Marketing Proposal for Itc Agarbattis

Submitted by Kumar Pritam Sinha (B07027) Pankaj Kumar (B07035) Raj Jalan (B07039) Ritesh Agrawal (B07041)

Problem Statement
 Company - ITC  An agarbatti manufacturer wants to study the

buying behaviour for agarbattis and want to find out the extent of brand loyalty during agarbatti purchase

Management Problem/Decision Area
 ITC wants to study the buying behavior for agarbattis

and find out the extent of brand loyalty during agarbatti purchase.
 The study can be used for following purposes  Products line management decision  Modify the attributes of existing products  Modify the Marketing Mix of the product

Content
Exploratory Study

Conceptualization Research Objectives Research Design
Sampling Design
Data collection and Processing Methods Time Schedule and Investments Client Responsibilities

Exploratory Study
 Secondary Research  Literature Survey  Empirical data from internet
 Primary Research  Experience Survey




Distributors and Wholesalers in Kolkata through telephone Retailers at Sakchi through personal interview

 Observations


Consumers at Sakchi and Mango

Exploratory Research - Inferences
 Important parameters deciding buying behavior and

brand loyalty
 Long lasting fragrance  Type of Fragrance – Rose, Mogra, Sandal, Jasmine etc.  Price  Ingredients – Natural/ herbal, synthetic  Size of sticks  Number of sticks in packet  Soothing effect of incense – non-irritating  Non-sticky

 Quality of sticks
 Purpose of Buying – Home Use, Offerings at Religious

Places

Exploratory Research - Inferences
 Purchase mainly driven by push from retailers  Some existing brands

     

Bharat Darshan Mangaldeep Bharatwasi Kachnar Ratan Mala 5 Star 3 in 1

Conceptualization – Decision Tree
Target Group – Population of UP/Bihar

Regular Users

Non- Regular Users

Home Use

Offerings at Religious Places

Work Place

Religious Tourists

Home/Office Use during