiii Thisiuniquei pastai hasiaitricolouri twis
titoiMasalaiiiiiiiiiii bringiiini “threeii timesiitheii funiit
oiiyourieveningi snack.”i Itiiisi easyi toi prepareii &
quickitoifinish.

●
 Fast Food Consumption pattern in India
Over the years, fast food consumption in India has not decreased, and the graph below
shows survey results on the average number of times fast foodi was consumed per
between 2016 and 2018.
week in India
Frequency of eating fast food
40
35
30
25
20
15
10
5
0

I don‟t eat fasOne to three Fourito six timeseven to>nine

tifood ten timesLess than once aiweekaiweek
itimesiaiwee siaiweek itimesiaiwee

k k

2016 2017 20
18

Source: Statistaxx
ii

According to research by Allied Analytics LLP, “The fast-

food products market was valued at
$647.7 billion in 2019 and is estimated to reach $931.7 billion by 2027, growing at a C
AGRiof
4.6%”.xxiii This increase is due to the growth ofifast-
food restaurants and changei in consumer taste and preference. This increase is preva
lent in the case ofilargely populated developing nations like India, China and Brazil.

Recommendation
s:
Extensive product line: They should divert their focus from classic magic masala to dif
ferent varieties. Maggi has already pioneered classic yellow masala, so Sunfest sho
uld consider coming up with more varieties cateringi to a wideigamut oficonsumers.
Atta Noodles: ITC should try leveraging their existing brand, Ashirvaad Atta in this c
ase, to their benefit. Ashirvaad Atta is known for its non-
lumping nature, so they must try and adopt the same technique/method to produce
noodles flour and try enhancing the texture ofinoodles.

Complimentary goodies: For attracting customers in the age group ofi5-

15 years, Yippee can consider giving complimentary toys, tiffin boxes and other items,
and for a group ofi16+ years, stationery items can be added.

Price

Sunfeast Yippee belongs to a highly competitive industry where

slight price changes would lead to considerable changes in dem
and. The instant noodles market demand is very elastic. Henc
e Yippee has priced its products remarkably close to its comp
etitors. It charges marginally less per 100 grams ofinoodles as

Recommendations: compared to its competitors.

To foster further increase, Sunfeast should consider product discounts, bundling the pr
oduct, customise packets to make a customer feel that Sunfeast offers more noodles
compared to Nestle (Maggi noodles) at the same price. Also, pocket-
friendly smaller packages can be
introduced in the market to attract the rural mar
ket.

Place
Sunfeast Yippee Noodles has been extensively working on increasing its product p
resence in almost all parts ofi India. It entered the consumer market by introducing i
ts first product in Bangalore city. Sunfeast

17
The distribution network of Sunfeast Yippee Noodles is strong and enjoys the distri
bution channels ofiITC. Sunfeast yippee noodle is available at every regular general sto
re in an urban locality. As Yippee began to expandi in the rural market, it has consi
dered increasingi its distribution network in the last couple ofiyears. Sunfeast must h
ave a brand presence in all the areas and places wherei its competitors are presen
t currently. Also, Yippee has a significant revenue generation by exports.
Yippee follows a more trusted and prevalent distribution method used by almost
all the competitors present inithe market:

Yippee relies quite heavily on its shipping and freight forwarding agents that look aft
er the transportation ofiend products from plants to the marketplace. It also exploits th
e distribution network of the ITC e-Choupal initiative. E-
Choupal is a network ofi6000+ which are run across
35000+ villages ofi10+ Indian states, serving more than 40 lacs pe
ople.
Sunfeast places Yippee Noodles into the market by various means like Supermarkets,
Kirana shops, and malls. Sunfeast also has its e-
retail website to position and market its products. Increasing its shelf share where
othe r competitors‟ products like Maggi, Knorr and Top Ramen are present has always
been a strategy of Sunfeast Yippee.

Promotion
Sunfeast has launched several marketing campaigns over the years to capture the
market from its competitors. It believes in heavy advertising in the form ofiprint, digi
tal and visual media to attract consumers. It primarily targets kids under the age ofi1
2, and the television ads usually have actors ofithis age group playing the leading role.
Unlike Maggi‟s soothingi ads that induce nostalgia among adults, Sunfeast Yippee ads a
re quirkier and cater to kids.
WheniMaggi was banned in 2015, Yippee launchedi a campaign that emphasised how
Yippee was safe and the quality checks implemented by international firms to ensure
12
safety. These provided a sense of relief among consumers confused by the ban of
Maggi and instant noodles. Campaigns like „Win your Wish‟, „You Ask, We Answer‟
should be launched more often, which can help Yippee to imprint a footprint in the
market.Campaigns like „Win your

12
Wish‟ and „You Ask, We Answer‟ should be launched more often, which can help Yipp
ee to imprint a footprint in the market.

Recommendation
s:
The current Market share ofiYippee is 25% which has remained stagnant over more than
three years. We are suggesting a strategy to increase market share by 5% in the next f
iveiyears. The target groups are as follows:
Chintu Shweta Bunty Pushpa
Age 5 to 15 years 16 to 25 years 25 + years 27+ years
Market Shar
e as per Surv 18% 36% 34% 11%
Targeted
Market Share 25% 40% 27% 8%

Current Market Value ofi Yippee in 2020 -

23,681.1 INRiBn., 25% Market Share. We have assumed an increase in market va
lue by five percentage points, accounting for, which accounts for 29601.38 in the n
ext five years. This can be achieved by specifically targetingi the age group ofi5 to 15 ye
ars & 16 to 25 years. The current share ofieach age group according to our survey was
as seen in the table. We have estimated growth in thesei two age groups by
39% and 35%, respectively. Following strategies can achieve
this:

Promotional strate
gy
To increase the revenue ofiYippee from 1300 crore in 2020, both pull and push prom
otion strategies should be implemented. Engaging in social media marketing will help
in increasing brand awareness among urban consumers and drive up demand. Yipp
ee‟s present social media engagement is less as compared to other brands. As the bran
d is moving to target rural areas, given its good distribution channel and high competi
tion in urbani areas, Yippee can engage in TV and radio advertisements. As the brand a
wareness of yippee is less as compared to Maggi, setting up trial counters in megast
ores to improve consumer awareness and interaction with the brand. In rural areas,
incentivising local shopkeepers to promote Yippee can be done.
12
 Although ITC has been a heavy advertiser and believes in a high level of marketing, its
“You Ask, We Answer” campaign is one ofithe recent popular campaigns. However, it
s till spends less than what Nestle spends on advertisingifor Maggi.xxiv
ITC spent Rs 894 crore on advertisingi and sales promotion in the financial year ende
d 31
March 2016, and spent Rs741 crore in thei previous year before. In contrast, Nestle spen
t 445 crores on advertising and sales ofiMaggi alone in 2017.
Therefore, an increasei in marketing budget by at least 20% is needed to create
more awareness by launching more ads, target more segments by giving goodies/ toys t
o children, and improve sales by providingi seasonal discounts. Therefore, an increa
se in marketing budget by at least 20% is needed to create more awareness by launc
hing more ads, target morei segments by giving goodies/ toys to children, and improve
sales by providing seasonal
discounts. Xxv

nb

21
Literature Review

As expressed before, there has been almost no examination on corporate administration especially

in India preceding 2000. A few specialists in their singular limits attempted to investigate

the subject and did a few discoveries; they didn't make a difference it to huge associations. The vast

majority of

the prior progressions were made in nations with created corporate culture like

USA, UK, Germany and Japan and so on. The scientists at first were quick to see whether

there is any connection between great corporate administration and benefit or their

research zeroed in on issues connected with assurance of the interest of minority investors.

Some concur that even rivalry is the best component for accomplishing monetary

proficiency through minimization of the expense, the significance of corporate administration

can't be neglected.

1. Chatterjee Debabrata (2010) did a relative report on Corporate Administration and

Corporate Social Obligation - The instance of Three Indian Organizations ITC Ltd.,

Dependence Enterprises Ltd., and Infosys Innovations Ltd. He inferred that however the

corporate administration rehearses are excellent, there exist contrasts in the way the

organizations take on the corporate administration rehearses. He appraised Infosys better than the

other two organizations.

2. Mohamad Wan Adilah Wan Izyani , Sulong Zunaidab (2010) did an exhaustive

concentrate on Corporate Administration Instruments and Degree of Exposure: Proof

from recorded organizations in Malaysia has uncovered that organizations with a higher
22
level of relatives, on the board, altogether have lower level of divulgence

in yearly report. It has been recommended that controllers like Bussa Malaysia and

Protections Commission ought to survey and force a base degree of relatives

on the board and Malaysian controllers ought to execute similar rules.

23
RESEARCH METHODOLOGY-
RESEARCH Plan

The examination was probability based on exploratory research.

Essential Information

• Inner information from organizations workplaces and representatives

• Interviews of Marketing Supervisors

Optional Information

• Association Site

• Web

Information Assortment Apparatuses

• Surveys (Open-endediand Close-finished)

• Individual Meetings

Testing Technique

(i) Sampling Unit: Clients and Workers ofiITC Restricted

(iii) Sample Size: 100 Client

24
3.ANALYSISANDFI
NDINGS

25
GENDER
● Male
● Female

26
 Education

INTERPRETATION:-
40% of peoples they are Bachelor’s Degree, 20% of peoples having
Ma ster’s Degree, 32% of peoples Prefer not to say, and 8% of
peoples are Hi gh school and Intermediate.
27
 OCCUPATION

INTERPRETATION:-
27.7 % of people are shopping, they are students, 24.7 % of salaried
pe oples choose ITC FMCG Produc , 23.8% of peoples are house
maker, 23. 8 % of peoples are self-employed.
28
 Marital Status

3. Please rank TASTE ......(1-7)... 1 being most preferred

INTERPRETATION:-
82% of peoples shows interest in shopping are Married, o
ntheother hand, 18% of peoples are unmarried.
29
Which brand of Noodle egar most like by Children?

INTERPRETATION:-
24% of peoples are Like Yeppie Noodle, 36% of peoples Like
M aggie , 20% of people Noodle Woodle, and other hand 20%
of pe oples are like to Shine Noodle.

30
Which Biscuit is most popularproduct in children?

INTERPRETATION:-
42% of peoples are satisfied with Sunfeast Buiscuit , 18% of peop
les satisfied Parle-G , 34% of peoples are some-
times like Good day, and 6% of peoples like Nice Buiscuit.

31
How much satisfied areyou with ITCifoodproducts?

INTERPRETATION:-
46% of peoples are satisfied ITCfood product , and 40% of
people s are strongly recommended ITC food , 10% of peoples
are satisfie d ITC food , and 4% people are not sure.
32
 Which biscuits do you like the most?

INTERPRETATION:-
40% of peoples is like Style of product in first view, 50% of
peoples like Nature of product, 6% of peoples like Need of product,
an d 4% of peoples like Packaging of product.

33
Do you Perfer Aashriwaad Atta?

INTERPRETATION:-
58% of peoples are satisfied Ashirwaad Atta, and 20% of
peoples are strongly recommended Ashirwaad Atta, 10% of
peoples are told Ashirwaad Atta is Good, and 4% people are
not sure.

34
Would you prefer other ITC snacks item like bingo ?

INTERPRETATION:-
60% of peoples are satisfied ITC Snacks, and 20% of peoples
are s trongly recommended Bingo, 10% of peoples are says
Bingo Snac ks is Good, and 4% people are not sure.
35
 Is ITC’s food products price range are economic.

Interpretation
Respondents have mostly agreed that ITC Product are econo
mic. The figure above illustrates that 36% of respondent
buyfoo d item from ITC says average Price of food item, 10%
people thin k that ITC product are expansive and other hand
10 % of respon dent said that ITCProduct Most Expansive.

36
Howdoyouinfluence to buy ITCfood Product?

INTERPRETATION:-
42% of peoples know about ITC Foof item through Electronic
Media, 1 8% of peoples get the information Radia, 34% of peoples
get the info rmation by Television, and 6% of peoples by Online
Marketing .

37
Rateyour Food Products of ITCLtd.

Interpretation
70% Respondents have agreed that ITCProduct are
Good. The figure above illustrates that 20% of
respondent buy foo d item from ITC says Bestfood item,
10% people thinkthat I TC product are Average and
other hand 10 % of respondent said that ITCProduct
Bad.
38
What is the most famousfoodproduct of ITC?

INTERPRETATION:-
24% of peoples are agreed that the product of ITC is famous
like Ye ppiee ! Max Masala are tasty , 30% of peoples like Quick
Mealz Chi ken , 22% of peoples are like Maggie and other hand
22% people a re like Sunfeast Pasta.

39
Which Chocolate Biscuitare most liked by children?

INTERPRETATION:-
48% of peoples are like Dark Fantasy Biscuit of ITC is famous like
Baroune are tasty , 20% of peoples like Britania, 22% of peoples are
like Britannia and other hand 4% people are like Marie Choco.

40
 Do youlike Confectionery item of ITC

Interpretation
40% Respondents have agreed that ITC Confectionary Product
are Good. The figure above illustrates that 30% of respondent
b uy food item from ITC says Best food item, 22% people
think that ITC product are Average and other hand 10 % of
respondent said that ITC Product Bad.

41
Biscuits, Cookies & Cakes are easilyavailable in yourshopkeep
er?

INTERPRETATION:-
48% of peoples said that are Biscuits, Cookies & Cakes are
easily available 30 people are said that Biscuits, Cookies &
Cakes are n ot available 22 % People are said that
confectioneries are easily available , 30% of peoples not sure.
42
LIMITATIONS-

1. As soya pufs lies in 1st quarter that means consumers like the taste of soya pufs

butit here is a lackiof awareness aboutisoya pufs.

2. BINGO and LAYS lies in 2nd quarter that shows consumers like the taste of both

lays and bingo and they are aware about both the brands,as in the above

matrixithey are ve ry closely located thatimeans there is a close competiton between

LAYS and BINGO.

3. KURKURE AND UNCLE CHIPS lies in 3rd quarter, this shows that consumers are

eq ually aware of both the brands butitheyilike the taste of uncle chips as compare

to kurk ure.and from the above matrix we can obseved that they are also closely

located that means kurkure is trying to reach atithe same pssition which uncle chips

is holding.

43
4. Other chips comes under the 4th quarter that shows thaticonsumers neither like

the t aste of any other chips nor they are aware of that.

Some of the respondents refused to fill the questionnaires.

The responses mayivary as some people did not wantito come up with real ans

wers.

The people were busy in their own work so theyimight not have given actual res

ponses..

Limitation of time.

The survey is conducted only in fewiareas ofisaharanpur,dehradun Hence the r

esults may vary in other parts of the cities.

Small sample size.

And like anyiother research the limitation ofipersonal bias ofirespondents limits

the scope of the study.

The findings are based on the survey conducted in the month of JULY and
44
AUGUST, t he results may vary in other months.

45
7.MAJOR FINDINGS
1. Out of 800 consumers,51% are males and only 49% are females.

2. MAXIMUM number of people surveyed are below 15 years

3. OUT OF 800 PEOPLE 13%are professionals,9%are businessman,26%are

ser viceman,49%are students.

4.. out of 800 respondents ,97% of consumers buy chips and only 3%of them do

not buy chips

5. 33% respondents prefer LAYS,14% prefer KUKURE ,34 %BINGO,13 % Of t

hem prefer UNCLE CHIPS ,2% Haldirams chips ,3% prefer soya pufs

6.25%people purchase CHIPS because of TASTE,20% people purchase CHIPS

because of BRAND NAME,20% people purchase CHIPS because of

PACKAG ING,15% people purchase CHIPS because of PRICE ,11% people

purchase CHI PS because of BRAND AMBASSADOR 8%people purchase

CHIPS because of EASY AVILABILITY,1%people purchase CHIPS because

of ANY OTHERiR EASON

7.. Out ofi800 consumers 98% have seen the ADVERTISEMENT and only 2%

have not seen the ADVERTISEMENT of any chips

46
8. 27% people rememberithe advertisement of LAYS,28% people remember

the advertisement of BINGO.,16% people remember the advertisement of

UNCLE CHIPS,21% people remember the advertisement of KURKURE,4%

people rem ember the advertisement of HALDIRAMS CHIPS,3%people

remember the adv ertisement of SOYA PUFS,1%people remember the

advertisement of ANY OT HER.

9..24% people remember the advertisement because of CREATIVITY.

25% people rememberithe advertisement because of BRAND

AMBASSADOR, 11% people rememberithe advertisement because of

THEIRiIDEA OF DELIVE RING THE MESSAGE.,25%people remember the

advertisement because of FR EQUENCY OF ADD.,15% people remember the

adverisement because of LOG ICAL REASON.

11.194 respondents gave 1st rank to creativity.,235 respondents gave 2nd rank to

creativity,186 respondents gave 3rd rank to creativity,106 respondents gave 4th ra

nk to creativity, 79 respondents gave 5th rank to creativity.

12.196 respondents gave 1st rank to brand ambassador.,216 respondents gave 2nd

rank to brand ambassador., 93 respondents gave 3rd rank to brand ambassador.1

47
85 respondents gave 4th rank to brand ambassador.110 respondents gave 5th

rank to brand ambassador.

13.90 respondents gave 1st rank to idea of delivering the

message.151respondent s gave 2nd rank to idea of delivering the message 129

respondents gave 3rd rank to idea of delivering the message.208 respondents

gave 4th rank to idea of deliveri ng the message,222 respondents gave 5th rank

to idea of delivering the message

14.204 respondents gave 1st rank to frequency of add, 101respondents gave 2nd

r ank to frequency of add,212 respondents gave 3rd rank to frequency of

add,173 re spondents gave 4th rank to frequency ofiadd,110 respondents gave 5th

rank to fre quency of add.

15.116 respondents gave 1st rank to logical reason,97 respondents gave 2nd rank

t o logical reason,180 respondents gave 3rd rank to logical reason.128

respondents gave 4th rank to logical reason,279 respondents gave 5th rank to

logical reason.

16.158 respondents gave 1st rank to brand name.200 respondents gave 2nd ank

to brand name,195 respondents gave 3rd rank to brand name,100 respondents

48
gave 4th rank to brand name,85 respondents gave 5th rank to brand name,42

responden

49
ts gave 6th rank to brand name,20 respondents gave 7th rank to brand name.

17.160 respondents gave 1st rank to price.175 respondents gave 2nd rank to price.

156 respondents gave 3rdirank to price.115 respondents gave 4th t

rank to

price.80 respondents gave 5th rank to price.58 respondents gave 6th rank to

price.56 respo ndents gave 7th rank to price

18.204 respondents gave 1st rank to network.106 respondents gave 2nd rank to

ne twork.116 respondents gave 3rd rank to network.175 respondents gave 4th

rank t o network.78 respondents gave 5th t rank to network.90 respondents gave

6th ran k to network.31 respondents gave 7th t rank to network..

19.66 respondents gave 1st rank to brand ambassador.108 respondents gave 2nd

r ank to brand ambassador 78 respondents gave 3rd rank to brand

ambassador,103 respondents gave 4th rank to brand ambassador ,22

respondents gave 5th t rank to brand ambassador,101 respondents gave 6th rank

to brand ambassador,322 resp ondents gave 7th t rank to brand ambassador.

20.80 respondents gave 1st rank to after sales service,97 respondents gave 2 nd ra

nk to after sales service,94 respondents gave 3rd rank to after sales service,122

re
50
spondents gave 4th rank to after sales service,100 respondents gave 5thi t rank to

a fter sales service,109 respondents gave 6th rank to after sales service,198

respon dents gave 7th t rank to after sales service.

21.124 respondents gave 1st rank to customer care service.,89 respondents

gave 2nd rank to customericare service,82 respondents gave 3rd rank to

customer care service,70 respondents gave 4th rank to customer care service

175 respondents gave 5th t rank to customer care service,104 respondents gave

6th rank to customer care service,156 respondents gave 7th t rank to customer

care s ervice

22.8 respondents gave 1st rank to any other.25 respondents gave 2nd rank to

anyi other,79 respondents gave 3rd rank to any other,30 respondents gave 4th

rank to any other,325 respondents gave 5th t rank to any other,296 respondents

gave 6th r ank to any other,37 respondents gave 7th t rank to any other

51
8. SUGGESTIONS

On the basis of above study following suggestions can be given:

Perform a detail demand survey at regular interval toiknow aboutithe unique ne

eds and requirements of the customer.

The company should make hindrance free arrangement for its customers/retail

ers to make any feedback or suggestions as and when they feel.

The company should focus to bring some moreiflavours and varietyiof

schemes rather then bring second and repeat same old one. It is always

better to be first t han being better.

The company must be aware of and keep atileast the latest knowledge of its pri

mary competitors in marketiand try to make a perfect anticipated efforts to meet

the same

The company should also use time to time some more and new attractive

syste m of word of mouth advertisement to keep alive the general awareness

in the w hole market as a whole.

The company should be always in a position to receive continuous

feedbackian d suggestions from its customers/ consumers as well as from

52
The market and tryito solve it withoutiany delay to establish its own good

credibil ity..

The visibility of anyiproductiplays an importantirole in making the customer , aw

are about it and is vital for the growth and developmentiof any product.

For their advertisementithey can also introduceia brand ambassador ,because

most of the consumers remember advertisement because of their brand ambas

sador.

As farias BINGO is concerned; its doing a good job but, itihas to remain

aware o f the efforts being made by its competitors like LAYS and KURKURE

as they ar e also investing heavily on improving theirivisibility.

A strong watch should be keption distributors also, because in some cases

they are found to be cheating the retailers and affecting the goodwill of the

BRAND.

53
9.CONCLUSION
During the course of the project I realised that the customer willingly answered the

clos ed end questions.

From the analysis of the data collected and from the experiences I have reached the fol

lowing conclusions:

BINGO is most popular amongst its users mainly because of its TASTE, BRAND NA

ME,INNOVATIVENESS Thus it should focus on good taste so thatiitican capture the

major part ofithe market.Butimost of the consumers preferilays as theiri1stipreference ,t

hen bingo.

We come to the conclusion that visibility affects the sales of project in a very special

wa y and in terms of the advertisements lays is lacking behind,.mostly consumers

remem berithe advertisement because of the frequency ofiadd , brand

ambassadors and c reativity.

Afteriacquiring a newicustomer, there is lot of importance of its retention also. This

can be done only by providing extra flavours and good taste

In today’s scenario, customer is the king because he has gotivarious choices around hi

m. Ifiyou are noticapable of providing him the desired resultihe will definitelyiswitch

ove r to the other provider. Therefore to survive in this cutthroat competition, you

need to b e the best. Customer is no more loyal in today’s scenario, so you need to

be always on your toes.

We feel that there is cutthroaticompetition between lays,bingo, so to be on top

ofimind of the customers they need to do something outstanding every time

54
The study on the taste realization identical food products of ITC by the sample

respond ents showed that there is a significant as realized by the respondents at

different stage s of eating process.

ITC product found to have a unique taste of luscious,

mouth- watering; and delicious taste.

This brand biscuits had identical taste, but they felt different taste composition as

evide nt from the study. The implication of the study is thatiITC food products gives

more prio rity on unique taste attributes, common taste to sustain its products in the

long-

run in the increasing competitive markets.

55
 10.BIBLIOGRAPHY

TEXT BOOKS AND JOURNALS:

Beri G.C, ―Marketing Research‖ , Third Edition

CooperiDonald R. & ShindleriPamela S , ―Business Research Methods

Davis Womans Jounal of Food Science and Technology, July 31 ,07

Food Quality and PreferenceVolume 19, Issue 8, Pages 719-

726 By Stephen Daniells, 07-Oct-2008
KotleriPhilip, ―Marketing Management‖,Pearson Education.
Kellogg's Desi -journal of ims vol 5 no.1,jan-june 2000

Schiffman Leon G. & Kaunk Leslie Lazar, ―Consumer Behaviour‖ Pearson Education

, Eighth Edition.

Tata McGraw-Hill Edition Eighth.

NEWS PAPER

 Economic Times

 Business India

 Business Standard

 TheiTimes OfiIndia

WEBSITES:www.itcportel.com

www.bingo.com

SEARCH ENGINE :www.google.co.in

56
11.ANNEXURE
QUESTIONNAIRE

1.NAME: ………………………………..

GENDER-
 MALE
 FEMALE
ADDRESS ……………………………

OCCUPATION
 PROFESSIONAL
 BUSINESSMAN
 SERVICE
 STUDENT
 ANY OTHER

2. AGE :
 15-20
 21-35
 36-45
 46-55
 55 AND ABOVE
3.DO you eat chips?
 Yes
 No

4.Which chips do you prefer most?

 LAYS
 KURKURE
 BINGO

57
  UNCLE CHIPS
 HALDIRAMS CHIPS
 SOYAiPUFS
 ANY OTHER (PLEASE SPECIFY)

5. About CHIPS what do you like the most?(PLEASE

RATE THEM from 1-6)
 BRAND NAME
 TASTE
 EASY AVAILABILITY
 PACKAGING
 PRICE
 BRAND AMBASSADOR
 ANY OTHER (PLEASE SPECIFY)

6.Have you seen any advertisement of ANY CHIPS?

 Yes
 No

7. Advertisement of which CHIPS do you remember the most

?

 LAYS
 KURKURE
 BINGO
 UNCLE CHIPS
 Other CHIPS
 SOYAiPUFS

8.What attracted you in the advertisement?( PLEASE RATE

THEM from 1-3)

58
  CREATIVITY
 BRAND AMBASSADOR
 IDEAiOF DELIVERING THE MESSAGE
 FREQUENCY OF ADD
 LOGICAL REASON

9.Have you decided to purchase any connection after watch

ing the advertisement?
 Yes
 No

10. PLEASE GIVE RATING TO EACH BRAND IN 2 COLOUMS.

BRAND NAME TASTE(1-5) AWARENESS(1-5)

LAYS

BINGO

KURKURE

UNCLE CHIPS

ANY OTHER

SOYAiPUFS
1-HIGLY DISSATISFIED
5-HIGHLY SATISFIED

ANY SUGGESTIONS::::::::::::……………………………………
………………………………………………………………………
… DY ON- CONSUMER PREFERENCES FOR BINGO

59