I.T.C.

LIMITED
(Kamalam
supermarket,
Madurai)
 • ITC is one of India's foremost private sector
companies
•  Fast Moving Consumer Goods, Hotels,
Paperboards and Packaging, Agri Business and
Company Information Technology. 

Profile: • The Company had a Gross sales value of ₹ 74,979

crores and Net Profit of ₹ 13,032 crores (as on
31.03.2021).
• Ranked as India's most admired company,
according to a survey.
Industry Background-players:

• The Company's beginnings were humble, they started in 1910,

• 1925: Packaging and Printing
• 1975: Entry into the Hospitality Sector
• 1979: Paperboards & Specialty Papers
• 1990: Paperboards & Specialty Papers - Expansion
• 2002: Education & Stationery Products
• 2000: Lifestyle Retailing
• 2000: Information Technology
• 2001: Branded Packaged Foods
• 2002: Agarbattis & Safety Matches
• 2010: Expanding the Tobacco Portfolio
Players:

ITC established a wide range of brands – sunfeaast biscuits, Aashirvaad Atta,

Noodles, Pasta, stationaries, Dairy products, Beverages,
The competitors of ITC includes,
Britannia, Nestle, HUL, P&G, Coca cola, lays.
Problems addressed

• Lack of awareness - Vivel soap, hence we created awareness.

• Found the consumer preferences and buying behaviour by short questionnaire.
• Viviel soaps, snacky biscuits, Mom’s Magic biscuits – no visibility– re
arranged and also products weren’t dusted, so we made sure it was dusted
henceforth.
• scope for the movement new product - Dark Fantasy Vanilla fills.
Objectives:

• Collect data about the ITC products available in the respective store and their
equivalent competition product.
• To get SKU wise data of available ITC products in the store.
• To understand the consumer behaviour towards the ITC products and to know
their expectations.
• Promotion and conversion of ITC Products in our store.
• To understand the concept of sales and marketing.
Analysis and result:

ANALYSIS:
• Collection of data about the ITC products available in the store.
• We conducted a short questionnaire in our allocated store about the consumer
preference on FMCG products.
• Price to quantity comparison of ITC products to their competitors.
• analysed the USP of ITC products in comparison to their competitors.
• SKU wise comparison
CONSUMER PREFERENCE

BISCUITS WHEAT FLOUR

preferance preferance

sunfeast britannia
aashirvaad own competitor product
Learnings:

From this project we got to learn,

• aspects of sales and marketing.
• basic understandings about the potential customer need.
• We came to know that we have to give quality products with good packaging with
right cost.
• We learnt about strategic product placement.
• We came out of our comfort zone to make the customers understand the value of our
product.
THANK YOU