Project Report

(Submitted for the Degree of B.Com. Honours in E-Business

Under the University of Calcutta)

Title of the Project:-

Marketing mix on ITC’s and Nestle Products

Submitted by:-

Name of the Candidate - Santu Biswas

Registration No - 017-1112-0960-19
CU Roll No - 191017211383
Name of the College - The Bhawanipur Education Society College
College UID - 0103193518

Supervised by:-
Name of the Supervisor: Miss Shafaque Noor
Name of the College: The Bhawanipur Education Society College
Month & Year of Submission: May, 2022

1
 SUPERVISOR’S CERTIFICATE

This is to certify that Mr. SANTU BISWAS a student of B.Com. Honours in E-Business of

THE BHAWANIPUR EDUCATION SOCIETY COLLEGE under the University of

Calcutta has worked under my Supervision and guidance for his/her Project Work and

prepared a Project Report with the title MARKETING MIX ON ITC’S AND NESTLES

PRODUCTS which he is submitting, is his Genuine and original work to the best of my

knowledge.

• Signature:
• Name: SHAFAQUE NOOR
• Designation: TEACHER
• Name of the College: THE BHAWANIPUR EDUCATION SOCIETY

• Place: KOLKATA
• Date:

2
 STUDENT'S DECLARATION

I hereby declare that the Project Work with the title (in block letters) MARKETING MIX

ON ITC’S AND NESTLES PRODUCTS Submitted by me for the partial fulfilment of the

degree of B.Com. Honours in E-Business under the University of Calcutta is my original work

and has not been submitted earlier to any other University /Institution for the fulfilment of the

Requirement for any course of study.

I also declare that no chapter of this manuscript in whole or in part has been incorporated in

this report from any earlier work done by others or by me. However, extracts of any literature

which has been used for this report has been duly acknowledged providing details of such

literature in the references.

• Signature:
• Name: SANTU BISWAS
• CU Exam Roll No: 191017211383
• Registration No: 017-1112-0960-19

• Place: KOLKATA
• Date:

3
 ACKNOWLEDGEMENT

I would like to express my special thanks of gratitude to my teacher SHAFAQUE mam from

THE BHAWANIPUR EDUCATION SOCIETY COLLEGE who gave me the golden

opportunity to do this wonderful project on the topic MARKETING MIX ON ITC’S AND

NESTLES PRODUCTS which also helped me in doing a lot of Research and I came to

know about so many new things and I am really thankful to them.

Secondly, I would also like to thank my parents and friends who helped me a lot in finishing

this project within the limited time.

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 TABLE OF CONTENTS

S.no Particulars Page no.

1 Chapter 1: Introduction 6-10

2 Chapter 2: Conceptual framework 8-28

3 Chapter 3: Data finding and analysis 25-39

4 Chapter 4: Conclusion and Suggestion 40-41

5 Bibliography 42

6 Annexures 43-44

5
 INTRODUCTION
JUSTIFICATION:-

A planned mix of the controllable elements of a product’s marketing plan commonly termed as 4Ps: product,
price, place and promotion.
These four elements are adjusted until the right combination is found that serves the needs of the products
customers, while generating optimum income.
In the narrow sense, marketing mix means mixing of various marketing policies to achieve success in
marketing. But in the broad sense, marketing mix means mixing of various sell’s policies by
manufactures/producers such as products, brand and trademark packaging, price distribution-medium, sales
power, advertisement, sales promotion, physical distribution of products and marketing research etc. in such
a way that in certain time and situation maximum profit can be earned by buyer’s satisfaction.

Marketing mix can be defined as below:

1. Marketing mix is a pack of four sets of variables namely product variables, price variable, and promotion
Variables and place variables’. Mc Carthy.

2. According to Philip Kotler, “The Marketing mix is the set of marketing tools the firm uses to pursue its
Marketing objectives in the target market.’

3. Stanton Comments that ‘Marketing mix is the term used to describe the combination of four inputs
Which constitute the core of a company’s marketing system the product, the promotional activities and the
distribution system.’

4. Prof. Neil H. Bordon Opines that, “the Marketing mix refers to the apportionment of efforts, the
Combination, the designing, the integration of the elements of marketing into a program or mix which on The
basis of an appraisal of the market force, will achieve the market objectives of an enterprise in a given time.

Following are the definitions of marketing in broad sense:

(i) Prof. Paul Mazur, “Marketing is the delivery of a standard of living.’

(ii) According to Philip Kotler, “Marketing is human activity directed at satisfying needs and wants through
Exchange processes.”

6
(iii) In the words of Peter F. Drucker, “Marketing is a process which converts a resource, distinct knowledge
into a contribution of economic value in the market place.”

(iv) As promulgated by Candiff, Still and Govoni, “Marketing is the managerial process by which products
are watched with markets and through which transfer of ownership are effected.”

7
 OBJECTIVE OF THE STUDY

• To find out the present status of ITC and NESTLE FMCG companies in India.

• To study distribution and marketing strategy adopt by the ITC and NESTLE Company.

• To study the pricing strategies of ITC and NESTLE.

• To study the production and place selection strategies of ITC and NESTLE.

• To study the promotion techniques of ITC and NESTLE FMCG Companies.

RESEARCH METHODOLOGY

• Defining the data source:

The data required for familiarizing with the nestle as collected from the websites and journals.

• Research approach:
Learning about the company-
At the very outset, the information regarding the origin, developments, the way of working and the correct
strategy of ITC was gathered and thoroughly analysed which gave the researcher an insight into the
company’s profile.

Collection of data-
Under this step the secondary data was collected through the company’s Website, and other relevant
published material.
Also it has been collected through questionnaires from 100 respondents.

1. Objective of research :
The purpose of research is to discover answers to question through the application of scientific procedures.
The main aim of research is to find out the truth which is hidden and which has not yet been discovered.
Tough each research study has its own specific purpose but the research objectives can be listed into a
number of broad categories, as follows:

8
 • To gain familiarity with a phenomenon or to achieve new insights into it. Studies with this objective
in view are termed as exploratory or formulative research studies.
• To portray accurately the characteristics of a particular individual, situation or a group. Studies with
this object in view are known as descriptive research studies.

2. Data source :

The data can be collected from two sources, i.e. primary and secondary. I have collected the entire data for
this project on ITC FMCG PRODUCTS from secondary sources i.e. websites, documentaries, newspapers,
magazines, questionnaires, etc.

LIMITATIONS OF THE STUDY

• This study was restricted to the students and only in Kolkata market.

• Assumptions were made that all the target pollution divulged correct information.

• This study is time bound and may not be applicable with the passage of time.

• Short time available for this study restricted the collection if the information to a target group, which
gave a fair idea or representation.

9
 PROJECT PLANNING
CHAPTER 1:-

This chapter will cover the introduction part. It will have the background of the study where light is put on

the justification of the marketing mix, limitation, objectives of the study, research methodology.

Furthermore, in this chapter us the statement about the problem as well as various research works conducted

in similar field in the past years.

CHAPTER 2:-

The second chapter will be covering the rationale for the study/research of both the companies and the

product portfolio, dealership across India, SWOT analysis of both the company.

CHAPTER 3:-

This chapter will comprise of the most important part of the research, i.e. data analysis and interpretation. In

this research, there will be analysis of both the primary as well as secondary data.

CHAPTER 4:-

This chapter is the final chapter that summarizes the entire research in the form of conclusion and suggestion

after the data deprived from the questionnaire.

10
 CONCEPTUAL FRAMEWORK
ITC Limited is an Indian conglomerate company headquartered in Kolkata. ITC has a diversified presence
across industries such as FMGC, Hotels, Software, Packaging, Paperboards, specialty papers and agribusiness.

The company has 13 businesses in 5 segments. It exports its products in 90 countries. Its products are available
in 6 million retails outlet.

Established in 1910 as the Imperial Tobacco Company of India Limited, the company was renamed as the

India Tobacco Company Limited in 1970 and later to I.T.C. Limited in 1974. The company now stands
renamed to ITC Limited, where “ITC” today no longer an acronym. As of 2019-20, ITC has an annual turnover
of US$10.74 billion and a market capitalization of US$35 billion. It employees 36,500 people at more than
60 locations across India.

ITC, also known as India Tobacco Company Limited, is one of India’s oldest and finest conglomerates, having
made a fame on the back of its marketing efforts. It provides consumer goods, travel and hospitality,
technology solutions, healthcare, and services to enterprises across industries.

Marketing is one of the most important functions of a business, especially now in the current century where
marketing innovation has speed up exponentially and adoption of these techniques can be a factor of make or
break for the companies. Naturally, the demand for well-skilled digital marketers, well versed in strategizing
using these modern tools is immense. IIDE provides training on digital marketing with a team of experts who
all are veterans if the industry and helps students learn and strategize marketing efforts using these modern
tools.

Our core values are influenced by our past tempered by our present and are designed to shape our future.
They are an amalgam of what we have been, what we are and what we want to be.
11
These values are the compass that will guide our actions, both personal and corporate. They are:

Good corporate citizenship

As in the past, we will continue to seek long term success that is in alignment with our country's needs. We
will do this without compromising on ethical business standards.

Professionalism
We have always sought the best people and given them the freedom and the opportunity to grow. We will
continue to do so. We will support innovation and well-reasoned risk-taking, but will demand performance.

Customer first
We exist and prosper only because of our customers. We will respond to their changing needs and
Expectations speedily, courteously and effectively.

● Quality focus
Quality is the key to delivering value for money to our customers. We will make quality a driving
value in our work, in our products and in our interactions with others. We will do it "first time right"

12
 PRODUCT PROFILE OF ITC
Recognizing that cutting-edge research and development can foster breakthrough innovation and create
powerful sources of sustainable competitive advantage, ITC continues to invest in this area, leveraging its
world-class infrastructure, benchmarked processes, state-of-the-art technology and a business-focused
research and development strategy.
ITC has a team of over 350 world-class scientists, the
state-of-the-art ITC Life Sciences and Technology
Centre in Bengaluru is engaged in developing unique
sources of competitive advantage and building future
readiness by harnessing contemporary advances in
science and technology, applying them in product
development and leveraging cross-business synergies.

ITC PRODUCTS.

FOODS AashirvaadInstantmix
Biscuits & Cakes Ready to Eat
• Sunfeast Marie Light • Kitchens of India
• Sunfeast Dark Fantasy Confectionery
• Sunfeast Farmlite • Jelimals
• Sunfeast Bounce • Candyman Fantastik
• Sunfeast Mom’s Magic • Candyman Choco Double Eclairs
• Sunfeast Milk Biscuit • Candyman Tadka Time
Noodles and Pasta Chocolates
• Sunfeast YiPPee! Pasta • Fabelle Premium Chocolate
• Sunfeast YiPPee! Noodles • Fabelle Luxury Chocolates
Staples Frozen Foods
• Aashirvaad Atta • ITC Master Chef Frozen Snacks
• Aashirvaad Spices • ITC Master Chef Frozen Prawns
• Aashirvaad Iodised Salt PERSONALCARE
Snacks Handwash
• Bingo! Starters • Savlon
• Bingo! Mad Angles • Fiama
• Bingo! No Rulz Floor Cleaner
• Bingo! Original Style • Nimyle
• Bingo! Potato Chips Body Oil
• Bingo! Tedhe Medhe • Fiama
Beverages Shower Gel
• B Naturals • Vivel
• Sunbean Gourmet Coffee • Fiama
• Sunbean Beaten Caffe Body Wash
• Sunfeast Wonderz Milkshakes • Vivel
Dairy • Fiama
• Aashirvaad Svasti Ghee Antiseptic
• Savlon

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Soaps • Sunfeast Mom’s Magic
• Savlon • Aashirvaad Instant Mixes
• Fiama • Bingo! Original Style
• Vivel • Sunfeast Milk Biscuit
• Essenza Di Wills • Bingo! Tedhe Medhe
Sanitizer • Sunfeast Marie Light
• Savlon • Kitchens Of India
Fragrance • Candyman Tadka Time
• Engage • Sunfeast Bounce
• Essenza Di Wills • Fabelle Premium Chocolate
Essential Oil • Candyman Choco Double Eclairs
• Fiama • Sunfeast Farmlite
Skin care • Fabelle luxury Chocolates
• Charmis • Candyman Fantastik
• Dermafique • Jelimals
STATIONERY • Sunfeast Wonderz Milkshakes
• Classmate • Sunbean Gourmet Coffee
• PaperKraft • ITC Master Chef Frozen Snacks
MATCHES AND AGARBATTI • ITC Masterchef Frozen Prawns
• Homelites Personal Care
• Mangaldeep • Fiama
ITC Brands List • Savlon
Foods • Charmis
• Aashirvaad Atta • Nimyle
• Bingo! Potato Chips • Engage
• Sunfeast YiPPee! Pasta • Essenza Di Wills
• Aashirvaad Svasti ghee • Vivel
• Bingo! Starters • Dermafique
• Sunfeast YiPPee! Noodles Stationery
• Aashirvaad Spices • Classmate
• Bingo! Mad Angles Matches & Agarbatti
• Sunfeast Dark Fantasy • Homelites
• Aashirvaad Iodised Salt • Mangaldeep
• Bingo! No Rulz

14
15
DEALERSHIP OF ITC PRODUCTS IN INDIA

16
 SWOT ANALYSIS OF ITC

• Strength:

Knowledge and experience: Our team has the skills and experience to build a professional application
at responsible cost and high quality.
Creativity and innovation: We have a talented design team that can create an eye0catching user
interface (UI).
Reputation: Along with our experience in the market, we have built a good reputation in the mobile app
development business.

• Weakness:

Experience: Although we have experience with the mobile app business, we did not build a similar
project before.
Brand: The new applications needs to complete with powerful brands in the same niche of the market.
Budget: Since this is a new application, the budget allocations are very limited.

• Opportunities:

Idea: The project idea is unique and innovative which can lead the market.
Market needs: There is an increasing number of people who seek this type of application.
Other: The government is encouraging people to do more activities, which can be an opportunity to
increase sales.

• Threats:

Competitors: Many competitors are presenting their application at a very low price due to their long
standing in the market.
Users: Many people think that all diet mobile application are the same which may be challenge the
application to stand out in the crowd of competition

17
 Nestle as a competitor of ITC

Nestle is the largest food company in the world, in terms of revenue. It is a Swiss Company established in
1866 by its founder Henri Nestle. While its main foray is foods and drinks, it has hundreds of products, nearly
2000. Some of its most famous products and brands include Maggi, Kit Kat, Nespresso, Nescafe, etc.

The overall turnover for nestle for nestle was approx. 90 billion Swiss Franc in 2016. It operates 418 factories
in 86 countries, employing nearly 339,000 people worldwide. Its products are available in 191 countries of
the world.

Nestle also is leading researcher in the field of nutritional sciences. It invests nearly 1.5 billion Francs yearly

On research and development. Currently (October 2018), Nestle has 17 R&D and testing centres worldwide.
Nestle is the world’s leading nutrition, health and wellness company. Our mission of “Good Food, Good
Life” is to provide consumers with the best tasting, most nutritious choices in a wide range of food and
beverage categories and eating occasions, from morning to night.
To be a leading, competitive, nutrition, health and Wellness Company delivering improved shareholder value
by being a preferred corporate citizen, preferred employer, preferred corporate citizen, preferred employer,
and preferred supplier selling preferred products.

1866-1900: Founding and early years

Nestlé’s origins dates back to the 1960s, when two separate Swiss enterprise were founded that would later
from Nestle. In the following decades, the two competing enterprises expanded their business throughout
Europe and the United States.

TIMELINE:
• 1866 – Charles Page (US consul to Switzerland) and George Page, brothers from Lee County,
Illinois, US, established the Anglo-Swiss Condensed Milk Company in Cham, Switzerland. The
company’s first British operation was opened at Chippenham, Wiltshire, in 1873.

18
 • 1867 - In Vevey, Switzerland, Henri Nestlé developed milk-based baby food and soon began
marketing it. The following year, Daniel Peter began seven years of work perfecting the milk
chocolate manufacturing process. Nestlé had the solution Peter needed to fix his problem of
removing all the water from the milk added to his chocolate, thus preventing the product from
developing mildew.
• 1875 - Henri Nestlé retired; the company, under new ownership, retained his name as Société Farine
Lactée Henri Nestlé.
• 1877 - Anglo-Swiss added milk-based baby foods to its products; in the following year, the Nestlé
Company added condensed milk to its portfolio, which made the firms direct rivals.
• 1879 - Nestlé merged with milk chocolate inventor Daniel Peter.

Since 2010, Nestlé has been working to transform itself into a nutrition, health and wellness company in an
effort to combat declining confectionery sales and the threat of expanding government regulation of such
foods. This effort is being led through the Nestlé Institute of Health Sciences under the direction of Ed
Baetge. The institute aims to develop "a new industry between food and pharmaceuticals" by creating
foodstuffs with preventive and corrective health properties that would replace pharmaceutical drugs from
pill bottles. The Health Science branch has already produced several products, such as drinks and protein
shakes meant to combat malnutrition, diabetes, digestive health, obesity, and other diseases.
in India, Maggi products were returned to the shelves in November 2015, accompanied by a Nestlé advertising
campaign to win back consumer trust, featuring items such as the Maggi anthem by Vir Das and Alien
Chutney. Nestlé resumed production of Maggi at all five plants in India on 30 November 2015.

19
 NESTLE PRODUCTS PORTFOLIO

Nestle has a large variety of different products and the brands in its portfolio.

• Nestle Waters: Nestle is one of the leading producers of bottled water. It has nearly 100 plants for
bottled water in 35 countries. Some of these famous brands are Pure Life, Perrier, Vittel, etc.

• Cereal Partners Worldwide (CPW): This is Nestlé’s joint venture with another major food company
– General Mills. They produce breakfast cereals and baby food products like Cerelac, Cookie Crisp,
Gerber, etc.

• Nestle health Science: Nestle has been one of the pioneers in nutritional sciences. They produce
foods such as Boost, Meritene, Nutrin Junio, etc to promote pediatric care, brain health, etc.

• Nestle Nespresso: This sector was launched in1986. It allows customers to make their perfect cup of
coffee. This includes Nescafe, Nescafe Gold, Nescafe Classic, Nescafe Decaff, etc

20
NESTLE DEALSHIP AND HEADQUATERS IN INDIA

21
 SWOT ANALYSIS OF NESTLE
• Strengths of nestle
1. Global presence: Nestlé’s active presence in 187 countries is advantageous to its undivided
growth. The presence in some countries is over 150 years, establishing the brand in the local
environment. This means that their product is available to the people in these many countries,
and it creates a long-lasting impact on people as well.
2. Increasing cash flows: Nestle cash flows increased by 10.9% to CHF 11.9 billion in 2019.
This means that the group’s finances are healthy and they can invest more money and can
expand quickly.
3. Strong supply chain operations: The nestle group encourages innovations at the local, levels,
incorporates technology and is increasing the traceability of the sources of the raw materials
of its products. This enables the groups to achieve substantial operational efficiencies.

• Weaknesses of Nestle
1. Problems in product marketing: Nestle has time and again faced a massive backlash from
people across the globe for not correctly positioning and marketing their products. One
classic example is the marketing of breastfeeding baby formula to people in poorer nations.
Uneducated mothers were using the product with contaminated water, causing high cases of
sickness from the same.
2. Organizational structure: Nestlé’s current organizational structure is divided based on its
product portfolio and not based on its geographical operations. This creates vast power
distance when it comes to decision making and prevents agility in operations. In expanding
its operation, this always proves to be a major hurdle.

• Opportunities of Nestle
1. Increasing transparency: the present consumer holds more information than ever. With the
growing presence on the internet, it will be favourable to increase transparency. Increasing
transparency would mean that consumer knows where the raw materials are sourced and who
sourced them. The consumer feels more connected and is trusting the brand more.
2. Sustainability: Integration and operating sustainability will help the group to reduce costs,
increase efficiency and utilize labour properly. Local integration and production will make
operation lean, which will reduce long term expenses.

• Threats to Nestle
1. Climate impact: changes in the climate and its subsequent impact can be seen on numerous
Nestle product’s raw materials. Raw material like coffee, wheat and dairy are affected by
climate change. They are highly likely to affect Nestlé’s growth over a while.
2. Strategic investment choices: Investment choice’s failure to align with such a diverse product
run group is exceptionally high. The group runs a higher risk of losing brand presence and a
potential sum of money
3. Product quality and safety: Nestle in the past, faced much negative effect on its reputation
and consumer trust after non-compliance of food safety. The best example is of Maggi in
India, which failed to comply with one of the laboratory test and lost a massive share in the
market.

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Fast moving consumer goods (FMCG) is the fourth-largest sector on the Indian economy. There are three
main segments in the sector food and beverages, which accounts for 19% of the sector healthcare, which
accounts for 31% of the share; and household and personal care, which accounts for the remaining 50%
share. The urban segment contributes to about 55% of the revenue share, while the rural segment accounts
for 45%. Rise in rural consumption will drive the FMCG market.

In September 2021, rural consumption of FMCG increased 58.2% YoY; this is 2x more than the urban
consumption (27.7%). The domestic FMCG market increased 36.9% YoY in April-June 2021.

The FMCG market in India is expected to increase at a CAGR of 14.9% to reach US$ 220 billion by 2025,
from US$ 110 billion in 2020. The Indian processed food market is projected to expand to US$ 470 billion
by 2025, up from US$ 263 billion in 2019-20.

FMCG brands partner with e-commerce platforms such as Dunzo, Flipkart, Grofers and BigBasket to deliver
products at the doorstep of consumers during the COVID-19 pandemic. In the fourth quarter of FY21, e-
commerce sales of Marico Ltd., Hindustan Unilever Ltd., Dabur India, ITC and Godrej Consumer Products
Ltd. were 8%, 6%, 5%, 5%, and 4%, respectively, of the total FMCG sales. As of June 2021, e-commerce
share has already touched 7-8% for some of the largest FMCG companies in the country, according to
Accenture India.

In October 2021, Procter & Gamble announced an investment of Rs. 500 crore (US$ 66.8 million) in rural
India.

In October 2021, Setwel Industries entered the FMCG market with The Food Folks, a company specialising
in gourmet formulations.

FMCG companies are looking to invest in energy efficient plants to benefit the society and lower cost in the
long term. Dabur India has grown its rural network to over 52,000 villages in March 2020, from 44,000
villages in March 2019. For 2020-21, the company aims to have up to 60,000 villages. The sector recorded
an FDI of US$ 18.59 billion between April 2000 and June 2021.

In January 2021, Udaan raised US$ 280 million (~Rs. 2,048 crore) in funding from existing and new
investors, including Lightspeed Venture Partners and Tencent. With the latest infusion of capital, Udaan has
earned a total of US$ 1.15 billion to date. Although the company did not reveal the valuation information,
sources stated that the valuation exceeded US$ 3 billion after this deal.

23
In September 2021, PepsiCo commissioned its Rs. 814 crore (US$ 109.56 million) Kosi Kalan foods facility
in Mathura, Uttar Pradesh; it is the company's largest Greenfield manufacturing investment in India.

FMCG companies are looking to invest in energy efficient plants to benefit the society and lower cost in the
long term. Dabur India has grown its rural network to over 52,000 villages in March 2020, from 44,000
villages. The sector recorded an FDI of US$18.59 billion between April 2000 and June 2021.

In January 2021, Udaan raised US$ 280 million (Rs 2,048 crore) in funding from existing and new investors,
including Lightspeed venture partners and Tencent. With the latest infusion of capital, Udaan has earned a
total of US$1.15 billion to date. Although the company did not reveal the valuation information, sources
stated that the valuation exceeded US$ 3 billion after this deal.

Growing awareness, easier access, and changing lifestyle are the key growth drivers for the consumer
market. The focus on agriculture, MSMEs, education, healthcare, infrastructure and tax rebate under Union
Budget 2019 20 was expected to directly impact the FMCG sector. Initiatives undertaken to increase the
disposable income in the hands of common man, especially from rural areas, will be beneficial for the
sector.

The booming technology has led to speedy growth in this sector, with major advancement such as ROPO
method, research online, quick deliveries and payments. This increase has increased the number if producers
and competitors of the same product. The FMCG companies which have walked hand in hand with the
technology have been successfully with flying colours. These companies have installed the advanced pieces
of machinery to give a tough competition to their competitors with their product quality. So, as the
technology grows, we can expect this sector to grow, provide the companies to cope with it.

24
 DATA ANALYSIS AND INTERPRETATION

1. Which brand do you prefer?

a. ITC
b. Hindustan Unilever Limited
c. Nestle
d. Dabur

Which brand do you prefer?

16%

45%

25%

14%

ITC Hindustan Unilever Limited Nestle dabur

ANALYSIS: - According to the survey 45% prefer ITC and 25% prefer Nestle over other
brands.
• ITC - 45%
• Hindustan Unilever Limited - 14%
• Nestle - 25%
• Dabur - 16%

25
2. On what basis do you select your products?
a. Flavours and taste
b. Price
c. Safe
d. Healthy

On what basis do you select your products?

10

25

23

42

ITC Price Safe Healthy

ANALYSIS: - According to the survey 42% prefer price of the products and 25% prefer
Flavours and Taste of the products.
• Flavours and Taste – 25%
• Price – 42%
• Safe – 23%
• Healthy – 10%

26
3. Compared to other FMCG companies in the market, would you say that ITC Products are?
a. Worse
b. Good
c. Better

Compared t other FMCG companies in the market, would you say

that ITC products are?

10

45

45

Good Better Worse

ANALYSIS: - According to the survey 45% answered ITC Products are good and better.
• Worse – 10%
• Good – 45%
• Better – 45%

27
4. Why do you prefer ITC products?
a. Taste
b. Healthy
c. Price
d. Others

Why do you prefer ITC Products?

33

30

30

Taste Healthy Price Others

ANALYSIS: - According to the survey 33% prefer ITC because of Taste, 30% prefer ITC
products because of Price and Healthy.
• Taste – 33%
• Healthy – 30%
• Price – 30%
• Others – 7%

28
5. From where did year hear about ITC Products?
a. Television
b. Magazines
c. Internet
d. Friends/Relatives

From where did you hear about ITC Products?

21

15
60

Television Magazines Internet Friends/Relatives

ANALYSIS: - According to the survey maximum number of people heard about ITC
Products in Television.
• Television – 60%
• Magazines – 4%
• Internet – 15%
• Friends/Relatives – 21%

29
6. Are you satisfied with ITC products?
a. Yes
b. No

Are you satisfied with ITC Products?

93

Yes No

ANALYSIS: - According to the survey most of the people are satisfied with the Products of
ITC.
• Yes – 93%
• No – 7%

30
7. Do you think advertisement of ITC Company has major influence in your buying behaviour?
a. Yes
b. No

Do you think advertisement of ITC Company has major influence in

your buying behaviour?

12

88

yes no

ANALYSIS: - According to the survey most of the answers were yes. Advertisements of
ITC Company has major influence in buying behaviour.
• Yes – 88%
• No – 12%

31
8. Are you satisfied with the after-sale services provided by the ITC?
a. Yes
b. No

Are you satisfied with the after- sale services provided by the ITC?

12

88

yes no

ANALYSIS: - According to the survey most of the respondent are satisfied with the after-
sale service provided by the ITC.
• Yes – 88%
• No – 12%

32
9. How do you find the safety precautions of the ITC Food Products?
a. Good
b. Average
c. Bad

How do you find the safety precautions of the ITC Food Products?

30

68

Good Average Bad

ANALYSIS: - According to the survey most of the answers about the safety precaution of
the ITC food products are good.
• Good – 68%
• Average – 30%
• Bad – 2%

33
10. Do you like the advertisement given by the ITC Food Products?
a. Yes
b. No

Do you like the advertisement given by the ITC Food

Products?

45

55

Yes No

ANALYSIS: - According to the survey 55% like the advertisement given by the ITC.
• Yes – 55%
• No - 45%

34
11. How satisfied are you using ITC Products compared to Nestle Products?
a. Highly satisfied
b. Somehow satisfied
c. Neutral
d. Dissatisfied

How satisfied are you using ITC Products compared to Nestle

Products?

15

25

10

50

Highly satisfied Somehow satisfied Neutral Dissatisfied

ANALYSIS: - According to the survey most of response are for the neutral. Respondents are
satisfied using ITC products compared to Nestle products.
• Highly satisfied – 25%
• Somehow satisfied – 10%
• Neutral – 50%
• Dissatisfied – 15%

35
12. When you think of FMCG, which brand first comes to your mind?
a. ITC
b. Nestle
c. Hindustan Unilever Limited
d. Dabur

When you think of FMCG, which brand first comes to your mind?

13

30

17

40

ITC Nestle Hindustan Unilever Limited Dabur

ANALYSIS: - According to the survey most of the respondent think about Nestle first and
then ITC when it comes to FMCG products.
• ITC – 30%
• Nestle – 40%
• Hindustan Unilever Limited – 17%
• Dabur – 13%

36
13. What are your views about ITC FMCG Products?
a. Very positive
b. Somewhat positive
c. Neutral
d. Somewhat negative
e. Very negative

What are your views about ITC FMCG Products?

2
8

30

15

45

Very Positive Somewhat positive Neutral Somewhat Negative Very negative

ANALYSIS: - According to the survey many of them prefer their point of view on ITC
products are Very positive.
• Very positive – 30%
• Somewhat positive – 45%
• Neutral – 15%
• Somewhat negative – 8%
• Very Negative – 2%

37
14. Would you like to switch brands in future?
a. Yes
b. No
c. Not sure

Would you like to switch brands in future?

20

10

70

Yes No Not sure

ANALYSIS: - According to the survey most of the respondent are not sure about switching
the brands in future.
• Yes – 20%
• No – 10%
• Not sure – 70%

38
15. What are your views about the hospitability in ITC hotels or multi variety store?
a. Very satisfied
b. Somewhat satisfied
c. Neutral
d. Somewhat dissatisfied
e. Very dissatisfied

What are your views about the hospitability in ITC

hotels or multi variety store?

20

30

20

30

Very Satisfied Somewhat satisfied Neutral somewhat Dissatified Very dissatified

ANALYSIS: - According to the survey respondents views about the hospitability in ITC
hotels or multi variety store are very satisfied.
• Very satisfied – 30%
• Somewhat satisfied – 30%
• Neutral – 20%
• Somewhat dissatisfied – 20%
• Very dissatisfied – “No response”

39
 CONCLUSION

• New schemes and policies should be implemented by the companies at regular interval to attract the

customers.

• Company should come up with good quality and new technologies at a healthy price that will in help

in gaining more market share.

• The companies should adopt good promotional strategies, the companies should have brand

ambassador that will strength the brand more.

• Company should be periodically visited if the consumers for gathering feedback from its consumers

to further enhance the services

40
 RECOMMENDATION AND SUGGESTIONS

• Company should provide product home services in emergency.

• As company has their customers in rural areas also, there should be service centres in that

areas.

• Company should have more dealers of both the companies.

• Even after sales services are good, there should be improvement in after sales services of

both the companies.

• Like Nestle ITC needs to spread the marketing of their products in international markets

also.

41
 BIBLIOGRAPHY

• Wikipedia

• Principles of Marketing Book

• www.nestle.in

• www.itcportal.com

• Google images of Nestle and ITC

42
 ANNEXURE (Questionnaire)
Name:
Age:
Gender: male/female
Occupation:
Place:

Note: ALL THE INFORMATION WHICH WILL BE SAHRED BY YOU IN THIS FORM
WILL BE HELD COMPLETELY CONFIDENTIAL AND WILL BE USED INLY FOR THE
OFFICIAL PURPOSE.

❖ Tick your appropriate choice

1. Which brand do you prefer?

a. ITC
b. Hindustan Unilever Limited
c. Nestle
d. Dabur

2. On what basis do you select your products?

a. Flavours and taste
b. Price
c. Safe
d. Healthy

3. Compared to other FMCG companies in the market, would you say that ITC Products are?
a. Worse
b. Good
c. Better

4. Why do you prefer ITC products?

a. Taste
b. Healthy
c. Price
d. Others

5. From where did year hear about ITC Products?

a. Television
b. Magazines
c. Internet
d. Friends/Relatives
6. Are you satisfied with ITC products?
a. Yes
b. No

43
7. Do you think advertisement of ITC Company has major influence in your buying behaviour?
a. Yes
b. No

8. Are you satisfied with the after-sale services provided by the ITC?
a. Yes
b. No

9. How do you find the safety precautions of the ITC Food Products?
a. Good
b. Average
c. Bad

10. Do you like the advertisement given by the ITC Food Products?
a. Yes
b. No

11. How satisfied are you using ITC Products compared to Nestle Products?
a. Highly satisfied
b. Somehow satisfied
c. Neutral
d. Dissatisfied

12. When you think of FMCG, which brand first comes to your mind?
a. ITC
b. Nestle
c. Hindustan Unilever Limited
d. Dabur

13. What are your views about ITC FMCG Products?

a. Very positive
b. Somewhat positive
c. Neutral
d. Somewhat negative
e. Very negative

14. Would you like to switch brands in future?

a. Yes
b. No
c. Not sure

15. What are your views about the hospitability in ITC hotels or multi variety store?
a. Very satisfied
b. Somewhat satisfied
c. Neutral
d. Somewhat dissatisfied
e. Very dissatisfied

44