EXECUTIVE SUMMERY In the world where only permanent thing is “the change”, the market for every product is changing at a nano second pace. Markets for every product category has become highly competitive added with the increasing awareness of the consumer. In such scenario the importance of market study by doing survey become indispensable. With this importance in consideration I was assigned the work of market study of stationery products. The project is done for “ITC Ltd, Pune”. The main objectives of this project are to understanding the market of stationery product of Pune for ITC’s brand Classmate and also to find out the preferences, quality, taste, awareness and satisfaction level of retailer for this product. Initially, a survey to ascertain the position and availability of ITC’s brand Classmate in the retail 1
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
EXECUTIVE SUMMERY
In the world where only permanent thing is “the change”, the market for every
product is changing at a nano second pace. Markets for every product category
has become highly competitive added with the increasing awareness of the
consumer. In such scenario the importance of market study by doing survey
become indispensable. With this importance in consideration I was assigned the
work of market study of stationery products.
The project is done for “ITC Ltd, Pune”. The main objectives of this project are to
understanding the market of stationery product of Pune for ITC’s brand Classmate
and also to find out the preferences, quality, taste, awareness and satisfaction level
of retailer for this product.
Initially, a survey to ascertain the position and availability of ITC’s brand
Classmate in the retail outlets and study about competitive brands of Classmate in
the market was conducted in Pune city which served as a source of primary data.
Other source like internet, company broaches the purpose of secondary data.
Collection of maximum first hand information was the prime objective of the
various activities of data collection. The data was collected, analysed, represented
in the form of various facts and figures. A series of informal talks with the
retailers helped to judge their perception about the availability and distribution. It
was also found that the Classmate products did not exist in some areas, which
gave an opportunity to competitors to capitalize on classmate’s absence from
1
these areas. Research and methodology part includes the type of research which is
used i.e., Survey Method. It again has method of data collection through which
data is collected for this project. i.e. Primary and Secondary data. The Primary
data includes questionnaire for retailers , which is structured .
Every project has some limitations and this survey is not apart from that . one of
the major limitations of this survey is the time limit for the project. It is not
possible to cover a large sample size to get the exact results.
Analysis part includes the detailed analysis of the whole data collected during the
project. Analysis is done after considering each and every question of the
questionnaire and based on that graphs and tables are drawn which ultimately
helped to draw the final conclusion of the project. Comparison is done between
the different stationery brand with the Classmate and the results are carried out .
Based on the analysis of the survey, the conclusion is drawn which matches the
objective of the project and based on the conclusion, the suggestions are given
which is the ultimate result of the survey.The questionnaire designed for
collecting the data is attached with this report which is questionnaire for retailers
is structured and it gives the essential information required for the further
research. On the basis of collected information from the retailers, it was easy to
identify the problems and solutions. Time to time suggestions and their queries
helped a lot to jot down the final suggestions required for ITC Company. The
essence of whole project demands on the analysis, suggestions and conclusion.
2
INTRODUCTION
1.1 INTRODUCTION
The project intends to decipher the satisfaction level as well as the preferences of retailers
pertaining to the various stationery brands launched by ITC. We aim to analyse the
success, marketability and future growth prospects stationery brands. Basically we intend
to find out the most popular stationery brand in the market from our sample.
Stationery brands as such are a very minor part of the FMCG industry because FMCG
sector is largely organized. Here we will also look into the market trends in stationery
brands.
For this a survey was conducted in Pune where respondents were asked to fill a
questionnaire. The data was collected and analysed to obtain conclusions. This report
carries an introduction of the company profile, detail of the methodology followed
detailed data analysis and the results so obtained with the variety of graphs along with
given.
Summer training gives us an insight into the working of the real corporate world. It gives
us the practical knowledge of the working of the organizations. During the short time
within the industry, we get to learn the various aspects of an organizations like the culture
followed, the functional aspects etc.
The main objective of the summer internship is to experience the various concepts that
we learn in our first year of management course, as learning the concepts is very
different from experiencing them at a concrete level. We learn to face the various
situations by establishing relationships between real and significant factors in a situation.
We also learn that in a given situation all the functional aspects are inter-related; one
3
functional aspect cannot be isolated from the organization. We learn to be more confident
by judging the various situations based on our reasoning and by the application of our
knowledge in these situations.
4
1.2 CONCEPTUAL BACKGROUND:
What is Retailing?
Retailing is a distribution channel function where one organization buys products from
supplying firms or manufactures the product themselves, and then sells these directly to
consumers. A retailer is a reseller (i.e., obtains product from one party in order to sell to
another) from which a consumer purchases products. In the US alone there are over
1,100,000 retailers according to the 2002 US Census of Retail Trade.
In the majority of retail situations, the organization from which a consumer makes
purchases is a reseller of products obtained from others and not the product manufacturer.
But as we discussed in the Distribution Decisions tutorial, some manufacturers also
operate their own retail outlets in a corporate channel arrangement. While consumers are
the retailer’s buyers, a consumer does not always buy from retailers. For instance, when a
consumer purchases from another consumer (e.g., eBay) the consumer purchase would
not be classified as a retail purchase. This distinction can get confusing but in the US and
other countries the dividing line is whether the one selling to consumers is classified as a
business (e.g., legal and tax purposes) or is selling as a hobby without a legal business
standing.
As a reseller, retailers offer many benefits to suppliers and customers as we discussed in
the Distribution Decisions tutorial. For consumers the most important benefits relate to
the ability to purchase small quantities of a wide assortment of products at prices that are
considered reasonably affordable. For suppliers the most important benefits relate to
5
offering opportunities to reach their target market, build product demand through retail
promotions, and provide consumer feedback to the product marketer.
Definition of Retail Audit
Study of a selected sample of retail outlets, provided as subscription-based service by
market research firms. Retail-audit service providers gather information on a brand's
sales volume, sales trends, stock levels, effectiveness of in-store display and promotion
efforts, and other associated aspects
6
1.3 PROBLEM STATEMENT
Statement of the Problem is “To study of retail audit of stationery
product of ITC ltd”
Today’s word is changing rapidly either economically, technologically or
politically due to the globalization. It’s become difficult for any type of
company to sustain in the market, face the challenges, fulfill the needs and
wants of the customer and at the same time increase the market share.
1.4 OBJECTIVES
1) To verify the physical location of the outlets.
2) To find out availability of stationery product of ITC in the retail outlet.
3) To find out the competitors.
4) To study about the competitor brands in study segments.
5) To find out trade margin for stationery product.
6) To find the problem of retailers with the distributor or the company.
7) To suggest majors for improving the availability of stationery product of ITC in
the retail outlet.
7
1.5 SCOPE OF THE STUDY
It covers the market survey with the help of which market potential is
carried out.
It compares the major players of the stationery products on various aspects
such as price, quality, durability, brand image.
Analyzing the gap among the various competitors in the market.
It is also useful for finding out actual expectations of the existing
customer.
1.6 LIMITATIONS OF THE STUDY:
Exact data collection is not possible by sub-dealer
Response error, interview error and based answers in some cases were the other
limitation of study.
Due to unavailability of time and reluctance on the part of the interviewee there
may be some minor problem.
The major problem of the survey was that most of the respondents being very
loyal to their brands didn’t give exact answers .like they didn’t talk much about
what problems they are facing, what are the different marketing schemes of the
brand in which they deal etc.
8
COMPANY PROFILE
ITC is one of India's foremost private sector companies with a market capitalization of
nearly US $ 19 billion and a turnover of over US $ 5.1 billion. ITC is rated among the
World's Best Big Companies, Asia's 'Feb 50' and the World's Most Reputable Companies
by Forbes magazine, among India's Most Respected Companies by Business World and
among India's Most Valuable Companies by Business Today. ITC ranks among India's
`10 Most Valuable (Company) Brands', in a study conducted by Brand Finance and
published by the Economic Times. ITC also ranks among Asia's 50 best performing
companies compiled by Business Week.
9
ITC India Limited
Type Public (BSE:ITC)
Founded August 24, 1910
Radha Bazar Lane, Kolkata, India
Headquarters Virginia House, Kolkata, India
Key people Y C Deveshwar, Chairman
K Vaidyanath, Director, CFO: Partho Chatterjee
Industry Tobacco, Foods, Hotels, Stationery, Greeting Cards,