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PROJECT REPORT On ANALYSIS OF SALES AND DISTRIBUTION CHANNEL OF ITC LIMITED FOR
PERSONAL CARE PRODUCTS FOR THE PARTIAL FULFILLMENT OF THE AWARD OF THE
DEGREE OF MASTER OF BUSINESS ADMINSTRATION FROM GGS IP UNIVERSITY DELHI
BATCH: 2018-20 SUBMITTED BY: Mr. Sachin Bisht SUBMITTED TO: Prof. Gandhali Kharge
ARMY INSTITUTE OF MANAGEMENT & TECHNOLOGY GREATER NOIDA (UP) 201306 Certificate
Supervisor Certificate This is to certify that Mr. Sachin Bisht a student of Master of Business
Administration Batch MBA-15 Army Institute Management & Technology Greater Noida has successfully
completed his project under my supervision. During this period he worked on the project titled Analysis of
sales and distribution channel of ITC Limited for personal care products in partial fulfilment for the award
of the degree of Master of Business Administration of GGSIP University Delhi. To the best of my
knowledge the project work done by the candidate has not been submitted to any university for award of
any degree. His performance and conduct has been good. (Signature) Prof. Gandhali Kharge AIMT
Greater Noida Date: Certificate of Originality I Mr. Sachin Bisht Roll No 03718403917 of MBA 15 batch
of Army Institute of Management & Technology has undergone a Summer Internship in ITC LTD for a
duration of 9 weeks on a project title Analysis of sales and distribution channel of ITC Limited for
personal care products hereby declare that this project is my original piece of work. Signature of the
student: Student Name: Mr. Sachin Bisht Date ACKNOWLEDGEMENT I want to show my sincere
gratitude to all those who made this study possible. First of all I am thankful to the helpful staff and the
faculty of Army Institute of Management and Technology. Second I would like to extend my sincere
thanks to my Industry Guide Mr. Rajeev Gupta for his untiring cooperation. One of the most important
tasks in every good study is its critical evaluation and feedback which was performed by my faculty guide
Prof . Prof. Gandhali Kharge I am very thankful to my Faculty as well as Industry guide for investing his
precious time to discuss and criticize this study in depth and explained the meaning of different concepts
and how to think when it comes to problem discussions and theoretical discussions. My sincere thanks
go to my Institute and family who supported and encouraged me. Mr. Sachin Bisht Course MBA
EXECUTIVE SUMMARY ITC is Indias third topmost fmcg company which was founded on 24 Aug.1910.
It basically do business in fmcg products, agri business, information technology, personal care products,
hotels, stationery. The company\'s statement of belief is: "Let\'s put India first. This project is undertaken
to understand the sales and distribution strategies used by ITC in the South Delhi at the seven different
market area along with the four key competitors. The project report revolves around two objectives,
before that it contains the industry introduction then history and details of ITC LTD, following which is the
scope and the bandwidth of the FMCG sector available in the market. The first objective began with To
find the salesman efficiency is affecting the sales of ITC PCP Products. Meetings were held with them to
understand the supply chain pattern followed and do the Availability, visibility and freshness of products.
The details were collected from outlets and compared with four key competitors As the main focus was
on to find the market improvement of distribution of sales in food and PCP (personal care product)
segment. After the objectives, the literature review has been done to know the past studies on that topic.
Then we have taken two hypothesis to do this study my sample area was finite to seven locations. In
which I have covered five hundred three outlets I first started from greater kailash 2 area which is the
market with population 40000 people that is a premium market under the industry mentor Area sales
manager Mr. Satyajeet Ray and Area Executive Mr. Rajeev Gupta where I find Service Frequency and
Turnover of ITC Stockist with four Market Player after that I was doing market with the distributor (M/S

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Austha Enterprises) to check what is the market scenario and what are the things required to improve in the
distribution channel. Table of Contents Certificate of Training Industry Mentor . (ii) Supervisor Certificate
Faculty Mentor . ... (iii) Certificate of Originality .. (iv) Acknowledgement (v) Executive Summary (vi)
ChapterPage No.Chapter 1- INTRODUCTION 1.1-Industry Introduction 1.2-Company Introduction 1.3-Topic
IntroductionChapter 2- Objective of the Research undertaken Chapter 3-Literature ReviewChapter 4 -
Hypothesis, if anyChapter 5- Research MethodologyChapter 6- Data A n a l y s i s C h a p t e r 7 - R e s u l t
D i s c u s s i o n C h a p t e r 8 - C o n c l u s i o n s & RecommendationsBibliographyAppendices- to include
questionnaire1. INTRODUCTION 1.1 Industry Introduction FMCG is the fourth biggest market in the Indian
economy. Family and Personal Care is the main section, representing 50 for each penny of the general
market. Hair care (23 %) and Food and Beverages (19%) comes next as far as piece of the pie The quantity
of online clients in India is probably going to cross 850 million by 2025. Retail advertise in India is assessed to
achieve US 1.1 trillion by 2020 from US 672 billion out of 2016, with present day exchange anticipated that
would develop at 20 for every penny - 25 for each penny for each annum, or, in other words help incomes of
FMCG organizations. This table show info about the ITC LTD. TypePublic (BSE: ITC)Founded24 August
1910 ,Radha Bazar Lane KolkataIndiaHeadquartersKolkata IndiaKey peopleChairman and MD: Sanjiv
PuriExecutive Directors: Nakul Anand & Sanjeev Tandon(CFO)Sumant BhargavanIndustryFMCG, Hotels,
Paperboards & SpecialtyPapers, IT, Agri Business, Packaging.ProductsCigarettes packaged food
HYPERLINK "http://www.scribd.com/doc/40144801/An-Introduction-to-ITC-Ltd" hotels apparelPersonal
careRevenue Q1Rs 3174 cr.Employees27279Website HYPERLINK "http://www.itcportal.com/"
www.itcportal.comTable No 1.1 SHAPE MERGEFORMAT Figure no 1.1 1.2 Company introduction Built up in
1910 with name of Imperial Tobacco Company of India Limited. At that point organization changed its name
as the Indian Tobacco Company Limited in 1970 and encourage in 1974 as I.T.C. ltd. ITC Limited has a
turnover of US 8.31 billion. Its positions third in benefit among India\'s private division organizations.
Headquarter in Kolkata. The present CEO is Sanjiv Puri. It has utilizes 30000 at 60 areas crosswise over
India. Its business incorporates five fragments: (FMCG) Hotels Paperboards and Packaging and Agri-
Business and IT. The organization finished 100 years in 2010. ITC professes to be the main organization in
the realm of equivalent measurements in - Carbon Positive , Water Positive and Solid Waste Recycling
Positive. Company\'s beginnings by the leased office on Radha Bazar Lane Kolkata was the centre of the
Company\'s existence. Now the Company\'s headquarter building \'Virginia House\' which came up on that
plot after two years would go on to become one of Kolkata\'s most famous landmarks. 1925: Packaging and
Printing ITC primarily devoted in the Cigarettes and Leaf Tobacco businesses. ITC\'s Packaging & Printing
Business was set up in 1925. It is today India\'s most systematic packaging house. 1975: Hospitality Sector
ITC launched its hotel business with the acquisition of HYPERLINK "http://www.itcportal.com/about-
itc/profile/history-and-evolution.aspx" a hotel in Chennai which is now known as my Fortune Chennai. Since
then ITC\'s Hotels business has grown with over 100 owned and managed hotels spread across India. 1979:
Paperboards & Specialty Papers ITC entered in Paperboards business by promoting Bhadrachalam
Paperboards Limited. In Nov 2002 the division merged with the Company\'s another Division to of
Paperboards & Specialty Papers. In 2004 ITC acquired the paperboard manufacturing facility of BILT
Industrial Packaging Co. Ltd (BIPCO). 1985: Nepal Subsidiary

- First Steps beyond National Border Surya Tobacco Co. in Nepal set up by as an Indo-Nepal joint venture.

Surya Tobacco became a subsidiary of ITC Limited in 2002 and its name changed to Surya Nepal Private

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Limited (Surya Nepal). 1990: Paperboards & Specialty Papers ITC acquired Tribeni Ltd a paper
manufacturing company and a major supplier of tissue paper. They merged with ITC then entity was named
as Tribeni Tissues Division (TTD). TTD was then merged with the Bhadrachalam Paperboards Division to
form the Paperboards & Specialty Papers Division in Nov 2002. 1990: Agri Business - Strengthening Farmer.
ITC set up the Division to export Agri- commodities. The Division is now todays one of India\'s largest
exporters. ITC\'s e-Choupal initiative began in 2000 with farmers in Madhya Pradesh. Now it extends to ten
states covering over 4 million farmers. The service has been focusing on improving productivity of crops while
making the relationship with the farming community. 2002: Education & Stationery Products ITC launched its
premium range of notebooks under brand Paper Kraft in 2002. Then Classmate range of notebooks was
launched in 2003. 2000: Lifestyle Retailing - Premium Offerings ITC also entered the Lifestyle Retailing
business with the brand name Wills Sport of international quality wear for men and women in 2000. It also
lanuched Wills Classic formal wear (2002) and Wills Club life evening wear (2003). 2000: Information
Technology ITC started its IT business under ITC InfoTech India Limited to take opportunities in the area.
Today ITC InfoTech is one of India\'s growing IT company and IT-enabled services and has established itself
as a key player in outsourcing providing outsourced IT solutions and services in Banking Financial Services,
Engineering Services Media
& Entertainment ,Transportation & Logistics etc. 2001: Branded Packaged Foods - Delighting Millions of
Households In 2001 with the introduction of Kitchens of India\' ready-to-eat Indian gourmet dishes. In 2002
ITC entered the confectionery segments with the brands mint-o and Candy-man confectionery and Aashirvad
Atta. In 2003 with the introduction of Sunfeast brand Company entered in the biscuits segment. In 2007 ITC
entered in snacks category with Bingo. In 2010 ITC launched Sunfeast Yippee brand to enter in the Indian
instant noodles market. 2002: Agarbattis & Safety Matches ITC contributing to enhancing the employment in
the Safety Matches segment. ITC now have popular safety matches brands like iKno Mangaldeep and Aim.
ITC\'s also entered in segment of Agarbattis (incense sticks) in 2003 with name Mangaldeep which is now a
highly established national brand. 2005: Personal Care Products - Expert Solutions for Discerning Consumers
ITC entered the Personal Care Business in 2005. In eight years the Personal Care portfolio under\' Essenza
Di Wills\' \'Fiama Di Wills\' \'Vivel\' and \'Superia\' brands. In May 2013 the business expanded its product
portfolio with the launch of Engage - one of India\'s first range of \'couple deodorants\' THE ITC 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. THE ITC MISION: To
enhance the wealth generating capability of the enterprise in a globalizing environment delivering superior
and sustainable stakeholder value. BOARD OF DIRECTORS Chairman and MD Sanjeev Puri Executive
Directors HYPERLINK "http://www.itcportal.com/about-itc/leadership/board-of-directors.aspx#na" Nakul
Anand HYPERLINK "http://www.itcportal.com/about-itc/leadership/board-of-directors.aspx#rtandon" Rajiv
Tandon (CFO) Table 1.2 EMPLOYEES As per the Annual report of the company it had 30 000 employees as
on 31 March 2018. Its Chairman HYPERLINK "http://en.wikipedia.org/wiki/Yogesh_Chander_Deveshwar"
Sanjeev Puri has won renowned awards and recognitions including Padma Bhushan from Government of

India.AW ARDSANDRECOGNITIONSIn1994&1995-HYPERLINK
"http://en.wikipedia.org/wiki/Rajiv_Gandhi_National_Quality_Award" Rajiv Gandhi National Quality
Award. HYPERLINK "http://en.wikipedia.org/wiki/Forbes_ Global_2000" Forbes Global 2000 rankings for
2012 at position 841. In 2013 ITC was ranked the 3rd most admired company in India by

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HYPERLINK "http://en.wikipedia.org/wiki/Fortune_(magazine)" Fortune. In 2011 Greenest Luxury Hotel Chain
in the World. In 2006 ITCs e- Choupal program won the Stockholm Challenge Award 2006. Gross Revenue
up 6.6% In this challenging business environment as foretasted Gross Revenue of ITC LTD was Rs.
55001.69 crores grew by 6.6% primarily driven by an 8.0% growth in the non -cigarette FMCG segment
10.8% growth in Agri Business and 5.1% growth in the Cigarettes segment. Profit Before Tax registered a
growth of 7.4% to Rs. 15502.96 crores while Profit After Tax at Rs. 10200.90 crores increased by 9.4%.
During the 4th quarter of the year Gross Revenue grew by 6.1% to Rs. 14882.75 crores while Profit After Tax
stood at Rs. 2669.47 crores representing a growth of 12.1%.. Overall performance however remained
relatively subdued reflecting the continuing tightness in the liquidity position in the market persistent
weakness in the wholesale channel and rural markets and sharp rise in input costs particularly in the FMCG
businesses. Figure 1.2 Figure 1.3 1.3 TOPIC INTRODUCTION
Thisprojectisundertakentounderstandthesalesanddistributionstrategiesused by ITC in the south delhi market
area. The report has been prepared to understand the consumption pattern & sales distribution of ITC
personal care products in urban market and rural market. This study also detailed information about the
Availability, Affordability, Affordability & Awareness (4 As of Marketing) of the ITC cigarettes in rural as well as
in urban markets. PURPOSE OF THE REPORT The Purpose of this report is to list out the different brands of
ITC personal care products which are consumed in the urban market & that in the rural market. Although the
sampling has been carried out only in few selective cities, the general Stock Keeping Units (SKUs) are more
or less the same all over cities. The same applies for the villages also where we have conducted the surveys.
DIFFERENT SOURCES & METHODS Data collected is predominantly Primary data. In preparing this report,
we have interviewed Shopkeepers, Paanwalas, Wholesalers, Distributors, Company persons & Customers at
several places in South Delhi which include Greater kailash , Sangam vihar . Among the villages we had
chosen Ratiya Marg, Bandh road, tuglqbad for conducting our surveys. Report Organization: The report
reviews the different kinds of brands consumed in urban and rural market, analyses the different trends in
their consumption pattern, and summarizes them at the end. Limitations: There was time constraint as the
research had to be done in a short time & we had to cover cities as well as villages. Cost constraints were
faced. Only a limited number of shop-keepers & Customers could be interactedwith. DISTRIBUTION
SYSTEM AT ITC Achannelmay be aset offreelanceorganizationsconcernedwithin themethodof constructinga
product or servicesout theretothe
b u y e r o r b u s i n e s s u s e r . G a t h e r i n g a n d
distributingresearchandinformationconcerningthepromotingatmosphere.Developing and spreading
persuasive communicationsconcerninga proposal.ITC follows:CHANNEL WISE DISTRIBUTION
Foreverysectionthere\'stotally differentchannel .egfor privatecaremerchandisethere\'stotally
differentdistributorBEAT WISE DISTRIBUTION Here total marketis splitintototally
differentaraswhereverthemerchandiseare servedto any or alltheshopsexistthereinspace. FLOW CHART OF
DISTRIBUTION CHANNEL Figure 1.4 SWOT OF ITC Strengths Cigarette market is 22,000 crore and ITC has
lions share in it. Strong brand recognition and product portfolio. Distribution network . Weaknesses
Dependence on tobacco revenues Negative Connection of Tobacco Unrelated diversification . Opportunities
Consumption Of personal care products Rural Market E-Choupal Threats Competition both Domestic &
International Increasing Tax on cigarettesCHAPTER 2: OBJECTIVE OF THE RESEARCH UNDERTAKEN
Primary Objective Aspiring to work as an intern in a largest FMCG company, contribute my skills in achieving
the goals of the project while gaining exposure in the real time operations.

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Secondary Objective(s) To Analyze major push and pull strategies adopted to enhance the sales of ITC
Personal Care Products(PCP). To find the factors affecting the sales of the personal care product of ITC .
Ensuring the promotion of new products on all the shops visited. I first started with the field training in ITC to
understand the basics of sales and distribution. For that I first have to understand the working of the DS in the
market place. I also carried out personal Interviews of 503 retailers in 7 different market which helped in get
the required information. The field Training was done in South Delhi to know the basic strategies being
adopted by the DS to cover the market for the day. LITERATURE REVIEW Roles and Responsibilities of a
Sales Manager Figuring out the Sales Management Code is a historic book for project leads and
administrators who need more noteworthy power over deals execution. In light of new investigation into how
world-class deals powers gauge and deal with their merchants. (Jason Jordan and Michelle Vazzana, volume
1 ,14/10/2011 ) While there are truly a huge number of books that emphasis on selling aptitudes,
methodologies and approaches, there are not many that attention on the stuff to be a viable team lead. Those
that do will in general spotlight on specialized segments of the board as opposed to on the most proficient
method to be a viable project lead. The entirety of this is the reason when I heard that Mike Weinberg, creator
of New Sales. Disentangled. was composing on new book explicitly on deals the executives I was anticipating
its discharge.Mike was benevolent enough to give a duplicate to my survey and I\'m glad to impart my
musings to you. Here\'s my audit in four words: Mike nails deals the board. In all honesty I wish I had this
book when I initially began driving deals groups. It would have spared me many fight scars. As Goes The
Leader, So Goes The Organization. You Can Manage, You Can Sell, however You Can\'t Do Both at Once.
Entrepreneurial, Visionary Leaders Forget That Their People Can\'t Do What They Can Do. The Lack of
Coaching and Mentoring Produces Ineffective Salespeople. To comprehend the job of trademark in vital
arranging, one must comprehend what a trademark is from a legitimate outlook. As indicated by the US
Lanham Trade-Mark Act of 1947, trademark "incorporates any word, name, image, or gadget or any blend
thereof embraced and utilized by a maker or dealer to recognize these merchandise and recognize them from
those made or sold by others." If a trademark is enlisted for an assistance, it is known as a help mark (e.g., A
trademark can be an option that is other than a name. Bibendum, the roly- poly corporate image, is Michelin\'s
trademark in France, and it is known as Bi -bi-deng in China. It ought to be noticed that the Michelin Man, a
100 or more year-old mascot, appears to be as of late to have lost some weight while getting increasingly
solid. Nipper, the recognizable fox terrier sitting beside a phonograph alongside the expression "His Master\'s
Voice," is RCA\'s authentic image. Other effectively perceived logos incorporate Ralph Lauren\'s polo player
and Goodyear\'s wingfoot. Numerous organizations that are baffled in their endeavors to improve quality and
consumer loyalty are starting to scrutinize the connection between consumer loyalty and monetary returns.
The creators research the nature and quality of this connection. They examine how desires, quality, and cost
should influence consumer loyalty and why consumer loyalty, thus, should influence productivity; this
outcomes in a lot of theories that are tried utilizing a national consumer loyalty record and customary
bookkeeping proportions of monetary returns, for example, degree of profitability. The discoveries bolster a
positive effect of value on consumer loyalty, and, thus, productivity. The creators show the financial
advantages of expanding consumer loyalty utilizing both an exact conjecture and another scientific model.
RESEARCH METHODOLOGY: The methodology adopted for drawing this project is based on three steps
one, the field training in ITC to understand the basics of sales, two data collected through analysis report with
503 visits to stores in different locations. While undergoing the field training, it has been noted

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how the competitors brands are essentially required to be studied in terms of their distribution, visibility and
availability for the company to take strategic decision. Finally, through various newspapers, journals and
internet sources have also helped me to generate useful information and data relevant to this project.
Libraries, online databases and the Internet are certainly important sources for obtaining secondary
information on the subject.. SAMPLE AREA: South Delhi Area SAMPLE TAKEN: 503 Visits. Work at retail
outlets: 1) To check the availability of products. 2) To check visibility of products. 3) Identifying the factors
which will affect the sale of personal care products. Data collection technique: - Primary data- Data collected
through Market Analysis Report. Questioner and observation techniques will be used. MAR Sheet- Market
Analysis Report is a report given by industry to salesperson so that each and every details related to record
like Intern Name, WD Code, DS ID,DS Name,Sify ID,Route name,Outlet name,reason for not
billing,competition etc ,so that market can be analyzed and increase the sales through data analysis.
Secondary data- Information is collected through internet , text books, Journals and magazines. Main markets
are: Tuglaqbad Tuglaqbad village Khanpur Ratiya marg Sagam vihar Greater kailash Tigri Bandha road
Budhha bazaar Population and sample description: It is important for the researcher to identify their
population and sample while doing research. As population deals with the large number of people and sample
is the subset of population in other words sample is a small group of people take from the population to
collect data and information. As the company is very big and deals with all the stores selling FMCG product in
New Delhi so the population for this research will be New Delhi and the as I have worked in south Delhi area
visiting markets like ratiya marg, budhha bazar, sangam vihar, tuglaqbad and tigiri were I visited 503 stores
so the sample for this research will be the data collected from this 503 stores. Population: New Delhi region
will be the population Sample : 503 stores from south Delhi area TOOLS USED FOR ANALYSIS FOR
MEASURING RETAILERS SATISFACTION LEVEL: Graphical Representation of Analysis: Pie charts b. Bar
Diagrams METHOD OF COMMUNICATION: In order to diminish the bias in data collection, the method of
personal interview was adopted. DATA ANALYSIS: Data Collection Methods: While collecting the data all the
relevant sources are taken under consideration to find the information for research question, hypotheses
testing and evaluating the outcome. Data collection method is divided into two categories one is primary data
collection method under which come the open-end questioner, focused group, observation and case studies.
Another category of data collection method is secondary data collection method, it deals with the data that
have already been researched and published in books, newspaper, articles, journals, magazines, internet and
many other platforms. In this research while doing primary data collection method the research will be done
through questioner and focused group and the secondary data will be taken from the journals, articles and the
websites. Primary data: Questioner and observation techniques will be used. Secondary data: Journals,
booklets provided by the company, details on official website of ITC. DATA ANLYSIS METHOD: While doing
data analysis method the primary data collection method will be considered in which personal interview is
taken that will be shown in the form of pie chart in order to avoid biasness. RESULT DISCUSSION: Doing
survey from the main markets that states the reason affecting the sales of ITC PCP products are ORDER
FROM RETAILERS: DS TAKING ORDERS INFORMATION ISSUE DISTRIBUTER ISSUE CUSTOMER
ISSUE RESULT DISCUSSION: This following data shows the sales and research before I started doing the
internship, after doing survey from the main markets that states the reason affecting the sales of ITC PCP
products are: ORDER FROM RETAILERS: EMBED Excel.Chart.8 s The above pie chart shows the timing of
the order being placed by the retailers. From the above data it is clear that most probably the

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order is given in once in a week by the retailers. RETAILERS PERCEPTION ABOUT COMPANY
Retailers Perception% of RetailersGood70%Very Good25%Bad5% The above pie chart show that 70%
retailers said that ITC Company is good, while 25% said that the company is very good and only 5% said
that it is bad. DS TAKING ORDERS EMBED Excel.Chart.8 s The above pie chart explains the timing of
DS (distributer salesperson) visiting the retailers shop for taking orders. As the data shows that the DS
most probably visits store once in two week which says that DS is not visiting stores as per the demand.
DELIVERY TIME TAKEN BY THE COMPANY TIME TAKENRETAILERS RESPONSE IN % 24Hrs 73%
48hrs 19% 72hrs 8% The pie chart here describes the time taken by the distributors to deliver the
products from the day of order taking. The 73% owner of shops ( Retail outlet ) said that they get the
product within 24hrs from the day of order taken. 19% of shop owners ( Retail Outlet ) said that they get
the product within 48hrs from the day of the order taken and only 8% retailers said that they get the
product within 72hrs from the day of order taken. INFORMATION ISSUE EMBED Excel.Chart.8 s The
above data states that after asking retailers about the knowledge of DS about the products schemes only
53.90% retailers says that yes they have sufficient knowledge but rest of the retailers either said no they
dont have or maybe they have this states that almost 47.10% of retailers are still not satisfied with the
knowledge being provided by the DS which indentify the DSs lack of efficiency. DISTRIBUTER ISSUE
EMBED Excel.Chart.8 s The above data clarifies that the distributors are send product on time or not.
while collecting the survey details 56% of the retailers says that yes orders do reaches on time but still
44% of retailers states that no order doesnt reaches on time which is like almost half sample population
of retailers doesnt get orders on time here it can be the carelessness of distributor or the DS. Sources of
supply Distributor/wholesaler/both Opinion % response of retailers Distributors 95% Wholesaler 3% Both
2% SATISFACTION LEVEL OF SHOP OWNERS (RETAILERS ) BY DISTRIBUTION SYSTEM OF ITC
LIMITED State % of retail outletsHighly satisfied 22%Satisfied 32%Average 38%Not satisfied 8% The
above graph shows that 22% of retailers are highly satisfied by the distribution system of ITC,32%
retailers are satisfied by distribution system of ITC,38% retailers opinion was that ITCs distribution
network is average and 8% retailers opinion was that ITCs distribution is not satisfied. CUSTOMER
COMPLAIN ABOUT PRODUCT COMPLAIN STATUS% OF RETAILERSNever56%Less
frequently29%Frequently15% The above pie chart shows that 56% retailers said that customer never
complain about product, while 29% said customer less frequently complain about product and 15%
retailers said that customer frequently complain about product. CUSTOMER ISSUE EMBED
Excel.Chart.8 s The above pie chart explains the details about the customer have complains regarding
the products. While taking survey we asked the retailers that do the customers have any issue they said
most of them doesnt have any issue but few do have which is mostly retailed to the quality and price. As
they find quality of detole more superior then savlon and engage pocket perfume do have leakage issue.
FIAMA SHAMPOO VS. ITS COMPETITORS SOLD BY RETAILER Shampoo% of Selling by retailers
Fiama 25% Dove 35% Pantene 40% SHAPE MERGEFORMAT % SALE OF FIAMA SAMPOO & ITS
COMPETITOR The above chart shows that daily average selling of retailers in which Fiama is sold 25%,
Dove is 30% and pentene is 40%. Visit of company representative to the retailers Time duration% of
retailers responseWeekly80%Fortnightly15%Monthly5% The above graph represent about the visit of
official to the retailers (Retail Shops ). 80% retailers said that the companys representative visit weekly to
their outlet,20% said that they visit fortnightly and 5% said that they visit monthly to their outlets.
Availability and visibility of Personal care products of ITC in outlets Status of persnal care products in

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outletsRetailers ResponseAvailability 92%Visibility 70% EMBED MSGraph.Chart.8 s The above graph shows
that in 92% of retail outlet Personal care products( Soap and handwash) was available, in 70% outlet it was
visible. EXPLAINING THE ABOVE INFORMATION: Above information states that the sales and distribution
channel faces the issue because of the carelessness of distributer salesman and delivering products late.
While doing the internship the reason behind this carelessness of DS that I found out was that the distributor
appointed the DS for taking orders of PCP product of ITC Ltd was new and had less idea about the places
where the stores are located and was not trained about the wholesome information of PCP products scheme.
) . Less number of schemes for retailers: As per retailers though ITC gives better margin than competitors, but
it introduces less number of schemes for retailers and more for customers. Retailers believe that as ITCs
products are newer they must do a lot of pushing to customers. . FINDING From the above comparison &
data analysis it could be inferred that ITC has Systematic distribution channel in the FMCG sector. Still it has
managed to reach a level at which the other strong companies are like HUL and Parle. HUL have good
turnover at almost all areas as compare to ITC and if we talk about frequency and service Parle have good
points in this. The frequency and service of ITC distributor are low in some areas. 1) There is need of more
focus on the sales of Personal care products. 2) The Average outlet covered in Reengus is low in comparison
to other three locations. 3) Less number of schemes for retailers: As per retailers though ITC gives better
margin than competitors, but it introduces less number of schemes for retailers and more for customers.
Retailers believe that as ITCs products are newer they must do a lot of pushing to customers. 4) No DS
retention action. 5) Retailers are not given proper attention in terms of queries and problems . Most common
Problem: Replacement issue, extra pieces delivered or wrong product delivered, order not Delivered. 6) Rate
of few products is too high especially incase of shop.Most of consumer think vivel and fiama soaps as
premium products. 7) Rate cut issue RECOMMENDATION 1)For the scheme design issue, we can propose
to run pilot projects with the selected WDs in order to test whether the new schemes being proposed by us
can be effective or not. 2)Company should make retention program for potential DS it can be done through
giving benefits or taking exit interview to know the problem why they are leaving. 3)For supply demand
mismatch we plan to study the exact issue being faced and explore the various members and components of
the supply chain to find out the exact point where the problem starts. Then we will try to find ways and means
to handle the challenge. 4) Distributor salesman should focus on PCP more instead of Food for that company
can give reward DS on the basis of PCP sale. 5) We can plan to work on the major issues which were
identified by us i.e. supply-demand mismatch scheme design and salesman motivation. 6) Analyzing and
identifying major competitors. Keeping a tab on their qualities and shortcoming and as needs be setting up
possess procedure. 7) Outlet where salesmn spent more than 3min conversation with the retailers resulted in
80% conversion rate. 8)Medical store which are not covered properly. We have visited several medical shops
and they have purchased our savlon products. 9) Audit of routes to be done by specially appointed auditor /
AE. 10) Salesman should be taught all schemes and price of products before going to market 11) A customer
care should be appointed at every Wholesaler distributor point. Alternative , complain book 12) Identify Right
outlet for display. BIBLIOGRAPHY 1) The relationships of customer satisfaction, customer loyalty, and
profitability: an empirical study. International Journal of Service Industry Management. Publication date: 1
October 1996 2) Sarangapani A &Mamath, T. (2008) . Rural Consumer Behavior with Regard to Selected
FMCGs Consumption Patterns and brand Usage Study. The Icfai University Journal of Brand
Management(3), 23-61. 3) Weijers, S, Glockner H &pieters, R. (2012).

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LOGISTIC SERVICE PROVIDERS AND SUSTAINABLE PHYSICAL DISTRIBUTION. Log Forum, 8(2),
157-165. 4) Asia Pacific Journal of Marketing & Management ISSN 2319-2836 Vol.2 (2), February
(2013) 5) Sales manager survival guide: Lesson from sales front lines. David Brock, 2016 Article
(Website) ) 6) Responsibilities of a sales Manager: The Ultimate Guide By Keith Johnstone on May
2017. 7)Journal of Modern Management & Entrepreneurship (JMME) 139 ISSN : 2231 167X, General
Impact Factor : 2.5442, Volume 08, No. 02, April, 2018, pp. 139-142 8) Three roles of a sales manager
9) ITC reports and accounts 2018 10) Sales management. Simplified Mike Weinberg ,21-Oct-2015
Emerging challenges and prospects of fmcg product development in India by G. Nagarajan & Dr J.
KHAJA SHERIFF 11) Cracking the Sales Management Code: The Secrets to Measuring and Managing
Sales Performance Published by :- By Jason Jordan & Michelle Vazzana 12) Factors Affecting
Consumers\' Purchasing Behavior: An Integrated Conceptual Framework. Hans Ruediger Kaufmann1,
Mohammad Fateh Ali Khan Panni2 and Yianna Orphanidou 1) 3)University of Nicosia, Cyprus 13)An
Overview of Branding and Packaging Of a Company Product (A Case Study of British American
Tobacco Company Zaria) IOSR Journal of Research & Method in Education 15) Sales Management
(Wikipedia ) 16) BRANDING AND PACKAGING DECISIONS, International Marketing, Sak Onkvisit and
John J. Shaw h t t p s : / / w w w . i t c p o r t a l . c o m /
https://www . researchgate . net/publication/320948306 _ WHOLESALE _ MODEL _ OF _
RURAL_DISTRIBUTION_IN_FMCG_A_QUANTITATIVE_STUDY_OF_FACTO RS
http://shodhganga.inflibnet.ac.in/bitstream/10603/127535/1/astha%20joshi.pdf
https://www.ripublication.com/ijbamspl17/ijbamv7n2spl_13.pdf HYPERLINK
"http://www.coolavenues.com/know/mktg/competitive-strategies-2.php"
http://www.coolavenues.com/know/mktg/competitive-strategies-2.php HYPERLINK
"http://www.cii.in/Sectors.aspxencprvePUj2bdMtgTmvPwvisYH%2B5EnGjyGXO9hL" h
http://www.cii.in/Sectors.aspxencprvePUj2bdMtgTmvPwvisYH5EnGjyGXO9hL

E C v T u N v w U H 5 M W z E u A i G 8 d f H / Z 7 F H Y P E R L I N K
"http://economictimes.indiatimes.com/itc-ltd/infocompanyhistory/companyid- 13554.cm"
http://economictimes.indiatimes.com/itc-ltd/infocompanyhistory/companyid- 13554.cm Limitation of the study
The sample of whole universe taken for the study was only 503 outlets & 2 Distributors. So, the results drawn
may not be true representative. Limited time span of the project was another limitation to study. Many
retailers dont express their original perception and views because of biasness. APPENDICES QUESTIONER
FOR RETAILER: NAME: .. LOCATION: .. AGE: SHOP NAME: ... Do you sell personal care products from ITC
Company Yes No Which of the following products do you sell Fiama soapSavlon soapEngage onFiama
shower gelSavlon hand washEngage deo spray vivel body washSavlon hand sanitizerEngage sports
deoVivel soapSavlon antiseptic liquidMangaldeep aagarbati Charmis creamEngage perfumeMangaldeep
dhoopSuperia soapEngage pocket perfumeMatch box AIMShower to shower powderEngage perfume
sprayMatch box home light Which of the following are more in demand by the customers Fiama soapSavlon
soapEngage onFiama shower gelSavlon hand washEngage deo spray vivel body washSavlon hand
sanitizerEngage sports deoVivel soapSavlon antiseptic liquidMangaldeep aagarbati Charmis creamEngage
perfumeMangaldeep dhoopSuperia soapEngage pocket perfumeMatch box AIMShower to shower
powderEngage perfume sprayMatch box home light Does ITC offers free gifts to sell their products Yes No
From which distribution channel do you get the product Channel name: .. How often DS (sales person from
the Company) visits your shop Once in a week Twice in a week Once in two

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week Once in a month How often do you order products from ITC Company Once in a week Twice in a
week Once in two week Once in a month Do the DS (sales person) give the sufficient knowledge about
the scheme available Yes No Do you advice your customers to buy the product of this company Yes No
Are the customers satisfied with the quality of the product that company offers Yes No Any customer
ever complained about the product Yes No If yes what was it about Quality Price Availability Promotional
strategy Do you think the competitors products are much popular and provide better offerings then ITC
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and 5 is for excellent. .............................................................................................. Recommendation if any.
FIAMA DOVE PANTENE

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 Sources:
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1 https://www.itcportal.com 1.813
2 https://www.slideshare.net 1.182
3 https://en.wikipedia.org 0.688
4 https://www.academia.edu 0.379
5 https://www.nytimes.com 0.138
6 https://www.ncbi.nlm.nih.gov 0.126
7 https://www.oecd.org 0.069

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