Financial Excellence: A comparative study of ITC ltd. & Patanjali in Allahabad, India,

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A
Dissertation Report
On
“Financial Excellence : A Comparative study of ITC Ltd. & Patanjali”
In Allahabad
For the partial fulfillment of the degree of
BACHELOR OF BUSINESS ADMINISTRATION (HONS.)
SESSION 2013-2017
Advisor: Submitted by:
Dr. Abhishek J. Frederick Mohd. Danish
Assistant Professor I.d. No. 13BBAH021
JSBS(SHIATS)
Sam Higginbottom Institute of Agriculture, Technology & Sciences
(Formerly Allahabad agriculture Institute)
(Deemed To Be University)
Allahabad-211007, India
Established: 1910

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TABLE OF CONTENTS
Chapters Page No.
Declaration 1
Acknowledgement 2
Abstract 3
A) Part I
1) Introduction
2) Financial excellence 4
3) FMCG Industry 5
4) Top Companies 8
5) Five Forces for FMCG Industry analysis 9
6) Patanjali Pvt. LTD. 10
7) Vision & Mission 12
8) SWOT Analysis 13
9) Achievements 14
10) Patanjali Businesses 17
11) Indian Tobacco Company Ltd.(ITC) 20
12) Vision & Mission 22
13) SWOT Analysis 23
14) Achievements 24
15) ITC Businesses 28
B) Part II
1) Objectives 31
2) Review of Literature 32
3) Research Methodology 34
4) Research analysis and interpretation 35
5) Justification 63
6) Limitations 64
7) Conclusions 65
8) Recommendations 66
References 67
Annexure : Questionnaire 68

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DECLARATION
I Mohd. Danish, a student of BBA(H)(2013-2017) studying at Sam Higginbottom
Institute of Agriculture, Technology & Sciences, Allahabad, solemnly declare that
“Financial Excellence: A Comparative Study of ITC Ltd. & Patanjali in
Allahabad” was carried out by me at Allahabad in partial fulfillment of BBA(H)
programme and it is not submitted to other University or Institution for the award
of any degree/diploma/certificate.
This programme was undertaken as a part of academic curriculum according to the
University rules and noms and by no commercial interest and motives.
Place: Allahabad Mohd. Danish
Date: 09/12/2016 13BBAH021

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ACKNOWLEDGEMENT
In Bachelor of Business Administration (BBAH) curriculum, it is essential and
desirable to undergo research with some consumers. This result in providing a
sound experience and board aspect to different activities in the field of my
specialization. Finance being the field of my specialization. I have completed my
research in Allahabad.
At the very onset, I wish to express my deep sense of gratitude to Prof. Newman
Fernandes Head of college of Joseph School of Business Studies, SHIATS,
Allahabad for his valuable suggestions and advice.
I am also grateful to my respected Research Advisor Dr. Abhishek J. Frederick and
respected SAC members Dr. Shabana Mazhar and Mr. Shoaib Siddiqui for their
moral support and encouragement throughout my study at Allahabad.
Along with that I would like to gratitude to every person who has directly involved
in the making of this project.
I would like to thanks to my respected parents for their blessing encouragements
and financial support.
Place: Allahabad Mohd. Danish
Date: 09/12/2016 13BBAH021

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ABSTRACT
Fast Moving Consumer Goods (FMCG) are products that are required by almost all users in their
day today life. The advertisements for these products need more attention in terms of creating
responsiveness among the consumers for their purchase decision. Hence, the present work
intends to study whether the advertisements for FMCG products are effective in creating
responsiveness. For this purpose, primary data was collected from sample respondents from
Coimbatore District of Tamil Nadu, India using a well structured questionnaire and
random/snow ball sampling technique. Appropriate statistical analysis tools such as frequency
analysis, ,mean, percentage method and descriptive statistics were used and it is found that
reachability, understandability and viability of the FMCG advertisements have significant
influence in creating responsiveness among the consumers. Further, the quality of FMCG
advertisements should be enhanced in terms of its message content, attracting the attention level
of the audience, high level of creativity and frequent changes/updation of presentation style of
the advertisements.

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INTRODUCTION
FINANCIAL EXCELLENCE
Financial Excellence is defined as the alignment of resources, people and technology to optimize
and streamline processes leading to strong cash flow , better performance , decrease in certain
risks, and lower costs.
A philosophy of the workplace where problem-solving, teamwork, and leadership results in the
ongoing improvement in an organization. The process involves focusing on the customers' needs,
keeping the employees positive and empowered, and continually improving the current activities
in the workplace.
Financial Excellence Benefits:
a) Shapes and communicates an inspiring vision of excellence.
b) Constructs a finance strategy which is aligned strategically to key business priorities.
c) Establishes and supports a functional culture of financial rigor, high standards, integrity
and client-focused business partnering.
d) Builds teams to ensure a balance of strategic thinking and operational detail. Leads teams
of diverse, experienced professionals to broaden outlook and capability.
e) Drives the change agenda for the function, providing clarity on rationale, expectations
and requirements.
f) Establishes a providing ground for future business leaders. Develops capability through
coaching and mentoring; championing personal and professional development and setting
high expectations.
g) Encourages individual career movement between line and finance roles and within
finance specialisms

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FMCG Industry
Fast Moving Consumer Goods (FMCG) sometimes called as Consumer Packaged Goods (CPG)
are low-priced products that are sold swiftly. These products are nondurable goods which range
from soft drinks to toiletries, cosmetics, oral hygiene products, shaving products, detergents,
batteries, stationery products and plastic goods and groceries. FMCG may also include
pharmaceuticals, consumer electronics, packaged food products and soft drinks. Gautam and
Gangal analyzed the factors responsible of the boom in rural marketing, consumers‟ preference
for FMCG products based on 4 A‟s (i.e. Awareness, Affordability, Adoptability and
Availability). On the profit scale, the margin for these types of products is very low but they are
sold in greater quantities which is the reason for outbreak of numerous brands for each type of
FMCG product leading to competition in the market. To be successful in the market, each
Producer/supplier works out various business strategies for these products. One such tactics of
Business, the Advertising encourages consumers to try a new brand or a brand they have not
tried before If these advertisements can create response among the consumers, then the producers
can grab the market. Chandrasekhar analyzed the consumer buying behavior and brand loyalty in
rural markets regarding fast moving consumer goods and found that brand loyalty varies from
region to region in soaps category. Jain and Sharma analyzed the brand awareness and customer
preferences for FMCG products in rural market which revealed that people in the rural market
have on an average awareness about most of the products. Also, in response to advertising,
consumers may buy more quantity of the product category, than they bought before. Different
brands sponsor different events and shows in villages, which are actually a cost-effective way to
advertise with the participatory strategy. Advertisements touching the emotions of the consumers
could drive a quantum jump in sales.
India is a consumer driven market, with consumer spending in the country projected to more than
double by 2025. These days, the Indian consumer segment, broadly categorized into urban and
rural markets, is attracting marketers from across the globe. Global corporations see India as a
key market for the future. The growth in the country's consumer market is largely driven by a
young demographic and rising disposable income. If India sustains its current pace of growth for
the foreseeable future, average household incomes will likely triple over the next twenty years
and the country will become the world's fifth largest consumer economy by 2025, as per a study
by the McKinsey Global Institute (MGI). The Government of India has also played a significant
role in the growth of the Indian consumer segment. It has brought about policies which have
attracted foreign direct investment (FDI) and consequently boosted economic growth. Market
size India has the potential to become the world's largest middle class consumer market with an
aggregated consumer spend of nearly US$ 13 trillion by 2030, as per a report by Deloitte titled
'India matters: Winning in growth markets'. Driven by growing incomes and increasing
affordability, the consumer durables market is projected to expand at a compound annual growth
rate (CAGR) of 14.8 per cent, from US$ 7.3 billion in FY12 to US$ 12.5 billion in FY15. Online
retailing, both direct and via marketplaces, will grow threefold to become a Rs 50,000 crore
(US$ 8.26 billion) industry by 2016, driven by a 50-55 per cent per year growth over the next
three years, as per rating agency Crisil. The growth of internet retail is also expected to boost
offline retail stores.

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Investments
The following are some of the major investments and developments in the Indian consumer
market sector: The high penetration of internet and the growing use of smartphones have helped
top e-commerce firms leading to a rapid rise in their valuations, as per experts. This rapid growth
of internet-based companies comes at a time when Flipkart is valued at an around US$ 4-5
billion and Justdial has market capitalisation of Rs 11,000 crore (US$ 1.81 billion). Finland-
based smartphone company, Jolla, has signed an agreement with Snapdeal.com to launch its
handsets in India. "India is the rising smartphone market of the world and we look forward to
welcoming many new Jolla fans across the country. Since late 2011 when we established the
company Jolla, we have received a tremendous amount of interest from India to enter this great
market," as per Mr Sami Pienimäki, Co-founder and CMO, Jolla. Ethnic apparel brand Soch will
soon launch its own online retail store via which it will offer specialised services to bring in
customers. "We want to bridge the gap between online and offline. I believe it is only a matter of
time before these channels merge," as per Mr Vinay Chatlani, SEO, Soch. Bharti Enterprises has
agreed to sell a majority stake in its group company, Beetel Teletech to a unit of US-based
Brightstar Corp. The deal could allow Brightstar to test India's fast growing mobile phones
industry. "The new mobile business and related technologies that Bright star is bringing to Beetel
will help drive significant growth by leveraging our deep distribution strength," as per Mr
Rakesh Bharti Mittal, Vice-Chairman, Bharti Enterprises. Finnish packaging major Huhtamaki
has entered into an agreement to buy Positive Packaging which is known for producing
packaging materials, for a transaction worth US$ 336 million. "The transaction enhances our
position in India and provides us with much improved access to the fast growing markets of
Africa and Middle East," as per Mr Jukka Moisio, CEO, Huhtamaki Oyj. Google has tied up
with Indian handset-makers Karbonn, Micromax, and Spice to develop sub- US$ 100
smartphones, some of which be in the market as early as September 2014. The initiative could
help propel the Indian brands' image globally and as well as bring in greater competition in
India's entry-level smartphone market, as per experts.
Government Initiatives
The Government of India has allowed 100 per cent FDI in the electronics hardware-
manufacturing sector via the automatic route. The government has also allowed 51 per cent FDI
in multi-brand retail trading and 100 per cent in single-brand retail trading in an effort to bring
more foreign investment into India. Hyderabad will soon have a Rs 100 crore (US$ 16.52
million) National Institute for Footwear Design and Development. The Government of Andhra
Pradesh has allocated the required land at Gachibowli in Cyberabad. Funds for the centre have
already been sanctioned by the Ministry of Commerce. With the growing demand for skilled
labour among Indian industries, the Indian government aims to train 500 million people by 2022,
and is seeking participation of private players and entrepreneurs for the purpose. Several
corporate, government, and educational organizations are putting in the effort to train, educate
and generate skilled workers.

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Road Ahead
India is set to become a key market for wearable technology such as smart watches and fitness
monitors, on the back of consumer interests in these latest gadgets and growing spending on
consumer durables. Respondents from India were most interested in purchasing fitness monitors
(80%), smart watches (76%) and internet-enabled eyeglasses (74%), as per Accenture's Digital
Consumer Tech Survey 2014. American measurement company Nielsen projects that rural
India's FMCG market will top the US$ 100 billion mark by 2025. Online portals are anticipated
to play a significant role for companies trying to break into these markets. The Internet is also
allowing for a cheaper and more convenient means to increase a company's reach by overcoming
geographical barriers.

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TOP COMPANIES
According to the study conducted by AC Nielsen, 62 of the top 100 brands are owned by MNCs,
and the balance by Indian companies. Fifteen companies own these 62 brands, and 27 of these
are owned by Hindustan Unilever.
The Top Ten India FMCG brands are:
1. Hindustan Unilever Ltd.
2. ITC (Indian Tobacco Company)
3. Nestle India
4. GCMMF (AMUL)
5. Dabur India
6. Asian Paints (India)
7. Cadbury India
8. Britannia Industries
9. Procter & Gamble Hygiene and Health Care
10. Marico Industries

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Five Forces for FMCG Industry analysis:
a) Rivalry among Competing Firms: In the FMCG Industry, rivalry among competitors is very
fierce. There are scarce customers because the industry is highly saturated and the competitors
try to snatch their share of market. Market Players use all sorts of tactics and activities from
intensive advertisement campaigns to promotional stuff and price wars etc. Hence the intensity
of rivalry is very high.
b) Potential Entry of New Competitors: FMCG Industry does not have any measures which can
control the entry of new firms. The resistance is very low and the structure of the industry is so
complex that new firms can easily enter and also offer tough competition due to cost
effectiveness. Hence potential entry of new firms is highly viable.
c) Potential Development of Substitute Products: There are complex and never ending consumer
needs and no firm can satisfy all sorts of needs alone. There are plenty of substitute goods
available in the market that can be re-placed if consumers are not satisfied with one. The wide
range of choices and needs give a sufficient room for new product development that can replace
existing goods. This leads to higher consumer‟s expectation.
d) Bargaining Power of Suppliers: The bargaining power of suppliers of raw materials and
intermediate goods is not very high. There is ample number of substitute suppliers available and
the raw materials are also readily available and most of the raw materials are homogeneous.
There is no monopoly situation in the supplier side because the suppliers are also competing
among themselves.
e) Bargaining Power of Consumers: Bargaining power of consumers is also very high. This is
because in FMCG industry the switching costs of most of the goods is very low and there is no
threat of buying one product over other. Customers are never reluctant to buy or try new things
off the shelf.

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PATANJALI PVT. Ltd.
Patanjali Ayurved Limited is an Indian FMCG company. Manufacturing units and headquarters
are located in the industrial area of Haridwar while the registered office is located at Delhi. The
Company was originally formed as a Private Limited Company on 13th January, 2006 and
subsequently converted into Public Limited Company on 25th June, 2007.The company
manufactures domestic products of food items, Cosmetic Items and the Ayurvedic Medicines
and many more things to come. It has also manufacturing units in Nepal under the trademark
Nepal Gramudhyog and imports majority of herbs in India from Himalayas of Nepal. According
to CLSA (Credit Lyonnais Securities Asia) and HSBC (Hongkong and Shanghai Banking
Corporation), Patanjali is the fastest growing FMCG company in India. It is valued at Rs3,000
crore (US$450 million) and some predict revenues of Rs5,000 crore (US$740 million) for the
fiscal 2015–16. Ramdev baba has stated in his interview with CNN-News18 that profit from
Patanjali Products goes to charity.PATANJALI AYURVED Ltd is a company that functions like
all other companies under the Rules and Regulations of the Company Law Affairs and several
other Laws applicable for these type of Industries, yet is constantly striving for nation building
more than the profit accumulation.
Units of Patanjali Ayurved Limited:
Already 12 successful units running including units for Packaging material and Containers e.g.
flour mill, candy plant, herbal cosmetic and detergent plants, digestives unit, juice plant etc., Co-
packing facility-Tetra Pak and Volpack, Multi-fruit juice processing line, Neutraceutical
Processing Line, Sale Outlets: Patanjali brand with national and international reach, more than
85,000 retail outlets-accessible to Patanjali products
Employment Generation:
Currently PAL employs more than 6000 labourers in its processing activities, More than 400
Sales Staff, PAL has more than 300 technically qualified employees, PAL has provided more
than 2.00 Lac indirect employment.
Patanjaliayurved.net domain is owned by Patanjali Ayurved Limited incorporated in 2006 under
Companies Act, 1956 with its registered office at D-26, Pushpanjali Bijwasan Enclave, New
Delhi - 110061. Patanjaliayurved.net is the official online Patanjali store of Patanjali Ayurved
Limited.

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Patanjali Ayurved Limited produces quality Herbomineral preparations. To monitor quality, the
Divya Yog Mandir Trust and Patanjali Yog Peeth grow many endangered herbs on its farmland.
The principles of Good Manufacturing Practices (GMP) are rigorously followed in the plant and
Company prides itself on being environment friendly. A high stress on quality, several quality
circles and special quality circles and special project teams working on Total Quality
Management (TQM) projects make quality a way of life in Patanjali Ayurved Limited. This
enables Patanjali Ayurved Limited to produce herbomineral preparations with uniform levels of
batch-to-batch consistency. This ensures that the customer gets the same high quality product
regardless of where it is purchased.The special equipment required for manufacturing of sterile
products (bhasma, ghanstva, eye drop, capsule, etc.) includes component washing machines,
steam sterilizers, membrane filter machines, manufacturing vessels, blenders, liquid filling
machines, powder filling machines, sealing and labelling machines, vacuum testing chambers,
inspection machines, lyophilisers, pressure vessels, etc. are provided depending on the type and
volume of activity. Unit sterilizers are double ended with suitable interlocking arrangements
between the doors. The effectiveness of the sterilization process is established initially by
biological inactivation studies using microbial spore indicators and then at least once a year by
carrying out thermal mapping of the chamber. Filling machines are challenged initially and then
at periodic intervals by stimulation trials including sterile media fill. On procurement, engineers
with the support of production and quality assurance personnel have done installation
qualification of each of the equipment. Equipment for critical processes like aseptic filling and
sterilizers are suitably validated according to a written programme before putting them to use.
Standard operating procedures are available for each equipment for its calibration and operation
and cleaning.
In Indian scenario, perceptions about a particular brand are important because Indian customers
rely on the perception of their near and dear ones before actually buying or using the product.
The perceptions of the people around us affect our decision to buy or not to buy the product.
Perceptions are highly subjective and thus easily distorted. The qualm of buying and not buying
continues into the mind or the black box of the prospective consumer unless his decision is not
supported by many. Thus in order to survive in the marketing environment of a country like
India, brands need to be positioned in the minds of people. India is already an attractive
destination for brands to set in due to favorable marketing conditions. India has known to be a
hub of Herbal brands as well since the herbal products are deeply associated with the spirituality
sentiments of the people. A WHO (World Health Organization) study estimates that about
80percent of world population depends on natural products for their health care instead of
modern medicines primarily because of side effects and high cost of modern medicine (Sharma,
Shanker, Tyagi,Singh, & Rao, 2008) The worldwide herbal market products are around $6.2
billion and estimated to reach$5 trillion by the year 2050 (WHO & Kumar & Janagam,2011)
This paper carries out a study on what factors affect buying decision of the buyers for brand
PATANJALI.
Patanjali - a brand set up by PATANJALI AYURVEDA LTD. is backed by robust preaching and
promotion of World renowned Guru Swami Ramdev ji and an international authority on
Ayurveda and Traditional Herbs. The company is set up with an objective to provide superior
quality of products at fair price and to get their customers rid off the chronic diseases by
providing products which are organic and natural. This concept of Herbal and Pure has gained

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momentum in India and across the world since people now a days are more centered towards
keeping themselves near to Nature due to their commercialized routines. PATANJALI
AYURVEDA LTD has more than100 different products in the catalogue for Skin, Hair, Heart,
Eyes and Kidney diseases. Patanjali‟s recent tie up with Future Group to enter into FMCG
segment through Big Bazaar Retail stores is another big advantage towards the availability of
Patanjali Products near to their consumers. The Patanjali Products have rightly been placed at
advantage by the very concept of “Marketing through Spirituality”
VISION AND MISSION
Vision
1. To be a top Ayurveda company among all MNC‟s
2. To Re-introduce the indian ayurveda
3. To crack the world‟s attraction to our India
4. To work for the welfare of Humanity
5. To reinvent our traditional knowlege of Yoga and Ayurveda
Mission
1.To reach the great heights
2. To restart the swadeshi movement
3. To produce good quality products at cheaper rates
4. To introduce indian ayurveda to this modern world
5. To crack the maximum market share.

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SWOT ANALYSIS
S-Strength
1) Brand Name
2) Strong TQM
3) Excellent Marketing Strategy
4) Innovative Personality
5) Cheap price cum Charming Products
W-Weakness
1) No standard advertising
2) Lower Concentration on Other top countries
3) Lower Marketing strategies
O-Opportunities
1) Possibility of Becoming World‟s Top MNC
2) Expansion
3) Maximum Marketing Share
T-Threats
1) Govt. Regulations
2) Maximum Taxes
3) Lack Of Support From Foreign Govts.

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ACHIEVEMENTS
a) Giant FMCG in Only 5 Years
b) Accomplished “Make In India Concept”
c) Highest Turnover Cum Profit (2007- 250 crores and 2015 2,215 crores)
d) Maximum Outlets In Minimum Time(2007 150 outlets and Now 2015 15000
exclusive+1,00,000 stores)
e) Biggest Swadeshi Movement
f) Tough Competitor In The Market for Other MNCs and Indian Companies

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FUTURE PLANS AND GOALS
a) Patanjali want to achieve 10,000 Crore business
b) Patanjali aims to expand the business at the global market in next 5 years
c) Patanjali planning Produce Beverage Drinks
d) It also planning to produce Oats, Noodles, Chips as to crack the market share of other MNC‟s
e) To Reach the great heights as to lower the demand for MNC‟s
f) Patanjali planning to open its outlets at Railway Stations and Airports
g) Patanjali planning to advertise through McCann and Mudra for next level of Marketing plans.

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PURPOSE & PRINCIPLES
a) Our corporate purpose states that to succeed requires "the highest standards of corporate
behavior towards everyone we work with, the communities we touch, and the environment
on which we have an impact."
b) Always working with integrity: Conducting our operations with integrity and with respect
for the many people, organizations and environments our business touches has always been
at the heart of our corporate responsibility.
c) Positive impact: We aim to make a positive impact in many ways: through our brands, our
commercial operations and relationships, through voluntary contributions, and through the
various other ways in which we engage with society.
d) Continuous commitment: We're also committed to continuously improving the way we
manage our environmental impacts and are working towards our longer-term goal of
developing a sustainable business.
e) Setting out our aspirations: Our corporate purpose sets out our aspirations in running our
business. It's underpinned by our code of business Principles which describes the operational
standards that everyone at Unilever follows, wherever they are in the world. The code also
supports our approach to governance and corporate responsibility.
f) Working with others: We want to work with suppliers who have values similar to our own
and work to the same standards we do. Our Business partner code, aligned to our own Code
of business principles, comprises ten principles covering business integrity and
responsibilities relating to employees, consumers and the environment.

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PATANJALI BUSINESSES
Patanjali is the manufacturer of 500 world class, healthy, herbomineral heal care, dental care,
food, cosmetics, toiletries, hair care and other products. It produce world class, healthy,
herbomineral heal care, dental care, food, cosmetics, toiletries, hair care and other products

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Food Product
In Food Product Patanjali manufactures Delite biscuits, Arogya atta, Patanjali spices, Patanjali
noodles, Patanjali pickles and various other products.
Home Care
In Home Care, Patanjali manufactures products like Patanjali Incense sticks, Patanjali Dish wash
bar, Hawan samagri and various other products.

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Personal Care
In Personal Care, Patanjali manufactures Patanjali Hand wash, Conditioner, Detergent cake,
Eye care,, Skin care, Face wash, etc,.
Health Care
In Health Care, It produces Badam pack, Chyawanprash, Fruit juices, Ghee, Health drinks,
PAtanjali Honey etc,.

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INDIAN TOBACCO COMPANY LIMITED(ITC)
ITC was incorporated on August 24, 1910 under the name Imperial Tobacco Company of India
Limited. As the Company's ownership progressively Indianised, the name of the Company was
changed from Imperial Tobacco Company of India Limited to India Tobacco Company Limited
in 1970 and then to I.T.C. Limited in 1974. In recognition of the Company's multi-business
portfolio encompassing a wide range of businesses - Fast Moving Consumer Goods comprising
Foods, Personal Care, Cigarettes and Cigars, Branded Apparel, Education and Stationery
Products, Incense Sticks and Safety Matches, Hotels, Paperboards & Specialty Papers,
Packaging, Agri-Business and Information Technology - the full stops in the Company's name
were removed effective September 18, 2001. The Company now stands rechristened 'ITC
Limited,'where „ITC‟ is today no longer an acronym or an initialised form.
A Modest Beginning
The Company's beginnings were humble. A leased office on Radha Bazar Lane, Kolkata, was the
centre of the Company's existence. The Company celebrated its 16th birthday on August 24,
1926, by purchasing the plot of land situated at 37, Chowringhee, (now renamed J.L. Nehru
Road) Kolkata, for the sum of Rs 310,000.
1925: Packaging and Printing: Backward Integration
Though the first six decades of the Company's existence were primarily devoted to the growth
and consolidation of the Cigarettes and Leaf Tobacco businesses, ITC's Packaging & Printing
Business was set up in 1925 as a strategic backward integration for ITC's Cigarettes business. It
is today India's most sophisticated packaging house.
1975: Entry into the Hospitality Sector - A 'Welcome' Move
The Seventies witnessed the beginnings of a corporate transformation that would usher in
momentous changes in the life of the Company. In 1975, the Company launched its Hotels
business with the acquisition of a hotel in Chennai which was rechristened 'ITC-Welcomgroup

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Hotel Chola' (now renamed My Fortune, Chennai). The objective of ITC's entry into the hotels
business was rooted in the concept of creating value for the nation.
1979: Paperboards & Specialty Papers - Development of a Backward Area
In 1979, ITC entered the Paperboards business by promoting ITC Bhadrachalam Paperboards
Limited. Bhadrachalam Paperboards amalgamated with the Company effective March 13, 2002
and became a Division of the Company, Bhadrachalam Paperboards Division.
1990: Agri Business - Strengthening Farmer Linkages
Also in 1990, leveraging its agri-sourcing competency, ITC set up the Agri Business Division for
export of agri-commodities. The Division is today one of India's largest exporters.
2002: Education & Stationery Products - Offering the Greenest products
ITC launched line of premium range of notebooks under brand Paperkraft in 2002. To augment
its offering and to reach a wider student population, the Classmate range of notebooks was
launched in 2003. Classmate over the years has grown to become India's largest notebook
brand and has also increased its portfolio to occupy a greater share of the school bag.
2002: Agarbattis & Safety Matches - Supporting the Small and Cottage Sector
In 2002, ITC's philosophy of contributing to enhancing the competitiveness of the entire value
chain found yet another expression in the Safety Matches initiative. ITC now markets
popular safety matches brands like iKno,Mangaldeep and Aim.
2005: Personal Care Products - Expert Solutions for Discerning Consumers
ITC entered the Personal Care Business in 2005. In eight years, the Personal Care portfolio has
grown under'Essenza Di Wills', 'Fiama', 'Vivel' and 'Superia' brands which have received
encouraging consumer response and have been progressively extended nationally. In May 2013,
the business expanded its product portfolio with the launch of Engage - one of India's first range
of 'couple deodorants'
Creating enduring Value for India
Indian Tobacco Company (ITC) is one of India's foremost private sector companies with a
market capitalisation of US $ 45 billion and a turnover of US $ 7 billion. ITC is rated among the
World's Best Big Companies, Asia's 'Fab 50' and the World's Most Reputable Companies by
Forbes magazine and among India's Most Valuable Companies by Business Today. ITC ranks
among India's '10 Most Valuable (Company) Brands', in a study conducted by Brand Finance
and published by the Economic Times. ITC also ranks among Asia's 50 best performing
companies compiled by Business Week.

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VISION & MISSION
Vision:
Sustain ITC‟s position as one of India‟s most valuable corporations through world class
performance, creating growing value for the Indian economy and the Company‟s stakeholders.
Mission:
To enhance the wealth generating capability of the enterprise in a globalizing environment,
delivering superior and sustainable stakeholder value. ITC. Touching your life. Everyday
Purpose & Principles
ITC's Corporate Governance initiative is based on two core principles. These are:  Management
must have the executive freedom to drive the enterprise forward without undue restraints; and
this freedom of management should be exercised within a framework of effective accountability.
ITC believes that any meaningful policy on Corporate Governance must provide empowerment
to the executive management of the Company, and simultaneously create a mechanism of checks
and balances which ensures that the decision making powers vested in the executive
management is not only not misused, but is used with care and responsibility to meet stakeholder
aspirations and societal expectations.

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SWOT ANALYSIS
S-Strengths
a) ITC has a strong and experienced management.
b) Strong brand presence, excellent products advertising.
c) Over 6500 E-Choupal CSR activities and sustainability initiatives enhance ITC‟s brand
image reaching over 4 million farmers.
d) ITC limited employees over 25,000 people.
e) Excellent research and development facilities.
W-Weaknesses
a) ITC is still dependant on its tobacco revenues and people have cheaper substitutes and
other brands
b) Hotel industry has not been able to create a huge market share
O-Opportunities
a) Tap rural markets and increase penetration in urban areas
b) Mergers and acquisitions to strengthen the brand
c) Increasing purchasing power of people thereby increasing demand
d) More publicity of hotel chains to increase market share
T-Threats
a) Strict govt regulations and policies regarding cigarettes
b) Intense and increasing competition amongst other FMCG companies and hotel chains
c) FDI in retail thereby allowing international brands

26. 26
ITC ACHIEVEMENTS
Since ITC was established in 2005, the Company has strategically focused on servicing the
Business community and key Telecom Operators while delivering innovative and customer
centric products. Ever since, ITC has expanded its fiber optic network by more than 17000 km in
the kingdom offering quality of service and 24/7 customer care. The company, in partnership
with other operators in the kingdom, has set-up the Saudi National Fiber Optic Network (SNFN)
and complemented it with 7 international gateways of its own (Jeddah, Khobar, UAE, Bahrain,
Qatar, Jordan and UK). Terrestrial network, sub-marine cables, and ITC satellite Hub deliver the
highest network resiliency in KSA.
2005
ITC was founded in 2005 licensed data services provider and Internet service provider license
2006
CENTRAL, EASTERN, WESTERN COVERAGE WIRED AND WIRELESS
a) Central, Eastern, Western coverage Wired and wireless
b) Submarine CLS Jeddah & Khobar internal gateways
c) NOC + 3 Data Centers (Jeddah/Khobar/Riyadh)
d) First WiMAx
e) SLA (pioneers)
2007
VSAT OPERATOR LICENSE
a) VSAT Operator License
b) SNFN (first ring)
c) L2 VPN –full-fledged (pioneers)
d) Transmission Leased Line (2nd)
e) 2007: IBW (wholesale) 2nd
2008
a) Colocation - Pioneers
b) Full diversity Internet Gateways – Survived the famous Cable Cut

27. 27
2012
FIBER SYNC LAUNCH
a) Fiber Sync launch
b) Regional Peering (Jordan/Bahrain/Qatar)
c) Gpon - FTTX rollout
d) 4G trial
2013
TELSA AWARD
a) Integrated Telecom (ITC), one of the leading telecommunications service providers in
Saudi Arabia, has been awarded the Best Saudi Telecom Operator (Business service
Provider) in 2013.
2014
LAUNCH SAUDI EXECUTIVE CLOUD
a) Saudi Executive Cloud is committed to provide Businesses, Banks and Government
offices with high standard of products and services designed to meet their expectation
in an executive level.
2015
AWARDS WINNING
a) Received (ISO/IEC 27001) for Information Security Management System
b) Received (ISO/IEC 20000-1) IT Service Management System
c) Received Tier III for ITC data center in Riyadh from UPTIME for Riyadh Data
Center
2016
AWARDS WINNING
a) Received Tier III for ITC data center from UPTIME for Jeddah Data Center
b) Received Tier III for ITC data center from UPTIME for Khobar Data Center

28. 28
ITC FUTURE PLANS & GROWTH
Diversified conglomerate ITC Limited today said it plans to invest about Rs 25,000 crore in the
next 5-7 in various projects. Chairman Y C Deveshwar told shareholders at the company's AGM
here that the company has planned to undertake investments of nearly Rs 25,000 crore spread
over 40 projects across the country in the next 5-7 years. The company is also working towards
entering the nutrition, health and well-being segment. "ITC's growing presence in
agriculture, food and personal care products is enabling a synergy of R&D capabilities to deliver
future products aimed at nutrition, health and well-being", Deveshwar said. He said recognising
the special attention needed to tackle common health disorders in the country, several long term
research platforms had been designed to create unique interventions.
This, he said, would attempt to address problems of cardio-vascular health, cognition and
diabetes. Deveshwar said the company had built a state-of-the art R&D centre at Bangalore
which would provide the required platform to deliver such future products. Aiming to become
the number one FMCG player in the country (barring cigarettes), Deveshwar said the company
was eyeing a topline of around Rs 15,000 crore over the next five to seven years from this new
line of business. "ITC is making an audacious campaign to build Indian brands", he said. ITC's
segment revenue from non-cigarette FMCG business had already crossed Rs 5500 crore, he
noted.
Referring to Wimco, which was acquired by the company in 2005, he said the land of the closed
factories at Maharashtra and Chennai would be utilised by converting them into food parks.
On export of food products by ITC, Deveshwar said that 'Aashirwaad' brand atta was being
exported to New Zealand, Australia, US and Canada. But the government had imposed
restrictions on such exports for ensuring food security in wheat-based products, he said.
He said that the company had suggested that value-added exports of food products should never
be stopped but can come with some obligation imposed on the company to import equivalent
amount of wheat into the country.
Deveshwar said the suggestion was receiving a favourable attention from the government.
Regarding the Nepal subsidiary, he said it was the number one company in that country in terms
of size and employees.

29. 29
Multiple Drivers of Growth
ITC‟s aspiration to create enduring value for the nation and its stakeholders is manifest in its
robust portfolio of traditional and greenfield businesses encompassing Fast Moving Consumer
Goods (FMCG), Hotels, Paperboards & Specialty Papers, Packaging, Agri-Business, and
Information Technology. This diversified presence in the businesses of tomorrow is powered by
a strategy to pursue multiple drivers of growth based on its proven competencies, enterprise
strengths and strong synergies between its businesses.
The competitiveness of ITC‟s diverse businesses rest on the strong foundations of institutional
strengths derived from its deep consumer insights, cutting-edge Research & Development,
differentiated product development capacity, brand-building capability, world-class
manufacturing infrastructure, extensive rural linkages, efficient trade marketing and distribution
network and dedicated human resources. ITC‟s ability to leverage internal synergies residing
across its diverse businesses lends a unique source of competitive advantage to its products and
services.
Within a relatively short span of time, ITC has established vital brands like Aashirvaad,
Sunfeast, Dark Fantasy, Delishus, Bingo!, Yippee!, Candyman, mint-o, Kitchens of India in the
Branded Foods space; Essenza Di Wills, Fiama Di Wills, Vivel, Vivel Cell Renew, Engage 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 and Aim in the Safety Matches segment. This growth has been rated
by a Nielsen Report to be the fastest among the consumer goods companies operating in India.
Today ITC is the country's leading FMCG marketer, the clear market leader in the Indian
Paperboard and Packaging industry, a globally acknowledged pioneer in farmer empowerment
through its wide-reaching Agri Business, the second largest Hotel Chain in India and a trailblazer
in 'green hoteliering'. This portfolio of rapidly growing businesses considerably enhances ITC's
capacity to generate growing value for the Indian economy.
ITC's Agri-Business is one of India's largest exporters of agricultural products. The ITC Group‟s
contribution to foreign exchange earnings over the last ten years amounted to nearly US$ 6.0
billion, of which agri exports constituted 57%. The Company's 'e-Choupal' initiative has enabled
Indian agriculture significantly enhance its competitiveness by empowering Indian farmers
through the power of the Internet. This transformational strategy has already become the subject
matter of a case study at Harvard Business School apart from receiving widespread global
acclaim.

30. 30
ITC BUSINESSES
It is ITC's strategic intent to secure long-term growth by synergising and blending the diverse
pool of competencies residing in its various businesses to exploit emerging opportunities in the
FMCG sector.
The Company's institutional strength deep understanding of Indian consumer, strong trademarks,
deep and wide distribution network, agri-sourcing skills, packaging know-how and cuisine
expertise continue to be effectively leveraged to rapidly grow the new FMCG businesses.
ITC has rapidly scaled up presence in its newer FMCG businesses comprising Branded Packaged
Foods, Lifestyle Retailing, Education and Stationery products, Personal Care products, Safety
Matches and Incense Sticks (Agarbatti), at an impressive pace over the last several years,
crossing Rs. 7000 crore mark in 2013. Its FMCG portfolio consists of 7 portfolios:
ITC PRODUCTS

31. 31
Food Products
ITC's Branded Packaged Foods business is one of the fastest growing foods businesses in India,
driven by the market standing and consumer franchise of its popular brands - Aashirvaad,
Sunfeast, Bingo!, Yippee!, B Natural, mint-o, Candyman and GumOn.
Home Care
The Company commenced marketing Agarbattis (Incense Sticks) and Aim safety matches from
small scale to large scale for creating multiple drivers of growth in the FMCG sector.

32. 32
Personal Care
ITC's Personal Care portfolio under the,'Fiama', 'Vivel', "Engage" and 'Superia' brands has
received encouraging consumer response and is being progressively extended nationally
Health Care
ITC produce various products like Savlon, B Natural juices, etc,. for the growth in FMCG sector

33. 33
OBJECTIVES
The objectives of the project are as follows:
1) To study the profitability of Patanjali and ITC ltd
2) To study the satisfaction level for the consumers of Patanjali and ITC Ltd

34. 34
REVIEW OF LITERATURE
Brown(2000)reported that the need for effective nutritional education for young consumers has
become increasingly apparent. Given their general food habits, their behaviour (particularly
during adolescence) was analyzed. The interaction between young consumers' food preferences
and their nutritional awareness behaviour within three environments (home, school and social
interaction) appears to be somewhat overshadowed by young consumers while developing an
independence trait, particularly, during the adolescent years. The authors suggested that food
preferences are often for a 'fast food' type and consequently the food habits of many young
consumers may fuel the consumption of poorly nutritionally balanced meals. While young
consumers were aware of healthy eating, but their food preference behaviour did not always
appear to reflect such knowledge, particularly within the school and social environments.
Beverland(2001)studied the level of brand awareness within the New Zealand market for
ZESPRI kiwi fruit; the effectiveness of their branding strategy was studied. The implications of
the findings for agribusiness in general using the data collected from surveys of kiwi fruit
consumers (n=106) outside three major super market chains in Auckland, New Zealand
suggested that the level of brand awareness for ZESPRI is low among consumers. It is indicated
that brand awareness could be increased through a relationship- making programme involving
targeted marketing campaigns and strong supply chain management.
Nandagopal & Chinnaiyan(2003)studied that the level of awareness among rural consumers
about the brands of soft drinks was high, which was indicated by the purchase of soft drinks by
"Brand Name". The major source of brand awareness was word of mouth followed by
advertisements, family members, relatives and friends.
Gautam & Gangal(2011)analyzed the factors responsible of the boom in rural marketing,
consumers‟ preference for FMCG products based on 4 “A‟s (i.e. Awareness,
Affordability, Adoptability and Availability) by employing convenient sampling method for
administering the questionnaires using Likert Scale to total 125 respondents of Patanjali & ITC
in rural areas of Allahabad district from January 2011 to June 2011. The study found that
skincare and fragrance have been found as the prime reasons for using bathing soaps (personal
wash) and consumers buy detergent due to its primary function for cleanliness and few
purchase it for its fragrance. The cleanliness followed by freshness has been the primary
motives to purchase toothpaste (oral care) and some consumers also purchase it for protection of
gums and whiteness value. The consumers purchase hair oil for hair care and good looks.
Vernekar & Wadhwa(2011)examined the consumer attitudes and perceptions towards
eco-friendly products in FMCG sector and their willingness to pay on green products. The
study revealed that the green products have substantial awareness among urban Indian
customers and they are willing to pay something more on green products. The majority
of customers considered that package is most important element of such products

35. 35
Kavitha(2012)studied that, the new phase of rural consumption appears to provide a great
opportunity for the F.M.C.G. sectors. Marketers will need to evolve new strategies to connect
and communicate with a more aware and unreserved consumer than ever before, the study found.
With this, product and brand development cycles will need to undergo a dramatic change.
Today‟s rural consumer is not just indulgent, but „smart‟ too: She wants products that carry the
best of traditional wisdom and modern science, providing her convenience and individualism in
one go. This means product and brand strategies that respond to these demands are more likely to
succeed.
Rahman(2012)found in his study that ,in India the market share of hair care segment contributes
a considerable amount i.e. 9% of F.M.C.G. Sector which is continuously increasing from 6230.8
crores of rupees to 8417.79 crores of rupees in the commercial years of 2008-09 to 2010-11. The
shampoo market is dominated by Hindustan unsilver ltd. With a market share of 46% followed
by procter and gamble with 24%. The top shampoo brands sunsilk, pantene and head &
shoulders which are placed in the „stars‟ cell of BCG matrix of shampoo brands of India.
Rana J.(2012)studied that, the Indian market is quite attractive and challenging. Although the
marketers are taking effective steps to capture this market. Still there is a large scope. It has
tremendous opportunities. As far as premium F.M.C.G. Brands are concerned, only a few
consumers are there form this market. The companies should decide their target market for
premium brands and approach them. Youth can be a great 94help in this direction. The marketers
have to come up with innovative proposals through which the target market (for premium
brands) should be convinced.
Poddar Anindya(2013)It has already begun. Patanjali has reported a revenue of US$740 million
in 2015–16 as compared to US$8 billion by ITC. It might not seem staggering at first (just 10%,
you would say), but taking into account that the number was US$300 million a year ago, says a
lot about the rate at which Patanjali is capturing the FMCG market. Also, ITC gets most of its
revenue from the cigarette industry and not FMCG, more than half of the total revenue is through
the sale of cigarettes only. In a few years, we could be witnessing a tough battle between the two
for the Indian FMCG market.

36. 36
RESEARCH METHODOLOGY
Description of the study area: Allahabad, also known as Prayag is a city in the Indian state of
Uttar Pradesh and the administrative headquarters of Allahabad District, the most-populous
district in the state. As of 2011, Allahabad is the seventh most-populous city in the state,
fifteenth in the Northern India and thirty-sixth in India, with an estimated population of 1.11
million in the city. In 2011 it was ranked the world's 130th fastest-growing city. Allahabad, in
2013, was ranked the third most livable city in the state (after Noida and Lucknow) and twenty-
ninth in the country. The city is home to colleges, research institutions and central and state
government offices. Allahabad has hosted cultural and sporting events, including Kumbh Mela
and the Indira Marathon.
Research Design: The present study is focused on the exploratory research design
Data Source: The primary data for the study is collected from customers who are self-employed,
students, serviceman, retired persons & house wife to know their experience.
Sample population: In this study, the respondents are customers and comes from different age
groups.
Sample size: The sample for the study is 100 respondents.
Statistical tools: Mean, and percentage method.

37. 37
Demographic Profile of Respondents
Total Respondents
Table 1

38. 38
RELIGION
Table 1.1
Figure 1
On the basis of above table, It is stated that Among the 100 respondents 40% of Muslims,
19% of Christians &41% of Hindus have responded towards the survey

39. 39
LOCATION
Table 1.2
Figure 1.1
On the basis of above table, It is stated that 49% respondents are from Naini and very few
i.e.1% are from Indalpur

40. 40
AGE
Table 1.3
Figure 1.2
On the basis of above table, It is stated that 54% respondents are within the age group of 21-
30 years & 11% respondents are from 31-40 years

41. 41
GENDER
Table 1.4
Figure 1.3
On the basis of above table, It is stated that male respondents are 80% female are 20%

42. 42
MARITAL STATUS
Table 1.5
Figure 1.4
On the basis of above table, It is stated that unmarried respondents are74% & married
respondents are 26%

43. 43
EDUCATIONAL QUALIFICATION
Table 1.6
Figure 1.5
On the basis of above table, It is stated that educational qualification of most respondents
49% are of upto 12

44. 44
OCCUPATIONAL STATUS
Table 1.7
Figure 1.6
On the basis of above table, It is stated that most respondents are students i.e. 71%

45. 45
MONTHLY INCOME
Table 1.8
Figure 1.7
On the basis of above table, It is stated that as the most respondents are students therefore
they do not have any kind of earnings i.e. 62%

46. 46
Q2. Are you aware of the following company?
Table 2
Fig. 2
According to the survey of 100 customers we found out that ITC is the most company heard
of among all others (i.e. %) 77% respondents are of ITC Ltd. and the rest 23% are of
Patanjali company.
Fig. 1

47. 47
Q3. Select the reason for making purchase in your preferred store?
Fig. 3
In this study, I‟ve found that mostly people purchase their products because of variety which
is 43% and is the highest and least by proximity i.e. 8%

48. 48
Q4. Which product do you use of ITC company?
Fig. 4a
From the above chart, it is concluded that 28% ITC respondents use Ashirwaad (atta, ghee,
spices) and 7% use Yippee noodles
Fig. 4b
According to the survey, I‟ve found that 30% ITC respondents use Aim safety matches and 45%
didn‟t responded in home care

49. 49
Fig. 4c
From the above chart, I‟ve found that 28% ITC respondents use Vivel,Superia soaps and 65 use
Fiama gentle care.
Fig. 4d
From the above chart, I‟ve found that 39% ITC respondents use Savlon and 13% use B Natural
juice.

50. 50
Q5. Which product do you use of PATANJALI company?
Fig. 5a
From the above chart, it is found that 64% didn‟t responded and 3%use Patanjali noodles
Fig. 5b
From the above chart, I‟ve found that 72% didn‟t responded on Patanjali Home Care products
and 3% use Patanjali Hawan samagri.

51. 51
Fig. 5c
From the above chart, I‟ve found that 65& of the respondents didn‟t responded and 1% use
patanjali Eye care.
Fig. 5d
From the above chart, I came to know that 70% don‟t use Patanjali products and 2% use
Patanjali Honey

52. 52
Q6. How long you have been using above stated brands?
Fig. 6
According to the survey, I‟ve found that 42% respondents are using their products from more
than 2 years

53. 53
Q7. How frequently do you purchase?
Fig. 7
According to the survey of 100 customers, I‟ve found out that 46% of the customers purchase
their products on the monthly basis and 10% of the customers purchase on the daily basis.

54. 54
Q8. Rank your satisfaction level of ITC Ltd.(5-strongly satisfied,4 satisfied,3-somewhat
satisfied,2-dissatisfied,1-strongly dissatisfied)
Fig. 8a
According to the survey, I‟ve found that 40% of the respondents are satisfied with ITC Food
Products and 4% are somewhat satisfied
Fig. 8b
According to the survey, I‟ve found that 36% are somewhat satisfied and 4% are dissatisfied
with ITC Home Care products

55. 55
Fig. 8c
According to the survey, I‟ve found that 35% are satisfied and1% are dissatisfied with ITC
Personal care products.
Fig. 8d
According to the survey, I‟ve found that 335 are Strongly satisfied and 3% are dissatisfied with
ITC Health care products.

56. 56
Q9. Rank your satisfaction level of Patanjali.(5-strongly satisfied,4-satisfied,3-
somewhat satisfied,2-dissatisfied,1-strongly dissatisfied)
Fig. 9a
According to the survey, I‟ve found that 70% didn‟t responded and 2% area dissatisfied with
Patanjali food products.
Fig. 9b
According to the survey, I‟ve found that 705 didn‟t responded and q% are dissatisfied with
Patanjali Home care products.

57. 57
Fig. 9c
According to the survey, I‟ve found that 70% didn‟t responded and 2% are dissatisfied with
PAtanjali Personal care products.
Fig. 9d
According to the survey, I‟ve found that 70% didn‟t responded and 2% are dissatisfied with
Patanjali Health care products

58. 58
Q10. From which source you came to know about the company?
Fig. 10
The above chart shows that 56% of the respondents came to know about their product through
television and 2% of the respondents through pamphlets.

59. 59
Q11. Do you always find your products at company store?
Fig. 11
According to our survey of 100 customers, I,ve found out that 79% of the respondents always
find their products at company store and 21% of the respondents do not get their products at
company store on time.

60. 60
Q12. If not, what according to you is the reason?
Fig. 12
From those 21% respondents who don‟t get their products at company store on time stated, these
delay happens because of frequent delays i.e.14% and 6% respondents stated it happens because
the store is far from the warehouse

61. 61
FINDINGS
a) Total 100 respondents participated in the survey among which, 77% respondents are of ITC
Ltd. and the rest 23% are from Patanjali company.
b) 43% of the respondents purchase their products because of verities provided by their
companies.
c) In ITC Ltd., 28% people purchase Ashirwaad atta in food product,30% purchase Aim safety
matches in home care,28% purchase Vivel soap in personal care and 39% purchase Savlon in
personal care.
d) In Patanjali company, 64% do not responded & 14% purchase Delite biscuits in food care, in
Home care 72% didn‟t responded & only 11% purchase Patanjali incense sticks. In personal care
65% didn‟t responded & only 10% purchase Patanjali hand wash and in health care 70% didn‟t
responded and only 9% purchase Patanjali Chyawanprash
e) 42% of the total respondents are using their products since last two years.
f) 46% of the respondents make purchase on the monthly basis.
g) 27.5% respondents of ITC Ltd. are strongly satisfied,31.2% are satisfied, 17.3% are somewhat
satisfied, 7.4% are dissatisfied and 16.3% are strongly dissatisfied.
h) 8.1% respondents of Patanjali company are strongly satisfied, 12.4% are satisfied, 7.4% are
somewhat satisfied,1.7% are dissatisfied, and 69.4% are strongly dissatisfied.
i) 56% respondents came to know about their companies through television
j) 79% of the users always get their product at their company store and the rest 21% who do not
get stated that it is due to the frequent delays.

62. 62
LIMITATIONS
a) The study was restricted to Allahabad only.
b) Among the 100 respondents few respondents did not responded seriously which affected
the output of the survey results.
c) Study includes students with zero income which may not give conclusive results as income
affects the buying capacity too.
d) Time and resource constraint are other limitations too.

63. 63
CONCLUSION
a) The Findings in the paper show that there are many significant factors that together make up
the buying decision of the product.
b) Customers‟ perception towards a brand is built largely on the satisfactory value the user
receives after paying for the product and the benefits the user looks for.
c) In the above study, a large portion of the user is satisfied with ITC Ltd products.
d) Companies in order to retain more customers and satisfy them, must fulfill the claims made by
the company before any other brand may mushroom up and take away the benefits of marketing
through spirituality.

64. 64
RECOMMENDATIONS
There is high potential market for FMCG in Allahabad city, but this market needs to be explored
as customers are still hesitated in purchasing the Patanjali products. In Allahabad, people have
adequate knowledge about Patanjali products, So proper marketing of various schemes is
required, company should arrange more and more proper advertisements in order to aware and
acknowledge peoples.
Most of the peoples are not interested in purchasing the Patanali products due to various personal
reasons therefore, the company should take appropriate steps to overcome with these situations.
Company should also provide knowledge about the growth rate and expected growth rate of their
industry in India.
Recommended Actions
1. Grow portfolio in premium zed product category to improve gross profit margin at company
level
2. Improve footprint in Foods and Beverages category as current marketing campaigns does not
seem to be working good enough
ITC Limited
ITC has a huge reliance on Tobacco business which makes it susceptible to any future health
related regulations which if came in effect might prove to be a big hindrance on the sustainability
of the company. Hence emphasis should be on reducing dependency on Tobacco business and
growing other businesses. Most of the people are aware of the ITC Ltd. So they purchase their
products but in ITC Ltd. also, there are various products of whom people are not aware therefore
the company should find out and take appropriate measurements to acknowledge them and make
them aware of those products in order to increase their sales.
Recommended Actions
1. Reduce dependency on Tobacco business by growing other non-tobacco businesses
2. Marketing campaign needs to be brought on par with other FMCG companies
3. Supply chain efficiency needs to be improved so as to free up capital from inventory and
invest it in marketing and advertising campaign

65. 65
REFERENCES
Brown W.F.(2000)The Determination of Factors Influencing Brand Choice‖, Journal of
Marketing, Vol. 14, pp. 42-44.
Beverland M.(2001)Creating Value through Brands: The ZESPRITM Kiwi Fruit Case‖, British
food Journal, Vol. 103, No. 6, pp. 383-399.
Gangal V.K.& Gautam N.(2011)“Consumers preference for FMCG products in rural India: a
comparative study of HUL & ITC,”APOTHEOSIS: Tirpudes National Journal of Business
Research, vol. 2, issue 1, pp. 115-123,
Jain A. & Sharma M.(2012)“Brand awareness and customer preferences for FMCG products in
rural market: an empirical study on the rural market of Garhwa region,” VSRD International
Journal of Business & Management Research, vol 2, no. 8, pp. 434-443,
Nandagopal, R. & Chinnaiyan, P.(2003)Brand Preference of Soft Drinks in Rural Tamil Nadu‖,
Indian Journal of Marketing, Vol. 33, No. 1, pp. 14–17.
Vernekar Ramaiya & Wadhwa Ram(2011)Green Consumption An Empirical Study of
Consumers Attitudes and Perception regarding Eco-Friendly FMCG Products, with special
reference to Delhi and NCR Region. Opinion. Vol 1, N0 1, December 2011. pp.64-74.
Yee J. & Young L.(2001)A Public Health Approach to Reducing the Fat Content of Meat Pieces
in Auckland‖, Journal New Zealand Dietetic Association, Vol. 55, No. 1, pp. 22–27.

66. 66
RESEARCH ANALYSIS AND INTERPRETATION
SAM HIGGINBOTTOM INSTITUTE OF AGRICULTURE , TECHNOLOGY & SCIENCES
Joseph School of Business Studies
The study is being done for the requirement of BBAH 7th
semester research work and the
information collected will be used only for the educational purpose.
SURVEY QUESTIONNAIRE
1. Personal details :
Name :……………………………………………… Religion :……………………………………………
Location :………………………………………………………………………...........................................
Age : Below 20 years 21-30 years
31-40 years Above 40 years
Sex : Male Female
Marital status : Married Unmarried
Educational qualification ;
No qualification Upto 12
Graduate P.G. & above Others
Occupational status : Student Housewife
Employed Business Retired
Monthly income : Upto Rs 10,000 Rs10,001 to Rs20,000
Rs20,001 to Rs50,000 Above Rs50,001
2. Are you aware about the following company?
 ITC Yes No
 Patanjali Yes No
3. Select the reason for making purchase in your preferred store?
Discount Variety
Service Proximity Ambience
4. Which products do you use of ITC company?
Food product Home care

67. 67
Ashirwaad (atta,,ghee,spices) Mangaldeep (incense sticks)
Sunfeast (biscuits) Aim (safety matches)
Mint-O,candyman (candies) Others
Bingo (snacks)
Yippee (noodles)
Others
Personal care Health care
Essenze di wills(fragrances & body care) B natural (juices)
Vivel,superia (soaps) Sunfresh dairy (whitener)
Engage (deodorants) Savlon
Vivel Cell (body lotion) Others
Fiama (gentle care)
Others
5. Which product do you use of Patanjali company?
Food product Home care
Delite (biscuits ) Patanjali Incense sticks
Arogya (atta) Patanjali Dish wash bar
Patanjali Spices Patanjali Hawan samagri
Patanjali Noodles Others
Patanjali Pickles
Others
Personal care Health care
Patanjali Hand wash Badam pack
Patanjali Conditioner Chyawanprash
Patanjali Detergent cake Patanjali Fruit juice
Patanjali Eye care Patanjali Ghee
Patanjali Skin care Patanjali Health drinks
Patanjali Face wash Patanjali Honey
Others Others
6. How long you have been using above stated brands?

68. 68
Last six months 6 months to 1 year
1 to 2 years more than 2 years
7. How frequently do you purchase?
Daily weekly monthly
8. Rank your satisfaction level of ITC Ltd. (5-strongly satisfied,4-satisfied,3-somewhat
satisfied,2-dissatisfied,1-strongly dissatisfied)
Ranks
Brands
5 4 3 2 1
Food product
Home care
Personal care
Health care
9. Rank your satisfaction level of ITC Ltd. (5-strongly satisfied,4-satisfied,3-somewhat
satisfied,2-dissatisfied,1-strongly dissatisfied)
Ranks
Brands
5 4 3 2 1
Food products
Home care
Personal care
Health care
10. From which source you came to know about the company?
Television Newspaper
Pamphlets Word of mouth
11. Do you always find your products at company store?
Yes No
12. If not,what according to you is the reason?
Frequent delays Far from the warehouse
13. State your suggestions , if any …………………………………………………………………
MOHD. DANISH
13BBAH021