A PROJECT REPORT ON SWOT ANALYSIS DONE ON VIVEL (ITC Ltd)

Dr .R.k patra Principal DSMS B-School

Prof. S.Mukhopadhayay Faculty DSMS B-School

Acknowledgement
We take the opportunity to thank the faculty of DSMS B-School. Special mention may be made of Mr.Sumanta Mukhopadhyay faculties - MBA department who inspired us and other co-members of our team who extended their whole hearted support to complete the Project.

COMPANY PROFILE
ITC was incorporated on August 24, 1910 under the name of 'Imperial Tobacco Company of India Limited'. The company is now known as Indian Tobacco Company Ltd. ITC Ltd is one of India's premier private sector companies with diversified presence in businesses . ITC is involved in following businesses: Hotels: ITC entered the hotels business in 1975 with the acquisition of a hotel in Chennai . Safety Matches: ITC's brands of safety matches include Mangaldeep, VaxLit, Delite and Aim. The Aim is the largest selling brand of Safety Matches in India.
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Greeting, Gifting & Stationery: ITC's stationery brands "Paper Kraft" & "Classmate" are widely distributed brands across India. Cigarettes: ITC is the market leader in cigarettes in India and has a wide range of popular brands such as Insignia, India Kings, Classic, Gold Flake, Silk Cut, Navy Cut, Scissors, Capstan Food: ITC made its entry into the branded & packaged Foods business in August 2001 with the launch of the "Kitchens of India" brand. ITC's brand in Food category include: Kitchens of India, Aashirvaad, Sunfeast, Mint-O.
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 ITC has been rated among the World's Best Big Companies, Asia's 'Fab 50' and the World's Most Reputable Companies by Forbes magazine, among India's Most Respected Companies by Business World and among India's Most Valuable Companies by Business Today. Presently, ITC has a market capitalization of nearly US $ 15 billion and a turnover of over US $ 4.75 billion

PRODUCT PROFILE (VIVEL SOAP)

Vivel can be termed as a brand for the middle class and priced well below Fiama Di Wills . Vivel Di Wills has been launched even before the brand Fiama Di Wills settled in the market. In a way ITC is flooding the personal care market with its brands. Vivel comes in four variants : Satin soft, Young Glow, Ayurvedic Essence, Sandal Sparkle.

What differentiates Vivel is the ingredient branded Actipro-N which was developed by ITC R & D team. Actipro -N nourishes, protects and hydrates the skin thus enhancing the beauty of the skin. Vivel comes in an attractive carton package with some elegant color scheme. Vivel is being promoted using TVC and the message is that the lady is so beautiful that the husband does not notice any other ladies. It is also been promoted by one of the leading Bollywood beauty queen , Kareena Kapoor.

SWOT ANALYSIS THE CONCEPT

SWOT is an acronym used to describe the particular Strengths, Weaknesses, Opportunities, and Threats that are strategic factors for a specific company. A SWOT analysis is a tool, used in management and strategy formulation.

A SWOT analysis should not only result in the identification of a corporations core competencies, but also in the identification of opportunities that the firm is not currently able to take advantage of due to a lack of appropriate resources.
Internal Analysis: Examine the capabilities of your organization. This can be done by analyzing your organization's strengths and weaknesses. External Analysis: Look at the main points in the environmental analysis, and identify those points that pose opportunities for your organization, and those that pose threats or obstacles to performance.

Strengths and Weaknesses

The strength of an organization are the attributes the organization has over another organization. The strength gave the organization the competitive edge over another in the same industry, while weaknesses are areas within the organization where the competitors in the same industry can take advantage of as their competitive edge.

Opportunity: an area of need in which a company can perform profitably. Threat: challenge posed by an unfavorable trend or development that would lead (in absence of a defensive marketing action) to deterioration in profits/sales.
POSITIVE INTERNAL EXTERNAL Strength Oppurtunities NEGATIVE Weakness Threats

SWOT : Focus on your strengths. Shore up your weaknesses. Capitalize on your opportunities. Recognize your threats.

CONSUMER BEHAVIOUR SURVEY ON VIVEL

The Consumer Behavior has been recorded as

SWOT Analysis ITC

ITC is one of India's biggest and best-known private sector companies. In fact it is one of the World's most high profile consumer operations. Its businesses and brands are focused almost entirely on the Indian markets.

Strengths
ITC leveraged it traditional businesses to develop new brands for new segments, like ITC cused its experience of transporting and distributing tobacco products to remote and distant parts of India to the advantage of its FMCG products

WEAKNESS
The company's original business was traded in tobacco. . It is interesting that a business that is now so involved in branding continues to use its original name, despite the negative connection of tobacco with poor health and premature death. To fund its cash guzzling FMCG start-up, the company is still dependant upon its tobacco revenues. Cigarettes account for 47 per cent of the company's turnover, and that in itself is responsible for 80% of its profits So ITC's move into FMCG is being subsidised by its tobacco operations

OPPORTUNITIES
Core brands such as Aashirvaad, Mint-o, Bingo! And Sun Feast (and others) can be developed using strategies of market development, product development and marketing penetration. ITC is moving into new and emerging sectors including Information Technology, supporting business solutions. e-Choupal is a community of practice that links rural Indian farmers using the Internet. ITC leverages e-Choupal in a novel way. The company researched the tastes of consumers in the North, West and East of India then used the network to source and create the raw materials

THREATS
The obvious threat is from competition, both domestic and international. Western companies will see India as an exciting opportunity for themselves to find new market segments for their own offerings. ITC's opportunities are likely to be opportunities for other companies as well. Therefore the dynamic of competition will alter in the medium-term. Then ITC will need to decide whether being a diversified conglomerate is the most competitive strategic formation for a secure future.

Suggested Recommendation for Improvement

Cater to the Needs of children(Vive l Kids) Target Rural Areas. Target Male Customers. More inclination to Ayurvedic variant. Free samples for marketing.

Bibliography
Wiki ITC. ITCs own Official site. Marketing Management Kotler & Keller www.fmcg.com

THANK YOU