LIVE PROJECT

ON
MARKET AWARENESS, RANGE
SELLING AND BENCHMARKING
TOP DABUR OUTLETS

Submitted in the partial fulfillment of the

requirement for the award of the Degree of

Master of Business Administration

(2018-20)

Under the supervision of: By:

Mr. ASHWINI KASHYAP PIYUKSHA PARGAL

MR. DIWANSHU GUPTA

MR. RAQIB

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ITC LIVE PROJECT
 ACKNOWLEDGEMENT

I am neither a research expert nor a trend spotter; I am a management student with foundation
of management principles and theories, who is curious about various sectors and its latest
happenings.
To being with, I am obliged to Mr. ASHWINI KASHYAP who allotted me this chance, gave
me this wonderfull opportunity to be part of ITC family and without whose guidance and
constructive criticism this report might have not been completed. I would like to extend my
thanks to each DS who was totally supportive in the venture.
I would like to express my heart full gratitude to RAQIB SIR AND DIWANSHU SIR, who
helped me in sharpening my thinking by cheerfully providing challenging comments and
questions. I’m also thankful to the management & all employees of ITC LTD.
Lastly, I would like to thanks to the ALMIGHTY and my parents for their moral and financial
support and my colleagues with whom I shared my day-to-day experiences and received lots
off suggestions that improved my work quality.
PIYUKSHA PARGAL

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ITC LIVE PROJECT
 PREFACES

In the economy for tightening Business nuts and bolt of any company need to measure its
market position in a certain time interval with ever changing theories and the concept of
market.
For this assessment we need the robust methodology of survey. Although surveys does not
reveal the absolute solution of any objectives, but it provides the inclination towards a good
output.
ITC Ltd. is a good FMCG company in Indian market. In this project I compare the Retail
Coverage of this company. Find the market share & market potential of this company etc.
The preparation of this report provides you great pleasure in releasing our work and market
experiences in few pages which shows overall and experienced knowledge and the practical
approach about the style of a professional and thing which I found various affecting to our
marketing and product image.
The project termed as ―Retail Coverage‖ has made an effort to find out the issues concerning
with ITC LTD.

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ITC LIVE PROJECT
 EXECUTIVE SUMMARY

The report is an earnest endeavor made to understand the present market scenario of FMCG in
Jammu region and simultaneously ascertain visibility and availability of ITC products
particularly focusing on the juice namely B NATURALS. I was required to conduct a market
study to see the coverage by ITC products and see the ranges being sold in the market during the
survey i was a part of . During the course of study I visited around 300 retail stores and
conducted personal interviews with the retailers to find out major competitors of ITC. I also used
observation technique to ascertain penetration of the ITC products and the market potential for
the new products. Also interviews were conducted to determine major competitors in FMCG.ITC
was established on Aug 24, 1910 as the Imperial Tobacco Company of India Ltd in Kolkata
and its name was changed to I.T.C. Limited in 1974 and finally they changed it to ITC Ltd in
2001. ITC has diversified presence in tobacco, foods and confectionery, apparel, paper boards,
packaging and hotel businesses. Through my project I have also covered top dabur outlets and
tried to benchmark our product in that market somehow. I have also conducted survey of
consumers regarding their choice of juices. In this project i have discussed how range selling is
important and different strategies i have used for the same. Also in one part of the project I have
discussed the top dabur outlets and the reason for not getting the product placed.

The Foods Division is the most recent diversification of the ITC group. They entered in
this business in 2001. They launched KoI brand under Ready to Eat segment .They expanded
with brand launches in the Confectionery, Staples and Snacks Food segments. ITC has fulfilled
all needs and requirements of the people. If the company maintains its standard or increases it in
the near future it surely will attain the no. 1 position in the market.

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ITC LIVE PROJECT
 COMPANY
PROFILE

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COMPANY PROFILE

Company Profile ITC Limited is an Indian conglomerate founded on 24 August 1910. The
company (formerly known as Imperial Tobacco Company of India Limited) is currently headed
by Yogesh Chander Deveshwar. The company has its registered office in Kolkata. It employs
over 20,000 people at more than 60 locations across India. 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. It ranks third in pre-tax profit among India's private
sector corporations. 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 is one of India's most valuable and respected corporations. 11 Vision
statement Sustain ITC's position as one of India's most valuable corporations through world class
performance, creating growing value for the Indian economy and the Company’s stakeholders
The mission statement To enhance the wealth generating capability of the enterprise in a
globalizing environment, delivering superior and sustainable stakeholder value Positioning
statement "Enduring Value. For the nation. For the Shareholder."

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ITC LIVE PROJECT
ITC made its entry into the branded & packaged Foods business in August 2001 with the launch
of the Kitchens of India brand. A more broad-based entry has been made since June 2002 with
brand launches in the Confectionery, Staples and Snack Foods segments.

For ITC, the packaged foods is an ideal business to utilize ITC's proven strengths in the areas of
hospitality, branded cuisine, contemporary packaging and sourcing of agricultural commodities.
ITC's world famous restaurants like the Bukhara and the Dum Pukht, nurtured by the Company's
Hotels business, demonstrate that ITC has a deep understanding of the Indian taste and the
expertise required to translate this knowledge into delightful dining experiences for the
consumers. ITC has stood for quality products for over 98 years to the Indian consumer and
several of its brands are today internationally benchmarked for quality.

All products of ITC's Foods business available in the market today have been crafted based on
consumer insights developed through extensive market research.

ITC has over the last 98 years established a very close business relationship with the farming
community in India and is currently in the process of enhancing the Indian farmer's ability to link
to global markets, through the e-Choupal initiative, and produce the quality demanded by its
customers. This long-standing relationship is being utilized in sourcing best quality agricultural
produce for ITC's Foods busin

ess.

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ITC LIVE PROJECT
 UNDERSTANDING THE INTERNAL SYSTEM OF DISTRIBUTION CENTRE -
ANGEL TRADERS

We worked with many DS who were individually alloted the Gr i.e., the area they covered in
sales. They are as follows :

GR 1 - Aata, Biscuits, Yippee, Noodles And Pasta

GR - 2 - Dhoop, Agarbatti, machis, deo

GR 3 - Snacks, Juice , Confectionary

GR 4 - Cigarette

Since our project was linked only with the juices and food, we were only concerned about the
gr1 and 3.

SYSTEM OF TAKING ORDERS

An application called VAJRA was used by the distributors. All the orders were mandatory to be
taken on this application.

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ITC LIVE PROJECT
 2.MARKET
AWARENESS

My project on market awareness has been divided into 3 parts :-

1. Knowledge about B- Naturals and its competitors. Also knowledge about competitors of other
products of ITC.

2. Market survey of consumers regarding their opinions about B-NATURAL

3. My work done in 1 month and the knowledge of the market covered

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ITC LIVE PROJECT
 2.1 KNOWLEDGE ABOUT B-NATURALS AND ITS COMPETITORS

B-NATURALS

Tagline: Aap Hi Ke Kisanon Se Bina Kisi Concenterate Ke

USP : 100% INDIAN FRUIT 0% CONCENTERATE

It was present in the tetra pack in the beginning but now is available in pet bottles too. Following
are the flavours available in B- Naturals:-

1. Mixed Fruit
2. Guava
3. Litchi
4. Pomegranate
5. Masala Jamun
6. Mango
7. Cloudy apple
8. pineapple
9. Watermelon

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We visited Sai associates, the distributor of Real and got to know the following rate list of real :

Comparison between B- Naturals Price and real prices to retailer

REAL B- NATURAL
1. 1L TETRA PACK MRP ( 100) MRP ( 100)after schemes
1 CFC 960 912
5CFC 904 854
10 CFC 904 815
2. 200 ml tetra pack
1 CFC 417 414
5 CFC 400 402
10 CFC 394 393

MARKET SHARE OF REAL AND TROPICANA

In the 100% juice segment, Tropicana had a 41.5% market share (retail volume) in 2016, up
from 40% in 2015. Dabur India’s Real juice leads the market with a 43.5% share, according to
data compiled by market research firm Euromonitor International.

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ITC FOODS

The Foods business is today represented in 4 categories in the market. These are:

1. Ready To Eat Foods

2. Staples
3. Confectionery
4. Snack Foods

MARKET AND COMPETITION

Indian Foods market is a monopolistic market. There are many competitors in all the categories
and although they all have similar products available at similar prices, they are trying to prove
themselves different through their marketing strategies. However, entry to this business is easy
and ITC has utilized this fact very efficiently to their benefit as they entered into the several
categories among this Foods business.

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ITC LIVE PROJECT
READY TO EAT

ITC entered into the branded and packaged foods business in with the launch of Kitchens of
India brand. In 2004, the company launched KoI brand fruits and spice conserves and cooking
pastes. The fruits and spice conserves, were developed jointly with Karen Anand, a food expert.
Priced at Rs. 70, these were targeted at the premium segment. The KoI cooking pastes, which
were priced at Rs.30 for a 100g pack, also targeted the high-end market. Multi-purpose cooking
pastes were also launched under the Aashirvaad brand and these were priced at Rs. 10 for 80g
pack. The manufacturing of these products was outsourced to contract manufacturers for saving
the operating cost.

Brands Description

Gits produces the selected range of popular ready to cook and instant
Gits foods that cover a range of ethnic Indian cuisine-and where the recipes
have "Global pallete acceptance".

Offers packaged Bhel puri chats such as Sev Puri, Chana Masala,
Haldirams Samosa, Pakoras, Alu Tikki, Pao Bhaji, Gol Gappa, Dhokla among
others

Offers packaged sweets,syrups,namkeens, cookies, pickles, aloo

Masala, Bhujia, Bhelpuri, Chana Dal, Kajui Ladoo and many more
Ethnic Kitchens
items.

MTR foods currently comprise twenty-two delicious and completely

MTR
authentic Indian curries, gravies and rice.

Priya has a range of popular traditional recipes starting from Dal

Makhani, Navaratan Kurma to Palak Paneer, Paneer Butter Masala,
Priyafoods
Punjabi Chhole and Rajma Masala along with true southern delicacies
like Andhra Veg Pulav, Mango Dal, Gongura Dal.

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1. Confectionary market in India is about Rs.2500 crore. It is loosely divided into seven
categories:

1. Hard boiled candies

2. Tadka Time
3. Toffies
4. Eclairs
5. Chewing gum
6. Bubble gum
7. Mints
8. lozenges
ITC has currently in market with its two brands “Mint-o” and “Candyman”. ITC’s Mint-O
fresh secured a 17% share of Indian cough lozenges market ahead of former leader Perfetti
which only achieved 14.3% with chloromint. The Indian giant marked the confectionary sector
in 2002 and has only two brands “mint-o fresh” and “Candyman”. But in overall confectionary
market they are lagging behind having just 3% market share as compared to market leader
Perfetti with more than 37% market and providing larger number of brands.

Perfetti van melle ITC Ltd. Nestle Cadbury

Alpenliebe Candyman . Kit Kat Bubbaloo

. Kit Kat Lite
Alpenliebe Minto Dairymilk
. Milky Bar
Creamfills
. Munch Eclairs
Alpenliebe . Milk Chocolate
% Star
Lollipop . Fun Bar
. Polo Gems
Big Babol
. Polo Power mint
Perk
Center Fresh . Munch Pop Choc

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ITC LIVE PROJECT
Center Fruit . Éclairs Halls

Center Shock

Chatar Patar

Chlor-mint

Chocotella

Cofitos

Fruittella

Happydent White

Protex Happydent

Marbels

Mentos

Chocoliebe

BISCUITS:

Indian biscuit market is estimated to be around 5000 crore. Biscuit industry in India in the
organized sector produces around 60% of the total production, the balance 40% being
contributed by the unorganized bakeries. ITC with its premium product, SUNFEAST, is
acquiring a big share of market. Within few years, they are able to get 12% share of the
market.

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ITC LIVE PROJECT
Britannia ITC Ltd Parle Priyagold
(Sunfeast)

Tiger Mom's Magic Parle-g Butter Bite

Nutrichoice Dark Fantasy Krack-Jack Classic Cream

Junior
Dream cream Monaco Butter Lite
Good Day,
Milky Magic Kreams Big Boss
50 50,
Fit kit Hide and Seek Marie Lite
Treat
Choco Nut Milk Shakti Magic Gold
Pure Magic,
Butter Nut
Milk Bikis

Good Morning.

SNACKS:

Snacks industry overview

Snacks industry in India is worth 1800 Crores of Rs. and growing at 10% is one of the largest
markets in the world, out of which potato chips holds the major market share of around 85%.

Product Price Product Price Product

(ITC Ltd) (Frito Lay) Price
(Haldiram)
Bingo Lays Namkeen
Rs. 5 Rs. 5 Rs. 5
Rs. 10 Rs. 10 Rs. 10
Rs. 20 Rs. 20 Rs. 20
Lehar Namkeen

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ITC LIVE PROJECT
 Rs. 5
Rs. 20
Kurkure
Rs. 5
Rs. 10
Rs. 20

2.2 CONSUMER SURVEY ON AWARENESS AND OPINIONS OF BRAND

B NATURAL

 RESEARCH OBJECTIVES
1. To understand what consumers feel about B- Natural
2. To know the general feedback of consumers
3. To understand the preferences of consumer

 RESEARCH METHODOLOGY

Data collection technique: -

1) Online survey through google docs
Research instrument: -
Online questionnaire
Sampling Plan: -
Sample size 100 consumers
Sampling Method Simple Random
Sampling Area Preferably jammu . Outside jammu also

Link to my online survey:

https://docs.google.com/forms/d/e/1FAIpQLScGanQeYkYvbnbLQSP9kYyyi0-
cQk6zNK2HqcsWNyfXSI_hcA/viewform?usp=sf_link

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 DATA INTERPRETATION AND ANALYSIS

DATA INTERPRETATION : 85%

are between 26-35 age group

DATA INTERPRETATION : 52%

are males and rest females.

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 DATA INTERPRETATION : 40%
buy often, 18% buy often and
another 15% very often

DATA INTERPRETATION : 79%

are students 9% being self
employed and another 9% being
employed

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 DATA INTERPRETATION : 10% DATA INTERPRETATION 15%
agree whereas 20 to 30% disgree agree whereas 20 to 30% disgree
on not drinking juices at all. on not drinking juices at all.

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 DATA INTERPRETATION : 38%
love guava whereas a very few
love water melon

DATA INTERPRETATION : 25%

agree whereas 20 to 30% disgree
on not drinking juices at all.

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 DATA INTERPRETATION : 15%
agree whereas 5 to 10% disgree.

DATA INTERPRETATION : 79%

are students 9% being self
employed and another 9% being
employed

DATA INTERPRETATION : 20%

agree whereas 5% disgree

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 DATA INTERPRETATION : 15%
agree whereas 20 to 30% disgree

DATA INTERPRETATION : 25%

agree whereas 50 to 10% disgree

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 DATA INTERPRETATION :
54.2% have not seen the
advertisements.

SOME FEEDBACKS
Just focus on nutritional value
A Success but if it focuses on nutrition value more and reduce the sugar content in it.
Good work. Keep it up!
Not all variants are availableball the time.so company shd focus on that
It shall be made of 100% natural fruits
It has pretty good nutritional facts and price range so it might act as a potential competitor in the
market for tropicanna and real
The manufacturers need to put in more efforts for the endorsement of the product.
Need to state why it is better than tropicana or real
not a brand i have heard so much about
Forr me only the taste and less sugar content count
The taste of the juice changes the expression to delight....
Great pricing but needs more advertising
Not readily available

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 FINDINGS
 Consumers like guava flavour in b naturals more than any flavour
 nutritional value and taste dominate the choice of decision of juice.
 Among all other competitors real is the favorite brand of juice for majority.
 Only 76% were aware about b natural juices out of 100 people.
 Maximum people agree that they are satisfied with the pricing of b naturals
 Almost 50% of people have seen shilpa shetty advertisement on tv.

2.3 MARKET PROJECT FOR 2 MONTHS

Areas visited :

1. Gandhi Nagar
Good market area with considerably good amount of FC outlets among which few are good iss
stores.
TOTAL SALES = 273L
NO. OF VISITS - 2
DS - RAKESH JI
SUGGESTION : juice sampling should be a must as the retailers demand so .

2. SIDHRA
Good market for juices but the only problem is in the transportation and distribution system. The
distribution is mostly delayed which leads to losing interest of buyers .
DS. - AJAY JI
NO. OF VISITS - 3
Total Sales= 240 l

3. JEEWAL NAGAR
Not too developed market with little scope for juices. 200 ml range can be easily promoted here .
DS. AJAY JI
No.of visits. 1

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ITC LIVE PROJECT
Suggestion : Small shops should be targetted more as they can build the brand easily in the consumers
mind.
Total sales. : 87l

4. NANAK NAGAR
Contains a few wholesale stores. The wholesale stores are tough to target as they take real juices in bulk.
so our DS should focus on wholesale store selling. Other than that it has a good market share.
DS none ( covered market alone on the last days for project )
TOTAL SALES = 25 L

5. NAI BASTI
It contains many Top dabur outlets which signifies our product is still not placed there . But it
has an undermined market which could be covered easily.
DS : RAHUL JI
Total sales : 79l

6. GANGYAL , KUNJWANI
It was an insightful experience and yet un developed market for juices.
DS AJAY JI
Total sales : 150 l

WORK DONE IN 2 MONTHS

1. VISIBILITY

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2. Studying competitors's innovations and
prices

3. Placing ITC snacks in bingo racks

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 RANGE
SELLING

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RANGE SELLING

Range selling includes obtaining maximum line cut from a shop to maximize the UOB's. Lately
the pet bottle range has been launched and in the last two weeks our main focus was on the sale
of it

1L ( ALL
FLAVOURS )
TETRA PACK
200 ML( ALL
FLAVOURS )
RANGES OF B
NATURAL JUICES HIMALAYAN MIX
FRUIT

PET BOTTLE(750 DAKSHIN MIX

ml ) GUAVA

RATNAGIRI
ALPHONSO

Strategies used for range selling

 200 ml CFC is also available in assorted pack. I tried to sell maximum of those assorted
packs so that all flavours reach customers.
 In 1 l packs also, i convinced the shopkeeper into assorted CFC's to ensure proper range
selling.
 Instead of same order in bulk i tried to divide the order into parts so that the 3 ranges i.e,
pet bottles tetra pack 1l and 200 ml are easily placed.

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 MAXIMUM LINE CUTS( OF JUICES ) OBTAINED BY ME IN AREAS COVERED

GANDHI NAGAR 7
JEEWAL NAGAR 5
NANAK NAGAR 7
NAI BASTI 4
SIDHRA 7
GANGYAL 10

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 BENCHMARKING
TOP DABUR
OUTLETS

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 LIST OF TOP DABUR OUTLETS COVERED BY ME

ORDERBEAT/DELIVERY
TOWN RETAILER_NAME BEAT WD Code Customer ID
Jammu Dimple Corner GNgr GANDHI NAGAR JA4220 T2
Jammu Kewal Krishan Ranjan KrGNgr GANDHI NAGAR JA4220 N233
Jammu Khosla Sons GNgr GANDHI NAGAR JA4220 N241
Jammu Monika Super Market GNgr GANDHI NAGAR JA4220 P33
Jammu New Mahajan Gen Store GNgr GANDHI NAGAR JA4220 N338
Jammu M.S.Deptt Store(Shastri Ngr) GANDHI NAGAR EXT. JA4220 N322
Jammu New Kiran Trader (G.Ngr) GANDHI NAGAR EXT. JA4220 N337
Jammu A.M. ENTERPRISES(RAMPURA) NAI BASTI JA4220 OOOOOOO
Jammu Anil Prov Store Sanjay Ngr NAI BASTI JA4220 N89
Jammu Charan Dass Sons NBasti NAI BASTI JA4220 N99
Jammu Darshan Lal and Sons N Basti NAI BASTI JA4220 EXP 2011
Jammu M. S. DEPTT. STORE, LST MORH NAI BASTI JA4220 N322
Jammu OM PARKASH & SONS (KUNJWANI) NAI BASTI JA4220 N61012
Jammu Pargal Corner NBasti NAI BASTI JA4220 N361
Jammu S.K TRADERS, NAI BASTI NAI BASTI JA4220 EXP 2017 341
Jammu Tarsem Bakery N Basti NAI BASTI JA4220 N312
Jammu VIPAN GEN.STORE. NAI BASTI JA4220 EXP 2017 57
Jammu Vivek Gen. Store, NB NAI BASTI JA4220 EXP 2017 85
Jammu ANANYA TRADERS NANAK NAGAR JA4220 N30
Jammu Ashwani Prov Store NNgr NANAK NAGAR JA4220 N45
Jammu BAWA GEN STORE NANAK NAGAR JA4220 182
Jammu DASHMESH TRADERS (NANAK NAGAR) NANAK NAGAR JA4220 EXP 2017 68
Jammu Happy Gen Store (N.Ngr) NANAK NAGAR JA4220 N704
Jammu J C BROS NANAK NAGAR JA4220 969398
Jammu Jandiyal Prov Store NNgr NANAK NAGAR JA4220 N212
Jammu Manohar Singh Gen Store NNgr NANAK NAGAR JA4220 N302
Jammu NARINDER KUMAR SONS NANAK NAGAR JA4220 N151
Jammu PARVEEN PROV STORE NANAK NAGAR JA4220 N367
Jammu SAHIL KAR STORE (NANAK NAGAR) NANAK NAGAR JA4220 180
Jammu SAINI GEN STORE (NANAK NAGAR) NANAK NAGAR JA4220 N435
Jammu STOP N SHOP (N.N) NANAK NAGAR JA4220 145896523
Jammu Subhash Gen Store Sec03NNgr NANAK NAGAR JA4220 EXP 2017 515
Jammu VINAY JAIN & BROS NANAK NAGAR JA4220 N584

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 DETAILS ABOUT THE TOP DABUR OUTLETS

Order FREQUENCY OF ORDERS FROM

ORDERBEAT Placed REAL

Dimple Corner GNgr GANDHI NAGAR NO WEEKLY

Kewal Krishan Ranjan KrGNgr GANDHI NAGAR NO WEEKLY
Khosla Sons GNgr GANDHI NAGAR NO WEEKLY
Monika Super Market GNgr GANDHI NAGAR YES MONTHLY
New Mahajan Gen Store GNgr GANDHI NAGAR YES WEEKLY
M.S.Deptt Store(Shastri Ngr) GANDHI NAGAR EXT. Bad party MONTHLY
New Kiran Trader (G.Ngr) GANDHI NAGAR EXT. NO TWICE A WEEK
A.M. ENTERPRISES(RAMPURA) NAI BASTI YES MONTHLY
Anil Prov Store Sanjay Ngr NAI BASTI YES WEEKLY
Charan Dass Sons NBasti NAI BASTI YES WEEKLY
Darshan Lal and Sons N Basti NAI BASTI NO MONTHLY
M. S. DEPTT. STORE, LST MORH NAI BASTI SAME AS 9 WEEKLY
NOT IN
OM PARKASH & SONS (KUNJWANI) NAI BASTI BEAT WEEKLY
Pargal Corner NBasti NAI BASTI YES MONTHLY
S.K TRADERS, NAI BASTI NAI BASTI YES MONTHLY
Tarsem Bakery N Basti NAI BASTI YES TWICE A WEEK
VIPAN GEN.STORE. NAI BASTI CLOSED NO RECORD
Vivek Gen. Store, NB NAI BASTI YES WEEKLY
ANANYA TRADERS NANAK NAGAR YES MONTHLY
Ashwani Prov Store NNgr NANAK NAGAR YES NO RECORD
BAWA GEN STORE NANAK NAGAR BAD PARTY WEEKLY
DASHMESH TRADERS (NANAK NAGAR) NANAK NAGAR YES TWICE A WEEK
Happy Gen Store (N.Ngr) NANAK NAGAR YES WEEKLY
J C BROS NANAK NAGAR YES WEEKLY
Jandiyal Prov Store NNgr NANAK NAGAR YES WEEKLY
Manohar Singh Gen Store NNgr NANAK NAGAR NO WEEKLY
NARINDER KUMAR SONS NANAK NAGAR YES NO RECORD
PARVEEN PROV STORE NANAK NAGAR YES WEEKLY
SAHIL KAR STORE (NANAK NAGAR) NANAK NAGAR NO WEEKLY
SAINI GEN STORE (NANAK NAGAR) NANAK NAGAR NO NO RECORD
STOP N SHOP (N.N) NANAK NAGAR YES NO RECORD
Subhash Gen Store Sec03NNgr NANAK NAGAR YES MONTHLY
VINAY JAIN & BROS NANAK NAGAR YES WEEKLY

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 Sales
PLACED NOT PLACED

33%

67%

REASONS FOR NO PLACEMENT

1. Where genuine reasons were found, they all led back to the same reason and that
being that they further sell it in wholesale mostly and B naturals doesnt have a good name for
wholesale selling yet.

2. No Additional Benefit To Top Dabur Outlets

No additional benefit as such is provided to them so they refuse to pick up as additional
efforts will be required to sell the product and they do not have any benefit in putting so.
3. During this project, it was March closing so most of the outlets denied picking up stock
at that tine.

4. Few stores had complaint about the frequent sales or distribution of other products like
snacks and so because of any fault there in that division refused to pick up stock.

5. Again, in these outlets many are wholesale stores and no special efforts have been
taken by DS to convince or place our products.

6. Lastly, few were bad on terms of payment and we couldnt place our product there.

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 BENCHMARKING

Benchmarking is a big term and a huge tasks. I , in maximum possible visits during my
project have tried to benchmark or put a stepping stone in such but benchmarking would require
a constant non stop effort so that if today real has an order of 50 cfc in one shop and we are able
to reach only 5 , one day we are at neck to neck competition or atleast cover 50% share.

EXPERIENCE AT AM TRADERS

This is a wholesale distributor located in nai basti. He purchases almost 100 cfc's of real
every month. He is a wholesaler. We were able to place only 30 cfc's . The only thing for less
order that he had to say was " Demand kahan se laun" . Demand is what we need to create.

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 SUGGESTIONS

1. The first and foremost suggestion is sampling . Sampling will give our product a great
edge in almost every location if possible.

2. There needs to be a greater focus on the self selling USP of b naturals.

3. As Dabur has its own distribution network for real maybe a different one could be
made for snacks and someday for b naturals too.

4. More focus should be laid upon the marketing of the product rather than selling as
marketing would pave way for selling.

MY EXPERIENCE WITH ITC

Working with the leading FMCG company was a sure privilege and i came to learn many
things as up till now marketing was only what kotler taught us. But after actually entering into
the market i came to know how it really works.

Not only good experience but it taught me the most important lesson for my upcomiing
life that being professionalism. I hope i can stand by what i have learnt here. Thankyou for this
practical experience. !

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ITC LIVE PROJECT