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Summer Internship Project
"PORTFOLIO EXPANSION AND MARKET EXPLORATION OF PCP CHANNEL AT FOCUSED
DISTRIBUTORS OF THALASSERY SECTION"
AT ITC LTD, ERNAMKULAM BRANCH KERALA
APEEJAY SCHOOL OF MANAGEMENT, NEW DELHI
On
Corporate mentor:MUHAMMED NASIK
Faculty Mentor DR. RAJNEESH MAHAJAN
LEARNING OBJECTIVES OF THE STUDY
• To Identify and understand the service gaps in Iritty market and tapping these outlets
• To Understand the competitors service status in the ITC’s unexplored retile outlets
• To understand Personal Care Product category availability in retile
• To study portfolio expansion in all the Personal Care Product handler retile
Company Profile• ITC was formed on 24 August 1910 under the name of
Imperial Tobacco Company of India Limited• The earlier decades of the company's activities centered
mainly on the manufacture of tobacco products and their sales.• In the 1970s, it began making a foray into select non-tobacco
businesses• The company was rechristened as the Indian Tobacco
Company Limited in 1970 and further to I.T.C. Limited in 1974. Finally, the periods in the name were removed in September 2001 for the company to be renamed as ITC Ltd.
Company Profile• One of India’s most Admired and Valuable companies
- Market Capitalisation: over US$ 40 Billion • A USD 8 Billion enterprise by Revenue
- ~58% of Net Revenue from non-Cigarette segments • Leading Fast Moving Consumer Goods (FMCG) marketer in India
- Established several world-class brands in the last 10 years • 10 year Value addition ~ Rs. 2.2 lakh crore (US$ 43 billion) with ~75% accruing
to the Exchequer - Among the top tax payers in the country (Private sector) - Excise payments represent ~7% of Government of India’s total Excise collection
• ITC & its Group Companies employ over 32,000 people directly; supports livelihoods of ~6 million people
• A global exemplar in sustainable business practices - Only Company in the world of comparable dimensions to have achieved the global
environmental distinction of being Carbon positive (10th Year), Water positive (13th Year) and Solid waste recycling positive (8th Year)
VISION, MISSION AND CORE VALUESVISION• 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.
MISSION• To enhance the wealth generating capability of the
enterprise in a globalizing environment delivering superior and sustainable stakeholder value.
CORE VALUES • ITC's Core Values are aimed at developing a customer-
focused, high-performance organization which creates value for all its stakeholders:
TRUSTEESHIPCUSTOMER FOCUS
RESPECT FOR PEOPLE
TRUSTEESHIP• As professional managers, ITC conscious that the company has been given
to in "trust" by all the stakeholders. ITC will actualize stakeholder value and interest on a long term sustainable basis
CUSTOMER FOCUS• ITC is always customer focused and will deliver what the customer needs in
terms of value, quality and satisfaction.RESPECT FOR PEOPLE• ITC is result oriented, setting high performance standards for ourselves as
individuals and teams.• ITC will simultaneously respect and value people and uphold humanness
and human dignity.• ITC acknowledge that every individual brings different perspectives and
capabilities to the team and that a strong team is founded on a variety of perspectives.
• ITC want individuals to dream, value differences, create and experiment in pursuit of opportunities and achieve leadership through teamwork.
EXCELLENCEINNOVATION
NATION ORIENTATION• EXCELLENCE• ITC does what is right, do it well and win. ITC will strive for
excellence in whatever it does.• INNOVATION• ITC will constantly pursue newer and better processes,
products, services and management practices.• NATION ORIENTATION• ITC is aware of its responsibility to generate economic value
for the Nation. In pursuit of its goals, ITC will make no compromise in complying with applicable laws and regulations at all levels.
ITC’s Business Portfolio
Personal Care Products of ITC
• Portfolio approach straddling all consumer segments with 4 umbrella brands in the Personal Wash segment
Essenza Di Wills Fiama Di Wills Vivel Superia
• Acquired ‘Savlon’ and ‘Shower to Shower’ in Feb’15 to widen the portfolio of offerings • Complemented by ‘Engage’ brand in the deodorants segment • Products continue to gain consumer franchise • Laboratoire Naturel – A state-of-the-art consumer and product
interaction centre – leveraged to launch unique and differentiated products
Personal Care: Some recent launches
My
Rep
ortin
g
stru
ctur
e
SCOPE OF PERSONAL CARE PRODUCT
SECTOR IN INDIA
• The Indian surfactants market for personal care hinges largely on the expanding middle-class consumer population in the country.
• Indian surfactants market earned revenues of $ 2,278 million in 2013 and estimates this to grow at 13% annually to reach $3,748 million in 2017, approximately.
• The personal care surfactants market is estimated to grow at 23% from 2013 till 2017 and attain $547 million in revenue
• The average Indian consumer has a wider product and price bracket to choose from, which augurs well for the surfactants market for personal care.
• Manufacturers must deliver the best quality at the lowest price to establish a foothold in this domain.
TOP 10 LISTED PERSONAL CARE PRODUCTS COMPANIES IN INDIA Company Name Company Website• 1 Hindustan Unilever Ltd www.hul.co.in• 2 Dabur India Ltd www.dabur.com• 3 Godrej Consumer Products Ltd www.godrejcp.com• 4 Marico Ltd www.marico.com• 5 ITC Ltd www.itc.com• 6 Colgate Palmolive (India) Ltd www.colgate.co.in• 7 Emami Ltd www.emamiltd.in• 8 P and G Ltd www.pg.com• 9 Gillette India Ltd www.gillette.co.in• 10 Godrej Industries Ltd www.godrejindustries.com
JOB DESCRIPTION AND FUNCTIONAL
PROFILE
• Ability to work in the field to explore the new market• Having a strong hold on MS office• Skills to maintain database and reporting to the corporate
mentor • Will be responsible for data analytics and should be
comfortable to work and coordinate with team. • Will be responsible for portfolio development • Help and support Distribution Team in field work • Ability to do multi tasks and switch gear while maintaining
priorities and comfortable to work under pressure• Conduct SUMMER Drive for the market exploration and
portfolio development in the Iritty market.• Have a tendency to bring niche Marketing Concept which could
be applied to business.
INSIGHT LEARNING AND ANALYSIS
• SUMMER DRIVEPhase 1 : Market analysis Phase 2 : Market ExplorationPhase 3 : Portfolio Development
RESEARCH METHODOLOGY• Problem identification
iritty is the only wholesale dealer under Thalassery section always use to faill all the activity which is said by the company.
• Objective of the study • To Identify and understand the service gaps in Iritty market and tapping
these outlets• To Understand the competitors service status in the ITC’s unexplored retile
outlets• To understand Personal Care Product category availability in retile• To study portfolio expansion in all the Personal Care Product handler retile
• Source of data Primary data : Filed work, market Survey (survey form) Secondary data : Company data base, Magazines, Books, Internet
• Data collection : Survey form
• Analysis : MS Excel
• Report : MS word
• Sample Size : 346 retile outlet • LIMITATIONS : only one Distribution staff
limited time period of internship
PHASE 1 : MARKET ANALYSIS
SIFI Outlet covered
Outlet Covered by the DS 155
Outlet which is not Covered by the DS 87
Shutdown outlet 26
[Table number 6.1][Source : Marke survey]
58% (155)42% (87)
10% (26)
Outlet Covered by the DSOutlet which is not Covered by the DSShutdown outlet
SIFI ENROLED OUTLET COVERED BY THE DS
CLASSIFICATION OF 103 OUTLETS WHICH HAVE NO BILL FOR THE LAST ONE MONTH
103 outlet have no bill for the last one month
Shutdown outlet 26Issue with Undercutting 12Issue with WD 16Hawker supply 23Medical shop 4Bakery Shop 7Other reasons 15
25%
12%16%22%
4%
7% 15% Shutdown outletIssue with Un-dercuttingIssue with WDHawker supplyMedical shopBakery ShopOther resons
COMPETITION WITH HUL AND THAI GROUP IN IRITTY MARKET
Amount of average bill
HUL 652445.61
ITC 217481.87ASHIQI 123428
HUL ITC ASHIQI0
100000
200000
300000
400000
500000
600000
700000
Amount of average bill
Bill
Am
ount
MARKET SHARE OF HUL, ITC AND ASHIQI ENTERPRISES
Market Share
HUL 761183.5
ITC 217481.9
ASHIQI 147435
68%
19%
13%
HULITCASHIQI
PHASE 2: Market Exploration
Under this phase we added 63 new potential outlet
Sl no Name of the outlet Name of the owner Location of the outlet Mobile Number
1 Nova fancy Latheef Iritty 9446204785
2 Krishnan Pala Krishnan Ayyappankavu 8086105754
3 Lidhin Bakery Govindan 9048952599
4 Abirami Store Raveendran Kunnath 9745636365
5 Shine Fance Umesh Mattanur 9447642508
6 Aasi Bakery Mohanan Padiyour 4602273968
7 Family Store Ashraf Blathoor 9446457562
8 General Trading Co Rahees Peravoor 9947273924
9 PK vegetables Purusu Kanichar 8129402897
10 Kurupance Fancy Roy Kelakam 9446672802
PORTFOLIO AVAILABILITY AFTER PHASE 2
Portfolio item Availability Percentage
25/- Vival 234 77.74 %
Vival AE 192 63.79 %Fiama GBB 52 17.28 %
Savlone 67 22.26 %
Superia 172 57.14 %
Yungglow 190 63.12 %
Deo 132 43.85 %
Fiama TA 125 41.53 %
SH 269 89.37 %
Savlone HW 42 13.95 %
25/- V
ival
Vival
AE
Fiama G
BBSa
vlon
Supe
ria
Vival
Yungg
low Deo
Fiama T
A
Supe
ria SH
Savlo
n HW
0
50
100
150
200
250
300
Num
ber
of o
utle
ts
PHASE 3 : PORTFOLIO DEVELOPMENT
SCHEME CARD_June – 2016
CategoryBrand/SKU/Price Point
Channel
SlabScheme Details
MRP PTRNet
Retail Rate
Net Marg
in (Reta
il)
Net SWD
Rate
Net Margin (SWD)
Toilet Soap
Fiama GBB 75 Gms
Retail 3-11 Pcs 4% 36 33.3 32.2 3.8 31.7 4.3
Fiama GBB 75 Gms
Retail & SWD
>=12 Pcs 7.69% 36 33.3 31.1 4.9 31.0 5.0
Fiama GBB 125 Gms
Retail 3-11 Pcs 4% 60 51.8 53.6 6.4 52.9 7.1
Fiama GBB 125 Gms
Retail & SWD
>=12 Pcs 7.69% 60 51.8 52.1 7.9 51.6 8.4
Savlon Double
Strength(75+25Gms)
Retail 1--99998% + 1.82%
25 23.2 22.8 2.2 22.8 2.2
Savlon Double
Strength(75+25Gms)
SWD + Conv
> 1 CFC8% +
1.82% + 1.5%
25 23.2 22.8 2.2 22.5 2.5
Savlon Soap 75 Gms
Retail & SWD
<1 CFC8% + 1.82%
22 20.4 20.1 2.0 20.1 2.0
Savlon Soap 75 Gms
SWD >1 CFC8% +
1.82% + 1.5%
22 20.4 20.1 2.0 19.8 2.2
Savlon Soap 75 Gms
Chemist
1--99998% +
1.82% + 2.22%
22 20.4 20.1 2.0 19.8 2.2
Savlon Soap 125 Gms
Retail & SWD
<1 CFC8% + 1.82%
41 38.0 37.4 3.6 37.4 3.6
Savlon Soap 125 Gms
SWD >1 CFC8% +
1.82% + 1.5%
41 38.0 37.4 3.6 36.9 4.1
Savlon Soap 125 Gms
Chemist
1--99998% +
1.82% + 2.22%
41 38.0 37.4 3.6 36.9 4.1
Hand WashSavlon Hand Wash New
220 ml
Retail & SWD
1--9999
7%+Additio
nal Scheme 5.17%
75 67.3 67.3 7.7
Talc
FDW Talc 125gm Mrp-
70
Retail & SWD
1-3 Pcs NA 70 63.6 63.6 6.4 62.8 7.2
FDW Talc 125gm Mrp-
70
Retail & SWD
4-7 Pcs 2% 70 63.6 62.5 7.5 61.7 8.3
FDW Talc 125gm Mrp-
70
Retail & SWD
8-12 Pcs 3% 70 63.6 62.0 8.0 61.1 8.9
FDW Talc 125gm Mrp-
70
Retail & SWD
13-17 Pcs 4% 70 63.6 61.4 8.6 60.6 9.4
FDW Talc 125gm Mrp-
70
Retail & SWD
18-35 Pcs 6.5% 70 63.6 60.0 10.0 59.2 10.8
FDW Talc 125gm Mrp-
70
Retail & SWD
36 & Above
8% 70 63.6 59.2 10.8 58.4 11.6
CONTITIONCONTITION
ITEM VERITY
MINUMUM
ORDER
FIAMA
TA 5 ITEMS 5*1
SAVLO
N
3 SOAP 3
HAND WASH 6*1
FIAMA
GBB 3 SINGLES 3*2
Achievement
Incentive
Amount
100% 3000
90-100% 2500
80-90% 2000
70-80% 1500
60-70% 1000
50-60% 500
Beat ways achievement
BEAT
NAME
FIAMA
GBB TGT
FIAMA
GBB
ACHIEVE
D
SAVLON
TGT
SAVLON
ACHVD
FIAM
A TA
TGT
FIAMA
TA
ACHV
D
MONDAY 40 32 30 26 25 20
TUESDAY 40 30 30 24 25 23
WEDNESD
AY 50 36 50 45 35 29
THURSDAY 35 24 35 35 25 27
FRIDAY 40 29 40 43 30 31
SATURDAY 45 31 45 43 35 25
TOTAL 250 182 230 216 175 155
PORTFOLIO AVAILABILITY AFTER PHASE 3
Portfolio item Availability
25/- Vival 234
Vival AE 192
Fiama GBB 203
Savlone 248
Superia 172
Yungglow 190
Deo 132
Fiama TA 185
SH 269
Savlone HW 235
25/- Vival Vival AE Fiama GBB
Savlone Superia Yungglow Deo Fiama TA SH Savlone HW
0
50
100
150
200
250
300
Availability
Num
ber
of O
utle
t
FINDINGS
• There is a need of one more Distribution Staff for personal care product marketing in Iritty market
• Distribution Staff is not get sufficient time to serve the market , he is get prepacking duty as well.
• Lack of motivation to the employees in iritty whole sale dealer. • There is no proper monitoring of day to day activates.• Communication gap between the company and the retile outlet.
RECOMMENDATIONS• Adding one more ds in to GR2 channel and covering
100% project explored outlets• WD should try to find new outlets and make
portfolio expiation in Iritty market.• DS should not get prepacking responsibilities, as it
will influence to decrease in the market working time and the daily priorities of ads.
• Manager/WD’s daily follow-up on strict professional ways, by adhering gate-meeting s and instant follow-ups of each activity.
• Unbilled outlets tracking by ds ( 127 outlets were unbilled in APRIL/ 111 outlets were unbilled in MAY)
• CFT follow-up, market working time and outlet spending time should monitor
• FC & SL outlets target communication and weekly status follow-up and achievement tracking.
• In order to improve the promotional activity WD should invest an extra effort to find the market potential and explore the same.
• Adding chemist and cosmetics outlets in to the market base (Currently 0 outlets in chemist)
• CDM – active contribution assurance.• Handling customer issue should be given prior
concern. Staff should be trained to handle customer quarry.
RECOMMENDATIONS Contd..
RECOMMENDATIONS Contd..
• Usages of POSM materials (Last month FDW TALC bin allocation was given to 2 outlets in Iritty, so far not implemented/ MEGA full shop drive is active in the section for the last 3 months, still there is not a single outlet is got implemented in Iritty.)
• Company should make sure that there should be no Karnataka product in Kerala market. Undercutting should be reduced as much as it is possible.
CONCLUSIONFMCG industry in India is one of the fast growing industries in the world. ITC Personal Care Product continues to grow and increase its market share in the HUL and Godrej Indian Personal Care Product industry. Strict compliance standards, fast and effective sales ordering process, flexibility have so far ensured merchandising effectiveness for ITC .
With increasing competition in the personal care product segment, the importance of availability, visibility of personal care product factors are on the rise. This is particularly important in a scenario where even local players are adopting these practices to increase their sales. The study reveals that the availability and visibility ambience in retile handlers are boosting the sales of personal care products. National brands and local brands together are displayed and compete for their market share. In order to increase the sales of ITC , their availability, visibility of product portfolio plays a very influencing role