THE PROJECT IS ALL ABOUT NEW PRODUCT OF ITC THAT IS SHAMPOO AND THE REASON OF NOT DOING WELL IN KOLKATA MARKET

1. PERSONAL CARE PRODUCT OF
ITC
SUBMITTED TO
PROF.DR.GEETA JOSHI
A
REPORT SUBMITTED
IN PARTIAL FULFILLMENT OF THE REQUIREMENT OF POST
GRADUATE
DIPLOMA IN MANAGEMENT COURSE
SESSION: 20010-11
BY
SUDIPTO SINHA
DAYANANDA SAGAR BUISNESS SCHOOL

2. DAYANANDA SAGAR BUSINESS SCHOOL
DECLARATION
I hereby declare that the information presented here is true
to the best of my knowledge. Also, the report has not been
published anywhere else.

3. SUDIPTO SINHA
EMAIL:sudiptosinhaa@gmail.com
PREFACE
PGDM is the one of the most reputed professional course in the Field
of Management. It includes theory as well as its practical application.
Training is an integral part of PGDM- Program, for successful
completion of this program requires two month training in
organization.
So after the third trimester each student at Dayananda sager
business school, Bangalore needs to undergo two month’s training in
an organization. This training serves the purposes of acquainting the
student with Environment of an organization in which student have
to work hard in future .Only theoretical knowledge is not enough but
its practical application is also required to be learned.
I was fortunate enough to have an opportunity of doing training at
ITC KOLKATA Every trainee was required to prepare a report of his
working in the organization. I was assigned a project on
“ITC PERSONAL CARE.”
In this report, all the important findings of the project are included;
over and above an overall profile of the company (ITC) is also given. It

4. is hoped that this report will make the readers familiar with the store
and also give the idea about the product and services offered By the
Company.
ACKNOWLEDGEMENT
The project of this magnitude would not have been
completed singly. Firstly I want to give my hearty thanks to all
mighty who made the world and me also.
There are many other people without whom the completion
of the project would not have been possible. Some have
contributed towards this directly while other have provided
indirectly. It gives me immense pleasure to thank
Mr.G.VIJAY KUMAR, MR.GALI KALYANand
Mr.SAIRIKMUKHARJEE for providing me training in this
reputed organization and giving me a chance to have the
experience of actual retail operations. I am indebted to
Mr.GALI KALYA (ASM) of ITC for hisguidance and cooperation
in completing this project. Last but not the least I would like

5. to convey my heartiest gratitude to all Members of ITCwho
helped a lot during my training.
SUDIPTO SINHA
Dayananda Sagar Business School
CERTIFICATE BY GUIDE
This is to certify that the project report entitled “STUDY OF
SHAMPOO BOTTLES DISTRIBUTION FOR ITC” is an authentic report
of the project report, prepared by SUDIPTO SINHA under my
guidance in partial fulfilment of the requisite for the award of POST
GRADUATE DIPLOMA IN MANAGEMENT (AICTE) for the year 2010-
2012.

6. PROF.DR GEETA JOSHI
(PROJECT GUIDE)
Place: Bangalore
Objective of the study
The main objective of the study is that as ITC ltd is new in
FMCG business they want to know their position in the
market as well as know the position of the competitors.
1. To know the visibility of both the bottles as well as
sachets in the market.
2. To know where itc shampoo stands compare to the
competitors.
3. What is the preference of the customer and why.
4. Comparison of bottles and sachets in the Kolkata
market.

7. Scope of the study
1. Gaining knowledge about the process of sales.
2. Exchange of facts, opinions, idea while interacting.
3. Helping to analyse situations and for the company for
the purpose of growth.
4. Helping to build strategy for the company to tackle the
competitors.
5. To find out the potential area and outlets in the market.

8. LIMITATION
Preparation of a project report and concluding a research is a whole
process which is carried out in a number of steps. Therefore
throughout the whole process of research there are a number of
difficulties encountered by researcher, at every step. In the present
study we may assume following limitation.
 Data don’t represent entire population behavior.
 It is very difficult to measure perception by means of
mathematical calculation.
 This research was done in Kolkata city only hence this
Conclusion is valid only for Kolkata.

9.  It was assumed that respondent have the knowledge about ITC
but if he do not have proper knowledge then result may come
wrong.
 The respondent view point on the study/questionnaire purely
judgment and may be induced by other reasons also

10. Company Background
ITC was incorporated on August 24, 1910 under the
name Imperial Tobacco Company of India Limited. As
the Company's ownership progressively Indianised, the
name of the Company was changed from Imperial
Tobacco Company of India Limited to India
Tobacco Company Limited in 1970 and then to
I.T.C. Limited in 1974. In recognition of the
Company's multi-business portfolio encompassing a
wide range of businesses - Cigarettes & Tobacco,
Hotels, Information Technology, Packaging,
Paperboards & Specialty Papers, Agri-business, Foods,
Lifestyle Retailing, Education & Stationery and Personal
Care - the full stops in the Company's name were
removed effective September 18, 2001. The Company
now stands rechristened 'ITC Limited'.
The Company’s beginnings were humble. A leased
office on Radha Bazar Lane, Kolkata, was the centre of
the Company's existence. The Company celebrated its
16th birthday on August 24, 1926, by purchasing the
plot of land situated at 37, Chowringhee, (now
renamed J.L. Nehru Road) Kolkata, for the sum of Rs
310,000. This decision of the Company was historic in
more ways than one. It was to mark the beginning of a
long and eventful journey into India's future. The
Company's headquarter building, 'Virginia House',

11. which came up on that plot of land two years later,
would go on to become one of Kolkata's most
venerated landmarks.
Though the first six decades of the Company's
existence were primarily devoted to the growth and
consolidation of the Cigarettes and Leaf Tobacco
businesses, the Seventies witnessed the beginnings of
a corporate transformation that would usher in
momentous changes in the 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 with the acquisition of a hotel in Chennai
which was rechristened 'ITC-Welcomgroup Hotel
Chola'. The objective of ITC's entry into the hotels
business was rooted in the concept of creating value
for the nation. ITC chose the hotels business for its
potential to earn high levels of foreign exchange,
create tourism infrastructure and generate large scale
direct and indirect employment. Since then ITC's Hotels
business has grown to occupy a position of leadership,
with over 100 owned and managed properties spread
across India.
In 1979, ITC entered the Paperboards business by
promoting ITC Bhadrachalam Paperboards Limited,
which today has become the market leader in India.

12. Bhadrachalam Paperboards amalgamated with the
Company effective March 13, 2002 and became a
Division of the Company, Bhadrachalam Paperboards
Division. In November 2002, this division merged with
the Company's Tribeni Tissues Division to form the
Paperboards & Specialty Papers Division. ITC's
paperboards' technology, productivity, quality and
manufacturing processes are comparable to the best in
the world. It has also made an immense contribution to
the development of Sarapaka, an economically
backward area in the state of Andhra Pradesh. It is
directly involved in education, environmental protection
and community development. In 2004, ITC acquired
the paperboard manufacturing facility of BILT Industrial
Packaging Co. Ltd (BIPCO), near Coimbatore, Tamil
Nadu. The Kovai Unit allows ITC to improve customer
service with reduced lead time and a wider product
range.
In 1985, ITC set up Surya Tobacco Co. in Nepal as an
Indo-Nepal and British joint venture. Since inception,
its shares have been held by ITC, British American
Tobacco and various independent shareholders in
Nepal. In August 2002, Surya Tobacco became a
subsidiary of ITC Limited and its name was changed
to Surya Nepal Private Limited (Surya Nepal).
In 1990, ITC acquired Tribeni Tissues Limited, a
Specialty paper manufacturing company and a major
supplier of tissue paper to the cigarette industry. The
merged entity was named the Tribeni Tissues Division

13. (TTD). To harness strategic and operational synergies,
TTD was merged with the Bhadrachalam Paperboards
Division to form the Paperboards & Specialty
Papers Division in November 2002.
Also in 1990, leveraging its agri-soucing competency,
ITC set up the Agri Business Division for export of
agri-commodities. The Division is today one of India's
largest exporters. ITC's unique and now widely
acknowledged e-Choupal initiative began in 2000 with
soya farmers in Madhya Pradesh. Now it extends to 10
states covering over 4 million farmers. ITC's first rural
mall, christened 'Choupal Saagar' was inaugurated in
August 2004 at Sehore. On the rural retail front, 24
'Choupal Saagars' are now operational in the 3 states
of Madhya Pradesh, Maharashtra and Uttar Pradesh.
In 2000, ITC forayed into the Greeting, Gifting and
Stationery products business with the launch of
Expressions range of greeting cards. A line of premium
range of notebooks under brand “Paperkraft”was
launched in 2002. To augment its offering and to reach
a wider student population, the popular range of
notebooks was launched under brand “Classmate” in
2003. “Classmate” over the years has grown to
become India’s largest notebook brand and has
also increased its portfolio to occupy a greater share of
the school bag. Years 2007- 2009 saw the launch of
Children Books, Slam Books, Geometry Boxes, Pens
and Pencils under the “Classmate” brand. In 2008,
ITC repositioned the business as the Education and

14. Stationery Products Business and launched India's
first environment friendly premium business
paper under
the “Paperkraft” Brand. “Paperkraft” offers a
diverse portfolio in the premium executive stationery
and office consumables segment. Paperkraft entered
new categories in the office consumable segment with
the launch of Textliners, Permanent Ink Markers and
White Board Markers in 2009.
ITC also entered the Lifestyle Retailing business with
the Wills Sport range of international quality relaxed
wear for men and women in 2000. The Wills Lifestyle
chain of exclusive stores later expanded its range to
include Wills Classic formal wear (2002) and Wills
Clublife evening wear (2003). ITC also initiated a
foray into the popular segment with its men's wear
brand, John Players, in 2002. In 2006, Wills Lifestyle
became title partner of the country's most premier
fashion event - Wills Lifestyle India Fashion Week -
that has gained recognition from buyers and retailers
as the single largest B-2-B platform for the Fashion
Design industry. To mark the occasion, ITC launched a
special 'Celebration Series', taking the event forward to
consumers.
In 2000, ITC spun off its information technology
business into a wholly owned subsidiary, ITC Infotech
India Limited, to more aggressively pursue emerging
opportunities in this area. Today ITC Infotech is one of
India’s fastest growing global IT and IT-enabled

15. services companies and has established itself as a key
player in offshore outsourcing, providing outsourced IT
solutions and services to leading global customers
across key focus verticals - Manufacturing, BFSI
(Banking, Financial Services & Insurance), CPG&R
(Consumer Packaged Goods & Retail), THT (Travel,
Hospitality and Transportation) and Media &
Entertainment.
ITC's foray into the Foods business is an outstanding
example of successfully blending multiple internal
competencies to create a new driver of business
growth. It began in August 2001 with the introduction
of'Kitchens of India' ready-to-eat Indian gourmet
dishes. In 2002, ITC entered the confectionery and
staples segments with the launch of the brands mint-
o and Candyman confectionery and Aashirvaadatta
(wheat flour). 2003 witnessed the introduction
of Sunfeast as the Company entered the biscuits
segment. ITC's entered the fast growing branded
snacks category with Bingo! in 2007. In eight years,
the Foods business has grown to a significant size with
over 200 differentiated products under six distinctive
brands, with an enviable distribution reach, a rapidly
growing market share and a solid market standing.
In 2002, ITC's philosophy of contributing to enhancing
the competitiveness of the entire value chain found yet
another expression in the Safety Matches initiative.
ITC now markets popular safety matchesbrands

16. like iKno, Mangaldeep, Aim, Aim Mega and Aim
Metro.
ITC's foray into the marketing of Agarbattis (incense
sticks) in 2003 marked the manifestation of its
partnership with the cottage sector. ITC's popular
agarbattis brands
include Spriha and Mangaldeepacross a range of
fragrances like Rose, Jasmine, Bouquet, Sandalwood,
Madhur, Sambrani and Nagchampa.
ITC introduced Essenza Di Wills, an exclusive range
of fine fragrances and bath & body care products for
men and women in July 2005. Inizio, the signature
range under Essenza Di Wills provides a
comprehensive grooming regimen with distinct lines for
men (Inizio Homme) and women (Inizio Femme).
Continuing with its tradition of bringing world class
products to Indian consumers the Company
launched 'Fiama Di Wills', a premium range of
Shampoos, Shower Gels and Soaps in September,
October and December 2007 respectively. The
Company also launched the 'Superia' range of Soaps
and Shampoos in the mass-market segment at select
markets in October 2007 and Vivel De Wills &
Vivelrange of soaps in February and Vivel range of
shampoos in June 2008.

17. PRODUCTS

19. z
Areas of Diversification

20. ITC has transformed itself from a leading cigarette manufacturer to
an umbrella group that offers a diversified product mix to enhance its
brand image and reduce dependency on tobacco related products. It
has forayed into the hospitality service industry and has become a
major player in the hotels segment. Its position in the FMCG (fast
moving consumer goods) business is also on a growth curve;
especially its confectionery and biscuits which are slated to achieve
the top ranks among its peers. It has made heavy investments to
strengthen its IT (information technology) segment and to compete
with the big players like Infosys and Wipro. Although the ITC group is
marketing its image as an ideal corporate citizen and a company that
takes its social responsibility seriously, it still earns 80% of revenues
from selling cigarettes and other tobacco related products.
The major areas in which ITC has diversified are:
FMCG
Pams
• Cigarettes
• Food
• Lifestyle Retailing
• Greetings and stationery
• Safety Matches
• Incense sticks
Hotels
Paperboards and Packaging
• Paperboards and specialty papers
• Packaging
 Agri-Business
• Agri- exports
• E-choupal
 Information Technology

21. MAJOR PLAYERS

22. Hindustan Unilever Limited
• Unilever is lowering its expenditure on packaging across its
portfolio of food brands as part of a wider cost-cutting drive. HUL has
pared down the colour palette used for print-ing across many
products. The system has been used to reduce printed packaging costs
for Unileverʹ products. It is also eco-friendly because it reduces
s
waste in the printing process. HUL is taking different steps to reduce
the cost and increase the margin.
• Hindustan Unilever‟s product - Pureit (a water purifier) has received
The UNESCO Water Digest Water Award 2008-2009 in the category
of best domestic non-electric water purifier. Pureit received the award
for outstanding contribution in the field of water in India. The product
is available across 21 Indian states and has reached more than 1
million homes in India giving them access to microbiologically safe
drinking water. Pureit‟s performance has been tested by leading
international &national medical, scientific & public health institutions
and meets the germ-kill criteria of the Environmental Pro tection
Agency, the drinking water regulatory agency in the USA.

23. Procter & Gamble Hygiene & Health Care Limited
(P&G)
• The Company has 21 product categories out of which only 8 product
have presence in India. The company is planning to launch the rest 13
product in India. The company expects to see a growth in other
Categories.
• The company has an aggressive plan to set up 20 new factories
across the World out of which 19 is expected to come in emerging
markets and most of them would be seen in Brazil, Russia, India, and
China (BRIC) nations.
• Whisper which is one of the company‟s power brands has recorded
50 per cent market share in urban India.

24. Godrej Consumer Products Limited
(Godrej)
• The Board of Directors of Godrej Consumer Products Limited
(GCPL) has approved the acquisition of 50 per cent stake of its joint
venture partner SCA Hygiene Products‟ stake in Godrej SCA Hygiene
Limited. After the transaction, the Joint Venture which owns the
„Snuggly‟ brand of baby diapers will become a 100 per cent
subsidiary of GCPL.
• Godrej Consumer Products Limited has acquired 100 per cent stake
in the Kinky Group Limited, South Africa. Kinky is among one of the
largest brand into hair segment with product portfoli

25. Dabur India Limited (Dabur)
• Dabur has entered into the malted food drink market with the launch
Of a new health drink “Dabur Chyawan Junior”. According to the
company, they expect to capture a market share of 10 per cent of the
Rs. 1,900 Crores malted food drink market over the next two years.
• Dabur has acquired 72.15 per cent of Fem Care Pharma Ltd
(FCPL),a leading player in the women‟s skin care products market,
for Rs 203.7 Crores in an all-cash deal. The Company is expected to
create synergy by this deal.
• Dabur got approval from Government of Himachal Pradesh to set up
another medicine manufacturing unit. The project has an expected
Investment of Rs. 130 Crores.

26. ITC
Personal Care
In line with ITC's aspiration to be India's premier FMCG
company, recognised for its world-class quality and
enduring consumer trust, ITC forayed into the Personal
Care business in July 2005. In the short period since its
entry, ITC has already launched an array of brands,
each of which offers a unique and superior value
proposition to discerning consumers. Anchored on
extensive consumer research and product
development, ITC's personal care portfolio brings
world-class products with clearly differentiated benefits
to quality-seeking consumers.
ITC's Personal Care portfolio under the 'Essenza Di
Wills', 'Fiama Di Wills', 'Vivel UltraPro',
'Vivel' and'Superia' brands has received encouraging
consumer response and is being progressively
extended nationally.ITC's state-of-the-art
manufacturing facility meets stringent requirements of
hygiene and benchmarked manufacturing practices.
Contemporary technology and the latest manufacturing
processes have combined to produce distinctly superior
products which rank high on quality and consumer
appeal.Extensive insights gained by ITC through its
numerous consumer engagements have provided the
platform for its R&D and Product Development teams
to develop superior, differentiated products that meet
the consumer's stated and innate needs. The product

27. formulations use internationally recognised safe
ingredients, subjected to the highest standards of
safety and performance.
ITC SHAMPOO

28. RESEARCH
METHODOLOGY
Technology and customers tastes and preferences play a vital role
in today’s generation. Research Methodology is a set of various
methods to be followed to find out various information regarding
market strata of different products. Research Methodology is

29. required for every industrial service industries for getting acquire
knowledge of their products.
PERIOD OF STUDY:
This study has been carried out for a maximum 60 days.
AREA OF STUDY:
The study is exclusively done in the area of marketing. It is a process
requiring care, sophistication, experience, business judgment and
imagination for which there can be no mechanical substitutes.
This study was done in 5ITC WHOLE SALE DEALER IN THE AREA OF
GIRISH PARK, TELANGABAGAN,RABINDRA SAROBAR, KESTOPUR, and
DUMDUM. IN KOLKATA
DATA:
The term data refers to groups of information that represent the
qualitative or quantitative attributes of a variable or set of variables.
Data are typically the results of measurements and can be the basis
of graphs, images, or observations of a set of variables. Data are

30. often viewed as the lowest level of abstraction from which
information and knowledge are derived. Raw data refers to a
collection of numbers, characters, images or other outputs from
devices that collect information to convert physical quantities into
symbols that are unprocessed.
DATA COLLECTION:
PRIMARY DATA:
Data is collected from various customers through personal
interaction as well as visiting the various itc outlets with different
different sales man and supervisor. Data is collected by survey,
formal discussion and observation with different respondents.
SURVEY METHOD: Data are usually collected through the use of
questionnaires as well as visiting the store. The data is collected by
mean of simple survey done in the retail store of the customers.
OBSERVATION OF CONSUMER: Observation of customers is often a
powerful tool. Looking at how consumers select products may yield

31. insights into how they make decisions and what they look for.
Observing consumers, tells about:-
Awareness regarding the brands?
What is he looking in the product?
Is he brand loyal?
Is he more or less price sensitive?
Is he more interested in packaging, manufacturing, etc.?
Observation may help us determine how much time consumers
spend comparing prices, or whether brand loyal or quality conscious.
SECONDARY DATA:
Secondary data was collected through internet sources, research
papers, and published reports by various institutions
RESEARCH TECHNIC
T-TEST
CHI-SQUARE TEST

32. RESEARCH DESIGN–
The research work is exploratory in nature, and is meant to provide
the basic information required by research objectives. It is a
preliminary study based on primary data and the findings can be
consolidated after a detailed conclusive study has been carried out

33. ANALYSIS
Total availability of the sachets in the 250 outlets
By using this pie chart it show that the availability of the
various sachets of various companies present in different
outlets.

34. Chart Title
FIAMA
garnier 10%
vatika
2% 9% sunsilk
14%
clinic
vivel 14%
11%
pantene
h&s 13%
14% dove
13%
Sachets availability in 250 outlets
SACHETS
Sunsilk 241
Clinic 246
pantene 236
Dove 237
h&s 240
Vivel 198
Vatika 30
Garnier 154
FIAMA 173
Total availability of the bottles in the 250 outlets
By using this pie chart pie chart it show the availability of
the various sachets of various companies present in
different outlets in five WD POINTS.

35. FIAMA Chart Title
8%
garnier
8% sunsilk
vatika
16%
0%
vivel clinic
11% 13%
h&s pantene
15% 15%
dove
14%
Bottle availability in 250 outlets
BOTTLE
sunsilk 215
clinic 181
pantene 202
dove 197
h&s 207
vivel 149
vatika 7
garnier 116
FIAMA 110
SPOT TEST DONE IN 10 OUTLET IN SEALDHA BAZAR

36. Chart Title
SUNSILK SACHETS
5% 1%
0%
1% 5% 14% 3% SUNSILK BOTTLES
8%
1%
11%
5% DOVE SACHETS
8%
2% 8% DOVE BOTTLES
5%
15% 5%
CLINICK SACHETS
3%
CLINICK BOTTLES
Spot test in cream outlet for 3 hours
SPOT TEST 3 HRS SUNSILK DOVE CLINICK PANTEEN HEAD&SHOLDERS
SACHETS BOTTLES SACHETS BOTTLES SACHETS BOTTLES SACHETS BOTTLES SACHETS BOTTLES
PROMOD STORES 52 12 41 18 32 10 55 19 31 9
A.T.STORES 46 10 33 22 40 8 30 6 43 19
GOUTAM 79 27 55 19 62 19 59 17 51 21
UDAY SANKAR 60 10 19 10 55 11 41 14 59 31
ASISH 49 21 23 5 21 17 35 12 61 21
GANESH BHANDER 45 17 37 12 31 3 49 21 19 12
MAHAMAYA 19 12 49 15 33 17 52 20 31 19
CHARU BHANDER 41 11 21 26 39 19 61 21 28 15
SHIBANI 55 9 33 12 29 14 40 19 33 10
SHOBHA STORES 71 6 39 9 36 12 31 25 28 8
VIVEL VATIKA GARNIER FIAMA
SACHETS BOTTLES SACHETS BOTTLES SACHETS BOTTLES SACHETS BOTTLES

37. 20 3 4 1 32 18 19 2
19 0 0 0 23 2 17 1
31 5 0 0 35 8 10 0
22 9 0 1 21 4 15 0
12 6 0 0 31 19 13 3
19 5 0 0 22 12 17 7
33 2 5 0 16 11 21 3
17 0 8 0 17 10 10 1
13 8 12 0 12 9 7 8
12 2 0 0 0 3 9 2

38. By using this pie chartit show that awareness regarding the
followings brands among customers.
FIAMA
Chart Title
8%
GARNIER
9% SUNSILK
VATIKA 13%
6% DOVE
14%
PANTEEN
VIVEL H&S 12%
9% 14% CLINICK
15%
Awareness regarding the brand
SUNSILK 22
DOVE 20
PANTEEN 21
CLINICK 20
H&S 17
VIVEL 9
VATIKA 3
GARNIER 12
FIAMA 10

39. By using this pie chart we can analyses that which brand is popular
among the ladies.
Chart Title
SUNSILK DOVE PANTEEN CLINICK H&S VIVEL VATIKA GARNIER FIAMA
3%
7% 5% 16%
8%
15%
11%
17% 18%
BRAND POPULAR AMONG THE LADIES AGE BETWEEN 15 TO 33
SUNSILK 23
DOVE 21
PANTEEN 24
CLINICK 16
H&S 15
VIVEL 10
VATIKA 5
GARNIER 16
FIAMA 7

40. By using this pie chart we can analyses the brand preferable among
boys.
Chart Title SUNSILK
FIAMA
6% 8%
GARNIER DOVE
VATIKA 15% 17%
2%
PANTEEN
VIVEL 12%
8% H&S
CLINICK
18%
14%
BRAND POPULAR AMONG THE BOYS AGE BETWEEN 15 TO 40
SUNSILK 15
DOVE 19
PANTEEN 17
CLINICK 22
H&S 23
VIVEL 12
VATIKA 2
GARNIER 17
FIAMA 8

41. By using this pie we can analyses that what are the reasons for
buying the product.
Chart Title
QUQLITY PRICE PACKAGING AD STORE DISPLAY
9%
29%
24%
13% 25%
REASON BEHIND BUYING THESE PRODUCTS
QUQLITY 23
PRICE 19
PACKAGING 15
AD 19
STORE 12
DISPLAY

42. By using this pie we can analyses what are the reasons for not
buying the product.
Chart Title
STORE DISPLAY
12%
QUQLITY
35%
AD
27%
PACKAGING
21%
PRICE
5%
REASON BEHIND NOT BUYING THE ITC PRODUCT
QUQLITY 22
PRICE 15
PACKAGING 17
AD 18
STORE 15
DISPLAY

43. By using the pie we can analyses that which are the most
preferable brands.
FIAMA Chart Title
3%
GARNIER
VATIKA 9%
3% SUNSILK
16%
VIVEL DOVE
8% 16%
H&S
14%
PANTEEN
CLINICK
16%
15%
MOST PREFERABLE BRANDS
SUNSILK 24
DOVE 22
PANTEEN 23
CLINICK 23
H&S 21
VIVEL 14
VATIKA 6
GARNIER 19
FIAMA 9

44. By using the pie chart we can analyses which are the
brands which people like to purchase again.
FIAMA
4%
Chart Title
GARNIER
VATIKA 10%
3% SUNSILK
VIVEL 16%
7% DOVE
15%
H&S
15%
PANTEEN
CLINICK 15%
15%
BRANDS WHICH PEOPLE LIKE TO PURCHASE AGAIN
SUNSILK 22
DOVE 24
PANTEEN 21
CLINICK 20
H&S 21
VIVEL 9
VATIKA 5
GARNIER 15
FIAMA 10

45. H0= there is no significant difference between the
sunsilk pouch and the sunsilk bottles
H1=there is a significant difference between sunsilk
pouch and bottles.
T test
S.no Sample Mean variance TCAL Dof Value
of Test
Statistic
1. X1 4.8 4.807 .945 48
2. X2 3.32 5.8417 48 0.945
S=120/25=4.8,B=83/25=3.32
S2 = n1xs12 + n2s22/n1=n2-2
= 29.80
S=√29.80
=5.4
tcal= - 2/s√1/n1+1/n2
= .945
Dof = n1+n2-2=48.
DOF with 5%level ttab is3.28.
Hence ttab>tcal accept H0

46. There is no significant difference between the sunsilk bottles and
sunsilk shampoo
H0= the nul hypothesis there is no association between the
features of the product and the different brands of product.
H1= there is a relation between the features of the product
and the various brand.
Chi-square test
Quality Price Packaging Ad Total
clinic 0 1 0 3 3
sunsilk 3 1 1 2 7
Fiama 5 0 0 3 8
vivel 4 0 1 1 6
Total 12 2 2 8 24
A. = 1.44
B. =0.24
C. =0.24

47. D. =0.96
E. =3.36
F. =0.56
G. =0.56
H. =2.24
I. =3.84
J. =0.64
K. =0.64
L. =2.56
M. =2.88
N =0.48
O =0.48
P =1.92
M 2 M 2
2 Oi Ei Ni n pi
X
i 1 Ei i 1 n pi
0I EI 0I-EI (OI-EI)2 (OI-EI)2/EI
A 0 1.44 -1.44 2.0736 1.44
B 1 0.24 0.76 0.5776 2.4067
C 0 0.24 -0.24 0.5776 1.2976
D 3 0.96 2.04 4.1616 4.335
E 3 3.36 -0.36 0.1296 1.038
F 1 0.56 0.44 0.1936 0.3457
G 1 0.56 0.44 0.1936 0.3457
H 2 2.24 -0.24 0.0576 0.257
I 5 3.84 1.16 1.3456 0.3504
J 0 0.64 -0.64 0.0494 0.64
K 0 0.64 -0.64 0.0496 0.64

48. L 3 2.56 0.44 0.1936 0.0756
M 4 2.88 1.12 1.2544 1.435
N 0 0.48 -0.48 0.2304 1.48
O 1 0.48 0.52 0.2704 1.5633
P 1 1.92 -0.92 0.8463 1.440
(OI-EI)2/EI = 18.858 CHI SQUARE CALCULATED
DEGREE OF FREEDOM (r-1) (c-1)
(4-1) (4-1)
9 dof 5% level = 16.919.
The calculated value =18.858
The tabulated value = 16.919
Chi2 calculated > chi2 tabulated accept H1
It implies the two variable are not independent the features of
shampoo and the different brands of shampoo
So we accepted the H1 and reject H0.

49. My experience
It has been a wonderful experience to work with the
people in itc they are wonderful people with good
amount of experience to share with the new people
who are entering into the corporate life.
The journey of my internship started on 25th April the
objective of my study is to find out the position of itc
shampoo in the market of Kolkata with comparison
with the competitors like hul and p&g my target was to
survey 250 out which is situated in different parts of
Kolkata with five different whole sale distributers .
As the day progress I find that the position of itc
shampoo was very poor compare to the other brands
and the was lot of problem regarding the delivery of
the product though the various sku have lot of stock
but it is not been deliver to the wd also the wrong
estimation of the ae of the particular area ,under cut
was a serious problem with the itc products the

50. grooming of the sales man need to be done there are
various good outlet that are cream outlet known as the
LP outlet this are the best outlet of the itc as there are
true value shop for HUL , the salary of the sales man
are very poor as compare with the other company in
the market.
The main drawbacks of the itc product are their poor
quality and lack of supply the shampoo doesn’t meet
the expectations of the customer as compare with the
soap of the itc ,the marketing strategy of the itc fmcg
products are purely on the soap and the agarbatti and
match box the they need concentrate on the shampoo
segments because they are lacking the shampoo
business.
The experience working with the itc people was very
helpful for my course I am thankful to my collage who
has given me this opportunity to carry out an
wonderful project which will help me in future.

52. Recommendation
Company need to focus on certain areas which I have
observed while working.
Stock problem need to be curbed out though
they having the stock in the godown it is unable to
reach the dealers
The timing delivery is very necessary.
The packaging need to be upgraded
The quality of the product need to be
enhanced
The must give free samples with the hot
product like ashirwad atta and vivel soap.
Every variant need to have RS 1 sachets.
Need to tap the rural market.
Need to focus on advertisement like T.V,
NEWSPAPER, RADIO, AS WELL AS PAMPLETES.
Off seasons campaign in rural area
Need to create two separate team name
fiama and vivel which will only deal with shampoo.
Need to promote more LP outlets.
Live workshop in different malls to attracts
customers

53. CONCLUSION
It has been a great pleasure working with organization like ITC ltd,
because in these two mounts I learnt a lot right from marketing
activity to promotional activity and all the seniors helped me to
learn the basis of marketing in ITC ltd, these are huge opportunities
for growth.
I can also conclude I also conclude that ITC ltd. Follows open door
policy i.e. anyone is free to give any kind of suggestions regarding
the development of the organization. The working environment is
absolutely friendly and ever one is ready to guide help right from
sales executive to area manager.
ITC promote their brands through advertisement campaign as well
as door to door promotion.
ITC I and also focusing on retailers and wholesalers to promote
their brands.
The demand of the product is very low, becausepeople don’t know
about their brands very well.
ITC known their strength and weakness in the personal care
market, so they are applying new concepts to overcome their
weakness.
ITC now offering more margins, exiting offers and scheme to
retailers and wholesalers.

54. This over all study reveals the fact that it is the functionality in
terms of efficiency & effectiveness of the product which overall
affects the consumer purchase decision making brand promotions,
advertisements celebrity endorsement only cannot attract a
consumers .so the marketer should use more effective tools to
communicate the same to its target customer apart from attracting
for additional benefits & offers

55. QUESTIONNAIRES
AWARENESS REGUARDING THE ITC SHAMPOO
SUDIPTO SINHA MANAGEMENT TRANIE
DAYANANDA SAGAR INSTITUTION
QUESTIONNAIRES
1. ARE YOU AWARE OF THE FOLLOWING BRANDS?
VIVEL
FIAMA
SUNSILK
DOVE
CLINICK
PANTEEN
GARNIER
HEAD&SHOLDERS
2.HAVE YOU USED ANY OF THE PRODUCTS BEFORE?
VIVEL
FIAMA
DOVE
CLINICK
PANTEEN
GARNIER
HEAD&SHOLDERS
3. WHICH ONE OF THESE ARE YOU USING CURRENTLY AND WHY?
VIVEL

56. FIAMA
SUNSILK
DOVE
CLINICK
PANTEEN
GARNIER
HEAD&SHOLDERS
4.WHAT ATTRACT YOU TO BUY THE PRODUCT?
QUIATITY PRICE PACKAGING IN STORE DISPLAY
AD
5 .MOUNTHLY INCOME
5000-10000 SSS 1000-15000 15000-20000 20000-30000 30000-
ABOVE
6. WHICH ONE OF THOSE YOU WOULD LIKE TO PURCHASE AGAIN?
VIVEL
FIAMA
SUNSILK
DOVE
CLINICK
PANTEEN
GARNIER
HEAD&SHOLDERS
7. -------------------- TELL US A LITTLE MORE ABOUT YOUR SELF ------
NAME…………………………………………. AGE……… SEX:
M/F……………………. MOB NO…………………................ OCCUPATION
EMAIL ………………………………
8.ANY SUGGESTION?

57. ………………………………………………………………………………
REFERENCES
Mr Sairik Mukherjee (09163324397)
Area executive.
Sontu (09748244986) supervisor.
Eden enterprise(kestopur)
Heritage enterprise (dumdum)
Gopal enterprise(belghoria)
Supra distributer(rabindra sarovar)
www.wikipedia.com
http://www.itcportal.com/