GRAPHIC ERA HILL

UNIVERSITY

BATCH 2023-2025
SUMPMER INTERNSHIP PROJECT REPORT
“BUSINESS OPPORTUNITY IN HIGHWAY & TOURIST
MARKETS”

Submitted in partial fulfillment of the

requirements for the ward of the Degree of MBA
SUBMITTED TO:-
EXTERNAL GUIDE
PROF.(DR) AJAY KUMAR SAINI Mr.
SOURAV PRAMANIK
Graphic Era Hill University
MANAGER(ITC)
Dehradun, Uttarakhand
SUBMITTED BY
ABHISHEK BHATT(2302015)

ACKNOWLEDGEMENT
I would like to express my gratitude, towards Graphic Era Hill
University, the management department for giving me the
opportunity to conduct this study. It brings me pleasure to
acknowledge the assistance and support from those who have
helped me present this report for evaluation.
Furthermore, I extend my thanks and appreciation to my guide, Prof.
(Dr.) Parvi , Professor at Graphic Era Hill University. His valuable
guidance and mentorship have been instrumental in making this
report rewarding and fruitful.
I am grateful, to those who have intellectually assisted me in
preparing this report whether directly or indirectly. Lastly it is my
duty to express gratitude to our parents and families who have
taught us life lessons and inspired us to face life challenges.
Additionally, I want to thank all of our college friends for their love,
trust and support.
 Thank you,
Ritesh Kumar

DECLARATION

I hereby state that the Project Report titled " Business

opportunity in highway & Tourist markets in Dehradun,
Doiwala, Uttarakhand market " is a record of the work I
conducted during my summer internship, from July 15th,
2024, to September 12, 2024. This report is being submitted
to Graphic Era Hill University as part of my MBA degree. The
findings presented in this thesis have not been previously
submitted to any university or institution for any degree or
diploma certification.
 Ritesh kumar

MBA

3rd semester

INTERNAL GUIDE CERTIFICATE

I have the pleasure in certifying that Mr. Rites Kumar is a bona fide
student of 3 rd semester of the MBA (Batch 2023-25), of Graphic Era
Hill University, Dehradun, Student I’d ()
He has completed his project work entitled “" Business
opportunity in highway & Tourist markets in Dehradun,
Doiwala Uttarakhand” under my guidance.
I certify that this is his original effort & has not been copied from any
other source. This project has also not been submitted in any other
Institute / University for the purpose of award of any Degree.
This project fulfils the requirement of the curriculum prescribed by
this Institute for the said course. I recommend this project work for
evaluation & consideration for the award of Degree to the student.

Signature: _______________
Guide Name: Prof. (Dr.) Ritesh Kumar
Designation: Professor
Date: ______________
 EXECUTIVE SUMMARY

This project primarily aimed to understand the market analysis

to under highway routes & Tourist markets of ITC Ltd and guide
retailers in the FMCG category. The goal was to improve the
efficiency of Distributor Salesmen through the market analysis
and measure their productivity based on their sales and monthly
salary.
Specifically, this project focused on understanding the consumer
buying to increase the number of visits, by Distributor Salesmen
to outlets listed in MAR minimize time spent explaining product
ranges and schemes, at each outlet increase sales volume and bill
value for each outlet and ensure completion o by retailers and
Distributor Salesmen respectively. Additionally, it addressed
issues related to partial or modified delivery well as damaged or
expired products while also evaluating the effectiveness of
customer schemes.
Furthermore, this project included a benchmarking process that
analysed competitors’ availability and visibility compared to ITC
Ltd brands. Furthermore, we have identified areas, within the
market and distribution network where improvements can be
made. By addressing these gaps, we can enhance the presence of
ITC Ltd. Brands, in the sectors of the Dehradun, Doiwala,
Uttarakhand region thereby strengthening our market position.
 TABLE OF CONTENTS

S.NO TOPIC PAGE NO.

.
7 CHAPTER-1 Introduction
10 CHAPTER-2 Research Methodology
11 CHAPTER-3 Findings
12 CHAPTER-4 Analysis of Findings
13 Conclusion & Recommendations
15 Bibliography
 CHAPTER – 1
INTRODUCTION
 COMPANY PROFILE:

ITC Limited, a conglomerate based in Kolkata is a company

which operates across industries, including FMCG, hotels,
software, packaging, paperboards, specialty papers and
agribusiness. With 13 businesses, in 5 segments ITC exports its
products to around 90 countries. Has a retail presence of
approximately 6 million outlets.
As of the year 2019-20 ITC achieved a turnover of $10.74 billion
and a market capitalization of $35 billion. On April 17th, 2023 the
company’s market cap surpassed ₹500000 crore (to $63 billion
USD) marking a milestone in its history. With over 36,500
employees spread across than 60 locations in India.
ITC holds a position among sector companies in India with a
Gross Sales Value of ₹90104 crores and Net Profit of ₹15058
crores (as on March 31st, 2022). The company’s diverse presence
encompasses products well as operations in hotels, packaging
solutions, paperboards & specialty papers division and Agri
business sector. What sets ITC apart is its commitment, to
sustainability practices. It is the company that achieves carbon
neutrality while also positively contributing towards water
conservation and solid waste recycling despite its large-scale
operations. Moreover, the various businesses and value chains,
within ITC play a role in generating livelihoods for more than 6 million
individuals. It is important to highlight that a significant majority of
these people come from regions of India and often belong to
segments of society. ITCs guiding principle "Nation First; ‘Sab Saath
Badhein’ " reflects its belief in establishing a competitive and
profitable Indian company that contributes significantly to creating
greater societal value. Being deeply rooted in India ITC is motivated
by the opportunity to prioritize interests. In terms of sustainability
ITC sets an example on a scale as it has been carbon water positive
and solid waste recycling positive for over ten years. Additionally, ITC
has played a role in creating, then 6 million sustainable livelihoods.
42% of the energy consumed by ITC comes from sources.
Furthermore, it is worth highlighting that ITCs premium luxury hotels
hold the LEED Platinum certification.
 ITCs Well-being Out of Waste initiative (WOW) is an approach, to
tackling the issue of waste management particularly focusing on
plastic waste. This initiative offers a scalable solution that has
reached over 18 million citizens in our country. Working closely
with farmers and local communities ITC has implemented large
scale interventions, in climate sustainable agriculture, which align
with the Prime Ministers vision of doubling farmer incomes.
In pursuit of this goal ITC has introduced an initiative called
'Baareh Mahine Hariyali' (optimizing farm productivity
throughout the year) to bring a perspective to the challenging task
of increasing farmers earnings. ITC is working in partnership,
with NITI Aayog to gradually empower 2 million farmers in 27
Districts thereby contributing to the growth of incomes.
ITC is making an investment, in India’s future by constructing high
quality manufacturing facilities, for consumer goods and
establishing hospitality assets. These projects aim to enhance the
nations capabilities aligning with the Governments vision of
promoting manufacturing through "Make in India" initiative.

Principal Subsidiaries of ITC

Name

Originally founded in 1910 as the Imperial Tobacco Company of

India Limited the company underwent a name change in 1970 to
become the India Tobacco Company Limited and later in 1974 it
was rebranded as I.T.C. Limited. Today the company is known as
ITC Limited, with "ITC" no standing, for any acronym.

Shareholding and listings

ITCs shares are traded on stock exchanges, including the Bombay

Stock Exchange (BSE) National Stock Exchange of India (NSE) and
Calcutta Stock Exchange (CSE). Additionally, the company’s Global
Depository Receipts (GDRs) are listed on the Luxembourg Stock
Exchange. ITC is part of two stock market indices, in India; BSE
SENSEX and NIFTY 50 of NSE.
Trends in ITC

• Consumers are becoming more conscious of brands. Tend to

prefer lifestyle and premium products thanks, to their disposable
income when it comes to ITC products.
• ITC is placing emphasis on innovating their range of products
well as creating new ones.
• The trend of customizing mass-produced products is expected to
grow even stronger due to the increasing consumer demand, for
options.
• The company is actively introducing variants at prices to protect
profits and attract more customers.
• There is a growing emphasis, on developing products to reduce
carbon footprint in an increasing number of items.

Strategies adopted by ITC

• Companies tailor their product offers to match customer

preferences.
• Online research empowers customers to make informed
decisions when making purchases.
• Therefore, they are prioritizing the establishment of a presence.
• With a range of options, for each product customers are less
inclined to remain loyal, to a single brand. As a result, ITC invests
significantly in product innovation and promotional efforts to
maintain an edge.
SWOT Analysis of ITC

1. Strengths

ITC capitalized on its expertise in industries to expand into

markets and cater to different customer segments. For
instance, leveraging its knowledge of delivering and
distributing tobacco products to areas, in India ITC successfully
utilized this experience to benefit its offerings. Additionally,
ITCs talented chefs from their hotel chain often contribute
their expertise towards creating food concepts for their FMCG
business. ITC is a company engaged in sectors such, as
cigarettes, hotels, paper, agriculture, packaged foods and
confectionery branded apparel, personal care products
greetings cards, information technology services, safety
matches production, incense sticks manufacturing and
stationery supplies.

2.Weaknesses

The company’s initial focus was, on the tobacco trade. ITC,

which stands for Imperial Tobacco Company of India Limited
finds it intriguing that they still retain their name despite the
association between tobacco and adverse health effects leading
to premature mortality. In order to finance their FMCG startup,
which requires funds the company still relies on its revenue,
from tobacco. Cigarettes make up 47 percent of the company’s
revenue. This alone contributes to 80 percent of its profits.
Therefore, there is a viewpoint that ITCs expansion, into FMCG
(Fast Moving Consumer Goods) is being supported by the
profits from its tobacco business. The Gold Flake tobacco
 brand, which holds a position in India represents a portion of
the overall tobacco market, with a 70 percent market share.

3.Opportunities

ITC can utilize market development, product development and

marketing penetration strategies to expand its core brands,
like Aashirvaad, Mint o, Bingo! Sun Feast and others.
Additionally, ITC is venturing into emerging sectors, including
Information Technology to support business solutions. e
Choupal is an initiative that connects Indian farmers through
the internet. This pioneering concept has the potential to be
implemented in sectors worldwide. The project’s ambitious
goal is to empower 10 million farmers in 100,000 villages.
India has the per capita consumption of personal care products
globally. This presents an opportunity for ITCs Wills brand to
introduce soaps, shampoos and fragrances in the market.

4.Threats
The primary concern arises from competition both within the
country and globally. According to principles when rival
companies observe a profit potential, in a developing
consumer society they will inevitably introduce fresh products
and services. Western corporations perceive India as a
prospect to explore market segments for their own offerings.
ITCs opportunities are expected to be available, to companies.
As a result, the landscape of competition will change in the
future. It will then be necessary for ITC to determine if being a
conglomerate is the competitive strategic approach, for
ensuring a secure future
Company Details
 Business opportunity in Highway & Tourist
markets

ITC Ltd. is exploring new business opportunities in the highway

and tourist markets to enhance its market presence and tap into
emerging consumer segments. This market research and analysis
aims to provide insights into the potential benefits and strategic
initiatives ITC Ltd. can undertake to capitalize on these
opportunities. Establishing outlets and retail points at key
highway locations and popular tourist destinations can
significantly increase brand visibility and consumer reach.
Offering a diverse range of ITC products, including snacks,
beverages, and personal care items, can cater to the needs of
travelers and tourists, providing convenience and enhancing
customer satisfaction. Consistent presence along highways and
tourist spots can foster brand loyalty among frequent travelers,
positioning ITC as a reliable and go-to brand for on-the-go needs.
Collaborating with local businesses and tourist attractions can
create synergistic marketing opportunities, driving foot traffic to
ITC outlets and enhancing brand association with travel and
tourism. Implementing targeted promotions and seasonal offers
can attract tourists and travelers, encouraging impulse purchases
and boosting sales. Gathering data on consumer preferences and
purchasing behavior in these markets can inform product
development and marketing strategies, ensuring alignment with
consumer demands. Emphasizing sustainability initiatives and
sourcing local products can appeal to environmentally conscious
travelers, enhancing ITC’s brand image and corporate social
responsibility. The high footfall and diverse consumer base in
highway and tourist markets present significant opportunities for
sales growth and revenue generation. Expanding into these
markets allows ITC to diversify its consumer base and reduce
dependency on traditional retail channels. Establishing a strong
presence in these niche markets can provide a competitive edge
over other FMCG companies, positioning ITC as a leader in travel
retail. Continuous exposure to travelers and tourists can enhance
brand recall and contribute to long-term brand equity. Conduct
detailed market segmentation to identify high-potential locations
and tailor offerings to meet the specific needs of highway
travelers and tourists. Develop innovative product offerings and
packaging solutions designed for convenience and portability,
catering to the on-the-go lifestyle of travelers. Leverage digital
tools and platforms to enhance customer engagement, offer
seamless ordering and payment options, and provide
personalized recommendations based on travel patterns. Design
and execute targeted promotional campaigns that highlight the
benefits of ITC products for travelers, emphasizing convenience,
quality, and value. Promote sustainability initiatives and
environmentally friendly practices to attract eco-conscious
consumers and enhance ITC’s corporate reputation. By focusing
on the highway and tourist markets, ITC Ltd. can unlock new
growth opportunities, strengthen its market position, and
continue its journey towards digital transformation and
customer-centric innovation.

OBJECTIVES
 Conduct a comprehensive market analysis to
under highway routes & tourist markets.
 Competition representation, Product mix, price
points, analysis in assign area.
 Key zone of highway & tourist markets analysis &
propose the model for same.
 Understanding the consumer buying &
consumption pattern & key handlers in area.
 Competition understanding and feedback in terms
of us .

LITERATURE REVIEW

WHAT IS THE MEANING OF MARKETING?

"Marketing involves a range of activities and processes aimed at
creating, communicating, delivering and exchanging offerings, for
customers, clients, partners and society as a whole.
" Marketing is a management process that involves
communicating and bringing goods and services from the idea
stage to the customer. Companies aim to create value, for
customers establish customer relationships and in turn gain value
from customers. Additionally, they focus on identifying and
satisfying customer needs in a manner.
It includes the coordination of four elements call the 4P’s of
marketing.
1. Identifying, selecting and developing a product.
2. Determining the price of the product.
3. Choosing a distribution channel to reach the customer’s place.
4.. Executing a promotional strategy, for the product

Marketing Mix of ITC

The marketing mix is an employed marketing strategy, by
businesses. It enables companies to effectively advertise their
products or brands to a target audience in the market. The
marketing mix primarily revolves, around four elements known as
the 4Ps; product, price, promotion and place. Employing this
technique allows businesses to establish their presence and
promote their products in the market.

1.Product Strategy of ITC

ITC boasts a range of products, in its portfolio, which

significantly contributes to its business success. Below is a list
 of the brands and their respective products that ITC offers
across different industries

In the food industry: ITC offers a range of products including

Fast Moving Consumer Goods (FMCG), like biscuits, cakes,
noodles, candies, spices, juice and more. In personal care: ITC
also provides a range of care and hygiene products, including
soaps, shower gels, perfumes, shampoos and many other items.
In the education industry: ITC is a trusted brand known for its
range of stationery products, including pens, pencils,
notebooks, erasers, math tools, art supplies and pencil
sharpeners. In addition, to the products and brands mentioned
earlier ITC is a known company in the cigarette and cigar
industry. They have brands such as India Kings, Classic, Gold
Flake, Capstan Berkely Bristol and more. Interestingly they also
produce safety matches under names, like AIM and Homelites.
ITC is a company that offers a range of products and services
including consumer goods, lifestyle solutions, infotech and
luxurious hotels. The company has established itself as a
leader, in industries.

2. Price Strategy of ITC

ITC, being a company operating in industries offers a range of

products, in the market. Consequently, each product is priced
based on its factors. Considering the population of middle-class
families in India ITC employs a pricing approach for consumer
goods. This enables the company to maximize profits by selling
products at rates. On the hand ITC also operates hotels. Follows
a premium pricing strategy for that segment. For instance,
when ITC introduced yippee noodles with a price point it
provided consumers with an alternative, to Maggie noodles.
This demonstrates how cleverly the company sets prices to
cater to a customer base.
3. Place Strategy of ITC

ITC has an extensive distribution network ensuring that their

products are conveniently available, in stores and even in
remote areas throughout India. They have made their product
accessible through than 4 million stores across the country.
With a distribution network and efficient logistics facilities ITC
operates with around 60 dealers and multiple manufacturing
units within India. Their presence spans across 60 locations
throughout the country. Furthermore, ITCs products are not
popular, in India. Also sold in various countries worldwide
including Australia, North America, Africa and the Middle East.
4.Promotion Strategy of ITC
ITC utilizes platforms, like television, radio and print to market its
products as part of their marketing strategy. Given the sub brands
under ITC they enlist brand ambassadors to promote each brand.
For instance, Kartik Aryan and Tara Sutaria represent ITCs
"Engage" line of products. To advertise their offerings effectively
ITC employs activities such as airing ad campaigns on popular
television channels and utilizing hoardings to enhance brand
visibility. In addition, with a focus, on supporting farmers ITC has
introduced an eschoupal program that tackles several issues faced
by farmers. Going forward the company plans to expand this
program to encompass 15 states across India in the coming years.

RESEARCH METHODOLOGY

Research methodology refers to the approach used to gather

types of information and data related to a subject. The goal is to
examine all aspects and conduct an analysis of the situation. This
methodology encompasses the research design sampling
techniques, procedures and fieldwork conducted. In this study the
chosen methodology aligns, with a sample survey approach that
utilizes both secondary data sources.
The main data was gathered using a questionnaire, personal
observation book and magazines. Additionally secondary data
was obtained by referring to journals. The researcher personally.
Administered the questionnaire.

Definition:
"The process of gathering information and data to inform
business decisions can involve methods, such, as conducting
research through publications, interviews, surveys and other
research techniques. It encompasses both past information." In
terms methodology refers to the process used by a researcher to
outline and conduct their research. It helps them plan effectively
and establish a foundation, for their work. Additionally,
methodology encourages researchers to engage with their field of
study.
The research objective and topic often differ in situations. They
depend on the goals and progression of the research. However, by
selecting a methodology it is possible to align them.
Type of Research
- Descriptive Research
- Exploratory Research
Descriptive Research: The projects research design is
descriptive as it aims to provide a description of the data and
characteristics related to the company well, as the efficiencies of
sales data and consumer behavior processing parameters.
Descriptive research is employed to gather information about the
state of the phenomenon and describe what exists in terms of
variables, within a situation.

Sampling Techniques used:

• The research is conducted using a method called Non-
Probability Sampling, which involves selecting samples from an
area.
• Within Non-Probability Sampling, Quota Sampling is utilized.
This method involves pre determining the number of participants,
in categories. The sample will be chosen from the population
using quota sampling, within the realm of Non-Probability
Sampling

Types of Data:
Primary Data: The information obtained from observation or
personal experience. The main data was gathered by conducting a
survey using two questionnaires, which will be included in the
report. The collection of data would also involve engaging with
and closely observing customers.
Secondary data: The secondary data refers to the current sales
data . We will utilize the company’s provided data, on sales,
market trends and past performance of the DS to support our
analysis, in reports.
No of Respondents: 120 Retailers.
Survey Instrument: To conduct the survey, we utilized a
combination of questionnaires and interviews, with both ITC
Retailers and Salesmen. The focus of our research was on the
customers (retailers), within the designated area of ITC.

Data Analysis technique:

Qualitative Technique- This explains the qualities. Does not
include numbers. Qualitative research encompasses methods
such, as observations or interviews. For this project we employed
the technique of observations, which's a qualitative approach.

Quantitative Technique- It places emphasis on data. Revolves

around the concept of quantity. Experiments and surveys are
examples of methods. For this project a survey was utilized as a
technique.
Scope: The scope of this study is limited to markets of Agra
(Shaheed Nagar, Rajpur Chungi, Langde ki Chowki, Ghatiya, Vijay
Nagar, Gandhi Nagar, Purani Mandi, Indra Puram,etc..)
 FINDINGS

There is a significant business opportunity for ITC in highway and

tourist markets, particularly by catering to the unique needs of
retailers in these areas. Highway and tourist market retailers
often require a reliable and efficient supply of products that cater
to travelers and tourists, such as easy-to-carry packaged foods,
beverages, personal care items, and travel essentials. By
expanding its product assortment to include these items and
offering them at competitive prices, ITC can capture a larger share
of this market. Additionally, providing special offers and discounts
tailored to these regions could incentivize retailers to choose ITC
over competing brands.

Furthermore, the introduction of virtual solutions to assist

retailers in managing their orders and inventory could be crucial,
especially in areas where physical access to salesmen may be
limited. ITC could also focus on strategic partnerships with local
hotels, restaurants, and tourist attractions to create new
distribution channels and increase product visibility. Emphasizing
sustainability by offering eco-friendly packaging and products
would appeal to the growing number of environmentally-
conscious travelers, adding further value to ITC’s offerings in
these markets. By leveraging data-driven insights to optimize
stock management and customize marketing efforts, ITC can
enhance its presence and profitability in highway and tourist
markets.
 ANALYSIS OF FINDINGS

Here is how the data analysis and interpretation, for this project can
be summarized.
● Interpreting the questionnaire responses, from retailers.

➢ To ensure a workflow, for the salesman and maximize their

efficiency in generating sales for the company it is essential to have
an understanding of the entities involved and their respective roles
within the entire process. These interconnections play a role, in
achieving analysis outcomes and faceing to sale the Product due to
low demand in the market.

➢ Agra city is divided into Wholesale Distribution (WD) points,

which're responsible, for meeting the needs of consumers. Mr.
Ashvani kumar, the Area Executive ensures that there is a supply of
products, in the market.
➢ Data of retails reviws of product sales
Entities with whom DS interacts and their roles,
how they affect his work directly/indirectly:
Area Executive (Mr.ASHVANI KUMAR)
➔ Accountable for achieving sales targets and managing a team in
the assigned territory.
➔ Provide guidance, motivation and mentorship to ensure that
company generate business and meet the budgeted figures on a
basis.
➔ Additionally serves as a communication liaison, between the
points of sale and the Assistant Branch Manager

Team Leader (Mr. AKSHAT)

➔ Taking charge of a team of DS providing them with briefings,
guiding and training them consistently.
➔ Serving as a communication bridge, between DS and AE.
➔ Retrieving outstanding credit bills from the market that are
either large, in amount or have remained unpaid for a significant
duration

Godown In charge (Mr. ABHINAV)

➔ In charge of managing the inventory for PCP and AGMT, at DM
Agencies.
➔ His responsibilities include loading and unloading goods onto
minivans and trucks.
Delivery Boy (Mr. RAJ KUMAR)
➔ In charge of ensuring that the goods are delivered to the market
in a manner on behalf of the agency.
➔ In charge of ensuring that the goods are delivered to the market
in a manner on behalf of the agency.

The questionnaire analysis recorded on the basis

of primary data collected from 200+ respondents
(retailers).

Q.1- How was the cigarette market of ITC ?

Ans- The itc cigarette market covers the entire Rishikesh area and
the products are easily available everywhere in the market.

Q.2- Did you know about the Unnati app provide you information
about the pomotions, services and discounts ?
Ans- The Unnati app offers various services to retailers and
wholesalers, but people are not aware of these services. As a
result , they face difficulties in getting products quickly, as it takes
time to receive them .

Q.3- which cigarette brand is highly demand in the market ?

Ans- Gold Flake performance in the market is very good. The
product is in high demand due to its taste and affordable piece for
consumers.”

Q.4- How repeatly consumer come to buy some product ?

Ans- consumers come to the retailers to buy product every 2nd
day.
Q.5 How was the new product (ICON) classic performing in the
market ?
Ans- The performance of the product(icon) was very poor. People
are not willing to buy it again because some are unaware of it,and
the taste of the product is also not good. As a result , consumers
are not inclined to repurchase it.

Q.6- Is DS services available on time ?

Ans- DS is a person who provides various products and services to
retailers . In Rishikesh, DS visits some areas regularly, but many
areas are not covered due to personal reasons and the large area
they have to cover .
Q.7- How was the sell of the product ?
Ans- Many retailers were questioned, and the feedback indicated
below average sales performance in the market due to
competition.
 CONCLUSION
&
RECOMMENDATIONS
 CONCLUSION

The consumer driven growth and increase, in prices of goods

have contributed to the expansion of the FMCG sector in India.
This sector plays a role in providing employment opportunities
with around 3 million people working in FMCG factories
accounting for 5% of total factory employment, in the country. It
was projected that FMCG sales revenues would experience a
growth rate of 7 9% by the year 2023 24. The sectors growth is
influenced by factors, such, as Government measures and policies
the expanding rural market and young population the
introduction of new branded products and the rise of e commerce
platforms.
It has now become a component of any country’s economy. This is
due, to the expanding population and increasing purchasing
power of consumers.
• The FMCG Industry is experiencing changes in management,
where emphasis is placed on analyzing ideas in the modern
market.
• India has a system today making tasks more convenient.
• Due to digitalization retailers also have access to apps, for
ordering products. For example, there's the ITC Unnati App and
HUL Shikhar App.
ITC is well known for its commitment, to customer satisfaction.
They have established themselves as a market leader than a
monopoly since their inception. ITC should focus on staying
competitive in the industry. Regardless of the circumstances ITCs
loyal and long-standing customers will always choose them. While
there is room for improvement, they have the opportunity to
maintain and enhance their quality service to retain their
customers. They never compromise on quality. In conclusion ITC
currently stands out as the better FMCG brand in India due to its
product range and high product quality making it the preferred
choice, among customers.

RECOMMENDATIONS
• ITC has the ability to establish enduring partnerships with
retailers in order to expand market reach.
• Providing retailers with reasons, by offering an enhanced
experience and great value for their money can be a strategy. By
focusing on customer loyalty, it is possible to increase switching
costs.
• Investing in research and development activities can yield
customer data. Facilitate the introduction of innovative products
or services which can create a strong differentiation factor.
• Working on customer relationship management can help foster
brand loyalty ultimately increasing switching costs.
• To assess the preference of the DS (presumably referring to a
product or service) appropriate techniques and methods should
be employed.
• ITC (a company name) can effectively manage the bargaining
power of buyers by expanding and diversifying its customer base.
This can be achieved through the introduction of products
targeting market segments and implementing product
diversification strategies. Employing marketing and promotional
strategies could also prove beneficial in this regard. Strengthening
positioning, in the market can be accomplished by integrating
innovation into their offerings and delivering customer
experiences thus reducing buyer’s ability to negotiate prices.
These strategies could enhance ITCs advantage.
RESEARCH DATA
 BIBLIOGRAPHY
Information provided in this project is collected from various sources like;

• https://en.wikipedia.org/wiki/ITC_Limited

• https://www.itcportal.com/itc-stories/itc-portfolio-of-winningbusiness.aspx

• https://groww.in/blog/history-of-itc-group

• Retail Management: International Edition by Barry Berman and Joel Evans

• Research Methodology - C.R. Kothari

• Retail Supply Chain Management: Quantitative Models and Empirical Studies by Narendra Agrawal
and Stephen A.Smith

• Effectiveness of cigarette warning labels in informing smokers about the risks of smoking: findings
from the International Tobacco Control (ITC) Four Country Survey

• Research-Report – ITC Ltd

• ITC Limited - Initiating Coverage HSLRR

• A Study on Retailing in India: Growth and Challenge