Subham Project
Subham Project
SUBHAM PRAMANIK
This is to certify that the Project Report titled A study on Retailer perception and distribution functions
of premium brand products of ITC is an authentic work carried out by Mr. Subham Pramanik from
PGDM of IAEER’s Pune Institute of Business Management for PGDM, Pune - 412115 as a fulfilment
of PGDM Course. He/ She has worked under our guidance and satisfactorily completed his/ her project
work.
I hereby certify that the work which is being presented in the present winter Internship Report entitled
“A study on Retailer perception and distribution functions of premium brand products of ITC”
is for fulfilment of the requirement for the award of Degree of Post Graduate Diploma in
Management, Pune Institute of Business Management, Pune, India is an authentic record of my
own work carried out under the supervision and guidance of Dr. Poorna Chandra Prasad of
Department of Marketing.
In keeping with the ethical practice in reporting scientific information, due acknowledgements have
been made wherever the findings of others have been cited.
This internship would not have been the same without the enthusiasm and vigor provided by my Rahul Deb Mondal,
Territory Sales Incharge at ITC LTD whose behavior was outstanding. Hence, I would like to express my deepest
gratitude to him/her who heartily welcomed me for the internship and whose guidance and dedication encouraged me
throughout the winter internship program.
I express my deepest thanks to Dr. Poorna Chandra Prasad, Assistant Professor of Marketing at PIBM for taking
part in useful decision & giving necessary advices and guidance and arranged all facilities to make life easier all
throughout the internship program. Her/his valuable knowledge helped me gain a better grasp on Marketing
Operations which has helped me understand Marketing operations Department in a better way.
It is my radiant sentiment to place on record my best regard, deepest sense of gratitude to, for her/ his careful and
precious guidance which were extremely valuable for my study both theoretically and practically.
Sincerely,
Introduction
The retail industry significantly impacts the distribution and market positioning of premium brand products, making
retailer perception and effective distribution functions crucial for a company's success. This study focuses on ITC
Limited, a leading Indian conglomerate known for its diverse portfolio, including premium brand products in FMCG,
lifestyle, and personal care categories. Retailer perception, which encompasses how retailers view and evaluate ITC’s
premium offerings, is essential as it influences their willingness to stock, promote, and sell these products. Positive
retailer perception can enhance shelf placement, promotional efforts, and ultimately drive higher sales. Concurrently,
effective distribution functions ensure these products are available to consumers at the right time and place,
maintaining the brand’s premium image. This study aims to assess retailer perception, analyze distribution functions,
identify challenges, and explore opportunities in the retailing and distribution of ITC’s premium brands. By
employing a mixed-methods approach, combining quantitative surveys and qualitative interviews with retailers, the
research seeks to provide actionable insights and recommendations. These findings will not only contribute to
academic literature on retail and distribution management but also offer practical strategies for ITC to strengthen its
market presence and distribution efficiency in the competitive retail landscape.
The retail industry is vital to the distribution and market placement of premium brand products; hence retailer
perception is an important aspect in a company's success. ITC Limited, a prominent Indian conglomerate with a
diversified portfolio that includes Fast-Moving Consumer Goods (FMCG), leisure, and personal care categories,
recognises the value of good retailer perception in increasing sales and maintaining its premium brand image.
In this competitive context, merchants' perceptions have a substantial impact on their propensity to stock, promote,
and sell premium products. Effective distribution activities are also necessary to ensure that products are easily
accessible to consumers, hence maintaining the brand's premium position.
This study, done within ITC Limited, seeks to delve into retailer perceptions and distribution functions in order to
provide actionable insights and recommendations for boosting market visibility and distribution efficiency. By
analysing retailers' opinions and attitudes towards ITC's premium offers, the study hopes to identify critical elements
influencing stocking decisions and sales performance. It also reviews the efficiency of ITC's distribution strategies,
identifies obstacles in the distribution and supply chain processes, and determines the relevance of distribution
channels in expanding market reach.
❖ Paperkraft in 2002. The Classmate range of notebooks was launched in 2003. Years
2007- 2009 saw the launch of Practical Books, Drawing Books, Geometry Boxes,
Pens and Pencils under the 'Classmate' brand. 'Paperkraft' offers a diverse portfolio in
the premium executive stationery and office consumables segment.
❖ 2000: Information Technology - Business Friendly Solutions
❖ 2001: Branded Packaged Foods - Delighting Millions of Households
❖ 2002: Agarbattis & Safety Matches - Supporting the Small and Cottage Sector
❖ 2005: Personal Care Products - Expert Solutions for Discerning Consumers
Product:
Service:
• Education & Stationery Products: Through brands like Classmate and Paperkraft, ITC offers a
comprehensive range of notebooks, writing instruments, and other stationery items. They focus on quality,
design, and sustainability, catering to students and professionals alike.
• Personal Care Products: ITC provides a variety of personal care products, including soaps, shampoos, and
skincare products under brands like Vivel, Fiama, and Savlon.
• Food Products: ITC offers a diverse portfolio of food products, including snacks, biscuits, ready-to-eat
meals, spices, and more, through popular brands like Sunfeast, Aashirvaad, and Bingo.
2. Agri-Business Services:
• FarmLink Services: ITC connects farmers with markets through its e-Choupal initiative, enabling them to
access information, products, and services, and improving their incomes.
• Food Ingredients: ITC provides high-quality food ingredients to the food industry, focusing on sustainable
sourcing and supply chain management.
• Luxury & Business Hotels: ITC Hotels offer luxury and business accommodation services across India, with
a focus on sustainable practices, world-class amenities, and exceptional guest experiences.
• Cuisine Services: ITC Hotels are renowned for their culinary excellence, offering a wide variety of dining
options, from traditional Indian cuisine to international delicacies.
• Packaging Solutions: ITC provides innovative packaging solutions for a wide range of industries, focusing
on sustainability, design, and functionality.
• Paperboard Manufacturing: ITC's paperboard products are known for their quality and environmental
responsibility, catering to the needs of packaging, printing, and publishing industries.
5. IT Services:
• ITC Infotech: ITC Infotech provides technology solutions and services to clients worldwide, specializing in
areas like digital transformation, data analytics, and IT infrastructure management.
6. Lifestyle Retailing:
• Apparel & Accessories: ITC’s Wills Lifestyle and John Players brands offer a range of fashion apparel and
accessories, focusing on contemporary designs and high-quality materials.
• Environmental Initiatives: ITC is committed to sustainability through initiatives like waste management,
water conservation, and energy efficiency across its operations.
• Social Initiatives: ITC actively engages in community development programs, focusing on education, health,
and rural development, impacting millions of lives positively.
Statement of Problem:
This study will explain the strategic role of distribution channels in the FMCG industry. It will also comment on the
current situation of Kerala's distribution routes and associated challenges. It identifies four prototypes for FMCG
corporations to utilise based on the axis of access and per capita demand. It essentially divides markets into:
Urban markets have a high per capita demand for commodities and provide convenient market access. Emerging
markets have low per capita demand for commodities and easy market access.
Oasis markets have a high per capita demand for items and are difficult to access. These markets have enormous
potential due to high per capita demand. These are the markets.
These markets are at the bottom of the pyramid, with little per capita demand for commodities and poor market entry.
These markets will not produce instant returns, but they are critical to the long-term success of any plan. Effective
distribution of goods is critical if the country is to run properly. The issues that directly or indirectly affect the
distribution system are as follows: First, the price of things rises as they migrate from manufacturers to consumers.
They are handled by a variety of distributors due to the costs involved, such as transportation and handling, as well as
the distributive profit. In addition, bad economic conditions have an impact on the manufacturing sector's distribution
system. However, the unavailability
The motivation behind studying retailer perception and distribution functions of ITC's premium brand products stem
from several key factors:
1. Market Competitiveness: Premium brand products often face intense competition from both local and
international brands. Retailers, being the primary touchpoint between these products and the end consumers,
significantly influence the brand’s visibility and consumer choice. By understanding retailers' perceptions,
ITC can better position its products to compete effectively in the market.
2. Optimizing Distribution Strategies: Effective distribution is the backbone of successful brand performance,
especially for premium products that rely on their exclusivity and quality. This study aims to identify gaps
and opportunities within ITC’s current distribution strategies, ensuring that products reach the right outlets at
the right time, thereby maximizing sales and market share.
3. Enhancing Retailer Relationships: Strong relationships with retailers are essential for driving sales and brand
loyalty. By exploring retailers' attitudes towards ITC's premium products, the company can tailor its
engagement strategies to foster stronger partnerships, ensuring that retailers are not just distributors but
advocates of the brand.
4. Adapting to Consumer Trends: Retailers are often the first to notice shifts in consumer preferences. By
tapping into retailer insights, ITC can better align its premium product offerings with emerging consumer
trends, ensuring that its products remain relevant and appealing to the target audience.
5. Sustaining Brand Equity: For premium products, maintaining a strong brand image is critical. Retailers play a
key role in how these products are perceived by consumers. A deep understanding of retailer perceptions
allows ITC to reinforce its brand equity, ensuring that its premium products continue to be seen as symbols of
quality and prestige.
❖ Evaluate Distribution Efficiency: Evaluate the current distribution network's performance, identify
bottlenecks, and recommend improvements to ensure that ITC's premium products are always available in the
proper places, quantities, and times.
❖ Improve Strategic Decision-Making: Provide ITC with data-driven insights to help support strategic decisions
about product positioning, promotional activities, and retailer relationship management, resulting in increased
sales and market penetration.
❖ Align Products with Market demands: Ensure that ITC's premium products meet the changing demands and
expectations of both retailers and end consumers, preserving competitive advantage and increasing brand
loyalty.
❖ Optimize Resource Allocation: Determine where ITC can improve its distribution and marketing operations,
resulting in cost savings and enhanced efficiency.
Make in India: The government's Make in India strategy has pushed FMCG companies to enhance local
manufacturing, hence lowering reliance on imports and strengthening the home economy.
GST Implementation: The Goods and Services Tax (GST) has simplified taxation, lowering the tax burden on
FMCG companies while increasing operational efficiency.
Rural Development Programs: Government initiatives to improve rural infrastructure and raise rural incomes
have indirectly increased demand for FMCG products in these areas.
Foreign direct investment (FDI):
100% FDI in FMCG: The Indian government authorizes 100% FDI in the FMCG sector under the automatic
route. This has drawn significant international investment, resulting in increased competition, innovation, and
industry growth.
FDI in Retail: The liberalisation of FDI in multi-brand retail has enabled international retailers to enter the
Indian market, hence driving growth and modernising the retail environment.
Porter 5 Force Model Analysis
Economies of Scale: Established FMCG companies benefit from economies of scale, allowing them to
produce and distribute products at lower costs, which can be challenging for new entrants to match.
Regulatory Requirements: The FMCG sector is subject to strict regulations, particularly in product safety,
packaging, and labeling, adding to the complexity and cost for new entrants.
Brand Loyalty: Premium brands, such as those offered by ITC, enjoy strong customer loyalty, making it
difficult for new entrants to attract consumers away from these established brands.
2. Supplier Bargaining Power: Low to Moderate
The FMCG business relies on a vast number of suppliers for raw materials, limiting the bargaining power of
any individual supplier. ITC and other large FMCG businesses frequently have long-term contracts with
suppliers, which further reduces supplier leverage.
Commodity Nature of Inputs: Many of the raw materials used in FMCG products are commodities with
minimal differentiation, limiting the suppliers' ability to negotiate effectively.
Backward Integration: Large FMCG firms such as ITC frequently engage in backward integration, which
involves controlling or influencing their supply chain, hence limiting supplier power.
With a commitment to sustainable development, ITC has achieved multiple sustainability milestones, including being
carbon, water, and solid waste recycling positive for several years. The company’s 'Triple Bottom Line' approach
focuses on creating economic, social, and environmental value, positioning ITC as a leader in sustainable business
practices.
• Sanjiv Puri is the Chairman and Managing Director of ITC Limited. He joined ITC in 1986 and has held
various positions across different divisions of the company, including operations, manufacturing, and
international business. He was appointed as the CEO in 2017 and later became the Chairman in 2019. Under
his leadership, ITC has focused on innovation, digital transformation, and sustainability. Puri is known for
steering ITC through its diversification and premiumization strategies, driving growth across all business
segments.
• Nakul Anand oversees ITC's Hotels, Travel & Tourism, and Lifestyle Retailing businesses. He has been with
ITC for over four decades and has played a pivotal role in making ITC Hotels one of the largest and most
respected hospitality chains in India. Anand is also recognized for his contributions to the sustainability
initiatives within ITC's Hotels division, particularly the 'Responsible Luxury' ethos, which emphasizes
environmental stewardship.
• S. Sivakumar heads ITC's Agri-Business division and is responsible for the company's pioneering e-Choupal
initiative, which has transformed the rural agricultural landscape by empowering farmers with information
and market access. He also oversees ITC Infotech, the company’s IT services subsidiary. Sivakumar's
leadership in the agri-business has helped ITC build a robust backward integration model, ensuring a reliable
supply of high-quality raw materials for its FMCG business.
• B. Sumant is responsible for ITC's FMCG Businesses, including Cigarettes, Foods, Personal Care, and
Education & Stationery Products. With extensive experience in marketing, operations, and strategic planning,
Sumant has been instrumental in expanding ITC’s FMCG portfolio and driving innovation. He has also
focused on building ITC's distribution network and leveraging digital technologies to enhance customer
engagement and operational efficiency.
• Rajiv Tandon is ITC's Chief Financial Officer and plays a crucial role in managing the company's financial
operations, investor relations, and strategic financial planning. Tandon has been with ITC for several years
and is known for his expertise in financial management, risk mitigation, and driving financial discipline
across the organization.
Introduction
The design and methodology section outlines the systematic approach used to conduct the research on retailer
perception and distribution functions of ITC's premium brand products. This study aims to provide insights into how
retailers perceive ITC’s premium products and how distribution strategies impact the market penetration of these
products across different regions.
Research Objective
The primary objective is to assess how retailers and consumers perceive the importance of brand equity in
Berhampore city.
Secondary Objective:
• Understand the impact of packaging on the perceived value of FMCG.
• Understand the impact of pricing on the perceived value of FMCG.
• To understand the influence of promotion on customer purchases of FMCG.
• Understanding the function of quality as a strategic marketing strategy. The five primary variables in this analysis
are branding, packaging, pricing, promotions, and quality.
• To investigate the retailer's impression of ITC Premium product sales.
• Research the quality of retail services.
• To enquire about the problems and difficulties encountered by retailers with vendors.
Research Design
The research design is a descriptive and exploratory study, aiming to provide a comprehensive understanding of the
subject matter. This mixed-method approach combines both qualitative and quantitative methods to capture the
nuances of retailer perception and the effectiveness of distribution strategies.
• Descriptive Research: This design is used to describe the current state of retailer perception and the
distribution processes for ITC’s premium products. It helps in understanding the existing practices,
challenges, and opportunities within the distribution network.
• Exploratory Research: This aspect of the design is used to explore new insights and underlying factors that
affect retailer perceptions and distribution efficiency. It allows for the identification of patterns and trends that
may not have been previously considered.
Research Methodology
Area of Research: The area of study is based on Sales.
Sources of Data: The primary data for this research was gathered through a comprehensive survey. This method
allowed us to obtain firsthand information directly from the respondents, ensuring the data’s relevance and accuracy.
The survey was meticulously designed to cover all aspects of our research, providing us with a robust foundation for
our analysis. Secondary data were collected through a structured questionnaire, which was circulated among
participants to obtain responses. Additionally, research papers published in national and international journals,
reports, magazines.
Types of Research: Exploratory
Paper Type: Qualitative
Sampling Technique: Simple random sampling of probability sampling will be used. Population of the study: The
population of the study will cover working professionals and students.
Sampling Size: The sampling size of the study includes 60 respondents which are Collected by Retailer.
The technique of analyzing data: The researcher used statistical tools like mean, percentage, etc. for analyzing the
data. Visual aid like charts, tables, Graphs, etc. will be used for better representation and understanding of the data.
Questionnaire design
1. Age Specification
Table 1: Age-wise respondents
18% 8% 21-30
31-40
32%
41-50
42% 51-60
Interpretation:
Table 1 & Figure 1 shows that 8%
of the respondent age range from 21-30,32% range from31-40, 42% range from 41-50,19% range from
51-60.
8%
Yes
No
92%
7% 15% Camlin
11%
2% Classmate
Figure 4: Brand of
Domes
Notebooks is
65% Maxmind
bestselling in your
Pioneer store Respondents
Interpretation:
As shown in the Table 4 and Figure 4 that 65% of respondents are Classmate Notebooks, 15% are from Camlin, 2%
are from Domes and 12% are from Maxmind, 7% are form Pioneer.
8%3%
34% Cello
Classmate Pen
55% Flair
Linc
Interpretation:
As shown in the Table 5 and Figure 5 that 55% of respondents are Classmate pen, 33% are from Cello, 8% are from
Flair and 3% are from Linc.
6.Which Premium brand of Notebooks is best selling in your store?
17%
Paperkraft
Parker
55%
28% pierre cardin
Interpretation:
As shown in the Table 7 and Figure 7 that 55% of respondents are Pierre cardin, 17% are from Paperkraft, 28% are
from Parker.
•The study reveals that 68% of retailers exclusively stock ITC's Classmate notebooks, while 32% carry both
Classmate and Paperkraft brands.
•In this study, 8% of customers expressed hesitation in purchasing the Classmate Pulse notebook, citing high prices
as a concern raised with the retailers. However, 92% of customers showed no reluctance in choosing the Classmate
Pulse notebook.
•In this study, I found that Classmate notebooks constitute 65% of the top-selling products in the Baharampur market.
•The study revealed that Classmate pens contribute to 55% of the best-selling pens, while Cello pens represent 33%
in the Baharampur market.
•This study found that 83% of ITC's premium brand, Classmate Pulse notebooks, are the best-selling in retail outlets
across Baharampur.
•This study found that 55% of the premium pen brand Pierre Cardin is the best-selling, with Parker for 28% and
Paperkraft for 17% in Baharampur retail outlets.
• Age: The respondents’ ages are categorized into different groups (e.g., 18-25, 26-35, 36-45, 46-55, 56+).
• Education Level: Classification of respondents based on their highest level of education (e.g., high school,
undergraduate, postgraduate).
• Occupation: The respondents’ primary occupation (e.g., retailer, shop owner, manager).
• Income Level: Income ranges of respondents, which could influence their purchasing power and business
decisions.
Descriptive Statistics
Descriptive statistics summarize the main features of the data collected and provide a simple overview of the sample
and the measures.
• Standard Deviation: Measures the amount of variation or dispersion of the data set.
• Frequency Distribution: The number of times a value appears in the data set.
• Percentage Distribution: Represents the percentage of each category relative to the total sample.
This section examines how demographic variables (age, gender, education, etc.) impact both the dependent and
independent variables of the study.
• Dependent Variable: Could be retailer perception of ITC’s premium products or satisfaction with
distribution channels.
• Independent Variables: Could include factors like distribution efficiency, product quality, pricing strategy,
and promotional activities.
• Statistical Techniques: ANOVA (Analysis of Variance) or regression analysis can be used to assess the
impact of demographic variables on these factors.
Reliability
Reliability refers to the consistency of a measurement instrument or survey. It indicates how well the instrument
produces stable and consistent results over time.
• Internal Consistency: Ensuring that all parts of the measurement tool contribute equally to the overall score.
Composite Reliability
Composite reliability assesses the internal consistency of a set of variables that represent a single construct.
• Formula: Composite reliability is calculated using the factor loadings and error variances of the indicators. It
is generally considered acceptable if the value is 0.7 or higher.
• Application: Used in structural equation modeling to evaluate the reliability of latent constructs.
Cronbach's Alpha
Cronbach's Alpha is a measure of internal consistency, i.e., how closely related a set of items are as a group. It is a
commonly used statistic to assess the reliability of scales.
• Interpretation:
Validity
• Content Validity: The extent to which the items on a test represent the entire range of possible items the test
should cover.
• Construct Validity: The degree to which a test measures what it claims to be measuring.
Convergent Validity
Convergent validity is the degree to which two measures of constructs that theoretically should be related, are in fact
related.
• Assessment: This is often assessed using correlation coefficients or through factor analysis, where items that
are supposed to measure the same construct load on the same factor.
Discriminant Validity
Discriminant validity tests whether concepts or measurements that are supposed to be unrelated are, in fact,
unrelated.
• Assessment: By showing low correlations between the measures of different constructs, or by comparing the
average variance extracted (AVE) for a construct with the shared variance between constructs.
This section involves interpreting the results obtained from the statistical analysis to draw meaningful conclusions.
• Regression Analysis: Determines the relationship between independent and dependent variables. For
example, it might show how distribution efficiency affects retailer satisfaction.
• ANOVA: Used to compare means across different groups (e.g., age groups) to see if there is a significant
difference.
• Factor Analysis: Helps in understanding the underlying structure of the data by identifying clusters of related
variables.
• Correlation Analysis: Measures the strength and direction of the relationship between two variables.
• P-Values: Indicate whether the results are statistically significant. A p-value of less than 0.05 typically
indicates significance.
This section summarizes the key findings of the study, drawing from the data analysis conducted in previous
chapters. It highlights the significant trends, patterns, and relationships identified in the research.
• Retailer Perception: The study found that retailers perceive ITC's premium products positively, especially
regarding product quality and brand reputation. However, challenges were noted in terms of pricing and
promotional support.
• Distribution Efficiency: The analysis revealed that ITC's distribution network is extensive but faces issues in
rural areas, where supply chain disruptions and less frequent deliveries impact retailer satisfaction.
• Impact of Demographics: Demographic factors such as region, retailer size, and education level
significantly influence retailer perception. Urban and semi-urban retailers reported higher satisfaction
compared to rural counterparts.
• Reliability and Validity: The research instruments used demonstrated high reliability (Cronbach’s Alpha >
0.7) and validity, ensuring the credibility of the findings.
2. Suggestions
Based on the findings, the following suggestions are made to improve ITC's retailer relationships and distribution
functions for premium products:
• Enhance Distribution in Rural Areas: ITC should consider increasing the frequency of deliveries and
optimizing logistics to address supply chain issues in rural regions. Introducing a hub-and-spoke model could
improve efficiency.
• Targeted Pricing Strategies: Implement differentiated pricing strategies for urban, semi-urban, and rural
areas, considering the varying purchasing power and competitive landscape in these regions.
• Retailer Support Programs: Develop and expand retailer incentive programs, offering promotional support,
discounts, and training to enhance retailer engagement and satisfaction.
• Digital Tools for Retailers: Introduce digital tools or platforms for retailers to place orders, track deliveries,
and access promotional materials easily, improving the overall supply chain experience.
• Feedback Mechanism: Establish a robust feedback mechanism that allows retailers to voice their concerns
and suggestions, ensuring continuous improvement in distribution practices.
3. Conclusion
The study on retailer perception and distribution functions of ITC's premium brand products reveal significant
insights into the dynamics influencing these high-end offerings in the
market. Retailers generally perceive ITC's premium products, such as Classmate and Paperkraft, as high-quality and
trustworthy, which aligns with the brand's established reputation. However, challenges persist in terms of inventory
turnover, with some retailers expressing concerns about slower sales compared to more mass-market products. The
distribution functions play a crucial role in addressing these challenges, ensuring timely replenishment and adequate
stock levels to meet demand fluctuations.
Efficient distribution networks and strategic partnerships with retailers are essential for optimizing shelf presence and
maximizing sales. The study highlights the need for ITC to focus on enhancing its support for retailers through
targeted marketing initiatives,
promotional activities, and training programs that emphasize the unique value propositions of its premium products.
Additionally, leveraging data analytics to predict demand and
streamline distribution could further improve performance. Overall, ITC's premium brand products hold substantial
potential in the market, but their success relies on a well- coordinated approach that addresses retailer concerns and
strengthens distribution efficiencies. Managerial Implication.
The findings of this study have several implications for ITC’s management:
• Strategic Decision-Making: Management should consider investing in improving rural distribution networks
and adopting technology-driven solutions to enhance supply chain efficiency.
• Resource Allocation: Resources should be allocated toward developing differentiated strategies for urban,
semi-urban, and rural markets, ensuring that each segment’s unique needs are met.
• Retailer Engagement: Management should prioritize retailer relationship management, offering tailored
support and incentives to strengthen partnerships and foster loyalty.
• Long-Term Planning: The insights gained from this study can inform long-term strategic planning, helping
ITC to align its distribution strategies with evolving market dynamics.
• Longitudinal Study: A longitudinal study could be conducted to assess how changes in ITC's distribution
strategies impact retailer perception and market penetration over time.
• Comparative Analysis: Future research could compare ITC’s distribution strategies with those of its
competitors to identify best practices and areas for improvement.
• Consumer Perspective: While this study focused on retailer perception, future research could explore the
consumer perspective, particularly how distribution efficiency impacts consumer satisfaction and brand
loyalty.
• Impact of Digitalization: With the increasing digitalization of supply chains, a study on the impact of digital
tools and platforms on distribution efficiency and retailer satisfaction could provide valuable insights.
• Sustainability in Distribution: Investigating the integration of sustainable practices in distribution and its
impact on both retailer perception and operational efficiency could be another area of interest.
Duration – 60 days
Internship – Roles & Responsibilities
It involves managing team of salesmen, working with salesmen on daily basis.
Includes daily presence in market to ensure products are getting pushed as per goals,
placed correctly to improve visibility, outlets are covered, expansion of outlets,
execution of marketing strategies in shops.
Focus is to continuously find opportunities in market for better coverage and expansion
of business.
Monitoring timely delivery of products from Retail depot to outlets, pitching new
shops/outlets, getting them registered under our various schemes.
Attend daily meetings with salesmen in the start and end of the day for driving targets
planning of next day.
It will be a core field job typically need to spend 9 am to 4 pm in market and 4 pm to 7
pm in Retail Depot for desk work.
Those who are keen for sales and want to pursue career in sales can apply for this
opportunity.
Tasks Performed:
1. I have successfully executed a distribution drive for ITC's premium products in the
Baharampur market. The range included Classmate Pulse Notebooks, Paperkraft
Notebooks and Pens, Classmate Fountain Ink Pens, as well as Classmate Pens such as
Octane, Hook Spin, and Colour Burst.
2. I conducted a comprehensive survey across all outlets, focusing on ITC's premium
product range. This included detailed assessments and evaluations of the availability,
placement, and consumer response to these high-end offerings.
3. I designed and implemented strategic in-store displays at select outlets to enhance the
promotion of ITC's premium brand, Classmate Notebooks. These displays were
crafted to attract attention, increase product visibility, and drive consumer
engagement.
4. I spearheaded the promotion of Classmate's Octane Pen across all outlets, ensuring
prominent placement and maximizing its visibility to drive customer interest and
sales.
5. ITC introduced a new '11+1' promotional scheme, and I took the initiative to design acompelling poster to
effectively communicate the offer and attract customer
1. provide the order values or details you'd like to include for the Balarampur market
over the last two months:
Last 3 Month Distributor Sales:
New Outlet Open in Berhampur Market:
Sales Person Name: Subhajit Chakraborty Sales Person Name: Suman Biswas
Learning:
1.Gaining Knowledge on FMCG General Trade Consumer Buying Behavior: Understanding
how consumers in general trade settings make purchasing decisions regarding education
stationery products, identifying factors that influence their choices, and recognizing patterns
in buying behavior.
2.Comparison of Sell-Out Strategies: Analyzing and comparing the sell-out strategies used by
different FMCG companies in the education stationery sector, identifying best practices, and
evaluating their effectiveness in driving sales.
3.First-Hand Experience on FMCG Demand Generation Activities: Engaging in demand
generation activities within the education stationery segment, assessing various approaches to
determine the most cost-efficient models for driving product demand and increasing market
penetration.
4.Analyzing Market Penetration Techniques: Understanding and evaluating different market
penetration techniques employed by FMCG companies in the education stationery segment,
and identifying which approaches yield the highest return on investment for ITC's products.
5.Evaluating Distribution Efficiency: Gaining insights into the distribution networks of
FMCG products, particularly education stationery, to assess the efficiency of ITC's current
distribution channels and identify areas for improvement.
6.Understanding Promotional Strategies: Studying the effectiveness of various promotional
strategies, such as in-store promotions, discounts, and bundling offers, in driving consumer
engagement and boosting sales of ITC's stationery products.
7.Learning Competitive Pricing Tactics: Analyzing how different FMCG companies price
their education stationery products and understanding the impact of competitive pricing on
market share, customer loyalty, and overall profitability for ITC.
Challenges:
•Intense Competition: Facing stiff competition from both established brands and emerging
local players in the stationery market.
•Price Sensitivity: Navigating the highly price-sensitive market where consumers often
prioritize cost over brand loyalty, especially in the education sector.