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1.1 INTRODUCTION

In today's world of endless choice and prolific product options, brands are

confronted with the challenge of gaining mindshare and market penetration. Most

imaging and document product segments are extremely competitive, with multiple brands

competing for share of mind in the battle for overall market share. In many cases, the

competing products and services have very similar feature sets and price points that are

available through comparable channels.

Brand can often be the key discriminating factor in a customers decision to select one

product over another. Today, Companies trying to create a strong brand image for their

products to survive and face the competitions in the market.

1.1.1 Brand

Brand is essentially the sum of all experiences related to the product, service, and

companies that make and deliver the product. Brand perceptions are shaped by functional

experiences (i.e. speed, quality, reliability, ease of use) as well as emotional experiences

(i.e. make me feel better, improve my performance, make my life/job more gratifying or

easier) the customer associates with the product and company.

It is essential for all companies today to create a good perception and perceived value

about their brands. Customers having variety of choices and thus every company should

strive to make their customers loyal to their brands by being strong brand in the market.

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1.1.2Characteristics of Strong brands

Strong brands are

Valuable to the extent that enable firms to explore opportunities (through line and

brand extension) and neutralize the competitive threats ( due to high customer

retention and loyalty rate)

Rare among a manufacturers / marketers current and potential competitors

Costly to imitate and

Without strategic substitutes.

1.1.3 Brand Loyalty

Brands perform valuable functions in enabling customers to adopt a differentiated

product. Great brands have a distinctive memorable identity brands therefore, give

identity. Identity in turn creates trust, which in turn creates loyalty. Ultimately, the

loyalty ensures continuous usage of brands. To ensure continuous loyalty, the company is

forced to maintain quality, which in turn ensures continuous usage so it is a full circle!

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Perceived quality lies at the heart of what customers are buying and in that sense, it is the

ultimate measure of the impact of a brand. A brands value to the company is largely

created by the customer loyalty it commands. Since a company considers loyalty as a

major asset, it encourages and justified loyalty-building programmes, which in turn help

create and enhance brand equity. In a way, the loyal customer gets emotionally attached

to the brand.

1.1.4 Levels of Brand Loyalty

Brand awareness: It is an important way of promoting commodity-related products. This

is because for these products, there are very few factors that differentiate one product

from its competitors. Therefore, the product that maintains the highest brand awareness

compared to its competitors will usually get the most sales.

Brand Associations: A particular brand is associated with the general product category

in the mind of the consumer (share of mind) to the degree. Often a consumer will ask for

a product by the specific brand name rather than the general name-for example, a person

wanting facial tissues may ask for Kleenex. When this happens, the consumer is making a

brand association.

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Brand Familiarity: The awareness consumers have of a particular brand.

Brand Attitudes: Opinion of consumers toward a product determined through market

research. The brand attitude will tell what people think about a product or service,

whether the product answers a consumer need, and just how much the product the

consumer wants. Knowledge of brand attitude is very helpful in planning an advertising

campaign.

Brand Identity : Visible elements of a brand (such as colors, design, logotype, name,

symbol) that together identify and distinguish the brand in the consumers' mind.

Brand Personality The attribution of human personality traits (seriousness, warmth,

imagination, etc.) to a brand as a way to achieve differentiation. Usually done through

long-term above-the-line advertising and appropriate packaging and graphics.

Brand Image: Impression in the consumers' mind of a brand's total personality (real and

imaginary qualities and shortcomings). Brand image is developed over time through

advertising campaigns with a consistent theme, and is authenticated through the

consumers' direct experience.

Brand positioning: It refers to target consumers reason to buy your brand in

preference to others. It is ensures that all brand activity has a common aim; is guided,

directed and delivered by the brands benefits/reasons to buy; and it focuses at all points

of contact with the consumer.

Brand preference: It isselective demand for a company's brand rather than a product;

the degree to which consumers prefer one brand to another. In an attempt to build brand

preference advertising, the advertising must persuade a target audience to consider the

advantages of a brand, often by building its reputation as a long-established and trusted

name in the industry. If the advertising is successful, the target customer will choose the

brand over other brands in anycategory.

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Brand Loyalty :Extent of the faithfulness ofconsumersto a particular brand, expressed

through their repeat purchases, irrespective of the marketingpressure generated by the

competingbrands.

Brand Equity :Brand's power derived from the goodwill and name recognition it has

earned over time, and which translates into highersales volume and higherprofit margins

against competing brands.

1.1.5 Loyalty programmes in India:

Loyalty programs have been active in India since 1995, when British Airways launched

the South Asia version of its Executive Club frequent-flyer program in India. That year,

Shoppers Stop, launched its First Citizen Club (which has reached a headcount of

644,500 at the end of Q1-2007, one of Indias best-known loyalty programs.)

Today, loyalty efforts have penetrated every major vertical: hospitality, travel, retail,

telecoms, media outlets, and consumables.

The biggest challenge facing Indian marketers is the one facing marketers the world over:

deriving actionable insight from customer data. While the more established sectors of

fuel retail, travel are fairly established, most marketers still exist in a patchwork of

segments with little knowledge of how to construct, administer and use loyalty programs.

The Indian loyalty industry is still in its infancy as most programs are very much

standalone, points-driven or discounting schemes. They have not matured to the extent of

providing differential treatment at all customer interface points. Without segmented

databases, its difficult to benefit from a CRM program.

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1.2 INDUSTRY PROFILE

1.2.1 FMCG Industry

Products, which have a quick turnover, and relatively low cost, are known as Fast

Moving Consumer Goods (FMCG). FMCG products are those that are replaced within a

year. Examples of FMCG generally include a wide range of frequently purchased

consumer products such as toiletries, soap, cosmetics, tooth cleaning products, shaving

products and detergents, as well as other non-durables such as glassware, bulbs, batteries,

paper products, and plastic goods. FMCG may also include pharmaceuticals, consumer

electronics, packaged food products, soft drinks, tissue paper, and chocolate bars.

Indias FMCG sector is the fourth largest sector in the economy and creates employment

for more than three million people in downstream activities. Its principal constituents are

Household Care, Personal Care and Food & Beverages. The total FMCG market is in

excess of Rs. 85,000 Crores. It is currently growing at double-digit growth rate and is

expected to maintain a high growth rate. A well-established distribution network, low

penetration levels, low operating cost, lower per capita consumption and intense

competition between the organized and unorganized segments characterize FMCG

Industry.

The Rs 85,000-crore Indian FMCG industry is expected to register a healthy growth in

the third quarter of 2008-09 despite the economic downturn. The industry is expected to

register a 15% growth in Q3 2008-09 as compared to the corresponding period last year.

Unlike other sectors, the FMCG industry did not slow down since Q2 2008. the industry

is doing pretty well, bucking the trend. As it is meeting the every-day demands ofconsumers, it will continue to grow. In the last two months, input costs have come down

and this will reflect in Q3 and Q4 results.

Market share movements indicate that companies such as Marico Ltd and Nestle India

Ltd, with domination in their key categories, have improved their market shares and

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outperformed peers in the FMCG sector. This has been also aided by the lack of

competition in the respective categories. Single product leaders such as Colgate

Palmolive India Ltd and Britannia Industries Ltd have also witnessed strength in their

respective categories, aided by innovations and strong distribution. Strong players in the

economy segment like Godrej Consumer Products Ltd in soaps and Dabur in toothpastes

have also posted market share improvement, with revived growth in semi-urban and rural

markets.

1.2.2 Swot Analysis

Strengths:

Low operational costs

Presence of established distribution networks in both urban and rural areas

Presence of well-known brands in FMCG sector

Weaknesses:

Lower scope of investing in technology and achieving economies of scale, especially in

small sectors

Low exports levels

"Me-too products, which illegally mimic the labels of the established brands. These

products narrow the scope of FMCG products in rural and semi-urban market.

Opportunities:

Untapped rural market

Rising income levels, i.e. increase in purchasing power of consumers

Large domestic market- a population of over one billion.

Export potential

High consumer goods spending

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Threats:

Removal of import restrictions resulting in replacing of domestic brands

Slowdown in rural demand

Tax and regulatory structure

1.2.3 Industry Category and Products

The industry includes the following important category in it.

Household Care

Personal Care

Food & Beverages

1.2.4 Growth Prospect

Large Market

India has a population of more than 1.150 Billions, which is just behind China.

According to the estimates, by 2030 India population will be around 1.450 Billion and

will surpass China to become the World largest in terms of population. FMCG Industry,

which is directly related to the population, is expected to maintain a robust growth rate.

Source: UN Population Division: Medium variant

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Spending Pattern

An increase is spending pattern has been witnessed in Indian FMCG market. There is an

upward trend in urban as well as rural market and an increase in spending in organized

retail sector. An increase in disposable income, of household mainly because of in-crease

in nuclear family where both the husband and wife are earning, has leads to growth rate

in FMCG goods.

Changing Profile and Mind Set of Consumer

People are becoming conscious about health and hygienic. There is a change in the mind

set of the Consumer and now looking at Money for Value rather than Value for

Money. We have seen willingness in consumers to move to evolved products/ brands,

because of changing lifestyles, rising disposable income etc. Consumers are switching

from economy to premium product even we have witnessed a sharp increase in the sales

of packaged water and water purifier. Findings according to a recent survey by A. C.

Nielsen shows about 71 per cent of Indian take notice of packaged goods labels

containing nutritional information compared to two years ago which was only 59 per

cent..

1.2.5 Market Opportunities

Vast Rural Market

Rural India accounts for more than 700 Million consumers, or 70 per cent of the Indian

population and accounts for 50 per cent of the total FMCG market. The working rural

population is approximately 400 Millions. In addition, an average citizen in rural India

has less then half of the purchasing power as compare to his urban counterpart. Still there

is an untapped market and most of the FMCG Companies are taking different steps to

capture rural market share. The market for FMCG products in rural India is estimated ~

52 per cent and is projected to touch ~ 60 per cent within a year. Hindustan Unilever Ltd

is the largest player in the industry and has the widest market coverage.

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Export - Leveraging the Cost Advantage

Cheap labor and quality product & services have helped India to represent as a cost ad-

vantage over other Countries. Even the Government has offered zero import duty on

capital goods and raw material for 100% export oriented units. Multi National Companies

out-source its product requirements from its Indian company to have a cost advantage.

India is the largest producer of livestock, milk, sugarcane, coconut, spices and cashew

apart from being the second largest producer of rice, wheat, fruits & vegetables. It adds a

cost advantage as well as easily available raw materials.

1.2.6 Sectoral Opportunities

Major Key Sectoral opportunities for Indian FMCG Sector are mentioned below:

Dairy-Based Products

India is the largest milk producer in the world, yet only around 15 per cent of the milk is

processed. The organized liquid milk business is in its infancy and has large long-term

growth potential. Even investment opportunities exist in value-added products like

desserts, puddings etc.

Packaged Food

Only about 10-12 per cent of output is processed and consumed in packaged form, thus

highlighting the huge potential for expansion of this industry.

Oral Care

The oral care industry, especially toothpastes, remains under penetrated in India with

penetration rates around 50 per cent. With rise in per capital incomes and awareness of

oral hygiene, the growth potential is huge. Lower price and smaller packs are also likely

to drive potential up trading.

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Beverages

Unorganized players dominate Indian tea market. More than 50% of the market share is

capture by unorganized players highlighting high potential for organized players.

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1.3 ITC PROFILE

ITC is one of India's foremost private sector companies with a market capitalization of

over US $ 22 billion and a turnover of US $ 6 billion.* ITC is rated among the World's

Best Big Companies, Asia's 'Fab 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.

ITC has a diversified presence in Cigarettes, Hotels, Paperboards & Specialty Papers,

Packaging, Agri-Business, Packaged Foods & Confectionery, Information Technology,

Branded Apparel, Personal Care, Stationery, Safety Matches and other FMCG products.

While ITC is an outstanding market leader in its traditional businesses of Cigarettes,

Hotels, Paperboards, Packaging and Agri-Exports, it is rapidly gaining market share even

in its nascent businesses of Packaged Foods & Confectionery, Branded Apparel, Personal

Care and Stationery.

ITC employs over 26,000 people at more than 60 locations across India. The Company

continuously endeavors to enhance its wealth generating capabilities in a globalizing

environment to consistently reward more than 3,46,000 shareholders, fulfill the

aspirations of its stakeholders and meet societal expectations. This over-arching vision of

the company is expressively captured in its corporate positioning statement: "EnduringValue. For the nation. For the Shareholder."

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1.3.1 History and evolution

ITC ltd is celebrating its 100 Inspiring years as on Aug 24 2010. 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.

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. Bhadrachalam

Paperboards amalgamated with the Company effective March 13, 2002 and became a

Division of the Company, Bhadrachalam Paperboards Division. In November 2002, thisdivision 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

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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 (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-sourcing 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 in2000 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 operatonal

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 Indias 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

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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 matches brands 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 Mangaldeep across 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 ofbringing 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 & Vivel range of soaps in February and Vivel range of shampoos in June

2008.

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1.3.2 Different Brands in ITC

1.3.3 Corporate strategy

ITC is a board-managed professional company, committed to creating enduring value for

the shareholder and for the nation. It has a rich organizational culture rooted in its core

values of respect for people and belief in empowerment. Its philosophy of all-round value

creation is backed by strong corporate governance policies and systems.

ITCs corporate strategies are :

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

businesses that best matches organisational capability with opportunities in

domestic and export markets.

Continue to focus on the chosen portfolio of FMCG, Hotels, Paper, Paperboards

& Packaging, Agri Business and Information Technology.

Benchmark the health of each business comprehensively across the criteria of

Market Standing, Profitability and Internal Vitality.

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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 ITCs various businesses.

Create distributed leadership within the organisation by nurturing talented and

focused top management teams for each of the businesses.

Continuously strengthen and refine Corporate Governance processes and systems

to catalyse the entrepreneurial energies of management by striking the golden

balance between executive freedom and the need for effective control and

accountability.

1.3.4 Accreditations andAwards

ISO 14001 Certification

All ITC factories and hotels are ISO 14001 certified, except the two new hotel

properties, ITC Hotel Grand Maratha Sheraton & Towers and ITC Hotel Sonar

Bangla Sheraton & Towers, which are in the process of seeking accreditation.

ITCs cigarette factory in Kolkata was the first of its kind in the world to be

certified.

The Green Leaf Threshing (GLT) plants at Chirala and Anaparti were the first in

the world in their category to get accreditation.

ITC Hotel Maurya Sheraton & Towers was the first to be certified in the Indian

hotel industry.

The specialty papers Unit at Tribeni, the Paperboards Unit at Bhadrachalam,

Hotel Mughal Sheraton at Agra and ITC WelcomHotel Chola Sheraton at

Chennai were certified in 2002-03.

OHSAS 18001

The Chirala and Anaparti Units were conferred the Occupational Health and Safety Audit

Systems 18001 accreditation by Messrs. DNV Certification B.V., The Netherlands.

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Swords of Honour from the BritishSafety Council

The Chirala and Anaparti GLTs were conferred in 2002.

The Saharanpur and Munger cigarette factories and the Tiruvottiyur and Munger

packaging Units received five star audit grading in 2002

Environmental Champion Award

The ITC Hotel Maurya Sheraton was conferred this award by the Federation of Hotel &

Restaurant Associations of India (FHRAI) for 2002. It was also the runner-up in the

Environmental Excellence award given by the International Hotels & Restaurants

Association, Paris.

National Energy Conservation Award

ITCs paperboards Unit at Bhadrachalam, Andhra Pradesh won the award for the Pulp

and Paper sector, given by the Ministry of Power, Government of India. The Unit also

received the National Energy Management Award from the CII in 2002.

Leader in EHS

The Tiruvottiyur packaging unit was recognised by CII (Southern Region) for

Leadership and Excellence in Safety, Health and Environment.

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2.1 NEED OF THE STUDY

Retailers are the main source for any business so their expectation and demand

should be known.

Retailers demand keeps on changing due to advancement in technology so their

expectation should be tracked on regularly.

Retailers expectation is useful to improve the features of product.

On fulfilling the expectation of the retailers, retailers satisfaction can be derived

upon.

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2.2 SCOPE OF THE STUDY

The scope is wide because it is based on the retailers expectation so that products

can be improved.

Since there is intense competition meeting the retailers expectation it becomes a

challenge.

The study reveals retailers perception towards the product.

It also reveals the expectation about the frequent supplies and discounts offered to

the retailers and their satisfaction towards it.

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2.3 OBJECTIVES OF THE STUDY

Primary Objective :

To study the influence of merchandising activities of retailers in promoting the

products ITC brand.

Secondary Objective:

To study the effectiveness of promotion strategies in various supermarkets and

departmental stores which the company currently follows.

To ascertain how point of purchase, in shop display and unique selling

proposition play a role in consumers buying decision.

To study the retailers expectation regarding the merchandising activities of ITC.

To find out the impact of sales promotion measures among the retailers

To identify the market potential of the firms product.

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2.4 LIMITATIONS OF THE STUDY

Every research undertaken has certain elements of limitations. There were a few

limitations and constraints during the course of study as follows:

Due to time constraints the survey could be conducted only in Chennai thus the

result obtained cannot be generalized for the entire country

Some of the respondent found difficult to understand some questions in

questionnaire.

Lack of interest disposed by a few respondents leading to unauthentic response

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2.5 REVIEW OF LITERATURE

To ensure sales, companies go to great lengths to make sure that their products

are visible in stores and are presented in an appealing, 'sellable' way. This is called

merchandising, which includes product packaging, placement, promotions and pricing to

appeal to the target market.

Merchandising is the methods, practices, and operations used to promote and

sustain certain categories ofcommercial activity. In the broadest sense, merchandising is

any practice which contributes to the sale of products to a retail consumer. At a retail in-

store level, merchandising refers to the variety of products available for sale and the

display of those products in such a way that it stimulates interest and entices customers to

make a purchase.

Merchandising, as commonly used in Marketing also means the promotion of

merchandise sales, as by coordinating production and marketing and developing

advertising, display, and sales strategies to increase retail sales. This includes disciplines

in pricing and discounting, physical presentation of products and displays, and the

decisions about which products should be presented to which customers at what time.

Retail merchandising is the process used in order to conduct retail sales. As

part of the process, the merchandiser pays close attention to the types of products offered

for sale, how to best present those products to consumers, and determining what is a

reasonable retail price for each unit sold. While retailers have traditionally engaged in the

task of retail merchandising in a physical location, the Internet has now made it possible

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Promotional merchandising

In retail commerce, visual display merchandising means maximizing

merchandise sales using product design, selection, packaging, pricing, and display that

stimulates consumers to spend more. This includes disciplines in pricing and discounting,physical presentation of products and displays, and the decisions about which products

should be presented to which customers at what time.

Promotional Products are about long term brand building

A brand can most clearly be defined as "What customers say about you when you're not

there". You don't build a brand because you have low prices. You don't build brand

because you have high prices. You build your brand based on EVERY activity that yourcompany does: The product you sell, how your customer service rep answer the phone,

the design of your brochures,

You don't build a brand overnight. It takes time and takes lot of patience to nurture what

you want "the customers to say about you when you're not there".

Promotional items and merchandise significantly increases your presence and brand

visibility.

If you are in the business of building, establishing or maintaining a brand in the market

place, you cannot ignore promotional items - it is a part of the marketing mix.

Promotional Products are about competing for visibility

Let's face it - everybody is doing it! Every competitor you face in the market place have

aggressive Promotional Product program in place and if you don't arm yourself with a

great, up to date Promotional program, your brand will suffer.

You need to start thinking about your brand fighting as if fighting for retail space and that

retail space is always being taken up by something or somebody else. The bottom line is -

if you don't take the retail space and build your brand - somebody else will.

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Promotional items are a Price Competitive Alternative to costly marketing

When you are considering Cash Rewards and Gift Cards for promotional activities and

sales campaigns, by including Promotional Merchandise, you will not only drive down

cost and increase brand penetration, but you will be able to measure campaign

performance based on the merchandise selected. If your campaign success can be traced

back to the merchandise, there is your starting grid for measuring ROI!

Promotional Products should take 5 % of your Marketing Budget

A good rule of thumb among marketing executives is to dedicate 5% of your budget to

Promotional Products. You will need to consider filling your stock levels so that you can

support the Sales Force, the Trade Shows and HR, who can benefit from using

promotional products as gifts in employee recognition programs.

One definition of Merchandising is a marketing practice in which the brand or image

from one product or service is used to sell another. It is most prominently seen in

connection with films, usually those in current release and with television shows oriented

towards children.

Trademarked brand names, logos, or character images are licensed to manufacturers of

products such as toys or clothing, who then make items in or emblazoned with the image

of the license, hoping they'll sell better than the same item with no such image.

Merchandising, especially in connection with child-oriented films and TV shows, often

consists of toys made in the likeness of the show's characters or items which they use.

However, sometimes it can be the other way around, with the show written to include the

toys, as advertising for the merchandise. The first major example of this was the TV

show "He-man and the Masters of the Universe," in the early 1980s, but this practice has

been common in children's broadcasting ever since.

Sometimes merchandising from a television show can grow far beyond the original show,

even lasting decades after the show has largely disappeared from popularity (Hello

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Kitty). In other cases, huge amounts of merchandise can be generated from a pitifully

small amount of source material (Mashimaro).

A smaller niche in merchandising is the marketing of more adult-oriented products in

connection with similarly adult-oriented films and TV shows. This is common especially

with the science fiction and horror genres. (Examples: Star Trek, McFarlane Toys)

Occasionally shows which were intended more for children find a following among

adults, and you can see a bit of a crossover, with products from that show oriented

towards both adults and children. (Gundam model kits)

The most common adult-oriented merchandising, however, is that related to professional

sports teams (and their players).

Sometimes a brand of non-media products can achieve enough recognition and respect

that simply putting its name or images on a completely unrelated item can sell that item.

(An example would be Harley-Davidson branded clothing.)

Retail supply chain

Merchandising at a Walgreens in Chicago

In the supply chain, merchandising is the practice of making products in retail outlets

available to consumers, primarily by stocking shelves and displays. While this used to be

done exclusively by the stores' employees, many retailers have found substantial savings

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in requiring it to be done by the manufacturer, vendor, or wholesaler that provides the

products to the retail store. In the United Kingdom there are a number of organizations

that supply merchandising services to support retail outlets with general stock

replenishment and merchandising support in new stores. By doing this, retail stores have

been able to substantially reduce the number of employees needed to run the store.

While stocking shelves and building displays is often done when the product is delivered,

it is increasingly a separate activity from delivering the product. In grocery stores, for

example, almost all products delivered directly to the store from a manufacturer or

wholesaler will be stocked by the manufacturer's/wholesaler's employee who is a full

time merchandiser. Product categories where this is common are Beverage (all types,

alcoholic and non-alcoholic), packaged baked goods (bread and pastries), magazines and

books, and health and beauty products. For major food manufacturers in the beverage and

baked goods industries, their merchandisers are often the single largest employee group

within the company. For nationwide branded goods manufacturers such as The Coca-

Cola Company and PepsiCo, their respective merchandiser work forces number in the

thousands.

Effective merchandising

Merchandising is an extension of the selling process whereby the manufacturer seeks to

ensure that the retailer sells his products as quickly and profitably as possible.

Convenience and availability of merchandise is provided by the retail market which are

expensive to achieve by direct selling. The manufacturer gives the retailer assistance to

stimulate demand for his wholesale merchandise and encourage its purchase by the

consumers. Visual merchandising involves the display of stock so that they can easily be

viewed by the consumers. When the retailer sells his varied merchandise fast after it has

been delivered to him by the manufacturer, he will buy another one. Fast moving

merchandise means that both the manufacturer and the retailer are making profits and the

products are meeting consumer needs and satisfaction.

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3.1 RESEARCH METHODOLOGY

3.1.1 RESEARCH

According to REDMAN AND MORY research is defined as a systemized

effort to gain new knowledge.

3.1.2 RESEARCH METHODOLOGY:

Research methodology is a way to systematically solve the research problem.

Researchers not only need to know how to develop test, how to calculate chi-square,

coefficient of correlation, weighted average ,analysis of variance , how to apply

research techniques , but they also need to know which of these methods or

techniques are relevant and which are not, and what would they mean and indicate

and why. Researchers also need to understand the assumptions underlying various

techniques and they need to know the criteria by which they can decide that certain

techniques and procedure will be applicable to certain problems and others will not.

All this means that it is necessary for the researcher to design his methodology for his

problem as the same may differ from problem to problem

3.1.3 RESEARCH DESIGN:

A research design is the arrangement of condition for collection and analysis of

data in a manner that aims to combine relevance to the research purpose with

economy in procedure.

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3.1.4 METHOD OF DATA COLLECTION

While deciding about the method of data collection to be used for the study, theresearchers should keep in mind two types of data.

Primary Data are those, which are collected afresh and for the first time, and

thus happened to be original in character

Secondary Data are those which have already been collected by someone else

and which have already been passed through the statistical process.

The type of data collection adopted for this research was primary data. The

methodology adopted to collect the primary data was survey method. Thus, a

sample survey was conducted among those 75 retailers of ITC ltd using the

questionnaire.

The period of survey is June 2010 August 2010.

3.1.5 PILOT STUDY

The data gathering exercise was begun with a survey pretest analysis. Samples of

35 retailers of ITC ltd were investigated to assess the suitability of the questionnaire

design. Based on the response entertained by them and analysis of the same questionnaire

was found to be suitable for the study.

3.1.6 DIRECT PERSONAL INVESTIGATION

Under this method, the investigator has to meet the retailers personally to get

information. The data obtained by this method are reliable with greater degree of

accuracy

3.1.7 DATA COLLECTION INSTRUMENT

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Inthis project, the researcher has used questionnaire for collecting the primary data. The

questionnaire consists of a number of questions typed in a definite order on a form or set

of forms relating to certain specific aspects regarding which the researcher collects the

data. The types of questions used in the questionnaire for the project are

3.1.8 TYPES OF QUESTIONS

Open-ended questions

Open-ended questions are the type of questions used to get suggestion from

the respondent in order to give feed back to the organization.

Close-ended questions

Close-ended questions are the type of questions with a clear declined set of

alternatives that confine the respondent to choose one of them. It is of two types

a) Multiple-choice questions

In this type of questions, the respondents are given 4-5 choices in which the

respondents has to select one. For this type of questions, we can apply statistical

tools like Chi-square and weighted average method.

b) Dichotomous questions

In this type of questions, the respondents are given two choices in which

the respondents has to select one. For this type of questions, we can apply

statistical tools like internal estimate method.

c)Ranking

In ranking, questions will have the ranking skill, where the respondents are free to

rank them according to their preference.

3.1.9SAMPLE SIZE:

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A sample size of 75 retailers has been considered in order to study the

merchandising effectiveness of the retailers towards the ITC ltd.

3.1.10 STATISTICAL TOOLS USED.

3.1.10.1Percentage Analysis

Percentage method helps to find out the most preferred choice of attributes by

having 100 as the percentage value. It is the simplest form of calculation that can be used

for comparison of various attributes.

3.1.10.2 Chart

The tables and charts are used mainly for the multiple choice questions. Andthese tables and charts are used to frame the findings. Graphical method is used in order

to represent the factor in various graphical methods like pie chart, column chart, tubes,

cone and cylinder.

3.1.10.3 Chi-square:

Chi-square is a test statistic used to test the significant relationship between the

observed frequencies ant the expected frequencies. Chi-square is a non-parametric test

developed by Karl Pearson. Goodness of fit implies perfect tallying of the observed and

estimated values. In Chi-square, if the observe data and the estimated data do not have

significant difference, that is, the calculated value of 2 is less than the table value of 2

at a given degree of freedom), then the estimate is said to be a good fit. If the calculated

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Number of respondents

Percentage = ----------------------------------- * 100

Total respondents

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value of 2 is greater than the table value of 2 at a given degree of freedom, then the

estimate is not considered a good fit.

In this method, we test if two attributes considered are dependent or not.

Null Hypothesis Ho : Attributes are independent

Alternative Hypothesis H1: Attributes are not independent

Degrees of Freedom : (Number of rows 1) (Number of columns-1)

Where, O i = Observed Frequency and Ei = Expected Frequency

3.1.10.4 Interval estimation:

An estimation of a population parameter given by two numbers between which

the parameter may be considered to lie is called as interval estimation of the parameter.

Where, p is the sample proportion of success, q is the sample proportion of failure, n is

the sample size & z is the standard variants for a given confidence level.

3.1.10.5 Weighted average:

Weighted Average Method is used when the relative importance of the different

items is not the same. The formula for computing weighted average method is,

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==n

1i

2( )

EO

2

ii

n

pqp

z

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Net Score = (Weighted average for the column * No of Respondents in the column)

Total weight

3.1.10.6 Analysis of Variance

It is a statistical technique specially designed to test whether the means of more

than two quantitative populations are equal . It consists of classifying and cross

classifying statistical result and testing whether the means of a specified result

classification differ significantly. The analysis of variance is studied by:

1. Correction factor (CF) = T 2

N

2. Total sum of squares(TSS) = X12 + X 2

2+ X 32 + X4

2 + + X n2

CF

3. Sum of squares of columns (SSC ) =

( X1 )2 + ( X 2 )

2+ ( X 3 )2 + + (X n)

2 CF

N

4. Sum of squares of rows (SSR) =

( Y1 )2 + ( Y 2 )

2+ ( Y 3 )2 + + (Y n)

2 CF

N

5. Sum of squares of error (SSE) = TSS (SSC + SSR )

6. Construct ANOVA table

7. Calculate the values of F

F1 (for variance between the rows) = Variance between the rows

Residual Variance

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F2 (for variance between the columns) = Variance between the columns

Residual Variance

3.2 DATA ANALYSIS AND INTERPRETATION

3.2.1 Table showing the duration of the Respondents associated with

ITC ltd.

SL.No No of years

No of

respondents

Percentage of

respondents

1 Less than 1 Year 5 7

2 1-2 years 6 8

3 2-3 years 6 8

4 3-4 years 15 20

5 More than 5 years 43 57

Total 75 100

(Source: Primary Data)

Findings:

7 % of the respondents have been associated with ITC for the period of less than 1

Year.

8 % of the respondents have been associated with ITC for the period of 1-2 Years.

8% of the respondents have been associated with ITC for the period of 2-3 Years.

20% of the respondents have been associated with ITC for the period of 3-4

Years.

57% of the respondents have been associated with ITC for the period of more

than 5 Years

Inference:

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The majority of the retailers have been associated with ITC for more than 5 years

and this shows that the company is maintaining good relationship to retain their

retailers.

3.2.1 Chart showing the duration of the Respondents associated with

ITC ltd.

Chart showing the duration of respondents

associated with ITC Ltd

0 20 40 60 80 100 120

Less than 1 Year

1-2 years

2-3 years

3-4 years

More than 4 years

Total

Percentage of

respondents

No of respondents

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3.2.2 Table showing retailers dealing with all the products available

with ITC Ltd

SL.No Retailers opinion

No of

respondents

Percentage of

respondents

1 Yes 25 33

2 No 50 67

Total 75 100

(Source: Primary Data)

Findings:

33% of the retailers are dealing with all products of ITC.

67% of the retailers are not dealing with all products of ITC.

Inference:

It is inferred that majority of the retailers are not dealing with all products of ITC.

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Chart showing retailers dealership

with ITC

0 50 100 150

Yes

No

Total

Percentage of

respondents

No of respondents

3.2.3 Table showing the satisfaction level of Retailers in Terms of

Dealership

SL.No Retailers opinion

No of

respondents

Percentage of

respondents

1 Highly satisfied 14 16

2 Satisfied 19 22

3 Nether not 44 52

4 Dissatisfied 8 9

5 Highly Dissatisfied 1 1

Total 75 100

(Source: Primary Data)

Findings:

16% of the retailers expect Credit terms from ITC ltd.

22% of the retailers expect Frequent supply from ITC ltd.

52% of the retailers expect discounts and margins from ITC ltd.

9% of the retailers expect variety of products from ITC ltd.

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1% of the retailers expect Financial advisory from ITC ltd.

Inference.

It is inferred that majority of retailers expect discounts and margins from ITC ltd in terms

of dealership.

3.2.4 Table showing the promotional measures offered to Retailers

S.no Promotional

measures

Rank

1

Rank

2

Rank

3

Rank

4

Rank

5

Weight

aged

total

Weighted

average

Ran

Weights 5 4 3 2 1

1 Occasional

gifts

10 13 21 18 13 214 14.26 R

2 Free samples 27 15 12 12 9 264 17.6 R2

3 Tradediscounts

43 15 7 6 4 312 20.8 R

4 Gift coupons 8 6 8 20 33 161 10.73 R

5 Trade

promotion

products

11 7 15 17 25 187 12.46 R4

(Source: Primary Data)

W1 as 5, W2 as 4, W3 as 3, W4 as 2, W5 as 1

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Weighted average =Weightage total / total weight.

Weightage total = [(R1*W1) + (R2*W2) + (R3*W3) + (R4*W4) + (R5*W5)]

Findings:

Retailers have ranked as 1 for trade discounts

Retailers have ranked as 2 for free samples.

Retailers have ranked as 3 for occasional gifts.

Retailers have ranked as 4 for promotional products.

Retailers have ranked as 4 for gift coupons.

Inference:

It is inferred that majority of retailers have ranked as 1 for trade discounts

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3.2.5 Table showing the reason for customer purchase level

SL.No ReasonsNo of

respondents

Percentage

ofrespondents

1

You suggest tocustomers 16 21

2

They decide andask for 35 47

3 Point of purchase 24 32

Total 75 100

(Source: Primary Data)

Findings:

21 % of the reason is the retailers suggest to customers.

47% of the reason is customers decide and ask for the product.

32 % of the reason is point pf purchase.

Inference:

It is inferred that majority of the reason is customers decide and ask for the product.

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Chart showing reasons for custome

purchase

You suggest to

customers

They decide and

ask for

Point of purchas

Total

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3.2.6 Table showing retailers expectation in terms of dealership

SL.No Factors

No of

respondents

Percentage of

respondents

1 Credit terms 14 19

2 Frequent Supply 13 17

3 Discounts/ Margins 33 44

4 Variety of Products 11 15

5 Financial advisory 4 5

Total 75 100

(Source: Primary Data)

Findings:

19% of the retailers expect Credit terms from ITC ltd.

17% of the retailers expect Frequent supply from ITC ltd.

44% of the retailers expect discounts and margins from ITC ltd.

15% of the retailers expect variety of products from ITC ltd.

5% of the retailers expect Financial advisory from ITC ltd.

Inference.

It is inferred that majority of retailers expect discounts and margins from ITC ltd in terms

of dealership.

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3.2.7 Table showing the satisfaction level of retailers towards the Credit

terms allowed by ITC ltd.

SL.No Satisfaction level

No of

respondents

1 Yes 61

2 No 14

Total 75

(Source: Primary Data)

Findings:

81% of the retailers are satisfied with the credit terms offered by ITC ltd.

19% of the retailers are not satisfied with the credit terms offered by ITC ltd

INTERVAL ESTIMATION

n = Sample Size = 75

81.075

61===

SampleSize

sNumberOfYep

19.081.011 === pq

96.1

2

=

at 95% confidence level

Standard error 045.075

)19.0)(81.0(===

n

pq

Interval Estimation[ ( ) ] == StdErrorp

2

0.811.96*0.045 = [0.72, 0.89]

Conclusion:

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It is inferred that satisfaction level of retailers with respect to credit terms lies between

72% and 89%

Chart showing the satisfaction level for

credit terms allowed by ITC

Satisfaction level

Yes

No

Total

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3.2. 8 Table showing the time taken for the delivery of the goods to the

retailers.

SL.No Days for delivery

No of

respondents

Percentage of

respondents

1 Less than a week 47 63

2 1-2 Weeks 21 28

3 More than 2 weeks 7 9

Total 75 100

(Source: Primary Data)

Findings:

63% of the retailers feel that it takes less than 1 week for the delivery of the goods

for the consumers.

28% of the retailers feel that it takes 1-2 week for the delivery of the goods for the

consumers.

9% of the retailers feel that it takes more than 2 weeks for the delivery of the

goods for the consumers.

Inference:

It is inferred that majority of the retailers feel that there is frequent supply of the ordered

goods.

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0

20

40

60

80

100

No of responde

C ha rt sho w ing the time taken f

de livery o f goo ds to the retail

Day s for delivery

Less than a wee

1-2 W eek s

M ore than 2 wee

Total

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3.2.9 Table showing the satisfaction level for the delivery of the goods to

the retailers on time.

SL.No Retailers opinion

No of

respondents

Percentage of

respondents

1 Strongly agree 9 122 Agree 47 61

3 Neither not 14 194 Disagree 5 7

5 Strongly Disagree 1 1

(Source: Primary Data)

Findings:

12% of the retailers strongly agree that delivery is on time.

61% of the retailers agree that delivery is on time.

19% of the retailers neither agree nor disagree.

7% of the retailers disagree that delivery is on time.

1% of the retailers strongly disagree that delivery is on time.

Inference:

It is inferred that majority of the retailers agree that delivery is on time.

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0% 20%40%60%80%100%

Retailers opinion

Agree

Disagree

Percentage

of

respondents

Chart showing satisfaction for deliv

of products on time

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3.2.10 Table showing the factors affecting the distribution network

SL.No Factors

No of

respondents

Percentage of

respondents

1 Packaging 9 122 Transportaion 18 24

3 Distance 22 294 Time 14 19

5 Communication 12 16

Total 75 100

(Source: Primary Data)

Findings:

12% of the retailers feel that packaging affects distribution network.

24% of the retailers feel that transportation affects distribution network.

29% of the retailers feel that distance affects distribution network.

19% of the retailers feel that time affects distribution network.

16% of the retailers feel that communication affects distribution network.

Inference:

It is inferred that majority of the retailers feel that distance affects distribution network.

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Chart showing the factors that affe

distribution network

Factors

Packaging

Transportaion

Distance

Time

Communication

Total

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CHI- SQUARE FOR TESTING THE GOODNESS OF FIT

3.2.11 Table showing the retailers opinion towards the

improvement in their business by selling ITC products

Ho: The retailers opinion about the improvement in their business by selling ITC products

is uniformly distributed.

H1: The retailers opinion about the improvement in their business by selling ITC products

is not uniformly distributed

Oi Ei (Oi-Ei)2 (Oi-Ei)

2/Ei11 15 16 1.06

29 15 196 13.06

22 15 49 3.26

7 15 64 4.26

6 15 81 5.40

2

Cal 27.040

2

cal = ( )

=

n

i

iii EEO1

2/)(

2

05.0 Cal = 27.040

2

05.0 With 4 =9.49

2

05.0 Cal >

2

05.0 table value

Therefore, we reject HO

Conclusion:

Hence, we conclude that retailers opinion about the improvement in their business byselling ITC products is not uniformly distributed.

.

3.2.12 Table showing the overall satisfaction level of retailers of ITC ltd.

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Sl.NoSatisfaction level

No of retailersPercentage ofretailers

1 Yes 70 93

2 No 5 7

Total 75 100

(Source: Primary Data)

Findings:

93% of retailers are satisfied by dealing with ITC ltd.

7% of retailers are not satisfied by dealing with ITC ltd.

Inference:

It is inferred that majority of the retailers are satisfied by dealing with ITC ltd.

0

20

40

60

80

100

Satisfaction

level

No

Chart showing overall satisfaction level of

retailers of ITC ltd

3.2.13 Table showing the brand status of ITC Ltd

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Chart showing the brand status of IRetailers opinion

Strongly agree

Agree

Neither not

Disagree

Strongly Disagree

Total

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3.2.15 Table showing the features of ITC ltd

Factors Very high High Medium Low Very low

Reliable 3 16 5 0 0

Competent 5 11 8 0 0

Efficient 4 10 10 0 0

Creative 6 5 10 3 0

Reasonable 1 7 13 2 1

(Source: Primary Data)

ONE WAY ANOVA

Calculation showing that the features of ITC ltd

Ho: There is no difference between different attributes contributing to brand Image.

H1: There is a difference between different attributes contributing to brand Image.

S.no X1 X2 X3 X4 X51 3 5 4 6 1

2 16 11 10 5 7

3 5 8 10 10 13

4 - - - 3 2

5 - - - - 1Total 24 24 24 24 24

S.no X12 X2

2 X32 X4

2 X52

1 9 25 16 36 1

2 256 121 100 25 49

3 25 64 100 100 169

4 - - - 9 4

5 - - - - 1

Total 290 210 216 270 224

STEP: 1

Correction factor = (T) 2/n

T=120 n=18

(120)2/18

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= 800

STEP: 2

Total sum of squares

(X12+X2

2+X32+X4

2+X52) - (CF)

(1110) (800)

=310

STEP: 3

Total sum of squares between the columns

[(X1)2/n1+ (X2)

2/n2+ (X3)2/n3+ (X4)

2/n4+ (X5)2/n5] (CF)

[(24)2/3 + (24)2/3 + (24)2/3 + (24)2/4 +(24)2/5] - (800)

= 35.2

STEP: 4

Total sum of squares within thecolumns

[Total sum of squares total sum of square between the columns]

= 274.8

ANOVA TABLE

Source of

variance

Sum of

squares

Degrees of

freedom

Mean sum of

squares

Ratio

Between the

columns

35.2 4 8.8

2.40

Within the

columns

274.8 13 21.14

Fcal = 2.40

Table value at 5% level of significance = 3.185

Fcal < F0.05 table value

Therefore, we accept Ho.

Conclusion:

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There is no difference between different attributes contributing to brand Image.

3.3 SUMMARY OF FINDINGS

The majority of the retailers have been associated with ITC for more than 5 years

and this shows that the company is maintaining good relationship to retain their

retailers.

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It is inferred that majority of the retailers are not dealing with all products of ITC.

It is inferred that majority of retailers expect discounts and margins from ITC ltd

in terms of dealership.

It is inferred that majority of retailers have ranked as 1 for trade discounts.

It is inferred that majority of the reason is customers decide and ask for the

product.

It is inferred that majority of retailers expect discounts and margins from ITC ltd

in terms of dealership.

It is inferred that satisfaction level of retailers with respect to credit terms lies

between 72% and 89%.

It is inferred that majority of the retailers feel that there is frequent supply of the

ordered goods.

It is inferred that majority of the retailers agree that delivery is on time.

It is inferred that majority of the retailers feel that distance affects distribution

network.

Hence, we conclude that retailers opinion about the improvement in their business

by selling ITC products is not uniformly distributed.

It is inferred that majority of the retailers are satisfied by dealing with ITC ltd.

It is inferred that majority of the retailers agree that ITC enjoys a brand status.

It is inferred that majority of the retailers would suggest ITC products to other

retailers.

There is no difference between different attributes contributing to brand Image.

3.3 SUGGESTIONS

All products can be made available to the retailers.

Other trade promotion gifts can be given.

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The credit terms can be increased.

Distance factor affects distribution system.

Packaging can be changed.

A Study on Influence of MerchandisingActivities in Promoting ITC Brands

Name of the store:

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Name of the Retailer:Place:

1. How long you have been associated with ITC Ltd?

Less than 1 year 1-2 years 2-3 years 3-4 years More than 5 years

2. Are you dealing with all the products available with ITC Ltd?

Yes No

3. To what extend are you satisfied?

To a very great extent To a great extent To some extent

4. Rank the promotional measures offered to you by ITC quite often?

Occasional gifts Free samples Trade discounts

Gift coupons Trade promotion products

5. Customer purchase ITC products mainly because

You suggest to customers They decide & ask for Point of purchase & display

6. What do you expect from ITC in terms of dealership?

Credit terms Frequent supply Discounts /Margins

Variety of products Financial advisory

7. Are you satisfied with the credit terms allowed by ITC?

Yes No

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8. How many days does it take to get the ordered goods ?Less than a week 1-2 weeks More than 2 weeks

9. Delivery of ITC products are always on time

Strongly agree Agree Neither agree nor agree

Disagree Strongly disagree

10. Factor that is mostly affecting the distribution network of ITC products is?

Packaging Transportation Distance Time Communication

11. Your total business is improved by selling ITC products

Strongly agree Agree Neither agree nor agree

Disagree Strongly disagree

12. Rank the various brands dealt by you as per your order of preference

SunfeastAshirvaadFiama Di WillsWillsOthers

13. Overall, are you satisfied in dealing with ITC?

Yes No

14. ITC enjoys a brand status when compared to other brands

Strongly agree Agree Neither agree nor agree

Disagree Strongly disagree

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15. Rank the following according to the features of ITC Ltd.

Factors Very High High Medium Low Very LowReliability

Competency

Efficiency

Creativity

Successful

16. Would you suggest other retailers to purchase ITC products?

Yes No

17. Suggestions, if any _________________________________