Chapter 1

INTRODUCTION
1.1 Company Profile

ITC Limited is an Indian company headquartered in Kolkata. ITC has a diversified

presence across industries such as FMCG, hotels, software, packaging, paperboards,
specialty papers and agribusiness. The company has 13 businesses in 5 segments. It
exports its products in 90 countries.

ITC Limited, a diversified conglomerate based in India, has carved a niche for itself in the food
sector through its subsidiary, ITC Eatables. Established with a commitment to offering
consumers high-quality, nutritious, and flavorful food products, ITC Eatables has become
synonymous with trust and excellence in the culinary world. ITC Eatables operates with a
vision to cater to the diverse tastes and preferences of consumers across the globe. From savory
snacks to indulgent desserts, the brand offers a wide array of food products that cater to various
occasions and palates. Whether it's enjoying a crispy snack during leisure time or savoring a
wholesome meal with family, ITC Eatables endeavors to enrich every culinary experience. One
of the key pillars of ITC Eatables is its unwavering commitment to quality and innovation. The
brand invests heavily in research and development to create products that not only meet but
exceed consumer expectations. Through continuous innovation and adoption of the latest
technologies, ITC Eatables ensures that its offerings are not just delicious but also adhere to
the highest standards of food safety and hygiene.

Moreover, sustainability lies at the core of ITC Eatables' operations. The brand is dedicated to
promoting sustainable agricultural practices and supporting local farming communities. By
sourcing ingredients responsibly and minimizing its environmental footprint, ITC Eatables
strives to contribute positively to the planet while delighting consumers with its products. ITC
Eatables' commitment to excellence has been recognized through various accolades and
certifications. From stringent quality control measures to stringent adherence to food safety
standards, every aspect of the brand's operations reflects its unwavering dedication to
delivering nothing but the best to its consumers.
1.2 Statement of Research Problem

This research aims to investigate consumer preferences towards B Natural Juices,

exploring factors such as taste preferences, packaging, pricing, and health perceptions.
Additionally, the study seeks to analyze market trends, competitor strategies, and potential
opportunities for brand growth and differentiation within the fruit juice segment.
1.3 Objective of Study

In accordance with the research question the following objectives are set out to achieve
through this study.

➢ To study the Marketing strategies of B natural

➢ To study the customer perception towards the marketing strategies of B naturals.

 Chapter 2
LITERATURE REVIEW
 TOPIC YEAR AUTHOR OBJECTIVES FINDINGS
Marketing 2021 Sarah Lee Investigate the B Natural
Strategies of current Juices
ITC Eatables marketing predominantly
channels utilized relies on
by B Natural traditional
Juices. advertising
channels such
as television
and print media
to reach its
target audience.
Marketing 2023 Emily Johnson Analyze current B Natural
Strategies of B marketing Juices primarily
Natural Juices strategies focuses on
implemented by product quality
B Natural Juices. and natural
ingredients to
differentiate
itself in the
market.
Marketing 2024 John Smith Evaluate the B Natural
Strategies of B effectiveness of juices'
Natural Juices marketing marketing
strategies strategies have
employed by B effectively
Natural juices. increased brand
awareness and
market
penetration.
 Chapter 3
RESEARCH
METHODOLOGY
 The research methodology entails a structured approach encompassing objective
definition, participant selection, data collection, and ethical considerations. It integrates
quantitative and qualitative methods, utilizing surveys, interviews, and observations.
Rigorous data analysis techniques, such as statistical analysis and thematic coding, will be
applied to interpret findings accurately.

3.Research Design

A research design is a plan outlining how a study will be conducted, including the research
questions, methodology, participant selection, data collection methods, ethical
considerations, and analysis techniques. It serves as a roadmap to ensure the study is
conducted systematically and rigorously, leading to reliable and valid research outcomes.

3.1 Sample Design

Researcher have prepared this project as descriptive type

3.2 Number of Respondents

In this research the number of respondents is 102.

3.3 Data Collection

In this study both primary data and secondary data have been collected.

3.3.1 Primary Data

Primary data is information that is collected directly from first hand sources.
I’ve collected the data through questionnaire.

3.3.2 Secondary Data

The secondary data related to the study have been collected from:

➢ Internet
➢ Websites

It is collected to enhance the value of primary data.

 Chapter 4

RESULTS AND
DISCUSSION
 S.NO PARTICULAR NO. OF % OF

RESPONDENTS RESPONDENTS

1. Television 41 41.2%

Advertisements

2. Social Media 33 33.3%

platforms

3. In-store promotions 11 11.8%

4. Word of mouth 13 13.7%

DATA INTERPRETATION

It is observed that 41.2% hear it from television, 33.3% from social media, 11.8% form IN-
Store promotion and 13.7% form Word of mouth.
 S.NO PARTICULAR NO. OF % OF

RESPONDENTS RESPONDENTS

1. Brand Reputation 20 19.8%

2. Health benefits 58 58.4%

advertised

3. Packaging design 16 15.8%

4. Price promotions - -

DATA INTERPRETATION
In this we observed that 19.8% influenced by Brand reputation, 58.4% by Health benefits,
15.8% by packaging design.
 S.NO PARTICULAR NO. OF % OF
RESPONDENTS RESPONDENTS
1. Daily 14 13.7%

2. Weekly 30 30.4%

3. Monthly 22 22.5%

4. Occasionally 33 33.3%

DATA INTERPRETATION
In this we observed that 13.7% buys it daily, 30.4% weekly, 22.5% Monthly and 33.3%
occasionally.
 S.NO PARTICULAR NO. OF % OF

RESPONDENTS RESPONDENTS

1. Flavour variety 35 35.3%

2. Natural ingredients 44 44.1%

3. Packaging aesthetics 15 14.7%

4. Promotional offers - -

DATA INTERPRETATION
In this we observed that 35.3% are attracted by flavour variety, 44.1% by natural ingredients
and 14.7% by packaging aesthetics.
 S.NO PARTICULAR NO. OF % OF

RESPONDENTS RESPONDENTS

1. Television 47 47.1%

commercials

2. Social media 37 37.3%

campaigns

3. Email newsletters 9 8.8%

4. Influencer - -

endorsements

DATA INTERPRETATION
In this we observed that television commercial is 47.1% effective in promotion, 37.3% social
media campaigns and email newsletters 8.8%.
 S.NO PARTICULAR NO. OF % OF

RESPONDENTS RESPONDENTS

1. Very satisfied 36 35.6%

2. Somewhat satisfied 30 29.7%

3. Neutral 31 30.7%

4. Dissatisfied - -

DATA INTERPRETATION
In this we observed that 35.6% are very satisfied, 29.7% are somewhat satisfied and 30.7% are
Neutral.
 S.NO PARTICULAR NO. OF % OF

RESPONDENTS RESPONDENTS

1. Extremely 24 24.5%

2. Likely 47 47.1%

3. Neutral 23 23.5%

4. Unlikely - -

DATA INTERPRETATION
In this we observed that 24.5% will recommend it Extremely, 47.1% likely and 23.5% are
neutral.
 S.NO PARTICULAR NO. OF % OF

RESPONDENTS RESPONDENTS

1. Taste 43 43.1%

2. Health benefits 34 34.3%

3. Packaging design 15 14.7%

4. Price affordability 8 7.8%

DATA INTERPRETATION
In this we observed that in b natural juice the most appealing thing is, Taste 43.1%, health
benefits 34.3%, packaging design 14.7% and price affordability 7.8%.
 S.NO PARTICULAR NO. OF % OF

RESPONDENTS RESPONDENTS

1. Yes 32 31.7%

2. No 68 68.3%

DATA INTERPRETATION

In this we observed that 31.7% have participated in bnatural promotional events and 68.3%
have not participated.
 S.NO PARTICULAR NO. OF % OF

RESPONDENTS RESPONDENTS

1. More diverse flavour 28 28.4%

option

2. Increased presence 29 29.4%

on social media

3. Better visibility in 35 35.3%

stores

4. Lower prices - -

DATA INTERPRETATION
In this we observed that improvements needed by B natural juice are, 28.4% more diverse
flavour option, 29.4% Increased presence on social media and 28.4% on better visibility in
stores.
 S.NO PARTICULAR NO. OF % OF

RESPONDENTS RESPONDENTS

1. Yes, Regularly 19 18.6%

2. Yes, Occasionally 22 21.6%

3. No, but I’m aware of 35 35.3%

the brand’s presence

4. No, I don’t follow 24 24.5%

them

DATA INTERPRETATION

In this we observed that 18.6% of people follow B naturals on social media regularly, 21.6%
occasionally, 35.3% are only aware about the brand presence and 24.5% don’t follow.
 S.NO PARTICULAR NO. OF % OF

RESPONDENTS RESPONDENTS

1. Very Important 36 35.6%

2. Somewhat Important 36 35.6%

3. Neutral 21 20.8%

4. Not Important 8 7.9%

DATA INTERPRETATION

In this we observed that Environmental sustainability is very important for 35.6% of people,
some what important for 35.6%, Neutral for 20.8% and not important for 7.9%.
 S.NO PARTICULAR NO. OF % OF

RESPONDENTS RESPONDENTS

1. Major Role 36 35.6%

2. Moderate Role 32 31.7%

3. Minor Role 27 26.7%

4. No Role - -

DATA INTERPRETATION

In this we observed that online reviews play, Major role for 35.6% of people, Moderate role
for 31.7%, Minor role for 26.7%.
 S.NO PARTICULAR NO. OF % OF

RESPONDENTS RESPONDENTS

1. Yes 48 48%

2. No 21 21%

3. Maybe 31 31%

DATA INTERPRETATION

In this we observed that 48% yes, 21% No and 31% maybe to prefer B natural juices in eco-
friendly packaging, even if it meant a slightly higher price.
 S.NO PARTICULAR NO. OF % OF

RESPONDENTS RESPONDENTS

1. Quality 59 58.8%

2. Innovation 27 27.5%

3. Convenience 28 28.4%

4. Trustworthiness 22 21.6%

DATA INTERPRETATION

In this we observed that B natural is associated with, 58.8% quality, 27.5% with innovation,
28.4% Convenience and 21.6% trustworthiness.
 S.NO PARTICULAR NO. OF % OF

RESPONDENTS RESPONDENTS

1. Yes 66 66.3%

2. No 34 33.7%

DATA INTERPRETATION

In this we observed that 66.3% participated in loyalty or reward programme and 33.7% had not
participated.
 S.NO PARTICULAR NO. OF % OF

RESPONDENTS RESPONDENTS

1. Very likely 27 27.5%

2. Somewhat likely 32 32.4%

3. Neutral 31 31.4%

4. Very unlikely 9 8.8%

DATA INTERPRETATION

In this we observed that 27.5% very likely to switch to similar brand, 32.4% somewhat likely,
31.4% neutral and 8.8% very unlikely.
 S.NO PARTICULAR NO. OF % OF

RESPONDENTS RESPONDENTS

1. Health Benefits 41 40.6%

2. Brand loyalty 14 13.9%

3. Taste preference 35 34.7%

4. Price affordability 11 10.9%

DATA INTERPRETATION

In this we observed that people get motivated to purchase b natural juices, 40.6% health
benefits, 13.9% brand loyalty, 34.7% taste preference and 10.9% price affordability.
 S.NO PARTICULAR NO. OF % OF

RESPONDENTS RESPONDENTS

1. Health Benefits 72 72.5%

2. Brand loyalty 27.5 27.5%

DATA INTERPRETATION
In this we observed that B natural effectively communicates 72.5% through health benefits and
27.5% through Brand loyalty.
 S.NO PARTICULAR NO. OF % OF

RESPONDENTS RESPONDENTS

1. Yes 56 55.9%

2. No 10 9.8%

3. Maybe 34 34.3%

DATA INTERPRETATION

In this we observed that 55.9% would like to expand there product range beyond just juices,
9.8% don’t want it and 34.3% maybe.
 Chapter 5

KEY FINDINGS
5.1 Findings
1. Social media emerges as a significant channel for brand discovery, indicating the
effectiveness of digital marketing efforts.
2. Consumers are primarily motivated by the health benefits highlighted in B Naturals'
marketing campaigns, emphasizing the importance of health-conscious messaging.
3. A significant portion of consumers purchases B Naturals juices weekly, indicating regular
consumption and brand loyalty.
4. Natural ingredients: Consumers prioritize natural ingredients when selecting a juice brand,
highlighting the importance of product transparency and health consciousness.
5. Social media campaigns are perceived as the most effective marketing channel,
underscoring the importance of digital engagement and brand interaction.
6. While consumers generally express satisfaction with the availability of B Naturals juices,
there is room for improvement in distribution networks to enhance accessibility.
7. High likelihood of recommending B Naturals juices indicates strong brand advocacy and
positive consumer experiences.
8. Taste emerges as the most appealing aspect of B Naturals juices, emphasizing the importance
of flavour preferences in consumer decision-making.
9. Participation in promotional events or contests suggests active consumer engagement and
interest in brand activities.
10. Consumers recommend enhancing social media presence to augment brand visibility and
engagement.
5.2 Observation

1. Social media platforms play a crucial role in brand discovery.

2. Health benefits advertised are a primary motivator for trying the product.
3. Weekly purchases indicate strong brand loyalty and regular consumption habits.
4. Overall satisfaction with availability, but some consumers express a need for better
visibility in stores.
5. Taste is the most appealing aspect, highlighting the importance of flavour preferences
in consumer choices.
6. Taste is the most appealing aspect, highlighting the importance of flavour preferences
in consumer choices.
5.3 Limitations of the Study
While surveying I encounter with some problem like-

1.The study's findings may be influenced by the demographics of the participants, such as age,
gender, or geographic location, leading to limited generalizability.
2.Responses to survey questions may be influenced by social desirability bias, where
participants provide answers they perceive as socially acceptable rather than their true opinions.
3.There is a risk of misinterpretation of survey responses or misalignment between participants'
intentions and their actual behaviours, leading to skewed conclusions.
4.Limitations in resources, such as budget, time, or access to data, may restrict the study's
ability to conduct extensive research or employ advanced methodologies.
 Chapter 6

CONCLUSION:
In conclusion, the findings from the survey on consumer perceptions and behaviours towards
B Naturals juices reveal several key insights into the brand's marketing strategies and consumer
preferences. Firstly, social media platforms emerge as pivotal channels for brand discovery,
highlighting the significance of digital marketing efforts in reaching and engaging with
consumers. Additionally, the emphasis on health benefits in B Naturals' advertising resonates
strongly with consumers, underscoring the importance of health-conscious messaging in
driving product trials and purchases.
The study also indicates a high level of brand loyalty among consumers, as evidenced by the
frequency of weekly purchases and the likelihood of recommending B Naturals juices to friends
and family. Taste remains the most appealing aspect of the brand, emphasizing the importance
of product quality and flavour variety in satisfying consumer preferences. Moreover, the
findings suggest opportunities for improvement, particularly in increasing social media
presence and enhancing visibility in stores to cater to consumer preferences for diverse
marketing channels and easier access to products.
However, it's essential to acknowledge the study's limitations, including potential sampling and
response biases, as well as the limited scope and context of the research. Despite these
limitations, the insights gained from the survey provide valuable guidance for refining B
Naturals' marketing strategies to better resonate with consumers and drive continued growth
and success in the competitive fruit beverage market. By leveraging the strengths identified
and addressing the areas for improvement, B Naturals can further solidify its position as a
preferred choice among consumers seeking healthy and flavourful juice options.
 Chapter 7

REFERENCES
Websites:
https://www.itcportal.com/about-itc/profile/history-and-evolution.aspx
https://testbook.com/full-form/itc-full-form
https://www.itcportal.com/about-itc/research-and-development.aspx
 Chapter 8

APPENDIX
1. How did you first hear about B Naturals juices?

a) Television advertisements

b) Social media platforms

c) In-store promotions

d) Word of mouth

2. What influenced your decision to try B Naturals juices?

a) Brand reputation

b) Health benefits advertised

c) Packaging design

d) Price promotions

3. How often do you purchase B Naturals juices?

a) Daily

b) Weekly

c) Monthly

d) Occasionally

4. What factors attract you the most when choosing a juice brand?

a) Flavour variety

b) Natural ingredients

c) Packaging aesthetics

d) Promotional offers

5. Which of the following marketing channels do you find most effective in promoting B Naturals
juices?

a) Television commercials

b) Social media campaigns

c) Email newsletters

d) Influencer endorsements
6. Are you satisfied with the availability of B Naturals juices in local stores?

a) Very satisfied

b) Somewhat satisfied

c) Neutral

d) Dissatisfied

7. How likely are you to recommend B Naturals juices to friends and family?

a) Extremely likely

b) Likely

c) Neutral

d) Unlikely

8. Which aspect of B Naturals juices do you find most appealing?

a) Taste

b) Health benefits

c) Packaging design

d) Price affordability

9. Have you ever participated in any B Naturals promotional events or contests?

a) Yes

b) No

10. What improvements would you suggest to enhance the marketing of B Naturals juices?

a) More diverse flavor options

b) Increased presence on social media

c) Better visibility in stores

d) Lower prices

11. Do you follow B Naturals on any social media platforms?

a) Yes, regularly

b) Yes, occasionally
c) No, but I'm aware of the brand's presence

d) No, I don't follow them

12. How important is environmental sustainability in your decision to purchase B Naturals juices?

a) Very important

b) Somewhat important

c) Neutral

d) Not important

13. What role do online reviews and ratings play in influencing your decision to buy B Naturals juices?

a) Major role

b) Moderate role

c) Minor role

d) No role

14. Would you prefer B Naturals juices in eco-friendly packaging, even if it meant a slightly higher
price?

a) Yes

b) No

c) Maybe

15. Which of the following attributes do you associate with B Naturals juices? (Select all that apply)

a) Quality

b) Innovation

c) Convenience

d) Trustworthiness

16. Have you ever participated in B Naturals loyalty programs or reward schemes?

a) Yes

b) No
17. How likely are you to switch to a competitor's brand if they offer similar products at a lower price?

a) Very likely

b) Somewhat likely

c) Neutral

d) Very unlikely

18. What motivates you the most to purchase B Naturals juices?

a) Health benefits

b) Brand loyalty

c) Taste preference

d) Price affordability

19. Do you think B Naturals effectively communicates its brand values through its marketing
campaigns?

a) Yes

b) No

20. Would you like to see B Naturals juices expand their product range beyond just juices (e.g., snacks,
smoothies)?

a) Yes

b) No

c) Maybe
THANK YOU