Preference of Retailers towards ITC Candyman and its Competitors


By

Mr. Robin Neema
Asst. Professor
Mr.Upendra Singh Panwar
Asst. Professor
Ms. Mahak Goreja
Asst. Professor
Mr. Sanjay Maheshwari
Asst. Professor
Vishisht School of Management
Indore
 

 

I. OVERVIEW
Incorporated on 24 August 1910 as the Imperial Tobacco Company of India Limited, the company's name was changed to ITC Limited in 1974. This company is rated among the 'World's Best Big Companies' by Forbes magazine. ITC ranks third on all major profit parameters among India's private sector corporations. ITC employs over 20,000 people at more than 60 locations across India. ITC is one of India's foremost private sector companies with a market capitalization of over US $ 19 billion and a turnover of US $ 5 billion.

ITC's unique e-Choupal initiative began in 2000. ITC e-Choupal, the largest Internet-based intervention in rural India, empowers over 3.5 million farmers in 36,000 villages. It enables them to readily access crop-specific, customized information through vernacular websites. The service also creates a two-way direct marketing channel for rural India, eliminating wasteful intermediation and multiple Business handling.

PRODUCT PROFILE

ITC launched the 'Candyman' range of confectioneries in August 2002. Led by the 'Candyman Fruitee Fun' range of assorted fruit flavours ('Wild Banana', 'Pineapple Punch', 'Orange Josh' and 'Mango Delite'), the 'Candyman' portfolio now includes deposited candy products like 'Candyman Butterscotch Licks' and 'Candyman Éclairs' (Choco flavoured as well as Vanilla Cream centre inside a Butterscotch outer shell). The coffee toffee segment also saw the successful launch of 'Candyman Cofitino' in November 2005.The brand was further strengthened with the launch of 'Candyman Natkhat Mango' and 'Candyman Maha Mango'. In line with the strategy to provide innovative flavours and formats to consumers, Candyman Mango Licks was launched in June 2007, Candyman Lacto Creme Centre in June 2008 and Candyman Toffichoo Strawberry in early 2009. Candyman Lacto Creme Center is the only Lacto with a yummy cream filled center, and Candyman

II. OBJECTIVES OF THE STUDY

This Study is based on the comparative study consumer behavior towards ITC  Candyman and Its competitors

1. The objective is to know about the customer satisfaction level associated with the product and the customer preference level.
2. To increase customer satisfaction and recapture the market share by fulfilling the customer needs.
3. To study the factors affecting the consumption pattern.

III. RESEARCH METHODOLOGY

Survey design:

The study is a cross sectional study because the data were collected at a single point of time. For the purpose of present study a related sample of population was selected on the basis of convenience.

Sample Size and Design:

A sample of 100 people was taken on the basis of convenience. The retailers were contacted on the basis of random sampling.

Research Instrument:

This work is carried out through designed questionnaires.

Data Analysis:

The data was analyzed by using percentage method represented by graphs.

IV. DATA ANALYSIS AND INTERPRETATION

1. BRAND PREFERENCE BY RETAILERS


From the above analysis of 100 respondents who sell candies it was concluded that 22% people prefer to sell Cadbury and NESTLE while 21% people likes to sell ITC Candyman.

2. PREFERENCE OF FORM


The above analysis shows that most of the people like to eat crunchy and chew form of a candy is least preferred.

3. PURCHASE OF CANDIES


By analysis of data, it can be concluded that mostly people purchased Cadbury while Perfettie is least purchased by the people.

4. PURCHASE OF CANIES BY CONSUMER


From the analysis of 100 respondents it can be concluded that mostly all sub-brands are purchased by people but top most is Eclairs followed by Coffi Toffnoi and Minto-Fresh.

5. PACK OF CANDIES PREFERED BY RETAILERS


As per above analysis it can be concluded that out of 100 people who sell candies likes to buy Jar, then comes the Polly bags and jumbo jars are least preferred.

6. PROMOTIONAL OFFERS RETAILERS LIKE TO HAVE


By above analysis it can be concluded that out of 100 people who sell candy 52 are attracted by free gifts,27 by price offers while 20 were attracted by some other reasons.

7. BEST MODE OF MEDIA FOR ADVERTISEMENT


By above analysis it can be concluded that television emerges as the best media for advertisement of candies that compel consumers to buy. It is much more than other ways as out of 100 respondents 54 are attracted to by through television media while brochures are the least attracting media.

8. PRICE ON WHICH CUSTOMER LIKE TO PURCHASE


It can be concluded from above that the retailers thinks 50 paise-Rs1 is the reasonable price of a candy. So it must be worthwhile to know this as it may effect the sale of candies.

V. SUGGESTIONS AND RECOMMENDATIONS

  • Company should concentrate more on television for advertisement, as mostly people get attracted through television only.
  • For promotional offers, company should go for free gifts rather than going for other ways.
  • Competitors should concentrate on its packing as people are least satisfied with it while ITC Candyman should concentrate on the shape of their candy.
  • People are unsatisfied with the price and quantity of candy so companies should concentrate in this regard also.

VI.  REFERNCES

  • Research Methodology: C.K. Kothar, Wishwa Prakashan Darayaganj, New Delhi 2nd Edition-1995
  • Marketing Management: Philip Kotler Prentice- hall of India Pvt. Ltd. New Delhi-110001 8th Edition95
  • J.M. Cowan (1994), The Hans Wehr Dictionary of Modern Written Arabic
  • Ahluwalia,J and Panwar,U.S Internship on "Comparative Study of Distribution of ITC and Competition for Matches and Confectionary" August 2009
  • Dwivedi,A.K and Dwivedi,P.K (2007) "Organized Retailing in India: Issues and Challenges " Abstract from Conference Paper, 60th  All India Commerce Conference, Osmania University, India.
  • R.J.O'Connor, McNeill Ann, Borland R (2007) . ,Smokers' Beliefs About the Relative Safety of Other Tobacco Products: Findings from the ITC Collaboration, Oxford Journals Medicine Nicotine and Tobacco Research Volume9, Issue10 Pp. 1033-1042)
     


Mr. Robin Neema
Asst. Professor
Mr.Upendra Singh Panwar
Asst. Professor
Ms. Mahak Goreja
Asst. Professor
Mr. Sanjay Maheshwari
Asst. Professor
Vishisht School of Management
Indore
 

Source: E-mail September 27, 2011

          

Articles No. 1-99 / Articles No. 100-199 / Articles No. 200-299 / Articles No. 300-399 / Articles No. 400-499/ Articles No. 500-599
Articles No. 600-699 / Articles No. 700-799 / Articles No. 800-899 / Articles No. 900-1000 / Articles No. 1001-1100
Articles No. 1101-1200 / Articles No. 1201-1300 / Articles No. 1301 Onward / Faculty Column Main Page