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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.

BIBILOGRAPHY

www.wikpedia.com www.managementparadise.com www.academia.edu www.oppapers.com www.scribd.com www.docstoc.com www.youtube.com www.hul.co.in

BOOKS

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

THANK YOU