OBJECTIVE OF THE STUDY
Objective One:
To analyze the marketing strategies of ITC Limited used to market their personal care products in extremely competitive environment of industry.
Objective Two:
To study and analyse the factors influencing a customer to buy personal care products in competitive environment of industry.
Objective Three:
To identify the customer perception with respect to features required in their personal care products. SCOPE OF THE STUDY
The study will be limited to ITC personal care product, marketing strategy and also consumer survey about the personal care products. The survey was limited to the geographical area of Lucknow. The sample size was limited to 50 respondents.
SIGNIFICANCE OF THE …show more content…
Q1. Do you use Personal Care Products?
Yes No
50 0
Findings: Above chart depict maximum 100% respondents are using Personal Care Products.
Q.2 When you think of Personal Care Products, which brands come to your mind?
HLL P&G J&J Reckitt B ITC L’Oreal Any Other
18 8 4 2 8 4 6
Findings: 36% respondents had ticked on HLL while they think of Personal Care Products followed by 16% each P&G and ITC, Johnson & Johnson and L’oreal ticked 8% and any other ticked 12%.
Q.3 Do you use personal care product according to your skin type?
Yes No
35 15
Findings: Most of the respondents 70% does not use personal care product according to their skin type.
Q.4 Are you a brand loyal customer?
Yes No
18 32
Findings: Most of the respondents 64% are not brand loyal customers. But 36% respondent said they are very brand loyal.
Q.5 If not, then which out of following factors fluctuates you to other brands.
Discounted Price Promotional Schemes Strong Advertisement Any other
13 15 4 …show more content…
Yes No
32 28
Findings: Above chart depict that 53% respondents have used ITC personal care products and rest 47% have not yet used the ITC products.
Q.8 Which of the following personal care product you have been used of ITC?
A B C D E
Essenza Di Wills Perfumes Inizio Femme (for women) Essenza Di Wills Perfumes Inizio Homme (for men) Essenza Di Wills Perfumes Aqua Homme (for men After-Shave
Lotion, a Deodorant, a Hair & Body Shampoo and a Bathing Bar) Fiama Di Wills (Shampoos, Conditioner, Shower Gels & Soap) Vivel Di Wills (Shampoos and Soap)
4 3 5 12 9 Findings: Above chart depict that majority of the respondents 37% have used Fiama Di Wills (Shampoos, Conditioner, Shower Gels & Soap) followed by 27% used Vivel Di Wills (Shampoos and Soap), 15% have used Essenza Di Wills Perfumes Aqua Homme (for men After-Shave Lotion, a Deodorant, a Hair & Body Shampoo and a Bathing Bar), 12% are using Essenza Di Wills Perfumes Inizio Femme (for women) and 9% using Essenza Di Wills Perfumes Inizio Homme (for men) of ITC Personal Care Product.
Q.9 Are you satisfied with the personal care product of ITC you are using / used?
Yes No
26