TO DEVELOP THE BUSINESS OF DT AND TS USING NEW LAUNCHES

SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENTS OF

POST-GRADUATE DIPLOMA IN MANAGEMENT

CHANDRAGUPT INSTITUTE OF MANAGEMENT PATNA

BY

Abhinav Kumar

CHANDRAGUPTA INSTITUTE OF MANAGEMENT

PATNA

1
 SYNOPSIS
I got the opportunity to do SIP in ITC Ltd. The internship started with getting responsibilities
to understand the product offerings of PCP and AGMT products of the company, a project
titled “TO DEVELOP THE BUSINESS OF DT AND TS USING NEW LAUNCHES” was
allotted. Visiting various stores along with the Distributor salesman in their respective beats to
understand their work better is the primary work. In this process, comprehensive knowledge of
marketing and sales strategies at different stores was understood and analyzed over a period of
one month.
Different key terms and jargon were taught in between to help students know and understand
the industry better. The objective of the study is to understand the role of salesmen in an
organization and analyze their efficiency while dealing with distributors, wholesalers, and
retailers. To create on-field sales business strategies and develop existing sales for newly
launched and existing brands of ITC Ltd. To analyze the competitive position of ITC Ltd.
Personal Care Products. Performing Availability and Visibility analysis of the particular market
served by ITC Ltd. Finding new business possibilities for ITC Ltd. for the above products. (If
any).
In this internship, I was expected to Work with the DS and identify his interactions with
different entities. At the same time, performing and assisting DS in actively selling products
falling under the PC, DT, and TS categories and identifying the strategies used to increase sales
Additionally, observing, asking, and Noting down the parameters mentioned in the
questionnaire while visiting the stores for the survey physically. Apart from it, keeping our
eyes and ears open for Identifying the competitors, and analyzing their presence and strategies
Hence, the internship includes two major parts, which are:
Finding and implementing strategies to enhance the DS efficiency and productivity parameters.
Conducting a survey with the use of two questionnaires, one for customers (retailers and
wholesalers), to assess the KRAs of the Salesman and to know the effectiveness of the schemes
for the customers on products of Savlon, Vivel, Fiama, and Engage.
Major Findings and Observations:
● There are various entities involved that affect the work of the Distributor Salesman.
● Agarbatti and Matchstick products have higher availability and Visibility as compared
to the Personal Care Products of ITC Ltd.
● There are various parameters that affect the efficiency of the DS and WD. These are:
1. Daily Visits
2. Timely delivery
3. Damage and destruction policy of products
4. Proper Credit
5. Proper communication of schemes and discounts to customers.
● The effectiveness of schemes for customers differs for every SKU.

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 DECLARATION

I hereby declare that the Summer Internship Project entitled “TO DEVELOP
THE BUSINESS OF DT AND TS USING NEW LAUNCHES” submitted to
Chandragupt Institute of Management Patna in partial fulfillment of the
requirements for the award of Post Graduate Diploma in Management is my
original work and has been prepared by me under the general supervision of my
Industry Mentor(s), Mr. Balraj Singh, and Faculty Supervisor(s), Prof. Rajesh
Kumar. I have not submitted the work earlier, either to any other Institute or
university, for the award of any diploma, degree, or certificate. I have followed
the CIMP guidelines to prepare the report. I have also given due credit to the
sources of data, theoretical analysis, text, and other materials by citing them in
the text of the report and producing the details in the reference section.

Place: Begusarai Signature of the Student

Date: .... /....../……… (Abhinav Kumar)
(Roll no-150102)

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 CERTIFICATE BY FACULTY GUIDE

This is to certify that the work incorporated in this Summer Internship Project
entitled “TO DEVELOP THE BUSINESS OF DT AND TS USING NEW
LAUNCHES,” by Mr. Abhinav Kumar bearing Roll No. 150102, comprises
the results of his independent and original investigations carried out under
my supervision and guidance in partial fulfillment of the requirements for
the award of a Post Graduate Diploma in Management. To the best of my
knowledge, the work has not been submitted earlier, either to any other
Institute or university, for the award of any diploma, degree, or certificate.

Place: Patna Signature of the Faculty Guide

Date: …/…/…. Prof. Rajesh Kumar

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 CERTIFICATE BY INDUSTRY MENTOR

This is to certify that Mr. Abhinav Kumar, bearing Roll No- 150102, a
student of Chandragupt Institute of Management Patna, has completed the
Summer Internship Project entitled “TO DEVELOP THE BUSINESS OF
DT AND TS USING NEW LAUNCHES”.
Under my supervision and guidance in partial fulfillment of the requirements
for the award of a Post Graduate Diploma in Management for a period from
01/05/2023 to 01/07/2023.
To the best of my knowledge, the work has not been submitted to any other
institution or university for the award of any degree/diploma or certificate.

Place: Begusarai (Signature of the Industry Mentor)

Date: …/…/……
(Name of the Industry Mentor)

(Designation of Industry Mentor)

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 ACKNOWLEDGEMENT

An internship program is a highly important and vital way to gain practical

knowledge because a student's understanding cannot be fully developed
unless they have acquired knowledge both theoretically and practically.
I cannot possibly earn all the acclaim for finishing the projects. For the
timely completion of this report, many people provided me with helpful
information, guidance, and instruction. I want to thank my institution,
CIMP, for allowing me the chance to apply the knowledge I learned in the
classroom to a real-world business environment.
I owe a great deal of gratitude to Mr. Balraj Singh, the area executive, and
my assignment guide for having faith in me and for their advice and
unwavering support in helping me complete the task that I intended to
complete.

I thank Prof. Rajesh Kumar, the project mentor, for his valuable advice along
the way. I also like to take this opportunity to thank Deepak Singh, Assistant
Manager Patna (Bihar, Jharkhand), for his support and belief in me, as well
as for giving me directions and direction for the project.

Last but not least, I want to express my gratitude to ITC for giving me the
chance to work in their sector as an intern.

ABHINAV KUMAR

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 TABLE OF CONTENTS
Contents
SYNOPSIS ..............................................................................................................................................2
DECLARATION .....................................................................................................................................3
CERTIFICATE BY FACULTY GUIDE ................................................................................................4
CERTIFICATE BY INDUSTRY MENTOR ..........................................................................................5
ACKNOWLEDGEMENT .......................................................................................................................6
TABLE OF CONTENTS ........................................................................................................................7
ABBREVIATIONS .................................................................................................................................8
Industry Background ...............................................................................................................................9
Overview of the Study ...........................................................................................................................10
About The ITC .......................................................................................................................................14
Observation ............................................................................................................................................22
DATA ANALYSIS AND INTERPRETATION ...................................................................................32
RESEARCH METHODOLOGY ..........................................................................................................35
TYPE OF RESEARCH .................................................................................................................35
SAMPLING TECHNIQUES USED: ............................................................................................35
RESULT ANALYSIS AND DISCUSSION .........................................................................................37
LIMITATIONS OF THE STUDY ........................................................................................................45
CONCLUSION & RECOMMENDATIONS ........................................................................................46
RECOMMENDATIONS .......................................................................................................................47
Reference: ..............................................................................................................................................48

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 ABBREVIATIONS

WD POINT The place where the products (PCP) are distributed is from the
stockroom wholesale point.

DS Distributor Salesman - The person who works as a medium to

distribute the products to their retail outlets.

TL Team leader- the group's founder, who resembles a manager

with whom the DS collaborates.

BEAT A salesman one day is called a beat. The location that DS has to
cover in an area

SIFY OPERATOR The distributor has this Sify operator, which includes every bit
of data regarding sales, stocks, bills, etc. They are the presenters
for the whole WD.

UOB It stands for Unique outlet billing. It represents a unique bill for
every single outlet.

THRESHOLD BILLING It is the minimum amount that a DS has to make a bill for each
day.

VAJRA It is an application for salespeople which provides all the data

related to outlet name, product details, DSPM parameters,
target, etc. This application helps the DS take orders from
outlets.

MERCHANDISER A worker who ensures that our products are displayed properly,
mainly assigned only to FC stores and supermarkets. They also
keep track of the inventory and alert the store's salespeople to
collect orders.

SKU Stock Keeping Unit

CFC Corrugated Fiber Container

POSM Point of Sale Material

AE Area Executive

DS Daily Salesman

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 PTR Price to Retail

AGMT Agarbatti and Matchstick

PCP Personal Care Product

WD Wholesale Distributor

ROC Rural Order Capture

PSR Pilot Sales Representative

Industry Background

ITC is India's 3rd largest industry, with home and personal care items representing 50% of all
FMCG sales. The urban segment (which accounts for about 57% of the FMCG industry's
Overall sales in India) is the key factor that contributes to this sector's overall revenue. Rural
India's FMCG industry, on the other hand, has grown at a faster rate than urban India's in recent
years. Fast-moving consumer goods (FMCG) account for half of all rural spending in these
rapidly expanding semi-urban and rural areas. Manufacturing, distributing, and marketing of
fast-moving consumer goods are within the purview of the FMCG industry, commonly referred
to as consumer-packaged goods. 50 percent of the industry's revenues come from home and
personal care products, 31–32 percent from healthcare, and 18–19 percent from food and drink.
With a 12 percent market share, ITC comes in second to HUL in the Indian market. With a
market share of 14%, Hindustan Unilever Limited is the industry leader in India's FMCG
business. During my internship, I observed that the Mangaldeep brand dominates the AGMT
(Agarbatti & Matches) industry in Begusarai.
whereas the HUL brand Dettol dominates the soap business, and Savlon is battling to establish
a strong presence in the city.
The FMCG industry in India has expanded at a rate of 21.4% annually during the past ten years.
The FMCG sector saw a significant increase in revenues between 2011 and 2018, going from
$31.6 billion to $52.8 billion. The FMCG industry in India is anticipated to grow at a CAGR
of 29.5% by 2023 and reach US $103.7 billion. In addition, between 2020 and 2025, the rural
FMCG market is anticipated to increase at a compound annual growth rate of 14.6%, with a
potential market size of $100 billion to $220 billion.
From $842 billion in 2017, the Indian retail sector is projected to reach $1.10 trillion by 2023.
Modern commerce is predicted to increase at a rate of 22–26 percent annually, increasing
FMCG income. In FY20, the FMCG industry generated revenues of Rs. 3.5 lakh crore, and by
2023, it is expected to reach US $103.7 billion. According to Nielsen, the Indian FMCG sector
expanded by 9.4% in the January– March 2023 quarter. This increase was primarily driven by
consumer demand and value expansion as a result of increasing product pricing, especially for
essentials. In the same quarter, rural markets grew by 14.6%, while urban markets expanded
for the first time in two quarters.

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 FMCG market demand would come primarily from rural areas. About 36% of all FMCG
spending is made up of this. Due to many government programs (such as packaged staples and
hygiene categories), high agricultural production, reverse migration, and a lower
unemployment rate, rural India had its growth rebound by
10.6 percent in the third quarter of FY23. According to estimates, India's food market would
grow from US $263 billion in 2021–22 to US $470 billion by 2025.

Overview of the Study

I have had the chance to carry out internships at ITC Ltd. Was to learn about marketing and
wanted to benefit from the experience. I wanted to learn new challenges, improve, and develop
new sets of skills. We know that ITC is one of the largest FMCG companies. In this company,
I was selected and assigned the task “TO DEVELOP THE BUSINESS OF DT AND TS
USING NEW LAUNCHES: A Study OF ITC Products IN Begusarai, Bihar” at Nirmal
Distributor Wholesale Distribution (WD) Point Begusarai.
I was given the responsibility of going to the market every week with the Daily Salesman
(DS). The main goal of this initiative is to increase outlet coverage by visiting additional stores
to introduce new items. In addition, we look into the issues that retailers are having and why
they are not accepting our items. The deals and promotions that various businesses provide
boost their sales, as well as the margins that they give to retailers and wholesalers.
First of all, I relaunched the new product, Mangaldeep Dhoopbatti, and I first visited all the
wholesale and retail shops in urban areas rather than rural areas. And talked to the shopkeepers
about how they buy ITC products and how the goods reach them. Then I came to know about
all the products of PCP, took the information about the price and weight of all these, and got
to know about the scheme being given by the company, how DS takes orders, and how the
goods are stored in the godown. Then I got information about the market competitors of PCP
and AGMT products, and then I came to know that the biggest problem of the market is that
the wholesalers get the goods from outside at low prices. And I saw some such problems in
that DS took orders on the phone even without going to the market and do not do the work
properly, so I ended this problem according to their daily report and photo and in my own way
solved the problem by talking. I meet from time to time with all DS, PSR, and ROC to make
the problem public and plan how our product will increase sales. And How to get more sales
of Savlon, selecting a shop that sells all Savlon products as per the order of the company and
it will get a separate reward when it reaches a target price in three months I did this task very
well. And I learned one of the most important things that after the lockdown, there has been an

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increase in the sales of retail and wholesalers of rural areas, the same effect has had an effect
on the wholesalers and retailers of urban areas, the roads have been extended to the rural areas.
And after the lockdown, the number of shops in rural areas has increased. And I observed in
the mall there was some ITC product being sold that very cheaper price or one get one free
offer then I try to look into the matter that how can sell them at a cheaper rate given than the
wholesaler's rate then I talk to Distributor and he took action on them and talk to Mall manager
and he replied that it is a part of his sales strategy he said they used to sell a few products at a
very cheaper rate to attract more and more customers
Here I had to persuade the business owners to take a break from their hectic schedules, respond
to their inquiries, and reassure them of our commitment to providing quality service. I got to
experience and learned about marketing during my summer internship with ITC LTD, which
will benefit me in my future endeavors. I had no prior marketing experience before beginning
the internship, and I had no idea how FMCG products are sold in a certain region or city. But
now that my internship is done, I have the knowledge and abilities to deal with the difficulties
that businesses confront before launching their goods. I can conclude from my whole
experience that I have lived up to the expectations that were put out.

Key Deliverables of the work:

● Analysis of the industry and organization.
● SWOT analysis of the brands in the respective beats of the Patna region.
● Understanding the impact of each factor in schemes provided to wholesalers and
retailers.
● A comparative analysis of PCP brands, Engage brands, and Toilet Soap
brands versus other brands in all parameters.
● Analyze the factors affecting the efficiency of the salesmen working for the
above-mentioned products
● Analyze the factors affecting the preferences of consumers, their
purchasing behavior, and. awareness of ITC Ltd.

Workings within this Project:

● Conducting the morning gate meeting at WD Point with DS to ensure

discipline and make his Vajra get synced.
● Coordinating with the team leader and briefing progressive targets and UOB
to DS each day.
● Visiting the respective beat and verifying the outlets with MAR, Noting
the details, and mapping the location if any new outlets are found.
● Observing the working of DS, Availability, and visibility of ITC
Products as per the survey parameters and support in the sales process

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 Also captures competitors' activities (if any).
● DS Sync his Vajra app Evaluate his work in the evening at WD Point
after billing and suggest improvements and strategies to improve the
gaps. (If any) Report the work to the Area executive at the end of the
day.
● launch Savlon Cool and Engage Deo and Perfume
● Increase sales of Engage perfume, Deo, and Toilet Soap
● Identify the strength and weaknesses of Engage portfolio
● Coverage of chemist shops.
● Need to have more grip on wholesalers and retailers in rural areas
● To hold more firmly in the shops of rural areas

The first and foremost objective of this internship is to make us acquainted with the working
of the Distributor salesman and their efficiency while dealing with the retailers and wholesalers
in this dynamic and competitive market, though the salesman is the last and on-field face of
the company meeting the costumers and consumers directly, he plays a vital role in the whole
distribution channel.

This internship also widens the scope of knowing the factors and entities which directly and
indirectly affect the work of DS and sales made by him.

One of the internship's objectives is to acquire firsthand knowledge of strategies for how sales
are carried out on the ground level. The internship expects us to engage in active sales by
meeting with retailers and learning about their complaints about the goods, such as (late and
partial delivery, expired stock, non-application of schemes on bills, etc).

This internship put us in the shoes of a salesman and manager at the same time to recognize
the gap, identify its origin, and then fill it. It's all about coordinating the current performance
results with the expected outcomes. At the end of this internship, it may provide a model that
rectifies the challenge.
Challenges that the company faces in its specific products when compared to other products
available on the market.

Within this internship, Two small new projects related to Engage Pocket Deo and Savlon made
us understand the possibilities and challenges of a new product launched in phases. This
internship gave us hands-on experience to test the possibilities and find the newer ones in terms
of the Ansoff Matrix.

Also, The effectiveness of schemes given by the company to the customer (retailers and
wholesalers was found out as compared to the competitors.

ACTION PLAN TO COMPLETE THESE OBJECTIVES (IN SHORT):

● Working with the DS and identifying his interaction with different entities.
● Performing and assisting DS in actively selling products falling under the PCP, DT, and
TS products and identifying the strategies used to make a growth in sales.

12
 ● Observing, Asking, and Noting down the responses while visiting the stores for the
survey physically.
● Identifying the competitors and analyzing their presence and strategies.

Distribution Channel Used by ITC for PCP Products

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A0-A4 shows the different channels in which goods flow within the whole supply chain.

About The ITC

ITC Limited is a conglomerate with its main office in Kolkata. FMCG, hospitality, software,
packaging, paperboards, specialty papers, and agribusiness are just a few of the numerous
industries where ITC is active. The company operates 13 businesses across 5 industries. It
exports its goods to 90 different nations. There are 6 million retail locations where its products

14
are sold.
ITC had a market capitalization of US$35 billion and a US$10.74 billion annual turnover as of
2019–20. For the first time in the company's history, on April 17, 2023, its market cap
surpassed the milestone of 500,000 crore (US$63 billion). It has more than 60 locations across
India and 36,500 employees.

Tobacco business and early years

Imperial Tobacco Company of India Limited was the initial name of the British-owned,
Kolkata-registered business that replaced W.D. & H.O. Wills on August 24, 1910, and which
later adopted the name "ITC Limited." Due to the company's dependence on agricultural
resources, it entered into partnerships with farmers in southern India in 1911 to source leaf
tobacco. In 1912, the "Indian Leaf Tobacco Development Company Limited" was established
under the corporate umbrella in the Andhra Pradesh Guntur district. The company established
its first cigarette factory in Bangalore in 1913.
In 1928, construction began for the company's headquarters, the 'Virginia House' at Calcutta.
To expand its presence, ITC purchased the Kidderpore factory of Carreras Tobacco Company
in 1935. To significantly lower import costs, ITC assisted in the establishment of a local facility
in 1946 that produced cigarette tissue paper. Then, in 1949, a printing and packaging factory
was built in Madras. In 1953, the company acquired the manufacturing business of Tobacco
Manufacturers (India) Limited and the complementary lithographic printing business of
Printers (India) Limited.
On October 27, 1954, the business became a public limited company. With 6% of the Indian
shareholding in the company, the first step toward Indianization was made that same year.
During this time, ITC also entered the consumer research market for the first time in India. In
order to achieve self-sufficiency in the production of cigarettes, technology was more heavily
focused on during the 1960s when establishing cigarette machinery and filter-rod
manufacturing facilities.
In 1969, Ajit Narain Haskar was appointed the first Indian chairman of the business, which
was essential in developing the Indian management for the enterprise. Under Haskar's
direction, the company's ownership gradually became more Indian, and in 1970, the name was
changed from "Imperial Tobacco Company of India Limited" to "India Tobacco Company
Limited." ITC also made history by starting the 1971 Scissor's Cup as the first business in India.
The 1970s saw the beginning of cutting-edge marketing campaigns and electronic data
processing.
ITC established its integrated research center in Bangalore in 1973 with the goal of
diversification and entering newer industries through research and development.
In 1974, the company's name was changed to "I.T.C. Limited" in accordance with its
developing diversification plans. During this time, Indian ownership of the shares increased to
40%. ITC entered the hospitality industry in 1975 when it bought and renamed the ITC
Welcomgroup Hotel Chola in Madras. ITC selected the hospitality industry due to its potential
to produce significant amounts of foreign exchange, develop tourism infrastructure, and
produce a significant amount of direct and indirect employment.

15
In 1976, the company's ownership reached over 60%, and the following years saw the opening
of additional hotels. In 1977, the ITC Sangeet Research Academy was founded in Calcutta.
ITC promoted ITC Bhadrachalam Paperboards Limited in 1979 in order to enter the paperboard
industry. After J. N. Sapru was elected company chairman in 1983, Surya Nepal Private
Limited was purchased in 1985, marking the beginning of the company's global expansion.
The company made active moves in 1986 with the opening of an Indian restaurant in New
York, the purchase and renaming of Vishvarama Hotels to ITC Hotels Limited, and the
establishment of two new businesses under its umbrella: ITC Classic Finance Limited and ITC
Agro Tech Limited. When the Sundrop brand of cooking oils debuted in 1988, ITC also entered
the edible oils market. 1990 saw the acquisition of Tribeni Tissues Limited. ITC Global
Holding Private Limited was established in Singapore in 1992 as an international trading
company, with K L Chugh taking over as chairman in 1991. All of the hotels owned by the
company were transferred to the publicly traded subsidiary ITC Hotels Limited in 1994. ITC,
through the business Wills, sponsored the 1996 Cricket World Cup.
In order to support the effective management of multiple businesses, the corporate governance
structure was updated in 1996, when Y.C. Deveshwar was appointed the new chairman of the
company. ITC got out of the financial services and edible oil businesses; in 1998, it sold ITC
Classic Finance Limited to ICICI Limited and turned over the Sundrop business to ConAgra
Foods Limited. In Madhya Pradesh, an innovative program for farmers known as "e-Choupal"
was launched in the year 2000. The Wills Sport line of casual clothing by ITC was introduced
in the same year, along with ITC's entry into the stationery and gifting industries with the
introduction of the Expressions range of greeting cards and Classmate notebooks. In 2000, ITC
Bhadrachalam Paperboards Limited was merged into ITC Limited, and a wholly-owned
information technology subsidiary, ITC Infotech India Limited, was also established. In 2001,
the company's name was changed to "ITC Limited," with the dots removed, and the slogan "No
stops for ITC" was adopted.

Name
The Imperial Tobacco Company of India Limited, which was founded in 1910, changed its
name to the India Tobacco Company Limited in 1970, and then to I.T.C. Limited in 1974. The
business is now known as ITC Limited, with "ITC" no longer serving as an acronym.

Shareholding and Listings

The equity shares of ITC are traded on the Bombay Stock Exchange (BSE), the National Stock
Exchange of India (NSE), and the Calcutta Stock Exchange (CSE). The Luxembourg Stock
Exchange lists the company's Global Depository Receipts (GDRs). ITC is a component of the

16
NIFTY 50 and BSE SENSEX, two of the country's most important stock market indices.

Shareholders (as on 31 March 2020) Shareholding

Financial Institutions 42.41%

FIIs and FPIs 14.63%

Foreign Companies 29.47%

NRI's, OCIs, and Foreign Nationals 0.69%

Body Corporates 1.03%

Public and others 11.65%

Share underlying Global Depository Receipts 0.12%

Total 100.0%

VISION
● Sustain ITC's position as one of India's most valuable corporations through
world-class performance, creating growing value for the Indian economy and
the Company's stakeholders

17
MISSION

● To enhance the wealth-generating capability of the enterprise in a globalizing

environment by delivering superior and sustainable stakeholder value

CORPORATE STRATEGY OF ITC Ltd.

● Create multiple drivers of growth by developing a portfolio of world-class

businesses that best match organizational capability with opportunities in
domestic and export markets.
● Continue to focus on the chosen portfolio of FMCG, Hotels, packaging, paperboards,
Agri-Business, and Information Technology.
● Benchmark, the health of each business comprehensively across the criteria of Market
Standing, Profitability, and Internal Vitality.
● Ensure that each of its businesses is world-class and internationally competitive.
● Enhance the competitive power of the portfolio through synergies derived by blending
the diverse skills and capabilities residing in ITC's various businesses.
● Create distributed leadership within the organization by nurturing talented and focused
top management teams for each business.
● Continuously strengthen and refine Corporate Governance processes and systems to
catalyze the entrepreneurial energies of management by striking the golden balance
between executive freedom and the need for effective control and accountability.

Below is a list of ITC Ltd.'s various divisional milestones:

FMCG:

● Portfolio of 25 mother brands in Foods, Personal Care and Hygiene Products, Education
and Stationery Products, Agarbattis, and Matches
● India’s leading FMCG marketer

AGRI-BUSINESS:

● incorporates more than 20 clusters along the agri value chain and over 3 million metric
tons across 22 States.
● A significant exporter of agricultural products from India,

PAPERBOARDS AND PACKAGING:

● Contributes to Import Substitution and "Make in India.

● Anchoring regional value chains for forests and empowering farmers.

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 HOTELS:

● One of the most prestigious and rapidly expanding hospitality chains in India.
● The largest hotel chain in the world, with the greatest number of
LEED® Platinum Certified properties.

ITC INFOTECH:

● Existence across five continents.

● Leading provider of services and solutions in technology worldwide

Product Profile
Personal Care Product:
ITC entered the personal care industry in 2005, and since
then, the portfolio has expanded under the "Essenza Di
Wills," "Fiama," "Vivel," and "Superia" brands. All of these
products have received positive consumer feedback and have
been gradually introduced across the country. The company
increased the variety of its products with the introduction of
Engage deodorants in May 2013. Through the acquisition of
the Savlon and Shower to Shower brands in 2015, ITC
entered the health industry. The company acquired Charmis
in 2017 to increase the scope of its skincare offerings. In
order to enter the floor cleaning market, ITC bought the
Nimyle brand in 2018. In 2018, the business launched the
Dermafique brand to compete in the market for luxury
skincare products.

In 2020, the Personal Care Product Business launched

multiple personal and home hygiene products and entered the
fruit and vegetable wash category with the launch of the
brand Nimwash. Nimeasy, a dishwasher gel, was launched in
2021. In 2003, ITC began marketing Mangaldeep Agarbattis
(Incense Sticks) sourced from small-scale and cottage units
as part of its business plan to create numerous drivers of

19
growth in the FMCG sector.
Popular brands, including Aim, and Homelites, are
among the Safety Matches available from ITC. These
brands effectively satisfy the needs of various consumer
segments through differentiated product features,
formats, and innovative value additions.

The product portfolio of PCP and AGMT products is

differentiated based on the pack size of each product,
On each SKU, the Retail margin on MRP (only
retailers), and Schemes (retailers and wholesalers) are
provided, which vary each month.

The product portfolio of PCP products is differentiated based on the pack size of each
product, On each SKU, the Retail margin on MRP (only retailers), and Schemes
(retailers and wholesalers) are provided, which vary each month.

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 ● PCP Products Scheme Sheet for May 23 and June 23.

STP ANALYSIS

Market segmentation is the division of a market into discrete groups of consumers with varying
demands, traits, or behaviors that may require distinct marketing techniques or mixtures.

21
Describing its products The Company mostly divides up the middle class and upper middle
class, depending on the product. Due to its low range of items, Savlon soaps cater to middle-
class men and women, who are more likely to purchase this product. Due to its exorbitant price,
Fiama di Wills separates upper-class middlemen. Some products have extremely high market
demand, and businesses segment their products expertly to build positive brand awareness
among customers.

Targeting is the process of classifying prospective consumers into useful subgroups according
to their traits and interests. The Savlon personal care products (soaps) company typically
targets all age groups, hygiene consumers, and young, conscious, and modern people who are
confident in themselves and seek indulgences that make them healthy, safe, and beautiful.
Savlon Handwash focuses particularly on family members, homemakers, and people who value
cleanliness. All age groups and hospitals are the target markets for Savlon antiseptic liquid. I
discovered during my internship that there is a significant market demand for antibacterial
liquid. When we talk about Agarbatti and matchsticks, the company primarily caters to
religious people and religious rituals. Companies do a great job of segmenting their items and
shaping consumers' perceptions.

Posting: Creating a unique position for the company's offering and brand in the target market's
thinking. A business that combines science and nature to provide gentle yet effective care is
the manufacturer of Savlon soaps. I am talking about Savlon Handwash, a mild and effective
skincare product that combines science and nature. provided customers with a choice in what
they wanted to buy by being available in three flavors. People tend to buy Savlon antiseptic
liquid more frequently than Dettol antiseptic liquid because it makes the claim that it does not
hurt while healing. There is a high demand for agarbatti and matchsticks among religious
people due to the brand's availability, in ensures the purity of prayer.

Observation

LOYALTY PROGRAM OFFERED BY ITC LTD. TO CUSTOMERS

FOR PCP PRODUCTS:

22
 SHUBH LABH (DT and TS)

Customers Sales Discount

Platinum 2.5 Lakhs and above 2%

Gold 75000 to 2.5 lakhs 1.5%

Silver 15000 to 75000 1%

SHUBH LABH (PCP )

Customers Sales Discount

Silver Up to 75,000 0.8%

Gold 75000-1.5 lakhs 0.9%

Platinum 1.5 lakhs 1%

FIRST CLUB (on Independent Service Stores)

Customers Sales Discount Rent for Display

Bronze Up to 3000 2% Rs.250

Silver 3000-7500 2% Rs.300

Gold 7500-15000 2% Rs.350

Platinum 15000 and above 2% 6% of the turnover

GOALS OF TM&D, AND TYPES OF PLANNING USED IN THE TM&D OF ITC LTD AT
NIRMAL DISTRIBUTOR.
➢ There are two divisions in ITC Ltd.

● Indian Tobacco Division (ITD)

23
 ● Non-Tobacco Division (NTD)

● PCP and DT&TS come under the Non-Tobacco Division. of O-FMCG

(Other Fast Moving Consumer Goods)
● The channel of the project was Trade Marketing and distribution
(TM&D). Trade Marketing is further classified as Sales and
Distribution.

➢ Trade Marketing and Distribution channels have goals to achieve, which are:

● Achieving Sales and distribution goals

➔ To achieve the sales goals, sales planning is done on an annual, quarterly,

monthly, and weekly basis. This helps the company stay on track and maintain
steady sales growth figures.
➔ Major factors that affect sales planning are the seasonality of the products (for
PCP, May to June in ITC Ltd.) and historical sales.
➔ Distribution goals are directly interlinked with sales goals. Having a good
distribution network will lead to a wider market, which will finally lead to good
sales.

◆ To provide an enhanced focus on the FMCG categories,

◆ category selling is a thumb rule for the TM&D.
◆ To support business growth and profitability.
◆ To achieve at the level of the benchmarked supplier (competitors) in all
categories.
◆ To be eyes and ears for all businesses.

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MARKET COVERAGE PLANNING

● The market that qualifies for coverage under norms is called the target market.
● ITC Ltd. distributes the right product in the right market based on the market potential
for the product category.
● Coverage planning is done on the basis of the outlet classification system, competition
coverage, and frequency of coverage.

➔ Factors that influence the market coverage plans of ITC Ltd. are shown in the following
diagram:

MARKET REPRESENTATION
● Presence of a firm in a market by purchasing stocks directly or indirectly from ITCC
Ltd. to redistribute them for a profit.
● In market representation, the wholesale Distributor (WD) plays an important role.

➔ Factors that influence the market representation of ITC Ltd. are shown
in the following diagram.

25
DELIVERY INFRASTRUCTURE AND MANPOWER PLANNING
● It is the process of organizing and arranging routes, supplies, and personnel to
deliver goods to paid outlets within a set amount of time.
● It has two key imperatives:

➔ Cost-effectiveness

➔ WD Profitability

● At Nirmal Distributor, the manpower consists of two kinds of staff;

● backend staff: their remuneration is given by Nirmal Distributor.

E.g: Operator, Godown in charge /manager, accountant

● Front-end staff: their remuneration is given by ITC Ltd. E.g: driver, delivery boy,
Salesman, PSR, Stockist, etc.

Factors that influence the delivery infrastructure and manpower planning

of ITC Ltd. are shown in the diagram below:

ROUTING AND ZONING:

26
 ● Routing and Zoning is the process that determines which DS visits which
market and the sequence of delivery on a particular day of the week. This
process may involve manual assignment or sequencing of outlets on a route
where the goal is to simply get orders and get them delivered.

Factors that influence the Routing and Zoning of ITC Ltd. are shown in
the following diagram:

TYPES OF THE REPORTS AND PLANNERS BEING USED

FOR/WHILE THE WORKING OF DS

MARKET PLANNER:
The market planner gives detailed information about the outlets of a particular beat on
a particular date in alphabetical order.

Terminologies in this report:

➔ Loyalty Program: This is a loyalty program that is provided by ITC Ltd. to the outlets on
the basis of some parameters.

➔ Last month's Sale: As the name suggests, it gives the sales amount on a particular outlet in
the last month

➔ Last 3 weeks Average This consists of two columns

❖ Lines Cut: it is the 3-week average number of different categories billed in a particular
outlet.
❖ Bill value: Average of 3 months Bill value.

➔ Route Productivity Details: It uses the same terminologies, but it shows the Sum total of all
outlet details.

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 ● MARKET ACCOMPANIMENT REPORT: As the name suggests, this report is
helpful for the DS and the person who accompanies the DS while having observations
at all the outlets in the particular beat, This report helps to note down the AV analysis
and competitor's activities

● Trade Marketing & Distribution Report: To know the sales done in all categories
in a particular time frame, this report is needed. It gives a brief idea of which category
is sold at which outlet and for what amount.

● AVAILABLE STOCK REPORT: This report is needed to know the total available
stocks in the WD godown, this report can also be used to know the saleable stock and
unsaleable stock, which can be further used to give clarity to DS to strategize his daily
sales.

● DISTRIBUTOR SALESMAN PERFORMANCE METRICS REPORT: To

keep track of the work done by the DS, this report is required, it shows the total target
and actual target completed. Apart from that, it also shows the completion of the
variable targets.

PLANNING OF A NEW PRODUCT LAUNCH AT ITC Ltd.

➔ For the launch of Engage Chota pocket deodorant and Mangaldeep dhoop, a
phase-wise plan was made so that maximum availability and visibility could be
ensured with the maximum rotation of the product in the outlets.

These are classified into three phases:

➢ Pre Launch
➢ During the Launch
➢ Post Launch

PRE-LAUNCH:

➔ Survey of leading competitors' brand activity and their marketing strategy

➔ Knowledge of their Brand, Category, subcategory, and SKU
➔ Pricing of the products
➔ Profit Margin
➔ Packaging quality
➔ Consumer profile (Buying Capacity, Age group)
➔ Coverage frequency
➔ Sale volume in a particular category

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 ➔ Target Market (POP group)
➔ Target Outlets
➔ Various schemes (Trade schemes and Consumer schemes)
➔ Merchandising Activity
➔ Promotional Activities (Roadshow, Spot selling, In shopping, etc.)
➔ Unique selling point

PLANNING ON DAY-WISE LAUNCHING AND ACTIVITIES:

WHICH COVER THE FOLLOWING:

● Day
● Route
● Target outlets with names
● Outlet category
● DS Name, Helper of Merchandising activity
● Vehicle as per requirements
● Stock with sample
● POSM materials

Day Route DS Name Target Vehicle Stock POP material Merchandiser

Outlets name

1 X 28

2 Y 24

3 Z 22

Decide on our unique selling point:

● Margin
● Communication of scheme

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DURING THE LAUNCH:

● Place our brand as per plan (Right outlets, Right Place, Right Time, and Right
condition).
● Placing display at the hot spot of the outlets.
● Sampling our product with the consumer and taking their opinion.
● Provide some special schemes during the launching period.
● Provide some special activities if required.
● Daywise launching feedback to the company.
● Explain our USP to the retailers to convince the consumer.

POST-LAUNCH:

● Market feedback (Quality, Pricing, Packaging)

● Verifying retail offtake and ensuring blanks fill up on a regular basis.
● Competitors' activities (New schemes, New packaging, Pricing)
● Share proper knowledge about the products with the retailers to avoid miss-
communication and grow awareness.
● Some demand creation activities (such as shopping activities may be organized)

AVAILABILITY AND VISIBILITY NORMS OF ITC LTD.

AVAILABILITY NORMS

Availability norms help ensure the availability of the product at the right outlet. Brand
availability is decided on the basis of:

● Consumer traffic and profile, including competition and own sales.

● Benchmark from competitors.

VISIBILITY NORMS

Brand visibility ensures a brand and POSM (Point of sale materials) are placed in such a way
that they are impactfully visible to the consumer.

Outcomes of visibility:
● Helps in a purchase decision
● Impulse purchasing
● Brand awareness
● Enhances brand image
● Consumer access to product information

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● Brand Blocks: This creates a space that visually represents only one brand (SKU or
Portfolio)
● Face on Display: Products are stocked in such a manner that the front of the product
faces the consumer.
● Planogramming: the arrangement of products on the retail shelves to attract consumers'
attention and motivate them to buy.

Premium products are placed on the above shelves, and Common SKUs are on the
below shelves. Consumers generally look for the products in the front, then above,
below, right, and left. ITC Ltd. taps the attention of the consumer by placing the
products in such a manner.

● Merchandising: It is done with the help of a salesman and the PPMS team, which
provides merchandising service using POSM.

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 DATA ANALYSIS AND INTERPRETATION

The data analysis and interpretation of this project are divided into two parts.
● The data interpretation and analysis of the customer survey (WD service and DS
effectiveness)
● Data analysis and questionnaires for customer interpretation. (Application of Plans to
Savlon Soap, Engage Deodorant, Vivel Soap, and Fiama Soap Products).

➢ Before diving deep into the analysis process, it is necessary to know the entities
involved and their roles in the whole process because they are all interlinked to the
smooth working of the salesman's work and his efficiency in carrying out his process
and giving sales to the company.
➢ Due to the direct correlation between his performance and the amount of money he
makes as a total paycheck at the end of the month, it is also necessary to understand the
structure of the salary DS and its criteria.
➢ The entire city of Begusarai is divided into 1 WD (Wholesale Distribution Points) to
meet consumer demand. Mr. Balraj Singh, the area executive, oversees the WD site to
ensure a seamless flow of goods into the market.

➢ Beats in which DS works in Nirmal Distributor from Monday to Saturday. The picture
denotes the beat covered by Mr. Sanjeet Kumar (DS, Type GR2)

32
➢ A Screenshot of the Vajra App of Mr. Sanjeet

● Fixed Salary: It consists of a base salary, which is

reimbursed only when a DS completes 18 Gate
days and 180 Gate UOBs.
● Variable Salary: It depends upon the completion
of targets with minimum and maximum slabs, this
target consists of Overall sales of PCP and
AGMT, Specific UOB Products, and Winner
SKUs.
● Incentives: This may consist of additional
incentives for the sale of a particular product
targeted within a specific time period E.g., Holi's
incentives to increase the sale of Savlon
Handwash (from March 2022 to March 28th,
2022)

● Entities with whom DS interacts, their roles, and how they affect his work
directly/indirectly.

● WD

➔ To constantly increase coverage and productivity to increase retail throughput.

➔ To give monthly, and quarterly estimates of sales and meet these sales estimates
(targets decided upon after discussions with the AE),
➔ to ensure that the Product has availability, visibility, and freshness across all the
serviced outlets within the region.

● AREA EXECUTIVE (Mr. Balraj Singh)

➔ Accountable for achieving personnel, distribution, and volume goals in the designated
area.
➔ Mentoring, motivating, and guiding team members ensures sales-business generation
and achieves budgeted figures, and activity ratios on a monthly basis.
➔ Act as a middle communication body between WD points and ASM/Asst. Branch
Manager.

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● Operator (Mr. Vikash )

➔ Handling the forum: Sify

➔ Charged with daily sales billing, D&D, sales returns, purchases, purchases
returns, and modification.

● The table shows the major competitors (used as a benchmark) and other
competitors for the Availability and Visibility Analysis during the survey.

SKU Name Major Competitors Other Competitors

Savlon Powder Handwash Magic, Lifebuoy _

Savlon Handwash Dettol, Lifebuoy, and Patanjali Care Mate, Himalaya

Fiama Di Wills Shower Gel Nivea, Pears, and Dove Lux, Everyuth, Think Skin, Ustura (M),
Biotique, Denver (M), Boroplus, Palmolive,
and Vasu Natural

Fiama Di Wills Soaps Pears, Dove, and Wild Stone Park Avenue, Mysore Sandal, Ustura, No
Marks

Vivel Soaps Lux, Cinthol, and Dettol Lifebuoy, Pears, Medimix, Rexona,
Hamam, Liril, and Patanjali

Engage Perfume/Deo (M) KS, Denver, Fogg Envy, AXE, Wildstone, Nivea, Park
Avenue, and One 8

Engage Perfume/Deo (F) Secret, Spinz, and Eva Nivea, Fogg

Savlon Soap Dettol, Lifebouy Cinthol,santoor,boroplus

Engage Pocket Deo AXE, KS, and Cinthol Denver

Mangaldeep Agarbatti Cycle, Z Black, Hari Darshan Moksh, Mysore Sandal, Bharat
Wasi, Swarna Champa, and Lia
Homlights/AIM Top, Air Balloon, Raja -

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 RESEARCH METHODOLOGY
This part describes the research methodology in a logical sequence that has been adopted to
achieve these objectives.

The components of the research methodology are as follows:

TYPE OF RESEARCH

Descriptive Research: The project's research design is descriptive because it describes

information and traits related to the business, DS efficiency, and DSPM Parameters. To
characterize "what exists" with regard to variables in a particular circumstance, descriptive
research is performed to gather data on the phenomenon's current status.

SAMPLING TECHNIQUES USED:

● The study is based on Non- probability Sampling to draw samples from the assigned
area.
● Quota sampling is a technique used in non-probability sampling, where the
number of participants is pre-planned under specific categories. The sample
will be selected from the population using quota sampling and non-Probability
Sampling.

TYPES OF DATA

Primary Data: Data gathered from first-hand observation or experience. The primary data
has been collected through a survey using two questionnaires that will be included in the report.
The data would also be collected from interacting with and observing the customers.

Secondary data: The secondary data would be the past and present sales of PCP, Further
reports will interpret the historical data provided by the company regarding sales, market
trends, and past performance of the DS.

NO OF RESPONDENTS: 257 shopkeepers and 150 consumers.

SURVEY INSTRUMENT: The instrument used in the survey is a questionnaire
and an interview with a customer.
Data Analysis Technique:

Qualitative Technique- This describes the characteristics and does not involve
numbers. Qualitative research includes types such as observations and interviews. This project,
Observations, employed the qualitative method.

Quantitative Technique- It focuses on numbers and is all about quantity. Experiments and
Surveys are types of quantitative techniques. In this project, surveying as a qualitative
technique was used.

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SCOPE OF RESEARCH

● The scope of this study is limited to Begusarai; markets of City, Rural, Urban and Semi
Urban.
● The target population for the research is the customers (retailers and
wholesalers) of PCP products in the assigned area of Nirmal Distributor.
● The scope of research of this study is limited to Begusarai Consumer.
● DETTOL and LIFEBUOY are taken into consideration as a major competitor of
savlon personal care products based on their current demand and sales.
● The survey conducted for Both retailers and wholesalers
● The study covers Engage Deodorant and toilet Soap .

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 RESULT ANALYSIS AND DISCUSSION
The study is based on qualitative approach in which the work is done by me was to visit
different outlets with my DS to assigned beat. During my visiting i have to carry market
Accompaniment report (MAR) sheet I which I need to put the data after visiting to the outlets.
Data are like D&D products find in outlet, paid invisibility, complain/feedback, line cut, bill
cut, Competitor activities, and stock rotation within the outlets. At the end of day, we need to
submit it to the reporting manager.
Along with tasks I have to launch a product Engage Deo and Savlon increase the sale of PCP
and I need to send the picture of launching picture to my AE. I need to submit the data of
addition of new outlets to reporting manager in daily basis.
At whole my work was not only to launching the product but also listening their problems and
ensuring them about good services and solving their problems with alternative solutions.
The one of the objectives of my internship was to addition of new outlets and the process
include I need to carry new launch products along with ITC Boucher showing this to them and
briefing about the products and company to make in interested in taking from DS.

RETAILER ANALYSIS

Retailer analysis is done basically through primary data on the market survey on the retailer
outlets and we collected the data through it and put together it to find the findings in Begusarai
market.
1. Are you aware of the Product of Engage Deodorant and Savlon Cool Soap?

37
As per survey I have been asked retailer in survey 75% are aware of both the product and about
25% said they do’t know ITC product.

2. Have you stocked Engage Deodorant in your store?

As per survey 57% retailer don’t know about product, only 43% retailer know about product.

3. Have you stocked Toilet Soap in your store?

38
4. Which brand of soap do you keep other than ITC Toilet Soap SKU?

5. How would you rate the demand for Engage Deodorant among your customers?

39
6. How would you rate the demand for Toilet soap among your customers?

7. Which Brands of Deodorant is sold the most in your shop?

40
 8. Which Brands of soap is sold most in your soap?

As we seen in the above data that when consumer ask for soap then outlet gave him Dettol
soap. It leads the market by 40%. Hence, we can say that Dettol is most sell products and people
love to buying this.

9. From where do you purchase Toilet soap (Savlon, Fiama,Vivel)?

As per survey clearly shows in the graph almost 79% of retailers are purchasing product from
WD.

41
 10. Why are you purchased Engage Deodorant and Savlon Cool Soap from any other
wholesalers apart from the manufacturers or primary suppliers?

11. Does the salesman’s make you aware about the all products of Toilet soap and
Engage SKU?

As we seen in the above data Salesman are doing their job fairly 70 % are happy with services
of Salesman and rest 20% about their view and 10 % are dissatisfied.

42
Consumer Analysis:

Consumer analysis is done basically through primary data on the market survey on the
Consumer and I collected the data Rural, Urban, Semi-Urban and put together it to find the
findings in Begusarai market.

12. Are you aware of the ITC launch of Engage Deodorant and Savlon Cool Soap?

13. Have you purchased or used Toilet soap?

43
14. Have you purchased or used Engage Deodorant?

15. If you have purchased/used Engage Deodorant, what influenced your decision to buy them?

44
 16. If you have purchased/used Toilet soap, what influenced your decision to buy them?

LIMITATIONS OF THE STUDY

Survey data is collected by retailers and wholesalers based on questions given on the survey
form, which is provided by WD Point.
● The findings of the study may not be applicable to other places except
Begusarai.
● Feedback is given by retailers and wholesalers.
● The Consumer survey is applicable only for Begusarai; another Place survey is not
applicable.

45
 CONCLUSION & RECOMMENDATIONS
This project's primary goal was to increase business in the GT channel by enhancing outlet
service. Selling ITC personal care, engage, and toilet soap products are the responsibility of
the Grocery 2 salesman (referred to as DS ahead). The DS goes to the store with me once a
week, and his main responsibility is to boost sales. We work hard to increase the number of
outlets while also enhancing their quality. When we moved to the designated area with my DS,
I introduced a new product called Engage Deodorant and tried to pitch the sales of Savlon PCP.
Our new launch products are in higher demand, so we received a positive response from the
markets. After conducting a survey in the market, I discovered that Savlon PCP and Engage
Mini, which are most commonly used in the Engage SKU, are both widely used, cost less than
Dettol and Lifebuoy, and are readily available in markets.
Additionally, I discovered that Dettol and Cycle Zed Black are more popular products on the
market as a result of their marketing strategy and consistent television advertising, which
increases consumer acceptance of PCP.
One of the goals is to include a new ITC outlet in the PCP category. I moved to the designated
area with my DS and tried to identify any outlets that were not using ITC products. We
approached these outlets and persuaded them to use ITC products by demonstrating them and
assuring them of the quality of the ITC service. Afterward, I added them to ITC.
Additionally, I came to the conclusion that Savlon needs more advertising to raise consumer
awareness. To get effective sales, they must train the DS every week.
if you look into the graph, you find that Engage deo is not performing well in the market. The
main reason behind this is WD is not giving proper margin to the retailer Where other sides
like Jiomart and Udaan are giving promising margins. All the retailers shifted from ITC WD
to Online platforms another reason behind this is Delivery is much faster than WD.
If you talk about Savlon Cool are performing well in the market but the customer does not
know about Savlon Cool. I think in the Case of savlon visibility is more important because
big players are there in the market like Dettol and Lifebuoy.

46
 RECOMMENDATIONS
In conclusion it is evident from the study and industry that FMCG companies majorly
attribute their success to exceptional sales force, perfect stocking, and the right kind of
market promotions and product launches. After understanding the role of the salesmen (in
the first two weeks of the market visit) it is clearly evident that a salesman should possess
every single detail about the product and should be willing to patiently explain the benefits
and schemes to the customer.

It has been observed that every product does not move alike in the market, keeping ITC
Ltd in mind, the PCP (Personal Care Products) do not move as swiftly as cigarettes. The
same applies to all the products, therefore we should focus on the historic trends to design
schemes related to the product.

Harhar Mahadev Chowk to IOCL, patel chowk to kali asthan kachahri road to traffick
chowk and nearby vicinities it is observed that savlon products and engage are available in
more than 90% of the stores and the biggest competitor in this region is Fogg Dettol and
HUL.

In the packet dhoob range ITC is not performing well in the market and can come up with
an alternative in a new packaging with a thick stick to penetrate that market.

It is recommended that the company should focus more on creating schemes related to
discounts than free products as the customers (Retailers and wholesalers) have opined that
discount is a bigger motivator to purchase our product rather than any other form of scheme.

Also since summer is the peak time for deodorants and perfumes to move in the market and
promotional offers can attract consumers and increase sales.

It has been observed during my visits to rural areas that, the areas have cosmetic shops are
of the major sellers of Personal Care Products, we can also propose business with such
cosmetic shops regarding becoming a shop fully sustaining on ITC products. Right from
Deodorants, perfumes, creams, body soap, shower gel, etc.

It is advisable for the company to associate with leading actors and actresses to promote
PCP as it has very good relevance to the audience and would have a lasting impact.

47
 In capturing the cosmetic market in Begusarai, products price ranging from 10 to 99 will
be beneficial as people or consumers per se still find it difficult to invest in products that
have a three-digit price label.

The most important thing I noticed is that after the lockdown there has been an increase in
the number of shops in rural areas. it has an effect on the shops in urban areas, and the
company pays more attention to the shops in urban areas, if the company focuses on the
shops in the rural areas as well, then given, shopkeepers in these rural areas can take their
goods directly from WD point, but they are able to take their goods from very few stockists;
most of them take the goods through other mediums.

Reference:
https://www.itcportal.com/default.aspx

https://www.livemint.com/companies/news/itc-targets-savlon-to-be-a-1-000-cr-
brand-this- fiscal-11602122328408.htm

https://www.itcportal.com/about-itc/leadership/board-of-directors.aspx

https://www.google.com/search?q=itc+corporate+management+commi

ttee https://www.itcportal.com/

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