LIVE PROJECT REPORT

ON

MARKET AWARENESS OF JUICES, DELIVERY

SOLUTIONS & BENCHMARKING TOP DABUR
OUTLETS

Submitted By:

HITESH PANDOH
 DECLARATION

I do hereby declare that the live project titled “MARKET AWARENESS OF

JUICES, DELIVERY SOLUTIONS & BENCHMARKING TOP DABUR
OUTLETS” is an original work undertaken by me, under the guidance of Mr.
Ashwini Kashyap (Asst. Manager, ITC Ltd.), Mr. Divanshu Gupta(Area
Executive, ITC Ltd.) and Mr. Rakib Zahoor(Area Executive, ITC Ltd.). The
report submitted is a bonafide work of my own efforts.

HITESH PANDOH

Date:

Place:
 ACKNOWLEDGEMENT

Before we get into thick of things, I would like to add a few words of
appreciation for the people who have been a part of this project right from its
inception. The writing of this project has been one of the significant academic
challenges I have faced and without the support, patience, and guidance of
the people involved, this task would not have been completed. It is to them I
owe my deepest gratitude.

It gives me immense pleasure in presenting this project report on “MARKET

AWARENESS OF JUICES, DELIVERY SOLUTIONS & BENCHMARKING
TOP DABUR OUTLETS”. With great pleasure, I express my heartiest thanks
to Ms. Alka Sharma, Director, The Business School, Jammu for giving me
an opportunity to work in this live project.

The project could not be completed without her support and guidance.
Thanking is a small gesture for the generosity shown.

I express my thanks to the Wholesale Distributors & Distributor Salesman as

well to whom I approached, for their support and valuable information, which
has helped me in the completion of my research project work. I also express
my sincere gratitude to my parents, friends and all those who have directly or
indirectly inspired and helped me to complete this project with unremitting zeal
and enthusiasm.
INDEX
LIST OF CONTENT Page No.

S.NO CONTENT

1. Introduction
1.1 Introduction 1
1.2 Need & Scope for the Study 2
1.3 Objectives of the Study 2

2. About the Company

2.1 Company Profile 3
2.2 Industry profile 5
2.3 SWOT Analysis of the Company 6
2.4 Competitors Profile in Brief 8

3. Data Collection 10
3.1 Data Collection Methods 11
3.2 Sample size 11
3.3 Period of study 11
3.4 Limitations of the study 11

4. Beats and Pie Charts 12-14

5. Delivery Solutions & Distribution System 15

6. Benchmarking Top Dabur Outlets 16-19

7. 7.1 Summary of Findings 20-21
7.2 Suggestions and Recommendations
7.3 Conclusion
 ABSTRACT

This report is the sum of all the work done in ITC Ltd as a live project intern.
The various departments where I worked in ITC Ltd are as follows.

The three departments namely GR1A, GR1B & PERSONAL CARE .The
GR1A includes Atta, Salt, Biscuits, Confectioneries,Noodles,etc.The GR1 B
includes Juices, Snacks, etc. Personal Care includes fragrances, shampoos
and skincare.

My project was in the juices sector i.e. B Natural. Following were the tasks
that were assigned to me in the juices sector. They are as follows:

Focusing on Delivery Solutions- I was supposed to keep check on delivery

of products of our brand and also find out from the market and give feedback
to the company as to what changes they can make to improve the delivery.

Benchmarking Top Dabur Outlets- I was supposed to visit various outlets in

6 different beats and find the reason as to why they are not taking our product
and just selling the Real Juices. After that I had to analyse those reasons and
pitch our juices and give a feedback to the company as to what changes they
can make to increase the sale of the product.
 CHAPTER 1

1.1. INTRODUCTION
B Natural- 100% Indian Fruit 0% Concentrate

B Natural fruit beverages are made with 100% Indian Fruit and 0%
concentrate.
B Natural fruit beverages are made with 100% Indian Fruit and 0%
concentrate.
The entire range of B Natural is crafted from Indian fruits and Not From
Concentrate. Hence, the process of developing B Natural does not use the
additional step of concentration, which involves heating of juice/pulp to
remove water content, which may lead to the loss of fruit nutrients in the form
of anti oxidants, like Vitamin C.
To offer an Indian fruit experience to our consumers, we source our fruits from
local Indian farmers. The B Natural range currently has the following flavors -
Mixed Fruit, Guava, Watermelon, Masala Jamun, Cloudy Apple, Litchi,
Pomegranate, Mango, Orange & Pineapple.

1.2 NEED & SCOPE OF THE STUDY

The scope of this study is limited to only two WD’s (Wholesale Distributors)
located in Jammu. To cover only the routes which come under the WD, this is
at the distributor level in General Trade. The sale was done to the owners of
retail outlets in General Trade and the numbers of outlets visited were around
264 which were Provisonal Stores, Personal Care Stores and Cafes.

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1.3 OBJECTIVES OF THE STUDY

1. Market Awareness of Juices.

2. Focusing on Delivery Solutions
3. Benchmarking Top Dabur Outlets

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 CHAPTER-2

ABOUT THE COMPANY

2.1 COMPANY PROFILE

ITC is one of India's foremost multi-business enterprises with a market

capitalisation of US $ 50 billion and Gross Sales Value of US $ 10 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 and as 'India's Most
Admired Company' in a survey conducted by Fortune India magazine and Hay
Group. ITC also features as one of world's largest sustainable value creator in
the consumer goods industry in a study by the Boston Consulting Group. ITC
has been listed among India's Most Valuable Companies by Business Today
magazine. The Company is among India's '10 Most Valuable (Company)
Brands', according to 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.

Multiple Drivers of Growth

ITC's aspiration to create enduring value for the nation and its stakeholders is
manifest in its robust portfolio of traditional and greenfield businesses
encompassing Fast Moving Consumer Goods (FMCG), Hotels,
Paperboards & Specialty Papers, Packaging, Agri-Business, and
Information Technology. This diversified presence in the businesses of
tomorrow is powered by a strategy to pursue multiple drivers of growth based
on its proven competencies, enterprise strengths and strong synergies
between its businesses.
The competitiveness of ITC's diverse businesses rest on the strong
foundations of institutional strengths derived from its deep consumer
insights, cutting-edge Research & Development, differentiated product
development capacity, brand-building capability, world-class
manufacturing infrastructure, extensive rural linkages, efficient trade

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marketing and distribution network and dedicated human resources.
ITC's ability to leverage internal synergies residing across its diverse
businesses lends a unique source of competitive advantage to its products
and services.
Within a relatively short span of time, ITC has established vital brands like
Aashirvaad, Sunfeast, Fabelle, Sunbean, Dark Fantasy, Mom's Magic
Bingo!, Yippee!, Candyman, mint-o, Kitchens of India, Farmland, B
Natural, ITC MasterChef in the Branded Foods space; Essenza Di Wills,
Fiama, Vivel, Engage, Savlon, Charmis, Shower to Shower and Superia
in the Personal Care products segment; Classmate and Paperkraft in
Education & Stationery products; Wills Lifestyle and John Players in the
Lifestyle Apparel business; Mangaldeep in Agarbattis and Aim in the Safety
Matches segment. This growth has been rated by a Nielsen Report to be the
fastest among the consumer goods companies operating in India.
.
Creating Enduring Value Nation- Today, ITC is India's leading Fast Moving
Consumer Goods company, the clear market leader in the Indian Paperboard
and Packaging industry, a globally acknowledged pioneer in farmer
empowerment through its wide-reaching Agri Business and a trailblazer in
green hoteliering. ITC Infotech, a wholly-owned subsidiary, is one of India's
fast-growing IT companies in the mid-tier segment. This portfolio of rapidly
growing businesses considerably enhances ITC's capacity to generate
growing value for the Indian economy.

ITC's Agri-Business is one of India's largest exporters of agricultural products.

The ITC Group's contribution to foreign exchange earnings over the last ten
years amounted to nearly US$ 6.8 billion, of which agri exports constituted
57%. The Company's 'e-Choupal' initiative has enabled Indian agriculture
significantly enhance its competitiveness by empowering Indian farmers
through the power of the Internet. This transformational strategy has already
become the subject matter of a case study at Harvard Business School apart
from receiving widespread global acclaim.
As one of India's most valuable and respected corporations, ITC is widely
perceived to be dedicatedly nation-oriented. Chairman Y C Deveshwar
calls this source of inspiration "a commitment beyond the market". In his own

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words: "ITC believes that its aspiration to create enduring value for the
nation provides the motive force to sustain growing shareholder
value. ITC practices this philosophy by not only driving each of its businesses
towards international competitiveness but by also consciously contributing to
enhancing the competitiveness of the larger value chain of which it is a part."
ITC group directly employs more than 32,000 people and the Company's
Businesses and value-chains generate around 6 million sustainable
livelihoods many of whom live at the margin in rural India.

2.2 INDUSTRY PROFILE

The Fast-moving consumer goods (FMCG) sector is the 4th largest sector in the
Indian economy with Household and Personal Care accounting for 50 per cent of
FMCG sales in India. Growing awareness, easier access and changing lifestyles
have been the key growth drivers for the sector. The urban segment (accounts for a
revenue share of around 55 per cent) is the largest contributor to the overall revenue
generated by the FMCG sector in India However, in the last few years, the FMCG
market has grown at a faster pace in rural India compared with urban India. Semi-
urban and rural segments are growing at a rapid pace and FMCG products account
for 50 per cent of total rural spending.

What are FMCG goods?

FMCG goods are popularly known as consumer packaged goods. Items in
this category include all consumables (other than groceries/pulses) people
buy at regular intervals. The most common in the list are toilet soaps,
detergents, shampoos, toothpaste, shaving products, shoe polish, packaged
foodstuff, and household accessories and extends to certain electronic goods.
These items are meant for daily of frequent consumption and have a high
return.

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2.3 SWOT Analysis of Industry

Strengths in the SWOT Analysis of ITC :

1. Portfolio of Business: ITC has 6 strong and diverse businesses

under its name which boasts its total revenue and allows ITC to
innovate and explore other business opportunities.
2. Strong Brands in various businesses: ITC is a strong house of
brands with most of its products leading the segments in which they
operate. ITC owns some of the most popular cigarette brands like gold
flake and Classic. It also owns Sunfeast, which is amongst the top
selling biscuits in India. Similarly, Aashirvaad, Yippee, Engage, John
Players and Bingo are also amongst the market leader in their
respective categories. ITC’s hotel and property businesses are also
doing well.
With a portfolio like this, ITC has become one of the most powerful
conglomerates in India and is admired all over the world.
3. Effective Social Business Initiatives: ITC has developed a triple-
bottom-line strategy through which concentrates on developing the
nation’s economic, social and environmental capital. ITC has brought in
initiatives like E-Choupal, Choupal Pradarshan Khet (CPK) which
benefits the people at the grass root level, i.e. farmers. These initiatives
have also helped ITC to improve its corporate image from a traditional
tobacco manufacturer.
4. Inter and Intra-divisional Synergy: ITC has successfully utilised the
strengths of existing business to foray into a newer products or
categories. ITC leveraged the strong distribution system of cigarette
brands to create a channel for its FMCG products. Furthermore, ITC
leveraged the knowledge of food and bakery items from its hotel
business to enter into Packaged Food category.

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Weaknesses in the SWOT Analysis of ITC:

1. High Proportion of revenues from Tobacco products: ITC has been

continuously making efforts to divert the FMCG business from over
dependence on tobacco products and have been successful in doing
so to an extent. But, tobacco products remain to be the major source of
the revenue contributing more than 80% of the total revenue from
FMCG businesses.
2. Association with Tobacco Products affects the image: ITC has
made a lot of efforts to improve its corporate image but the fact that
ITC has many tobacco products in its portfolio impacts its corporate
image.
3. An increase in Tax on Tobacco affects revenue: Due to the
increase in taxation on tobacco products, the prices and hence
revenues get affected.

Opportunities in the SWOT analysis of ITC:

1. Strategic Acquisitions: ITC should continue making the strategic

acquisition like they have done in the past by acquiring Savlon from
Johnson & Johnson and B Natural from natural Foods. Keeping in mind
that the product fits into the existing distribution network, ITC can look
to increase its portfolio of products and expand its Non-Tobacco FMCG
business and thereby strengthening the base of revenue.
2. Growth in Purchasing power and improving lifestyle: ITC should
tap on the increasing purchasing power and improving the lifestyle of
customers in India. This could help in increasing revenue for all its
businesses.
3. Growing Personal Hygiene as well as Food processing Industry in
India: ITC should utilise its distribution channel in Personal Hygiene
and Food Processing Industry to capitalise on the growth in the
categories and hence increase revenue.
4. Tap opportunities created in the Rural Market: The growing rural
market in India and other emerging nations create huge opportunities
to improve the bottom-line of the company.

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Threats in the SWOT Analysis of ITC:

1. Intensifying Competition in FMCG businesses: ITC faces intense

competition in its FMCG business from large MNCs like HUL and P&G
and Indian FMCGs like Patanjali and Dabur. This limits the market
share for ITC.
2. Strict Regulations and Increasing Taxation in Cigarette Business:
The Tobacco and Cigarette Industry in India continue to be targeted by
strict government regulations and taxation system. This possesses a
threat to the highly profitable Cigarette business of ITC.
3. Increasing awareness on health: There has been an increase in the
health consciousness which has resulted in the decrease in demand
for tobacco products in India. Also, anti-smoking campaigns throughout
the country affect the sales of cigarettes.

2.4 Competitors Profile in Brief

Real (Dabur) - Today, Real has a range of 17 exciting variants - from the
exotic Indian Mango, Mosambi, Jamun, Amla, Plum, Guava & Litchi to
international favourites like Apricot, Pomegranate, Tomato, Cranberry, Peach,
& Grapes and the basic Orange, Pineapple, Apple & Mixed Fruit.

Real uses tag line “FRUIT POWER - the power of fruits… the power to stay
ahead”.

Tropicana (Pepsico) - Tropicana has matured into one of the most respected
beverage brands. It is today available in 63 countries. Since 1998, Tropicana
has been owned by PepsiCo, Inc.

AloFruit (Axiom)- Axiom Ayurveda made it's beginning in the year 1995, with
the Mission that is driven by Honesty and Integrity, to deliver Pure and
Hygienic Ayurvedic products for the benefit of the mankind. AloFruit has 12

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flavours: Anaar, Mosambi, Mango, Apple, Jamun, Orange, Mixed Fruit, Litchi,
Lime, Kiwi, Berries & Guava.

PaperBoat (Hector)- Paper Boat is a brand of traditional Indian beverages

and foods produced and marketed by Hector Beverages, which is
headquartered in Bangalore, India. Paper Boat was launched by Hector
Beverages in August 2013. The drinks were initially offered in single serving,
flexible pouches; the company has since then expanded to one litre Tetra
Pak cartons as well.The brand launched with Aam Panna and Jal Jeera drinks
and later added a wide range of ethnic drinks to its portfolio including Aam
Ras, Chilled Rasam, Kokum, Jamun Kala Khatta, Chilli Gauva and Neer
More.

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 CHAPTER-3

DATA COLLECTION

3.1 DATA COLLECTION METHODS

Data could be broadly classified as follows:

1. Primary data
2. Secondary data

Primary data:

It is known as the data collected for the first time through field survey.
Such data are collected with a specific set of objectives to access the current
status of any variable studied. Primary data always reveal the cross section
picture of anything studied. This is needed in research to study the effect or
impact of any policy.

Sources of Primary Data:

1. Channel Exploration

• Sale of the competitors

• Frequency of supply

2. Retailers Feedback

• Problems that the retailers are facing

• Why they do not want the product.

Are they keeping the competitor’s product?

Secondary Data:

This refers to the information or facts already collected. Such data are
collected with the objective of understanding the past status of any variable.
The data collected and reported by some source is accessed and used for the
objective of the study. In this survey, secondary data is used.

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Sources of Data collection:

1. Internal source:
• Various internal sources like employees, sales activity, stock
availability, product cost etc.

2. Channel Exploration

• Visibility of the product

• Sale of secondary competitor.

3.2 SAMPLE SIZE

Sample size is restricted to 238 Retail outlets excluding the 26 Top Dabur
Outlets.

3.3 PERIOD OF THE STUDY

The period of study is 12 days.

3.4 LIMITATIONS OF THE STUDY

1. Time constraints:
As I was in market for just 12 days in one month.
2. The study was undertaken through WD’s: Angel Traders & Kanishka
Enterprises and not all the distributors across city.

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 CHAPTER-4

BEATS

Beat Name No. Of Retailers

Nanak Nagar 32
Talab Tillo 20
Sanjay Nagar-Digiana 25
Gandhi Ngr-Trikuta Ngr 38
Channi 23
Camp Road 25
Gandhi Nagar-Digiana 18
Nai Basti 18
Parade 20
Lakkar Mandi 19
TOTAL 238

MARKET AWARENESS OF B NATURAL JUICES

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Interpretation:

100 % retailers are aware of B Natural juices, it a very good point for ITC by
this we can say the advertise impact is very high.

• Reasons for not opting B Natural juices

Interpretation:

65% say due to Less requirement by customers and this is a place where ITC
should improve by giving exciting offers to the retailers and increase more
customer awareness and price issues are due to cheap prices at best price.

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 • What are the juices available other than B Natural?

Interpretation:

B Natural is the Market Competitor in the Juices Market and captures 2 nd

place after the Dabur Real.

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 CHAPTER-5

DELIVERY SOLUTIONS & DISTRIBUTION SYSTEM

The process of passing down each product down the chain to the next
organization through Chain of intermediaries, before it finally reaches the
consumer or end-user is known as the 'distribution chain' or the 'channel.'

A number of alternate 'channels' of distribution may be available:

• Distributor, who sells to retailers,

• Dealer Or wholesaler, who sells to end customers
• Advertisement typically used for consumption goods

ITC follows:

CHANNEL WISE DISTRIBUTION

• Here the total product is divided into different channels like, Health care
product, Personal care products, Home products & etc.

BEAT WISE DISTRIBUTION

• Here total market is divided into different areas where the products are
served to all the outlets exist in that area.

SCOPE OF IMPROVEMENT
• If the goods are delivered the next day of the order booking and the
weekly visit is done without any failure, it could help in the generation of
strong order but there exists timely delivery issues which leads to
competitor product placing before we could reach.

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 CHAPTER 6

BENCHMARKING TOP DABUR OUTLETS

TOP DABUR OUTLETS

RETAILER_NAME ORDERBEAT Rs. 20/- 1 litre Pet Bottle Line Cut Remarks
RAVI PAN HOUSE SKTNGRBRIJ MOHA BAKSHI NAGARSHAKTI NAGAR Already Stocked Up
SERVEWELL TRADER RTRDABUR) PARADE PALACE ROAD UPPER 1 cfc 1
SUPER SHOPPEE BAKSHI NAGAR BAKSHI NAGARSHAKTI NAGAR 1 cfc 1
SETHI SWEETS(REHARI) REHARI 1 cfc 3
SAT PAL SUNIL KUMAR R G C BAKSHI NAGARSHAKTI NAGAR 1 cfc 2
SANJAY PROV STORE REHARI 2 cfc 2
MAYUR GIFT HOUSE REH BRIJ MOHAN) REHARI 2 cfc 1 cfc 9
PAWAN KIR STORE REHBRIJ MOHAN) REHARI No Order
ROSHAN KIR STORE LAKKAR MANDI NEW PLOTS JANIPUR 1 cfc 3
SAUGAAT MAIN ROAD JANIPUR) NEW PLOTS JANIPUR Already Stocked Up
SURBHI GEN STORE(SUBASH NAGAR) REHARI 1 cfc 2
JAGDISH KUMAR DALIP KUMAR N/P NEW PLOTS JANIPUR Already Stocked Up
RAKESH CONSUMER STORE JPBM) NEW PLOTS JANIPUR No Order
NEK RAM BAKER AND PROV STORE R PARADE PALACE ROAD UPPER 2 cfc 2
NARESH GUPTA (N/P) NEW PLOTS JANIPUR No Order
BISMILLAH GEN STORE JP BRIJ) NEW PLOTS JANIPUR No Order
ALPHA COLLECTIONJANIPUR) NEW PLOTS JANIPUR 4 cfc 3
MOHAN LAL RAJIV KUMAR PARADE PALACE ROAD UPPER Already Stocked Up
DAILY NEED REH BHARAT NGRBRIJ) REHARI No Order
PARVEEN BAKERY REHARI No Order
RAVI KIR STORE PATOLI SARWAL 1 cfc 2
FAMILY MKT SAW COL SARWAL Owner Not Available
MAHAJAN PROVKIR STORE JP BRIJ MOHAN) NEW PLOTS JANIPUR 1 cfc 1 cfc 5
SHAKTI KIR STORE PD DAB) PARADE PALACE ROAD UPPER 1 cfc 2
SHARMA ENTERPRISES SARWAL SARWAL 6 pcs 2
FRESH N FRESH SARWAL 1 cfc 3
TOTAL 3 cfc 5 cfc 14 cfc + 6pcs

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18
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 CHAPTER 7

7.1 SUMMARY

1. Sold 50 cfc of Rs. 20/- Tetra Pack

Sold 41 cfc of 1litre Tetra Pack
Sold 24 cfc of 750 ml Pet Bottle
2. Worked with 8 DS’ in total of GR1A, GR1B and common DS.
3. Solved the expiry replacement issue at most of the outlets having
issues.
4. Learnt about the Distribution Supply and Delivery Solutions.
5. Experienced a successful launch of 750ml Pet Bottle which looks
attractive.
6. There are 3 variants available in B Natural 180 ml and 750 ml Pet
Bottle 1 Litre Tetra Pack and the 180ml pack has more sales and is
available in more number of outlets.
7. Retailers are getting cheap prices from the Best Price and customers
getting cheap rates from Easy Day.

7.2 SUGGESTIONS

On the basis of market survey, suggestions are given:

1. Customer awareness regarding the product is high but when it comes to

the retailer it’s not acceptable should increase awareness to the retailer.
2. Display of the product is lacking in the retail shop, should provide displays
so that it can catch customer eye.
3. Should improve in the pricing strategy as the competitor is providing at
more reasonable cost when compared.
4. Exciting offers should be provided for the retailers based on their purchase
and also to provide offers for the end users as well.
5. Logistics should be improved and deliver as promised.
6. Informing about the features and benefits of the product helps to increase
in sale.
7. Continuity of the service should be there.
8. Should concentrate more in the institutional channels.

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7.3 CONCLUSION

I conclude that many of the customers prefer purchasing B Natural juices

given some benefits more than it is being provided by competitors. Juices are
the most trending right now in the market. ITC has to improve in selling 1
Litre tetra packs, to improve trade promotions for the retailers and also to
improve the quality of service as some of the retailers aren’t satisfied with the
distribution service and expiry replacement.

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