The document presents a study comparing ITC's personal care product (PCP) range to current market leaders. The objectives are to analyze ITC's market share and suggest promotional strategies. Research methodology included a survey of 60 respondents. Findings showed quality and price as most influential factors. Suggestions include more promotions for ITC's new PCP range, retailer schemes like gifts, and adding new fragrance variants. The conclusion is that hygiene products like soap are necessary goods and marketers should effectively communicate benefits to customers.
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The document presents a study comparing ITC's personal care product (PCP) range to current market leaders. The objectives are to analyze ITC's market share and suggest promotional strategies. Research methodology included a survey of 60 respondents. Findings showed quality and price as most influential factors. Suggestions include more promotions for ITC's new PCP range, retailer schemes like gifts, and adding new fragrance variants. The conclusion is that hygiene products like soap are necessary goods and marketers should effectively communicate benefits to customers.
The document presents a study comparing ITC's personal care product (PCP) range to current market leaders. The objectives are to analyze ITC's market share and suggest promotional strategies. Research methodology included a survey of 60 respondents. Findings showed quality and price as most influential factors. Suggestions include more promotions for ITC's new PCP range, retailer schemes like gifts, and adding new fragrance variants. The conclusion is that hygiene products like soap are necessary goods and marketers should effectively communicate benefits to customers.
Copyright:
Attribution Non-Commercial (BY-NC)
Available Formats
Download as PPTX, PDF, TXT or read online from Scribd
The document presents a study comparing ITC's personal care product (PCP) range to current market leaders. The objectives are to analyze ITC's market share and suggest promotional strategies. Research methodology included a survey of 60 respondents. Findings showed quality and price as most influential factors. Suggestions include more promotions for ITC's new PCP range, retailer schemes like gifts, and adding new fragrance variants. The conclusion is that hygiene products like soap are necessary goods and marketers should effectively communicate benefits to customers.
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A PRESENTATION ON Brand comparison of ITCs PCP range with current market leaders and suggesting promotional strategies for
brand positioning
BY:TGS PRAVEEN
CONTENTS
SCOPE & IMPORTANCE OF STUDY PROBLEM DEFINATION OBJECTIVES OF THE STUDY RESEARCH METHODOLOGY & DESIGN FINDINGS SUGESSTIONS BIBILOGRAPHY
SCOPE AND IMPORTANCE OF THE STUDY
The scope of the study is to emphasize the success
factors of ITC personal care products by performing a comparative analysis with competitors. Assessment of market share of Fiama Di Wills, Vivel and
Superia
Suggesting model for proper distribution network and
suggesting Promotional Strategies and local level activation for Fiama di Wills, Vivel, Superia
PROBLEM DEFINATION
Removal of import restrictions resulting in replacing of
domestic brands Slowdown in rural demand
Tax and regulatory structure
Lower scope of investing in technology and achieving
economies of scale, especially in small sectors
Low exports levels
OBJECTIVES OF THE STUDY
Research will help the company to know how to have a
competitive edge over its competitors.
What strategies should the company adopt for promoting
its products in comparison with its competitors
RESEARCH METHODOLOGY Research design is the basic framework which provides
guidelines for the rest of research process.
It specifies the methods for data collection and data
analysis .In this research project we have used the survey method of data collection, to be more specific questionnaire method. Our sample size is 60. Respondents in the sample size
were asked to fill the questionnaires to gather the data and pie charts & bar diagrams are used to show the results in graphs for better understanding
FINDINGS Quality & price as the most influencing factor Price off and extra quantity TV as the best media to market the product People are more quality and price oriented
SUGGETIONS ITC should do more promotions of its PCP range as it
is new to the market to have a leading edge from its competitors. It needs to capture more market in rural and urban area as well by evolving some USP.
The company should come up with more and more
retailer schemes such as free gifts, scratch coupons movie tickets as the sales of soaps are influenced by the retailers. fragrance in its PCP division like lime rose.
ITC should come up with more variants and
CONCLUTION The overall conclusion derived from this study is that the
personal care industry enjoys a very good & strong position in Indian market as such soap is one of most demanded & necessary goods of day to day use without which Indians will find it really difficult to clean their body. Rural people can survive without it, but when the hygiene
use of soap comes is advisable to be used.
the marketer should use more effective tools to
communicate the same to its target customers apart from attracting for additional benefits & offers.
Kotler, Philip (2004) Marketing Management, Eleventh Edition (New Delhi: Prentice Hall of India) Kothari, C.R (1999) Research Methodology (Delhi: Global Business press) S.L. Gupta and V.V. Ratna (2004) Advertising and Sales Promotion Management, First Edition (New Delhi: Sultan Chand & Sons) JOURNALS/ MAGAZINES: Indian Journal of Marketing Indian Journal of Management Survey of Indian Industries Employees of Distribution channels. NEWSPAPER: Times of India The Hindu
