A

PROJECT STUDY REPORT

ON
TRAINING UNDERTAKEN
AT

ITC ltd.

ITC Bingo snacks benchmarking with its competitors



SUBMITTED TO :

Mr. PRAVEEN KUMAR SAINI

AREA EXECUTIVE-FOOD
(MEERUT)
ITC LIMITED




BY:
GAURAV PANDEY
MBA 3
RD
SEM
UTTARANCHAL INSTITUTE OF MANAGMENT
ACKNOWLEDGEMENT

I express my sincere thanks to my project guide, Mr
PRAVEEN KUMAR SAINI, AREA EXECUTIVE , ITC
Foods Division, MEERUT for guiding me right from the
inception till the successful completion of the project. I
sincerely acknowledge him for extending their valuable
guidance, support for literature, criticalreviews of project and
the report and above all the moral support he had provided to
me with all stages of this project.



DECLARATION

I, GauravPandey a student of Uttaranchal Institute of
Management(UIM), Dehradun ,hereby declare that I have
worked on a project titled
"ITC Bingo snacks benchmarking with its competitors"
during summer internship at ITC Ltd.,Meerut in partial
fulfillment of the requirement for the Masters of
Business Administration.I indemnify my research work to be
authentic and original to the best of my knowledge in all
respects of the process carried out during the project tenure.
My learning experience at ITC Ltd, Meerut and in the market
of the Meerut Region, under the guidance of Mr. Praveen
Kumar Saini, AREA EXECUTIVE food division has been
truly enriching.





INDIAN SNACKS INDUSTRY

AN OVERVIEW

Snacks are a part of Consumer Convenience/
Packaged Foods segment. Snack i s described as a small
quantity of food eaten between meals or in place of a meal.
Snack food generally comprises bakery products, ready-
to-eat mixes, chips, namkeen and other light processed
foods According to the ministry of food processing, the snack
food industry is worth Rs 100 billion in value and over
4,00,000 tonnes in terms of volume.Though very large and
diverse, the snacks industry is dominated by the un-
organizedsector. According t o an Apeda survey
al most 1, 000 snack items and 300 types of savouries
are sold across India. The branded snacks are sold at least
25% higher thanthe unbranded products. Savoury snacks
have been a part of Indian food habit,
sinceages . Though t her e i s no par t i cul ar t i me f o
r s nacks , nor mal l y t hey ar econsumed at teati me.
The variety i s al most mi nd-boggli ng wi th
specialties from all regions, which have gained national
acceptance.The industry has been growing around 10% for the
last three years, while the brandedsegment is growing
around 25% per annum to stand at Rs 5,000-Rs 5,500
crore, due to various reasons like Multiplex culture,
snacking at home while watching TV, pubsand bars
(where they are served free). AC Nielsen's retail audit
shows that the largesales volumes are due to a
marked preference for ethnic foods, regional bias
towardsi ndi genous snacks and good value-for-
money percepti on. Of course t he brandedsegment is
much smaller at Rs 2,200 crore, which is what makes it so
attractive to food Companies that are l ooki ng at bigger
shares. In the branded snacks market, to get down to
basics, Frito Lay commands a share of 45%, followed by
Haldirams at 27% and ITC at 16%. The rest is divided
between a handful of new entrants, wannabes andmany
regional players.Of the wide range of snacks available, potato
chips constitute a sizeable segment of
theIndian snack food indust ry, accordi ng to India In
foli ne. The
potat o chip market i sg e n e r a l l y a n u n o r g a n i z e d
i n d u s t r y . Ea r l i e r a l l p o t a t o c h i p s n a c k p r o d u
c t s a r e manufact ured and sold locally. There i s
al so no uni form standard for packagi ng, as there is in
Europe, the United States and other more developed
regions. Many snack foods are sold l oose or
packaged i n poly-pouches, which may only be
fol ded, or i n some cases, stapled closed. As the Indian
economy continues to grow, and productionstandards
improve, many snack food companies are making significant
investments intoplant equipment and packaging
machinery.Pepsi Foods Ltd., now known as Frito-Lay
India Ltd., produces India's largest snackfood
manufacturers brands, including Ruffles, Hostess, Cheetos
and Uncle Chips story is an example of how American recipes
were adjusted to satisfy local tastes.Procter & Gamble' s
Pringles brand of potat o cri sp was l aunched in
Del hi in 1999. Pringles is al so a baked potat o cri sp,
unli ke many other pot ato based Indian snack foods
t hat are fried. P&G currently i mport s the Pri ngl es
product and therefore t heproduct has been priced at a
premium and is marketed to a micro-niche.



















PROFILE OF THE ORGANIZATION:




Establishment:
Incorporated on 24 August 1910 as the Imperial Tobacco
Company of India Limited, the company's name was changed
to ITC Limited in 1974. Rated among:
WorldsBest Big Companies by Forbes magazine, ITC r
anks third on all major profitparameters among India's
private sector corporations. ITC employs over 20,000
peopleat more than 60 locations across India. It has a turnover
of $3 billion.
Growth and Diversification:
ITC is one of India's foremost private sector companies with a
market capitalization of nearly US $ 18 billion and a turnover
of over US $ 4.75 billion. ITC is rated among theWorld's Best
Big Companies, Asia's 'Fab 50' and the World's Most
ReputableCompanies by Forbes magazine, among India's
Most Respected Companies byBusiness World and among
India's Most Valuable Companies by Business Today.
ITCalso ranks among India's top 10 `Most Valuable
(Company) Brands', in a studyconducted by Brand Finance
and published by the Economic Times.ITC has a diversified
presence in Cigarettes, Hotels, Paperboards & Specialty
Papers Packaging, Agri-Business, Packaged Foods &
Confectionery, Information Technology,Branded Apparel,
Personal Care, Stationery, SafetyMatches and other FMCG
products. While ITC is an outstanding market leader in
itstraditional businesses of Cigarettes, Hotels, Paperboards,
Packaging and Agri-Exports,it is rapidly gaining market share
even in its nascent businesses of Packaged Foods
&Confectionery, Branded Apparel and Stationery.

As one of India's most valuable and respected corporations,
ITC is widely perceived tobe dedicatedly nation-oriented.
Chairman Y C Deveshwar calls this source of inspiration"a
commitment beyond the market". In his own words: "ITC
believes that its aspiration tocreate enduring value for the
nation provides the motive force to sustain
growingshareholder value. ITC practises this philosophy by
not only driving each of itsbusinesses towards international
competitiveness but by also consciously contributingto
enhancing the competitiveness of the larger value chain of
which it is a part."

ITC's diversified status originates from its corporate strategy
aimed at creating multipledrivers of growth anchored on its
time-tested core competencies: unmatched distribution reach,
superior brand-building capabilities, effective supply chain
management and acknowledged service skills in hoteliering.
Over time, the strategicforays into new businesses are
expected to garner a significant share of these emerginghigh-
growth markets in India.ITC's Agri-Business is one of India's
largest exporters of agricultural products. ITC isone of the
country's biggest foreign exchange earners (US $ 2.8 billion in
the lastdecade). The Company's 'e-Choupal' initiative is
enabling Indian agriculture significantly enhance its
competitiveness by empowering Indian farmers through
thepower of the Internet. This transformational strategy,
which has already become thesubject matter of a case study at
Harvard Business School, is expected to progressively create
for ITC a huge rural distribution infrastructure,
significantlyenhancing the Company's marketing reach.

ITC's wholly owned Information Technology subsidiary, ITC
Infotech India Limited, is aggressively pursuing emerging
opportunities in providing end-to-end IT solutions,including
e-enabled services and business process outsourcing.ITC's
production facilities and hotels have won numerous national
and international awards for quality, productivity, safety and
environment management systems. ITC was the first company
in India to voluntarily seek a corporate governance rating.ITC
employs over 21,000 people at more than 60 locations across
India. The Company continuously endeavors to enhance its
wealth generating capabilities in a globalizingenvironment to
consistently reward more than 3, 88,000 shareholders, fulfill
the aspirations of its stakeholders and meet societal
expectations. This over-arching visionof the company is
expressively captured in its corporate positioning
statement:"Enduring Value. For the nation.For the
Shareholder."





BRANDS OF ITC


Within a relatively short span of time, Company has established vital brands
like
Aashirvaad, Sunfeast, Dark Fantasy, Bingo!, Yippee!, Candyman,
mint-o, Kitchens of India in the Branded Foods space;


Essenza Di Wills, Fiama Di Wills, Vivel and Superia in the Personal
Care products segment;

Classmate and Paperkraft in Education & Stationery products;

Wills Lifestyle and John Players in the Lifestyle Apparel business;

Mangaldeep in Agarbattis; Aim in Matches and so on.

In India's agricultural space, ITC's e-Choupal is a brand that is
synonymous with farmer empowerment while in the services sector and
in the hospitality segment.

ITC Hotel brand is an embodiment of Responsible Luxury apart from its
other high quality offerings such as WelcomHotels, Fortune and
WelcomHeritage. ITC Hotels have pioneered the concept of branded
cuisine in India with globally acclaimed restaurants including Bukhara,
Dum Pukht and Dakshin.


As a result, 57% of net segment revenue of your Company is now from
businesses other than cigarettes

MAJOR SECTOR
Which constitutes 43% revenue alone ,
the cigarettes segment










ANALYSIS OF ITC BINGO
vs COMPETITOR BRANDS
POTATAO CHIPS:
RED CHILLI BIJLI INTERNATIONAL CREAM & ONION


PREMIUM SALTED SPICY MASALA REMIX


JUICY TOMATO KETCHUP PICKLE TICKLE


OYE PUDINA

BRIDGES:
(MAD ANGLES)





TANGLES:

TEDHE MEDHE:


ABOUT BINGO
The launch of Bingo!
On 14TH March 2007 marked ITC's foray into the fast
growingbranded snack foods segment. Bingos portfolio
includes an array of products in both Potato Chips & Finger
Snacks segment. Bingo is positioned as a youthful
andinnovative snack, offering the consumers with choice in
terms of both formats and flavors. The launch is symbolic of
ITC Foods' distinct approach of introducing innovative
anddifferentiated products in a largely undifferentiated market
place. Bingos launch wasstrategically timed around the
World Cup.The idea was to get the consumer to take that first
bite.The company has positioned this brand as a fun brand
targeting at theyouth.
Bingo! Potato Chips the crunchiest potato chips

Bingo! Potato Chips are all about irresistible combinations.
They are a combination of crunchy potato chips along with
yummy flavors. These flavors range from traditional favorites
like Salted to innovative ones such as

Red Chilli & Lime Pickle.Whats new?Bingo! Pickle
Tickle:
Some lemons remain lemons, the tastier ones become lime
pickle. But the naughty pickled lemons escape the jar, mix
with crunchy potato chips totickle your taste buds! A bite of
the mouth watering Bingo! Pickle Tickle Potato Chipswith
just the right spicy and sour flavor of pickled lime in crunchy
potato chips. It will surely make the taste buds crave for more!
Pickle Tickle is currently being launched inthe Southern parts
of India.

Bingo! Mad Angles
"har angles se Mmmm"
One of the biggest successes from the Bingo! portfolio,
Bingo! Mad Angles has carved a niche for itself in the
consumers mind and is synonymous with the perfect
triangular snack.A combination of innovative flavours on a
traditional
khakra base
, Mad Angles is a snack that is true to taste and perfect flavour
delivery as well as shape, making it a snack thats truly
"har angles se Mmmm"



Bingo! brings you the chaat flavour that you can savour
without having to stop by the
"galikachaatwala"
.Let your fingers dive in to the perfect combination of the
taste of fresh pudina, tangytamarind, creamy yogurt and of
course,
the crunchiness of khakra triangles

Bingo! TedheMedhe A twist in every stick

Bingo! TedheMedhe is the popular spindle shaped format
from Bingo! that is a delicious blend of handpicked spices
with an aroma that makes one crave for more. The taste of
fiery sparks which masalas leave on ones tongue is an
experience with savouring!


Bingo! Tangles
The latest addition to the Bingo! portfolio is Bingo! Tangles
in masala and tomato flavours. Each piece of this innovative
crunchy snack is made out of strands loaded with lip
smacking masala or tantalizing tomato flavours. Once bitten,
they break into many more delicious strands in the mouth.



WHATS IN THE NAME OF BINGO!







SWOT ANLAYSIS OF ITC BINGO
STRENGTH:
1.Unique and popular branding
and advertising on TVCs and
print ads

2.Excellent distribution and
availability

3.Great variety of flavours gives
customers options
4. Reasonable pricing ensures
spontaneous purchase
5. Strong backing of ITC Limited
brand name
WEAKNESS:
1.Health conscious people do not
prefer such snacks
2. Limited penetration in rural
markets


OPPORTUNITY:
1.Leverage successful brand ITC

2.Advertise more through online
and offline media

3.Buy out local competition

4.More variety of flavours will
help brand grow
THREATS:
1.Threat from various substitute
snacks

2.Cheaper rates being provided at
places like Walmart store

COMPETITION AMONG VARIANTS OF BINGO
AND COMPETITORS
Potatato chips:
BINGO LAYS PARLE UNCLE
CHIPS
HALDIRAM
(CHIPS)
Premium salted Classic salted Classic salted Plain salted Classic salted
Spicy Masala
remix
Chilly Mexicana Chatpata masala Spicy paprika
Juicy tomato Spanish tangy
tomato
Tangy tomato
Oye pudina Spicy treat Pudina treat
Red chilli bijli Magic Masala Masala masti Mast masala
International
cream onion
American cream
and onion
Cream n onion


Bridges :
Itc bingo (mad angles) Haldirams(panga)
Mad angle tomato mischief Crispy tangy tomato
Mad angle chilli dhamaka

Mad angle achari masti Teekha achari masala
Mad angle masti chaat



Finger chips :
Bingo Kurkure haldiram Parle(full toss)
Tedhe medhe Kurkure
Dewana tomato
Chatpata
masala
Green mango
chatni
Kurkure chili
chatka
Pudina punch
Kurkure
Funjabi
Jhalmuri
Kolkata bhel
Kurkure
Naughty
Tomato

Kurkure Masala
Munch
Masala munch



HIERARCHY OF PRODUCTS DISTRIBUTION

Branch manager


Asst. Manager Asst. Manager Asst. Manager

Area Executive Area Executive Area Executive

WD1 WD2 WD3

Supervisor.1 Supervisor.2 Supervisor.3 Supervisor.4

OBSERVATION AT DISTRIBUTION POINT

Wholesale Dealer Operations

ITC has various distributors as per area/regions who follow
the chain of transferring the products to their clients. These
distributors are independent proprietors/ partners who are the
mediators between the company and the customer. Apart from
the basic relation of a mediator, the distributor plays a very
important role as it passes consistent raw information as to
which product is performing in the market. Following are the
important functions followed by distributors:


Order taking process

The order taking process starts from the customer point from
where a Purchase Order (P.O.) is sent directly to the
distributor of ITC via salesman. Further, the P.O. is manually
transferred into an Order Booking Report by the accounts
head, further it's classified as per the availability of the
products and then Load Slip is prepared. The Load slip is send
to the stores head that dispatches the products as per
specification and order.



Delivery process

The Delivery process starts after the goods are been loaded in
trucks and are ready to move towards clients' stores. One copy
of received P.O. is taken along with original and duplicate
copies for reference. At the clients store the foods need to be
arranged as per the P.O., which is inspected by an official
with the help of the Good Inspection Note (G.I.N.). Further
after the inspection the official sings on the duplicate copy
and provides a Goods Receipt Note (G.R.N), which is filed
for reference and proof.



Warehousing & Inventory management:

Warehousing and inventory management is the prime duty of
a distributor. The distributor has to maintain all the
inventories monthly; he does this by following a system of
Estimated Consumer Demand (ECD). Estimating average
three months sale of various products individually and thin
keeping additional stock of 7 days per product develop this
process
a) Stacking

Stacking includes the maximum capacity at which the product
could be kept on one another i.e. a limited amount of
boxes/cases only can be kept vertically over another.

b) Handling
Handling includes the ease of using the product. Example:
Glass products have to be used very carefully to avoid
damages. Whereas non-breakable products could be used with
more ease as chance of damages are low.

c) Flooring

Flooring includes the type storage required for particular
products. Example: products like atta, salt etc require a
wooden or carpeted flooring to avoid it catching moisture.

d) Storing

Storing includes the product placement in warehouse.
Example: if products like atta, salt, biscuits etc are kept next
to products like agarbatti, soaps, perfumes etc it may catch the
fragrance of those products leading to unhealthy outcomes.
Care is taken to control Pest and other mishaps in the
warehouse and proper ventilation and hygiene system is desire
for better storage.


Stock rotation / damaged policy


Stock rotation is the blood of this business. If there is no
regular stock rotation than the company / product cannot
survive for long in the market. Stock rotation is followed by
the FIFO method i.e. First-in First-out. The products that
come in first in the store those are the ones that go out first.
This has to be done to avoid wastage of products and to have
a control over the "best before use" policy and expiry. The
company accepts manufacturing defects and damaged goods.
These damaged goods are returned to the company after the
inspection done by the distributor.

ITC-Bingo has 3 WHOLESLAE DISTIBUTORS
in MEERUT city which employee A TOTAL OF
10 DS.
WHICH IN COMBINE COVERS 60
ROUTES/BEATS.

First distributor looks for old MEERUT (AADI
ENTERPRISES) , and has a unique coverage of
Bingo outlets

Second distributor looks for new MEERUT (SAI
ENTERPRISES) , SHASTRI NAGAR

Third distributor looks for new MEERUT (SK
ENTERPRISES), SHASTRI NAGAR

EVERY DS PROVIDES DAILY REPORTS TO
THE SUPERVISOR EACH DAY
FURTHER ITS THE SUPERVISOR WHO
REPORTS TO THE AREA EXECUTIVE OF
THE PARTICULAR DIVISON.
STUDY OF SELECTED
RESEARCH PROBLEM

STATEMENT OF RESEARCH PROBLEM
In the branded snacks market, to get down to basics, Frito Lay
commands a share of 45%, followed by Haldirams at 27% and ITC at
16%. The rest is divided between a handful of new entrants, wannabes
and many regional players. Out of these ITCsBingo is a new entrant
in the market, which was launched in 2007. ITC has launched Bingo
in a wide variety of flavours and formats, ranging from potato chips to
finger snacks. Because of its different and catchy advertisements
Bingo has created a buzzin the market. Therefore, our aim was to find
out the most popular flavour of Bingo among all the offerings.We
began our analysis by dividing people into those who like to eat
snacks and those who dont. We based our study on the survey of
people who like to eat snacks. This survey was conducted in
MEERUT. To collect the data we designed a questionnaire



STATEMENT OF RESEARCH OBJECTIVES

The main objectives of our research were as
follows:
1.To study the snacks industry as a part of food
processing industry.
2. To study the company profile of ITC Ltd,the
makers of BINGO.
3. To examine the comparative study between
Bingo, Parle, Lays, Diamond
4. To examine the comparative trends in snacks
industry.
5. To study the Difference between Ordering stock
& Ready Stock.
6. To ensure the availability of Itc-bingo.
7. To examine the sales of Itc product & other
products as well as schemes for that.
8. To analyse and interpret the results of sample
collected.
9. To determine the future course of action by ITC
by offering suggestions through thesamples
collected.
10. To find conclusions to our project.

RESEARCH DESIGN & 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. I conducted a survey
in MERRUT. Respondents in the sample size were asked to
fill the questionnaires to gather the data.

RESEARCH DESIGN:
The study is conducted by both quantitative data & qualitative
data. There are two types ofdata i.e.Primary data (Collected
from the questionnaires, interview, and observations) & The
Secondary data (which is to be collected by ITC website,
internet, books and newspaper)


DATA COLLECTION TECHNIQUE:

Primary Data:-
1) Interview with retailers and customers of snacks
2) Questionnaire.
3) Observation.
4) Direct contact with people.

Secondary data:
newspaper,
Internet and
Textbooks


SOURCES OF DATA
Desciption of Location:
SHASTRI NAGAR, MANGAL PANDEY NAGAR, TEJ
GARHI, MEDICAL, GANGANAGAR


SAMPLE SIZE AND METHOD OF SAMPLING
Method:
The sources of data can be collected from the questionnaires
& interview from the customers.
Sampling Plan:
Sample size : 150 prospectuses Sample segmentation :
Sampling Method : Simple Random
Sampling Area : Meerut
Time : 45 Days


SCOPE OF THE PROJECT

RESEARCHER POINT OF VIEW:
Project help to upgrade the knowledge.
It helps to give the practical exposure.
It gives the information about which kind of product and
services provide to the consumers
It gives detail information about current situation of the
product in the market.
It helps to analysis constantly, what is happening in the
market.
It helps to build the confident in researcher.
It helps to apply the proper researcher techniques to
make accurate analysis and interpretation.


ORGANIZATION POINT OF VIEW:

It helps to identify satisfaction level of customers.
It helps to decision making process related to marketing.
It helps to achieve goals and objectives of the
organization.
It helps to decide future plane and policies.
It helps to identify strength, weakness, opportunity and
threats of the organization.
It helps to overcome the uncertainties related with the
raw material and the transportation.

LIMITATION OF STUDY
Limited scope:

Biased:
Findings are based on the views expressed by the consumers.
So it may suffer from biased prejudices of individual

Respondents:
Some of the respondents were not co-operative & many seem
to be having no interest.

Limited Scope:
The study has not been intended on a very large scale, have
the possibility of errors, which cannot be ruled out.The survey
has been conducted only in few areas

No time to answer questions:
Lack of consumers interest to answer the questions. They
seems wastage of time.
The information given by the client may be false and biased.


AREA OF QUESTIONING
In order to extract the meaningful information from the data
collected an analysis of data is done using pie charts, bar
graphs etc.
Data collected on the basis of two types:-
1. On the basis of Retailers
2. On the basis of Customers




ANALYSIS OF DATA

In order to extract the meaningful information from the data
collected an analysis of data is done using pie charts, bar
graphs etc.

The first objective of the research project is concerned
with finding out what percentage of people likes to eat
snacks. The pie chart given below is clear on the
percentage of people who like to eat snacks. Out of each
150 respondents 130 like to eat snacks while 10 dont.


The Second objective was to find out how much people
spend weekly on snack

87%
13%
Sales
yes no

From the above diagram it is clear that most people
spend about Rs.100 on Snacks in a week

The third objective was to find out whether consumers
have tried bingo
And on finding I found that 100% consumers have tried
out BINGOs flavour



My next objective is concerned with finding out which
flavour of Bingo is most preferred




Series 1
0
20
40
60
80
LESS THAN 50
50 -100
MORE THAN 100
Series 1
Series 1
FLAVOURS RESPONDANTS
Potatao chips
20
Tangles 15
Mad Angles 50
Tedhe Medhe 30


The above table and pie chart shows the responses of the
people. It is clear that Bingos Mad Angles dominates the
market for Bingo


The fifth objective was to analyse the reasons for the
popularity of the most preferred flavour. For this the
respondents were asked what do they like most about
Bingo. Following pie chart shows their response
17%
13%
44%
26%
Sales
Potato chips tangles mad angles tedhe medhe


From the above pie chart it can be seen that people like the
taste and quality of Bingo.

Next objective was to find out how much people are
satisfied with Bingo.

Following pie chart shows the satisfaction level of people

Sales
taste
variety
quality
packaging
price
others
21%
42%
37%
Sales
very satisfied satisfied not satisfied
My seventh objective was to find out the preferences of
people for different brands. Here, my aim was to find
out the most popular brand of snacks excluding Bingo





In the above graph we can see that kurkure is the most
popular brand among people followed by lays and uncle
chips . Next is Haldirams Namkeens. The least popular
brand appears to be Pringles. It may be because Pringle
is based on American recepies and tastes and the Indian
public has not been able to warm up to the American
tastes. Also, Pringles is imported which makes it a little
more expensive than Indian snacks.



0
20
40
60
80
100
120
lays
kurkure
parle
haldiram
pringles
uncle
chips
Series 1
Series 1
FACILITIES PROVIDED BY THE
COMPANY TO THE RETAILER


1. SCHEMES OF VOLUME PURCHASE

Cash discount

2. DISPLAY MATERERIAL

Stickers

Banners

G.S. Boards

Racks

Counters














SUMMARY OF OTHER FINDINGS
(CONSUMER BASED)

40% people out of 130 people who like to eat snacks
feel that as compared to other brands Bingo is much
better.

Other 26%feel that Bingo is somewhat better; and

34% feel that Bingo is about the same as other brands.


Bingo is some what worse or much worse than other
brands.

When asked some youth in the city only know a fewer
brands

In some cases YOUTH get influence by their mates

Another finding was that some people have a view that
bingo can compete in the market, but if availability is
there.

IMPORTANT FACTORS

OUTLET COVERAGE:
Salesmen are covering the whole Meerut cityIn internal
areas especially in the city, BINGO is performing well.

VISIBILITY:
After covering 25 outlets everyday with the DS, it is
found that at more than 20 outlets, BINGO is visible

No visibility of BINGO at the railway station and bus
stand

BINGO is visible at more than 1/2 outlets of the total
outlets

10 Rs. Pack is mostly visible

MAD ANGLES is considered the most favoured
category among all

Stand are not clean & other brands of product in the
racks or stand.


TRADE SCHEMES:

Margin is somewhat similar to LAYS but less than
Diamond and PARLE

SALES PRACTICES:

On the spot ready stock is provided to the retailers.

Stock is also provided by Ordering stock or Billing
process.


CONSUMER OFFERS:

50% extra is provided in TEDE MEDE category
20% extra on potato chips



GENERAL FINDINGS:

We are competing with our prime competitor LAYS.

BINGO is a well established brand.

BINGO is performing well in the internal areas of the
city.

MAD ANGLES is on the top of the chart among all
categories of BINGO

BINGO CHIPS are competing well with LAYS in small
outlets.

DS of ITC, the DS of LAYS are more efficient in
handling the grievances of retailer. However the
salesman of ITC is knowledgeable according to the
response of the retailers.

RETAILERS only issue is that distribution problem
persits, and the supply is very low



CONCLUSION

My Project gives me the true knowledge of customer
relationship concepts & also helped to understand the working
environment of the ITC. The major thing, which I found in
my whole project, is as follow:

The market share of Lays is more than Itc.

The distribution channel of both companies is not proper.


Company relation with retailers is credit based, which
provided company to penetrate into the Market.

Sincere efforts for Sales promotion are required.

A communication channel between retailers and
company is required.

Route in charge should be appointed on all routes in
consultation with marketing department.


Information about the companys sales promotional
scheme and product development should be
communicated to retailers.

Proper distribution of Incentive Package should be
provided among retailers.

There is a need to put the image of our product Bingo in
the mind of customers before they come to purchase at
shop.

Lays has been around for a longer time and has its
loyalists. Lays scores on flavour while Bingo is
crunchier. Right now Lays has the upper hand but Bingo
has a good thing going with new and innovative products
like 'TANGLES'

THE OPENING OF WALMART STORE HAS CUT
DOWN THE SALE OF THE WHOLESALE
DISTRIBUTER




RECOMMENDATIONS AND
SUGGESTIONS

RECOMMENDATIONS:


There is vast distribution gap between ITC Bingo snacks
and Frito-Lays which has to befilled up in order to
increase the sales for that ITC should consider in the
surveyed area

Width of Distribution :
Total number of outlets covered should be increase in
order to bridge the distribution gap.


We can increase the total margin given to retailers.


We can introduce new schemes for: Wholesaler scheme?

Wholesaler is totally interested in margin or demand
which has high demand in the market. At present ITC
Bingo is in its growing stage if we provide comparatively
high margin to wholesaler then it will influence the sale.


Delay in starting of supply vans from respective depot
should be checked & a proper time register should be
maintained.

Most of the retailers are complaining about non-
fulfillment of commitments regarding their sampling.
Company should make sure that the retailers get the
sampling on time so that they are satisfied.

Most of the retailers are complaining about delay
of Chips from the distributors go down to the respective
routes.


In order to drive the distribution visibility should be
increa.sed at the shops/outlets. Intensive action should be
taken in this context
BASICALLY at the private colleges canteens ,where
youth crowd consume majority of snacks, AND meerut
has lot of private colleges. EVEN the school can be
targeted, as kids are fond of wafers

Opt for a differentiation strategy because even if people
buy wafer but they call LAYS dena or if they buy
TEDE MEDE they say KURKURE dena, which has
downgraded the sale

Retailers should be provided with some attractive
schemes.

Actions should be taken for increasing consumer demand

POP and display activities should be on regular basis.



Salesmen could be trained in such a way that they could
take on the spot decisions.

Retailers should be provided with a helpline no. so that
they can solve their problem.



Racks, hangers etc. should be provided where ever it is
required in order to increase the level of visibility at the
outlets.


At the outlets, it is found that in the racks of BINGO,
LAYS are being displayed. DS should take action at the
outlets or intimate the superiors so that they could take
necessary actions




Introduce some better consumer offers at regular interval
in order to attract more and more consumers

There should be some arrangement for the retailers so
that they can deal with the
situation like what if the stock ended earlier? Should I
wait for the next visit of DS?

THE MAJOR ONE IS OPENING OF WALMART
STORE IN MEERUT HAS AFFECTED THE SALES
OD COMPANYS WHOLESALE DISTRIBUTER,
because retailer get a huge discount over there,
but companys WD has potential of more sale as he has
goodwill, his reach is more and its provides credit to the
retailer which increases the sale of the product.either
company should provide same rate to the WD as of retail
store or Apply a strategy which could be in the benefit of
the ORGANISATION.



SUGGESTION:

An inspection officer should be recruited who perform
surprise inspection of the market and find out the
problems.

Salary of the sales personals should be increased so they
may get motivated

The supply from the factory to the agency should be
good especially the brands like MadAngles & Tedhe
Medhe








BIBLIOGRAPHY


BOOKS

WEBSITES:
www.Itcportal.com
www.google.com
www.researchmarketer.com
www.financialtimes.com

NEWSPAPERS




QUESTIONNAIRE

RESEARCH PROJECT ON THE STUDY OF BINGO

QUESTIONNAIRE
( consumers)


Name__________________________________Age_________________________
Contact No.____________________________Email-ID______________________________
Gender________________________
Q.N. 1:-Do you eat snacks?
Ans:- yes No

Q.N. 2:-How much do you weekly spend on snacks ?
Ans:- 20-50 rs. 50-100 rs. More than 100 rs.


Q.N.3:-Have you heard of ITC BINGO?
Ans:- yes No

Q.N.4:-Have you ever tried BINGO?
Ans:- yes No

Whats the reason_________________________________________
So what is alternate you prefer ____________________________________________

Q.N.5:-Which flavor do you like most?
Ans:-1. Potato chips
Int. cream onion juicy tomatao ketchup red chilli bijli
premium salted oye pudina spicy masala remix


2. Tangles
tangles tomatao tangles masala

3 .Mad Angles
Masti chat toamato mischief
Aaachari masti chili dhamaka

4. Tedhe Medhe


Q.N.6:-How often you consume BINGO?
Ans:- 1.Once a week 2. Every Day
3. 2-3 Times 4. 2 or more Days

Q.N.7:- Level of satisfaction with BINGO?
Ans:- 1. Very satisfied 2. Satisfied 3. Unsatisfied

Q.N.8:-What do you like about BINGO?
Ans:- 1. Taste 2. Variety
3. Quality 4. Price
5. Packaging 6. Others

Q.N.9:-Is the price of BINGO is satisfactory?
Ans:- Yes No
If No (Please specify price, according to you) ___________________________

Q.N.10:- Compare to other snacks that are available would you say about BINGO?
Ans:-1. Much Better 2. Better
3.Same 4. worse


Q.N.11:- How likely are you to recommended BINGO to others?
Ans:-1. Definitely Recommended 2. Probably Recommended
3. Not sure 4.Not Recommend

Q.N.12:-How did you first discover BINGO?
Ans:- 1. Advertisement 2. Friends/Family
3. Retail store 4. Others


Q.N.13:-Before switching on to BINGO,which snacks did you prefer
Ans:- 1. Lays 2. Kurkure
3. Uncle chips 4. Haldiram

Q.N.14:-What compels you to buy BINGO?
Ans:- 1. Flavour 2. Quality
3. Availability 4. crispiness
5. taste
Others (please specify________________________________________)

Q.N.15:-Any suggestions from your side for BINGO?